Why do Korean actors and K-pop stars reach out to fans differently?
Son Na-eun of Apink has joined Weverse to engage with her fans. Courtesy of YG Entertainment
Fan communities behave differently depending on who they are following
By Jung Han-byul
Bubble and Weverse have become important channels for K-pop fans to interact with their favorite artists. These platforms are used by many K-pop artists to share photos and other snippets of their daily lives. However, for many Korean actors their presence is much less visible on fan platforms.
Fans drive the careers of both singers and actors because they help generate buzz and exposure for their idol's latest work. This often translates directly into viewership and sales figures through music charts, drama ratings and box office receipts. It also explains why many production companies are taking the risk of casting Korean idol stars with little acting experience but large fan followings as drama series leads.
Bubble and Weverse are indispensable tools for many idol stars to engage their fan communities and attract new followers. SM Entertainment announced its “SM 3.0” initiative back in April centered around the private messaging service provided by Bubble and the multimedia platform Weverse to bring artists and fans closer together. However, very few actors are involved in these respective platforms, aside from Ahn Bo-hyu, Shin Ye-eun, Jang Kyu-ri and Ju Hyeong-young on Bubble, and Son Na-eun and Kim Sun-ho on Weverse ― a tiny fraction of the acting community at large.
One industry insider points out that fan communities for Korean actors are weaker and less active relative to those of K-pop idol stars with a more global following, which is especially noticeable on Bubble and Weverse. “Actors need a very strong and dedicated fan base to operate on these platforms and offer financial value,” the insider said. Another insider believes demographic factors are also key, saying “The average age of fans who follow actors tends to be higher than those in their teens and twenties who follow idol stars on platforms like Bubble and Weverse.”
Ahn Bo-hyun is one of few Korean actors with a presence on Bubble. Courtesy of FN Entertainment
Based on their own observations, many actors agree that their modest followings are often dwarfed by those of idol stars in both sheer numbers and enthusiasm. One idol-turned-actor who was recently cast in a leading role in a drama series said, “Most of the other actors on set got their coffee and team from their friends and acquaintances, but I got them from my own fans.” Many former idol stars continue to attract a lot of fan interest long after they have transitioned to other careers like acting and are active on platforms such as Bubble and Weverse. As one industry insider put it, “Actors who don't have an idol background may not feel the need for such a fan platform.”
There are other actors who do not enjoy the spotlight and prefer to keep a lid on their private lives. Prior to creating a new Instagram account in late-2021, actor Gong Yoo had never used social media. During an interview on CNN's “Talk Asia,” the actor said, “Sharing details about my private life could potentially detract from the characters I portray on screen, so I'm always careful when I do.” Some actors are even more private, preferring only to communicate through their work and shunning online communication.
Despite this, many actors are recognizing the benefits of using social media to maintain their popularity, even if they are not engaging their fans through some of the newer online platforms. Social media has also become an important channel of viewer feedback amid the growing popularity of Korean content across the globe. Amid this change, even the more reclusive actors have relented, and some have taken a step further to share their daily routines on platforms such as YouTube. The times are changing and they are learning to adapt.
Jung Han-byul (onestar101@hankookilbo.com) is a reporter at The Hankook Ilbo, a sister publication of The Korea Times. This article, previously published in The Hankook Ilbo, has been translated as part of a news-sharing program.