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  • From PLAVE to LUVITA: The Rise of K-pop’s Virtual Generation

    The Netflix animated film “K-POP DEMON HUNTERS” has amplified the K-pop wave, bringing virtual idols into the spotlight as the new leading force in K-culture. Virtual idol groups like PLAVE and Isekai Idol are gaining immense popularity, leading to a shift in the K-pop fandom culture.

    Virtual idols engage with their fans in real-time through live streaming and virtual content platforms, strengthening their connections with audiences in a variety of spaces and formats. Fans interact with their favorite idols through offline concerts, merchandise sales, and immersive virtual content, building strong emotional bonds.

    Recently, the newly formed virtual idol group LUVITA, created in partnership with SOOP and Duribun, is set to make its official debut at the “MBC Virtual Live Festival with Coupang Play” in October. Alongside LUVITA, another group, PLAN B, garnered great praise for releasing high-quality tracks and videos utilizing AI and the metaverse.

    As virtual idol concerts sell out and merchandise flies off the shelves, this market is attracting attention similar to that of traditional K-pop idols. This growing success is expected to lead to even more K-pop virtual streamers making their debut in the future.

  • Five Years In — BAE173 Marks a New Chapter with First Full Album

    K-pop group BAE173 is set to drop their first full-length album, marking a major milestone five years after their debut.

    On October 12 at 6 PM (KST), their agency PocketDol Studio released a spoiler teaser on BAE173’s official social media channels, featuring a highlight snippet of the album’s title track “Turned Up” from their 1st studio album “NEW CHAPTER : DESEAR.”

    The title track “Turned Up” captivates with its addictive melody, energetic beat, and uplifting message. Members Bit and Youngseo participated in writing the lyrics, adding a personal and sincere touch that showcases BAE173’s artistic maturity.

    According to the previously revealed tracklist, the album includes eight songs in total, including a fan-dedicated song titled “BAE (Before Anyone Else)”, co-written and composed by members Muzin and Bit.

    BAE173’s “NEW CHAPTER : DESEAR” will be available digitally on October 14, followed by the physical album release on October 23.

  • HEBA Lounge: Olive Young’s New Pop-up Blends Wellness and Beauty

    CJ Olive Young opened a personal-care pop-up store “HEBA Lounge” at Trendpot by Olive Young in Hongdae on the 10th, running through October 26.

    The pop-up embraces Gen Z’s self-care trend by redefining showering — not merely as hygiene, but as part of one’s daily beauty ritual, introducing the concepts of “Daily Shower” and “Special Shower.”

    Inspired by trending social media keywords like Skinification and GlassHair, the event highlights the growing interest in hair and body care routines.

    Participating brands include Labo H, Pino, Illiyoon, and Nutserin, offering around 40 products from Olive Young’s leading personal-care lines. Visitors can experience customized care programs targeting concerns such as hairline coverage, damaged hair, body firmness, and skin balance.

    Divided into four experiential zones, the pop-up begins with a brief checklist at reception, after which attendees receive tailored beauty recommendations.

    Interactive programs such as the “Hairline Filling Experience” and “Damaged Hair Ribbon Tunnel” allow visitors to test flagship products firsthand.

  • A Decade of TWICE: Group Celebrates with New Music and Love for ONCE

    TWICE released their special album “TEN: The Story Goes On” on October 10, marking the group’s 10th debut anniversary.

    The album symbolizes how TWICE’s journey — which began with their 2015 debut album “THE STORY BEGINS” — continues to unfold, serving as a heartfelt gift to their devoted fandom, ONCE.

    The title track “ME+YOU” blends sleek melodies with a refreshing R&B-pop groove, expressing the members’ promise of everlasting friendship with each other and their fans. The members took part in writing the lyrics, while renowned K-pop producer KENZIE composed and produced the track, elevating its musical quality.

    The album features 10 songs in total, including solo tracks by all nine members:

    “MEEEEEE” (Nayeon), “FIX A DRINK” (Jeongyeon), “MOVE LIKE THAT” (Momo), “DECAFFEINATED” (Sana), “ATM” (Jihyo), “STONE COLD” (Mina), “CHESS” (Dahyun), “IN MY ROOM” (Chaeyoung), and “DIVE IN” (Tzuyu).

  • Slash B Slash to Lead Official Merchandising for Overwatch Champions Series Asia

    IP technology company Slash B Slash has partnered with eSports enterprise WDG to manage official merchandising for the Overwatch Champions Series Asia (OWCS Asia).

    Through this partnership, Slash B Slash will handle the planning, production, and distribution of official OWCS Asia merchandise, introducing a wide range of products including smart goods, apparel, figures, and digital collectibles.

    Notably, the company plans to launch an interactive phone case featuring NFC technology in early 2026 — when attached to a smartphone, Overwatch characters will appear dynamically on the background screen.

    A WDG representative stated, “Slash B Slash’s innovative IP tech solutions will offer fans a completely new experience,” adding that the partnership aims to evolve merchandising into “an interactive platform connecting fans and players, contributing to the growth of global eSports culture.”

    Slash B Slash has previously collaborated with global brands such as Disney, Marvel, Sanrio, and Crocs, pioneering the IP-based tech merchandising industry.

  • National Museum Brand MU:DS to Open Promotion Gallery in Hong Kong

    The National Museum Foundation of Korea (NMFK) will open a permanent MU:DS Promotion Gallery at the Korean Cultural Center in Hong Kong on October 11.

    MU:DS, the official brand of Korea’s National Museum, presents modern reinterpretations of key national treasures from institutions such as the National Museum of Korea. Recently, its Kedeheon collection has achieved remarkable popularity among MZ consumers, leading to multiple sellouts.

