K-pop embraces interactive VR to deepen fan engagement

K-pop boy band Seventeen recently dropped "HAPPY BURSTDAY," its fifth studio album celebrating the group's 10th debut anniversary. Courtesy of Pledis Entertainment

Virtual reality (VR), once used in the K-pop scene primarily to simulate the energy of live shows, is now evolving into a tool for immersive, interactive fan experiences.

From boy band Seventeen's recent album promotion to an upcoming VR concert by singer-actor Cha Eun-woo, artists are increasingly turning to cutting-edge technology to deepen their connection with fans.

On May 16, Seventeen released a highlight medley video for its fifth studio album, "HAPPY BURSTDAY," incorporating VR technology to create a 360-degree virtual environment. The video, accessible through YouTube, allows viewers to navigate the digital space by simply moving their phones, with each scene corresponding to a different track from the album.

Designed to broaden access beyond VR device users, the video lets fans explore changing virtual settings and hidden text reflecting each song's theme. The format aims to offer a more active listening experience, with viewers able to engage with the album directly by interacting with the space as it unfolds.

The response was swift, with the video surpassing 1.74 million views on YouTube within two weeks of release. Fans praised its innovation, with one user calling it "the most creative video I've seen a K-pop group do in a while," in the comments.

Pledis Entertainment, a HYBE Labels subsidiary and Seventeen's agency, said the video was meant to let fans "experience Seventeen's journey of challenge and transformation together."

"Viewers can explore the space from a first-person perspective, reflecting the idea that anyone can change through different challenges," the company said. "The experience becomes even more immersive with a VR device."

The official poster for singer-actor Cha Eun-woo's upcoming VR concert, "MEMORIES," scheduled to launch on June 18. Courtesy of Fantagio

Interactive VR is also being used in live concert formats.

While K-pop acts like aespa and TOMORROW X TOGETHER (TXT) have previously hosted concerts using VR technology, those were largely passive experiences that replicated traditional performances, lacking meaningful user interaction.

Cha Eun-woo's upcoming VR concert, "CHA EUN-WOO VR CONCERT: MEMORIES," scheduled to premiere June 18, is aiming for something more dynamic.

Co-produced with VR platform company AMAZE, the concert allows viewers to choose between different items, memories or locations, which shape the concert film's storyline and ending, according to Cha's agency Fantagio. Depending on those choices, each performance is set to unfold with different visuals and emotional tones.

After its initial launch in Korea, Cha's "MEMORIES" concert will roll out to 21 cities through September, including Tokyo, Los Angeles, Beijing, Taipei, Mexico City, Ho Chi Minh City, Singapore, Hong Kong and Jakarta.