The 2025-2026 Korean V-League season is showing unexpected strength at the gate, defying concerns that the retirement of superstar Kim Yeon-kyung would lead to a decline in viewership. While still striving for the milestone of 12 million spectators reached by Korean professional baseball last year, attendance figures are up across the board, fueled by a surge in interest from female fans in their 20s and 30s – the same demographic credited with driving baseball’s recent success.
According to data released by the Korea Volleyball Federation (KOVO), total spectator numbers for the first half of the season (rounds 1-3) increased by 10.65% in men’s matches (123,255 to 136,233) and 5.3% in women’s matches (146,797 to 154,646). Overall attendance rose 7.7% compared to the previous season, with a slight increase of 0.04% in average viewership across both genders.
This growth is being attributed to a confluence of factors, including the popularity of the MBC entertainment program “New Coach Kim Yeon-kyung,” the relocation of the OK Savings Bank team to Busan, and a broader trend of increased sports engagement. One V-League club official noted in a recent conversation with Star News, “The number of spectators has increased not only for our club but for volleyball as a whole… Our internal analysis is that interest in sports has increased compared to before, rather than on specific factors.”
The impact of younger female fans is particularly noteworthy. Having been instrumental in driving attendance in baseball, this demographic appears to be transferring their enthusiasm to volleyball. Another V-League team official highlighted the purchasing power of this group, stating that clubs are actively preparing marketing initiatives specifically targeted towards them.
The trend mirrors a similar pattern observed in Korean women’s professional basketball (WKBL), where officials have noted a significant increase in female fans since the COVID-19 pandemic. Data from the Korean men’s professional basketball (KBL) also reveals a narrowing gap between male and female attendance, moving from 57.12% male/42.88% female in the 2022-2023 season to 53.9%/46.1% in the first half of the current season.
However, the experience for fans attending V-League matches isn’t without its frustrations. Several fans have expressed concerns about limited information available regarding team lineups and player availability. One fan in her 20s lamented the lack of transparency, noting that some teams block comments on social media, hindering communication and making it difficult to obtain basic information like which players will be participating in a given match. Fans are often left to rely on direct messages to players to ascertain whether their favorites will even be in uniform, or relegated to the bench.
This lack of information is partly due to the unique dynamics of volleyball, where rotations and substitutions play a crucial role. Clubs are hesitant to reveal lineups in advance, fearing it could impact strategic advantages. However, the absence of a second-tier league exacerbates the issue, limiting opportunities for developing players and reducing the overall depth of rosters. One fan commented on the limited variety of players seen on the court, and the lack of opportunities for backup players to gain experience.
Infrastructure also presents a challenge. Aging stadiums often lack the amenities and entertainment options found in other sports, such as baseball. Fans have voiced concerns about limited food and beverage options, and a general lack of attractions to enhance the game-day experience. While clubs are attempting to address these issues with initiatives like food trucks, limitations remain.
Despite these challenges, the V-League is demonstrating resilience. The influx of new fans, particularly younger women, offers a promising sign for the future. The league is capitalizing on the momentum, with clubs actively seeking ways to improve the fan experience and address concerns about transparency and accessibility. The success of the women’s league, in particular, is defying expectations in the wake of Kim Yeon-kyung’s retirement, with attendance at the opening matches of the 2025-2026 season up 14.1% compared to the same period last year. Incheon Heungkuk Life Pink Spiders, even without Kim Yeon-kyung, saw a 42.7% jump in attendance at their home games, boosted by a retirement ceremony that drew a season-high 5,401 fans.
The V-League faces an “opportunity in crisis,” as one fan put it. While challenges remain, the growing interest from a key demographic suggests that Korean professional volleyball is poised for continued growth, provided it can address the concerns of its fans and build upon the momentum generated this season.