    Sales have grown from 6.1 billion KRW in 2016 to 21 billion KRW in 2024, marking a 3.5-fold increase. As of August 2025, revenue surpassed 21.7 billion KRW, and is projected to reach 30 billion KRW by year’s end.

    The new gallery will be located in PMQ, Hong Kong’s creative and cultural hub, with support from the Korean Cultural Center in Hong Kong.

    The grand opening will coincide with the “Korea Square 2025” festival, featuring exhibitions, live performances, and hands-on cultural experiences. The display will highlight 74 design products inspired by seven key themes — including the Pensive Bodhisattva, Baekje Incense Burner, celadon, white porcelain, mother-of-pearl crafts, and traditional calligraphy and paintings.

    Building on its Hong Kong launch, NMFK plans to expand into North America and Europe.

    In November 2025, the foundation will release a special product line in collaboration with the Smithsonian National Museum of Asian Art’s special exhibition “Korean Treasures: Collected, Cherished, Shared,” and will also participate in the 2025 Korea Wave Expo to engage with global consumers. Expansion into Europe is planned for 2026.

  • Inside Korea’s Ticket Scalping Problem — Even Free Concerts Have Black Market Sales

    Despite the Ministry of Culture, Sports and Tourism (MCST) labeling ticket scalping as a “social evil” and launching crackdowns, illegal ticket resales continue to thrive online.

    For the upcoming NCT WISH concert, scheduled from October 31 to November 2, VIP seats priced at 198,000 KRW (≈ $150) are reportedly being resold for as much as 1 million KRW, over five times the face value.

    Government data shows that ticket scalping reports surged from 359 cases in 2020 to 4,224 in 2022, a tenfold increase. In 2023 and 2024, 2,161 and 2,224 cases were filed respectively, with 1,020 reports already recorded in 2025 (January–August). Even at free events such as Cho Yong-pil’s concert, scalped tickets were sold for 100,000 KRW, reflecting the scale of the problem.

    However, enforcement remains challenging. Under current law, authorities must prove that tickets were purchased through fraudulent means such as macros and then resold for profit — a standard that ticketing platforms find nearly impossible to verify. Although the MCST announced plans to amend the law last year to penalize resales regardless of macro use, the revision has yet to take effect. Since 2023, only 5.6% of reported cases have been deemed valid for prosecution.

    Shockingly, the Korea Creative Content Agency’s Fair Trade Center currently employs just one staff member dedicated to ticket scalping cases, who also handles other duties. Officials stress the urgent need to increase manpower and establish a real-time monitoring system to curb the ongoing issue.

  • Korean Shoppers Choose Louis Vuitton as the #1 Holiday Gift

    Luxury shopping platform Trenbe has revealed its analysis of luxury consumption trends for the 2025 Chuseok holiday season, naming Louis Vuitton as the most popular brand in Korea based on total purchase value.

    Gucci ranked second, while Chanel climbed three spots from last year to take third place. Burberry and Prada followed in fourth and fifth.
    Thom Browne maintained sixth place, and both Dior and Hermès made their debut in the top 10, ranking seventh and eighth respectively. Celine and Saint Laurent also placed within the top 10.

    By product, Burberry led in order volume. The brand’s HARTFORD logo men’s polo shirt and IVERY check shirt ranked first and second, with other fall/winter items — such as reversible wool capes, check-patch knits, and long quilted jackets — performing strongly.

    Among middle-aged shoppers, outerwear from Burberry, Moncler, and Max Mara continues to be highly popular, while Louis Vuitton’s Bandou scarf was highlighted as a practical yet sophisticated seasonal gift option.

  • Soda Pop Composer KUSH to Marry Vivien After 9 Years Together

    Composer Kush and Vivian have officially announced their upcoming wedding, scheduled to take place on October 11 at a private location in Seoul.

    Kush made his debut in 2003 as a member of Stony Skunk, and began his career as a composer in 2007. Over the years, he has collaborated with a wide range of artists including BIGBANG, G-DRAGON, TAEYANG (SOL), 2NE1, Uhm Jung-hwa, Cho Hyun-ah, Seo In-young, and Heize, producing numerous hit tracks.

    He also wrote and composed “Soda Pop” by the Lion Boys, a song that gained attention through the Netflix animated series “K-pop Demon Hunters.”

    Vivian, on the other hand, began her career after winning first place in the 2015 model contest for the fashion magazine Ceci. She is also known as a cousin of Girls’ Generation member Yuri.

    She later participated in songs by BIGBANG, BLACKPINK, and JISOO, and more recently showcased her talent as a music producer on Mnet’s “I-LAND 2: N/a.”

  • K-Medical Expands: 365mc Brings Liposuction Expertise to America

    Korea’s leading liposuction-specialized medical institution, 365mc, has officially entered the U.S. market, announcing the grand opening of its Los Angeles branch.

    The “365mc LA Grand Opening Ceremony” was attended by CEO Kim Nam-chul, the local medical team, and key figures from the Orange County Chamber of Commerce, celebrating the milestone opening.

    Performing over 30,000 partial obesity treatments annually, 365mc’s LA branch will center its services on the clinic’s proprietary non-invasive liposuction injection, LAMS (Local Anesthetic Minimal-invasive Solution). This treatment minimizes incisions through local anesthesia, improving both safety and patient satisfaction.

    The clinic’s medical director, Dr. Angie Trias Sanchez, and co-director, Dr. Maria Samanda Layson, both completed training in Korea and received the symbolic “Orange Gown” certification.

    Dr. Sanchez stated, “K-LAMS represents an innovative technology rarely seen in the U.S., and this opening marks a new milestone in elevating the global reputation of K-Medical.”