South Korea court rules defaming virtual K-pop stars can incur damages
A social-media user was ordered to pay 500,000 won to a virtual group, in a ruling that marks a early precedent for defamation involving digital idols
A South Korean court has ruled that defaming a virtual K-pop group can lead to damages, issuing a verdict that a social-media user must pay 500,000 won in relation to derogatory posts about Plave, a five-member virtual boyband.
The ruling, handed down in May and made public on the court’s website this month, is among the first in the country to address defamation involving virtual idols. Plave debuted in 2023 and operates with five members whose voices and movement are provided by real performers through motion-capture technology. The group has built a sizable following, with more than one million subscribers on its YouTube channel and regular appearances at major award ceremonies. Their track Way 4 Luv was nominated for best vocal performance and song of the year at the 2024 MAMA Awards, and they won a major prize at the Seoul Music Awards this year.
According to court documents summarized in local reporting, the case arose after a social-media user posted a series of comments about Plave in July 2024, including remarks they described as profane. The defendant argued that the posts targeted the avatars themselves and not the real people behind them. The court rejected that argument, concluding that an avatar widely recognized as representing real individuals can be subject to direct remarks about those individuals.
Vlast, the agency behind Plave, had sought damages totaling 6.5 million won for each of the five performers, arguing that the posts caused emotional distress to the performers and to the group’s brand. The court awarded a smaller sum of 100,000 won per performer, for a total of 500,000 won, stating that the amount reflected the severity of the comments and the circumstances surrounding the incident. The ruling leaves room for appeal, and Vlast has signaled that it will challenge the damages with the aim of establishing a clearer precedent for defamation involving virtual avatars.
Advocates of virtual K-pop idols say such avatars can alleviate some of the pressure facing human performers, who contend with intense scrutiny of their personal lives and appearances. Supporters emphasize that digital characters can serve as creative assets while offering new avenues for fans to engage with music and performance.
The case underscores a broader trend in South Korea’s entertainment industry, where virtual idols have gained prominence and fractional ownership of their parasocial relationships with fans through online platforms. As digital avatars become more sophisticated and widely recognized, legal questions about accountability, representation, and media responsibility are likely to become more common, influencing how platforms and creators manage online discourse around avatar-based performers.
The court’s decision represents one of the first concrete judicial steps in addressing defamation tied to virtual idols in South Korea. It also raises questions about how similar cases might be treated when avatars are backed by recognizable brands or individual performers behind the motion-capture and voice work. Observers say the outcome could influence how agencies, platforms, and fans approach criticism, praise, and the complex intersection of digital performance and real-world reputations.
As Plave continues to perform and release content, the industry will watch closely whether additional legal challenges arise as virtual stars become an established feature of the Korean entertainment landscape.