K-pop stars, actors flock to TikTok LIVE for direct monetization

Former LABOUM member Yulhee, left, and actor Park Si-hoo / Xportsnews

Mainstream Korean celebrities are increasingly flocking to TikTok LIVE to capitalize on lucrative virtual currency payouts, signaling a broader industry shift from traditional broadcast television to direct-to-fan streaming.

Yulhee, a former member of the K-pop girl group LABOUM, actively promoted her TikTok channel on Monday. She told viewers she broadcasts each day that she does not have a formal schedule. During her stream, she danced to girl group songs and exchanged greetings with fans.

When a viewer referred to her as a "yeocam" — a cultural term for female cam streamers that often carries negative connotations associated with explicit or suggestive content — Yulhee pushed back, arguing the term simply means a broadcast hosted by a woman.

Former LABOUM member Yulhee hosts a livestream on TikTok. Captured from Yulhee’s TikTok channel

"What you are watching right now is a yeocam," Yulhee said. "Isn't it a difference in the speaking nuance? I think I am a yeocam, a female streamer."

Rapper MC Mong also used the platform on Sunday to celebrate his 100th day of streaming.

"One hundred days in two hours and 30 minutes since communicating on TikTok," he said. "Everyone come to TikTok."

He demonstrated the platform's financial power by surpassing 4.3 million TikTok Diamonds, a form of digital currency, in two and a half hours.

Lucrative streaming revenue

Actor Park Si-hoo / Courtesy of Hoofactory

Actor Park Si-hoo has amassed 890,000 followers and over 5 million cumulative likes on the platform. TikTok LIVE allows streamers to convert real-time virtual gifts from viewers directly into cash. Furthermore, the platform's algorithm expands a streamer's exposure based on the scale of sponsorships they receive.

This monetization structure sparked rumors that Park was earning hundreds of millions of won simply by livestreaming. His agency firmly denied allegations that he makes 500 million won ($335,000) in monthly profit.

"The rumor of 500 million won in monthly profit is not true," his agency said. "It is not raising hundreds of millions in profit either. It was started for communication with overseas fans who cannot meet Park Si-hoo often."

From veteran K‑pop acts such as Kim Hyung‑jun of SS501 and Park Kyung of Block B, to actors including Im Joo‑hwan and Kang Eun‑bi, celebrities across genres are increasingly migrating to digital platforms to reach fans directly.

As stars long absent from traditional broadcasting find new revenue through digital gifts, a larger wave of celebrities is expected to launch streaming channels.

This article from Xportsnews is adapted by a generative AI system and edited by The Korea Times.