The future of entertainment is set to arrive this fall as MBC teams up with Coupang Play to host the first-ever MBC “Virtual Live Festival“. Slated for October 18–19 at the Sangam Munhwa Plaza outside MBC headquarters, this groundbreaking event will merge virtual performances and live K-pop stages, reflecting the exciting convergence of music, technology, and fan culture in South Korea.
MBC & Coupang Play Launch First “Virtual Live Festival” with Star-Studded Lineup
“The lineup, unveiled amid fervent anticipation, includes K-virtual idols who are opening a new chapter in K-POP culture with their diverse activities, as well as top-tier K-POP artists who are loved across generations and borders.”
MBC.
VLF 라인업 전격 공개 ✨
— 쿠팡플레이 Coupang Play (@CoupangPlay) August 28, 2025
빌보드 코리아 차트 진입한 이세계아이돌
밀리언셀러 플레이브와 nævis ❣️
엔믹스, 라이즈, 키스오브라이프 등
K-POP 아이돌까지 총출동!
📌 행사 일정
10월 18일 (토) – 19일 (일) – 상암문화광장#쿠팡플레이 #CoupangPlay #버추얼라이브페스티벌 pic.twitter.com/R1TAxk3ZYs
The two-day “Virtual Live Festival” will showcase 23 teams. The festival brings together both next-generation virtual idols and established K-pop acts. Fans can look forward to a one-of-a-kind lineup. Leading the stage are Korea’s first million-selling virtual boy group PLAVE and SM Entertainment’s AI artist nævis. Not only them, the stage will also feature rising virtual stars like ISEGYE IDOL, APOKI, IRISÉ, BRAZY, OFF EQUALS, LUVITA, Plan.B, and even a virtual version of legendary rock band YB.
On the live K-pop side, heavyweight names like RIIZE, NMIXX, KISS OF LIFE, tripleS, Xdinary Heroes, Choi Ye Na, izna, &TEAM, AHOF, KiiiKiii, USPEER, Koyote, and John Park will light up the stage. The combination of AI-driven virtual performances and live artistry promises fans an experience that transcends the boundaries of imagination and reality.
To sum up, here’s MBC “Virtual Live Festival” Complete Lineup
- PLAVE
- Nævis
- Isegye Idol
- ApokiIrisé
- Brazy
- Off Equals
- Plan.B
- Virtual YB.
- RIIZE
- NMIXX
- KISS OF LIFE
- tripleS
- Xdinary Heroes
- Choi Ye Na
- Izna
- &TEAM
- AHOF
- KiiiKiii
- USPEER
- Koyote
- John Park
플레이브→라이즈·엔믹스, 'MBC 버추얼 라이브 페스티벌' 출격 #플레이브 #PLAVE #プレイブ #라이즈 #RIIZE #엔믹스 #NMIXX #エンミックス #KPOP라인업 #MBC버추얼라이브페스티벌 #아이돌 #iMBC연예
— iMBC연예 (@imbcenews) August 28, 2025
뜨거운 관심 속에 베일을 벗은 라인업에는 K-POP 문화의 새로운 장을 열며 다양한 활약을 하고… pic.twitter.com/4FvIkEJTUF
MBC’s Virtual Festival Lineup Highlights the Business of Hybrid Entertainment
From a business standpoint, the MBC “Virtual Live Festival” with Coupang Play is a strategic experiment in the future of entertainment monetization. MBC and Coupang Play are bringing virtual idols powered by AI and metaverse tech together with traditional K-Pop stars. This approach opens new revenue streams through ticket sales, digital streaming, and virtual merchandise.
Virtual artists like PLAVE and nævis have already proven their market viability by achieving million-selling status, a milestone once thought possible only for human groups. For platforms like Coupang Play, the festival is not only an opportunity to drive subscriptions and engagement but also a way to differentiate themselves in Korea’s competitive streaming market.
Meanwhile, advertisers and brands gain fresh avenues to connect with younger, tech-savvy consumers who increasingly value digital-first experiences.
The “Virtual Live Festival” is at the crossroads of K-pop’s global influence and Korea’s strength in digital innovation. It becomes a blueprint for the future of hybrid entertainment, where fan interaction, commerce, and immersive technology come together.
The Future of K-Pop Entertainment
The upcoming MBC “Virtual Live Festival” highlights that K-pop is no longer confined to traditional boundaries. With its unique fusion of live and virtual artistry, the event is not just about music. It is about storytelling, technology, and global fan participation.
Tickets are expected to go on sale in September via Coupang Play. Demand will undoubtedly be high as fans anticipate an event that may very well reshape the entertainment landscape for years to come.
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