Content that captivates Generation Z to an extraordinary extent

Article published: July 10, 2023

Original source: https://weekly.donga.com/culture/article/all/11/4273324/1

English Translation: plaveintl

"PLAVE, a virtual influencer idol group that gains popularity by not hiding unnatural glitches but exposing them as they are."

Perceptions of virtual influencers are still divided. Some view them positively, seeing no risks such as controversies or scandals due to their virtual nature. However, there are also those who view them negatively, considering them merely characters and not real people.

Recently, a virtual influencer idol group called "PLAVE" emerged and became a hot topic. In the past, the focus of virtual influencers was on eliminating the "uncanny valley" by appearing as human-like as possible. The goal was to make it imperceptible that they were virtual influencers, allowing people to immerse themselves.

However, PLAVE took a different approach by embracing and showcasing glitches, which have become elements that Generation Z enjoys and actively seeks out.

The amusing and numerous glitches associated with PLAVE are evident to the point that simply typing "PLAVE" in the YouTube search bar immediately suggests "glitch" as a related search term. People are becoming fans and getting hooked after witnessing these glitches.

For example, when they claim to demonstrate martial arts skills and kick, and glitch occurs where their shoe malfunctions, causing their bare foot to pop out of the shoe. There are also instances where they wipe their face due to sweating, but their hand gets twisted in such a scary way that it becomes a glitch itself.

Watching these glitches during live broadcasts provides numerous hilarious moments that serve as killing points.

If you look at the posts people share on social media with captions like "Why I watch PLAVE," you'll almost always find a compilation of glitch videos. It's a case where the limitations of virtual influencers' unnaturalness are deliberately emphasized, eliciting laughter and causing excessive engagement. It even evokes a sense of human vulnerability.

If you look at the posts people share on social media with captions like "Why I watch 

Recently, the popularity of PLAVE has soared to the point where new PLAVE fans have emerged.