V League Popularity: Rising Female Fans & Challenges for Korean Volleyball

The South Korean V-League is experiencing a surge in popularity, mirroring a broader trend of growing interest in live sports attendance. This comes after professional baseball in the country drew 12 million spectators last year, a milestone signaling the increasing cultural significance of attending sporting events in person. While the recent retirement of star volleyball player Kim Yeon-koung was anticipated to potentially impact viewership, the 2025-2026 V-League season has seen unexpectedly high attendance numbers.

Rising Attendance and a Changing Fanbase

According to data released by the Korea Volleyball Association (KOVO) after the first three rounds of the 2025-2026 season, overall attendance increased by 7.7% compared to the previous season. Men’s games saw a 10.65% increase (from 123,255 to 136,233 attendees), while women’s games experienced a 5.3% rise (from 146,797 to 154,646). Average television viewership also saw a slight increase of 0.04%.

Did You Know? The V-League saw a 7.7% increase in combined attendance for the first three rounds of the 2025-2026 season compared to the previous year.

The success is partially attributed to the popularity of a recent MBC variety show featuring Kim Yeon-koung, as well as the relocation of the OK Savings Bank team to Busan. However, analysts suggest a broader shift in cultural preferences is at play, with increased overall interest in live sporting events.

The Power of the Young Female Fan

A significant driver of this growth is the increasing presence of women aged 20-30 at games. This demographic was also credited with fueling the record attendance numbers in professional baseball last year. V-League team personnel have noted the purchasing power of this group and are beginning to tailor marketing efforts accordingly. This trend is also visible in professional basketball, with the Korean Women’s Basketball League (WKBL) and the Korean Basketball League (KBL) both reporting increases in female attendance since the COVID-19 pandemic.

In the 2022-2023 KBL season, women comprised 42.88% of fans, while preliminary data from the first half of the current season shows that number has risen to 46.1%, narrowing the gap with male fans, who now represent 53.9% of the audience.

Expert Insight: The increasing attendance of young women at sporting events suggests a significant shift in the demographics of sports fandom, potentially driven by factors beyond the games themselves, such as social experiences and entertainment value.

Challenges Remain: Access and Engagement

Despite the positive trends, some fans express concerns about the overall experience. A 20-something female volleyball fan noted a lack of transparency regarding team rosters, with only one team, KB Insurance, consistently posting lineups on social media. Fans also reported difficulty contacting teams through platforms like Instagram. There is a desire for more information about player availability, including whether they will be playing, on the bench, or in the stands, and updates on injuries.

Concerns were also raised about the limited infrastructure at some venues, with a lack of concessions and limited accessibility. The relatively late start of the professional volleyball league in 2005, compared to baseball (1982), soccer (1983), and basketball (1997), has also resulted in a scarcity of centrally located, well-equipped arenas.

Looking Ahead

Teams are attempting to address some of these issues, such as providing food trucks outside venues. However, creating a more engaging atmosphere remains a challenge. The limited number of games – an average of 18 home games per team per season – also restricts opportunities for fan interaction. If these issues are addressed, the V-League could potentially build on its current momentum. Alternatively, if these concerns are not addressed, the recent surge in popularity could prove to be a temporary phenomenon.

Frequently Asked Questions

What is driving the increase in V-League attendance?

The increase is attributed to a combination of factors, including the popularity of a recent variety show featuring Kim Yeon-koung, the relocation of a team to Busan, and a broader trend of growing interest in live sports attendance, particularly among women aged 20-30.

What concerns do fans have about the V-League experience?

Fans have expressed concerns about a lack of transparency regarding team rosters, limited infrastructure at venues, and difficulty contacting teams.

How does the V-League compare to other professional sports leagues in South Korea in terms of attendance?

Professional baseball drew 12 million spectators last year, indicating a strong interest in live sports. The V-League is experiencing growth, but faces challenges related to its later start date compared to more established leagues like baseball, soccer, and basketball.

What steps could the V-League take to further enhance the fan experience and sustain its recent growth?