"Always the Same Appearance"... Why the Zalpha Generation Loves Vtubers

Market Size Expected to Reach 5 Trillion Won by 2030
Virtual Idols Top Music Broadcast Charts

Sung Mo, a 17-year-old high school freshman, is a fan of the virtual band group "Scosism." Although Scosism is a band group, they do not actually play instruments; instead, they are virtual YouTubers (Virtual YouTuber·Vtuber) who perform Japanese pop music (J-POP) using virtual characters as their avatars. Sung said, "Each member of Scosism has a distinct personality and unique characteristics, and they all sing very well. I am more interested in the person behind the virtual character than the character itself."

Recently, the popularity of Vtubers has been soaring, especially among the "Zalpha Generation" (Generation Z + Generation Alpha). Generation Z refers to those born in the mid-1990s to early 2000s, while Generation Alpha refers to those born after the 2010s. These generations are familiar with digital technologies such as smartphones and artificial intelligence (AI) from a young age.

According to the global market research firm Global Information on June 28, the global market size for Vtubers and virtual idols is expected to grow from $1.41638 billion (about 1.92 trillion won) last year to $3.85242 billion (about 5.2473 trillion won) by 2030. Vtubers are broadcasters who use virtual characters to stream online. Although they are called virtual idols, the distinction between the two is blurred, as both frequently interact with fans through online platforms like YouTube.

Bang Mo, a 16-year-old middle school third grader, said, "I started watching Vtuber streams in December 2022. Broadcasting with a virtual appearance and voice was unique, and the communication was so smooth that it felt like I was talking to them directly. I also like that Vtubers' appearances do not change, so they always feel familiar."

There have been actual success stories of domestic virtual idols. The most notable example is the virtual idol group Plave, which debuted in March 2023 and became the first virtual idol group to top various music shows and enter Billboard's 'Global 200 Chart.' Plave is scheduled to begin an Asia tour for global fans, starting with a concert in Seoul this August, followed by performances in Hong Kong, Tokyo, and Bangkok.

Jung Deokhyun, a pop culture critic, said, "The Zalpha Generation is more receptive to the concept of virtuality. For them, unlike previous generations, the virtual world feels as real as the actual world."