How K-Pop Apps Create the Illusion of Private Messaging with Celebrities

South Korean pop music, known as K-Pop, is one of the most popular music genres in the world. Mobile apps such as Bubble and Universe offer an online chat service where fans can pay to communicate with idols in a one-on-one chat room. The goal is to make fans feel as if they have direct access to their favorite idols and thus strengthen their emotional attachment to these stars.