KOVO Secretary-General Shin Moo-chul said, "Find a player's story → We will create the unique sensibility of the volleyball court."" [Is the V League popular?③]

*This content was translated by AI.

The mobilization of 12 million spectators in professional baseball last year was a milestone that signaled the growth potential of Korean professional sports. It is a phenomenon that occurs when sports intuition has established itself as a culture. Professional volleyball is also one of the events that shows potential. This year's V-League, the first season since Kim Yeon-kyung (38), Korea's top volleyball star, left the court, is filling the volleyball court with more spectators than expected. But there is still a long way to go. Star News points out the current status and tasks of the V League's popularity in a series for the Lunar New Year holiday. /Editor's note

It was Ki-woo that a dark shadow would cast after the retirement of "Superstar" Kim Yeon-kyung. Has professional volleyball found a clear solution to its success.

According to the spectator index released by the Korea Volleyball Federation (KOVO) after the end of the first half of the V-League in the 2025-2026 season, the total number of spectators in the first half of the year rose 10.65% (123,255 → 136,233) in the men's team and 5.3% (146,797 → 154,646) in the women's team compared to last season. With the integration of men and women, 7.7% more spectators visited the stadium.

Why was such a result possible even after Kim Yeon-kyung's retirement, which was a "successful guarantee check". Will it be possible to say that we have found a definite answer. Star News interviewed KOVO Secretary-General Shin Moo-chul to find out about the V-League's box office prospects and tasks.

The reason why the number of spectators could increase slightly is complex. Secretary-General Shin Moo-chul cited the growth story of Ikusi and Lee Na-yeon wearing uniforms of Daejeon Jeonggwanjang and Incheon Heungkuk Life Insurance after OK Savings Bank moved to Busan for the men's section and the women's section after the popular volleyball entertainment program "New Director Kim Yeon-kyung" aired on MBC.

However, I think it should be better in various aspects. President Shin said, "We are conducting regional-based marketing activities or expanding school-linked programs to strengthen the awareness of connection," and stressed on star discovery, "It is important to introduce stories within various categories so that specific issues or person-centered interests do not stop temporarily."

The following is a question-and-answer session with Secretary-General Shin Moo-chul.

- The reason why the box office has remained popular even after Kim Yeon-kyung's retirement.

▶ First of all, in common with men and women, a long-established fandom was formed, and even if one player was absent, it did not have a significant impact. Furthermore, in the men's division, OK Savings Bank's relocation to Busan affected the sharp increase in spectators, and in the women's division, Incusi and Lee Na-yeon, who gained popularity through rookie coach Kim Yeon-kyung, joined Jeonggwanjang and Heungkuk Life Insurance, respectively, raising fans' interest. In addition, the fact that the competition for rankings is intensifying due to the lack of power gap between teams this season is also considered to be a factor for viewing.

- Unlike OK Savings Bank's box office success, some point out that the V League has a weak sense of connection.

▶ Both KOVO and the club agree on the importance of regional marketing. However, the reality is that professional volleyball has restrictions in terms of facility operation authority and scope of use because most gyms are public facilities. Despite these conditions, the club is expanding its regional-based marketing activities or school-linked programs. Many clubs are working hard to close to the region by inviting local volleyball clubs, youth and related organizations to home games and holding volleyball clinics. In addition, in order to expand the visit time to the stadium to "stay and experience time", we will also push for a direction to strengthen marketing content with the club.

- The interest of "new coach Kim Yeon-kyung" is leading to the V League. How do you intend to see and continue the synergy caused by stars like Incusi.

▶ In the past, fans used to consume sports centered on games, but recently, they are moving and sympathizing with the player's individual story and showing a consumption pattern to support the player. Of course, it is viewed as a positive influence. Men's volleyball is also trying to find players with stories. It is important to introduce stories within various categories so that specific issues or character-centered interests do not stop temporarily.

- What is the plan to attract the female fans in their 20s and 30s who led the pro baseball era to 12 million spectators to volleyball.

▶ Professional baseball is now not just a sport, but one of the entertainment contents that combines culture and sports. These changes are also sending an important message to the V-League. Just as emotions that can only be felt at the ballpark and going to the ballpark have become a culture that reveals "I," it is necessary to discover emotions that can only be enjoyed and felt at the volleyball court in addition to game-oriented content.

- Unlike professional baseball, fans are regretting the lack of infrastructure in the volleyball court, such as food and various goods.

▶ As most gyms are local government-owned facilities, it is undeniable that there are certain limitations to structural improvement. However, despite the limited environment, KOVO supports MD planning and operation such as "KOVO X Amigo Nacho" and "LAP and Collaboration" from an integrated marketing perspective, and is working to increase the product competitiveness and operational efficiency of each club through league-level cooperation. We will work to improve related ordinances in connection with each club and continuously consult with local governments.

- Some point out that more active promotion and marketing should be carried out through YouTube and SNS.

▶ Both leagues and clubs recognize the importance of digital content. KOVO is focusing on producing content that can tell a story centered on players based on basic content such as game highlights and behind-the-scenes. Clubs are discussing opinions in the direction of increasing access to volleyball, such as producing content that can be shared with fans and expanding communication with fans by individual players.

- The box office case of the articles of association is interesting. Players who do not have excellent team performances or individual performances are attracting many fans. Another solution to star marketing is.

▶ Star players are an important factor in the league's success, but there are clear limitations to artificially creating something. First of all, it is important to develop content that can discover individual players' stories based on their performance and spread them. After that, I think it is desirable to form naturally as career, experience, and contact with fans accumulate.

KOVO is also striving to find and foster youth talent to lay this foundation, and as part of its efforts to expand the quality player pool, KOVO U-12 elite team will continue to create a structure for the next generation of stars by expanding the player base and creating a growth environment.

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*This content was translated by AI.