Paradoxical intimacy between virtual idols and fans in South Korea: A case study of PLAVE and PLLI

This study explores the characteristics of PLLI, the fandom of the Korean virtual idol group PLAVE, through an interpretivist lens. Rooted in ethnographic fieldwork, this study examines the rapid emergence of large virtual idol fandoms in Korea between 2023 and 2024. Data were collected through a year-long participant observation and in-depth one-on-one interviews, focussing on digital content accumulated within online fan communities. This approach enabled detailed tracking of how virtual idol fandoms engage in fan activities and interact within their communities. The findings reveal that the unique platform characteristics of virtual idols—communicating with fans through a screen—give rise to paradoxical storytelling. Differences in merchandise consumption patterns among PLLIs were shaped by their prior fan experiences, reflecting PLAVE’s paradoxical narrative that blurs the boundaries between fictional characters and real idols. When fans encountered overlaps or dissonances between virtual and physical bodies, they often embraced these gaps as part of the unique charm exclusive to virtual idols, indicating an awareness that PLAVE is distinct from conventional K-pop idols. Nevertheless, fans also wish for PLAVE to be recognized as K-pop artists like other idol groups, actively engaging in fan labour toward this goal. Such practices foster a novel form of parasocial intimacy with virtual idols who remain physically unreachable. By functioning simultaneously as fictional characters and real performers, PLAVE induces a unique ontological experience through a paradoxical strategy. This interaction suggests a sustainable revenue model while offering pathways to transcend systemic structural issues within the K-pop industry. Ultimately, this research emphasizes the necessity of integrating macro-cultural frameworks with micro-level fan interactions, providing a nuanced perspective on this burgeoning virtual idol phenomenon.