The metaverse is rewriting the rules of who can be a K-pop star

In South Korea, virtual K-pop idols are gaining popularity, reshaping identity, labor rights, and celebrity culture. These digital stars, created through motion capture and advanced technologies, offer fans a unique experience, but also face challenges such as anonymity, cyberbullying, and labor disputes. Despite these issues, the global market for virtual idols is projected to grow significantly, with South Korea leading in metaverse investments and legislation.