A video that recently surfaced and quickly went viral showed HYBE Chairman Bang Si-hyuk, often referred to as the father of K-pop boy band BTS, crossing a street in Los Angeles with two women in their 20s. In the video, Bang is seen kneeling to carefully take a photo of one of the women as she posed.
While the mere fact that Bang, who rarely appears in public, was caught on camera drew attention, people were more intrigued by the identity of the women with him. Neither was a top star or a BTS trainee. Instead, one of them was a BJ (Broadcasting Jockey), a term equivalent to “streamer” on platforms like AfreecaTV. The sight of Bang, who had stayed out of the spotlight during the controversy with ADOR CEO Min Hee-jin, now being seen with a female BJ near his $40 million Beverly Hills home sparked widespread speculation online.
As Bang’s private life was suddenly exposed, HYBE quickly issued a statement saying, “She was just a friend visiting on vacation.” This led to questions: What exactly is a BJ, and how could she dine with the father of BTS and even be escorted by him? In the BJ community, however, it was noted that a top-tier BJ could indeed meet someone like Bang.
The glamorous lives of BJs
Most people are unfamiliar with the BJ world. They hear stories of individuals earning 100 million won in a day or a billion won in a month but dismiss it as something far removed from their reality. They think, “Both the ones making the money and the ones spending it are really unusual.”
The term “BJ” is unique to South Korea and is a form of Konglish, standing for “Broadcasting Jockey.” It refers to individuals who broadcast or stream on platforms like AfreecaTV. Some suggest it originated as a shortened form of the Korean “Bang Jang,” meaning “room host,” used to describe those who managed chat rooms. While similar roles are called creators or streamers in other countries, the influence of AfreecaTV in South Korea has kept the term BJ in use.
The BJ market is enormous. Gone are the days when you could casually start streaming out of boredom; now, there are academies for aspiring BJs and dedicated management companies. Numerous platforms besides AfreecaTV exist, each with varying levels of body exposure, especially for female BJs. Last year, a civil servant caused a stir by broadcasting revealing content on platform P, showing her face and exposing specific body parts, which led to a three-month suspension.
The appeal of becoming a BJ ultimately comes down to money. Celebrities entangled in scandals who struggle to make a living often turn to BJ work, earning hundreds of millions of won daily. A former girl group member, known for blackmailing actor Lee Byung-hun, changed her name, became a BJ, and earned 2.4 billion won in a year from star balloons, a virtual gift on AfreecaTV used by viewers to support streamers and convert into cash. Many BJs earn over 1 billion won annually, flaunting luxury goods, driving supercars, and exchanging expensive gifts.
The BJ seen with Bang Si-hyuk, known as Juice Seyeon, earned 3 billion won last year through sexy dance broadcasts in revealing outfits. Her older sister was also known to have worked as a BJ in the past. After returning from her trip to the U.S., Seyeon’s first broadcast received over 150,000 star balloons, earning her 16.5 million won in a single day—equivalent to several months’ salary for an average office worker.
Last year, the top earner among BJs, known as COMMANDER ZICO, reportedly made 30 billion won (about $22.5 million). He recently revealed a stock account holding 6.2 billion won. This BJ profits by gathering female streamers who emphasize their voluptuous figures and sexual appeal, organizing so-called “Excel broadcasts,” where viewers donate “Star Balloons” to see their favorite streamer dance. The real-time donation rankings are displayed in a format resembling an Excel spreadsheet, fueling competition among fans. Those who donate large sums to their preferred BJ receive hero treatment in the anonymous online space, and those who contribute millions of won are dubbed “big spenders,” reigning as kings in this world.
On AfreecaTV, Star Balloons—cash-based items—cost 110 won each. Depending on their popularity, BJs pay a commission of 20-30% to the platform and keep the rest. The short settlement period is advantageous, allowing BJs to quickly cash out. With over 2 million monthly users on AfreecaTV, the daily flow of money is staggering. Other platforms operate similarly, though live broadcasts featuring racier content often require premium fees.
Some BJs transition to YouTube after gaining recognition on platforms like AfreecaTV, but there’s a strategic reason for this move. For mukbang and beauty BJs, YouTube is more advantageous due to the ease of securing ads and sponsorships. Meanwhile, BJs who connect with their audience through talk shows find the less regulated domestic platforms—where nudity and profanity are more permissible—a better market. Even with a smaller fan base, these BJs can still earn substantial incomes.
The hidden shadows behind the glamorous lives of BJs
The BJ market is a survival-of-the-fittest ecosystem, where only those who captivate the hearts of a few big donors can thrive. Even the most successful BJs can find themselves on the brink overnight. Female BJs, in particular, have a short career span. The same goes for donors, who must continue spending enormous amounts to maintain their status.
A first-generation female BJ who began personal broadcasting in the 2000s was recently jailed after borrowing money from fans, getting involved in gambling, and failing to repay her debts. A decade ago, she was earning around 400 million won annually. As her situation worsened, she switched platforms and even resorted to adult content, but it all ended in prison. Her detractors mocked, “Easy come, easy go.” A man in his 30s, who once spent up to 50 million won a day on his favorite BJ, tragically took his own life. He was an ordinary office worker who fell into 150 million won of debt due to his obsession. Stories like this are all too common
Factionalism and power struggles among BJs are intense, and with money and people intertwined, extreme incidents occur. Last year, one BJ committed suicide after being humiliated by another. Negative terms like threats, fraud, and confinement are frequently associated with this world. There was even a tragic case where a BJ was forced into adult broadcasting by her husband while being held captive, ultimately leading to her death. Mukbang YouTuber Tzuyang also revealed that she started as a BJ to earn money after enduring prolonged abuse from her former lover and agency head, who extorted her earnings. Recently, YouTuber Caracula was arrested for extorting 30 million won from a BJ suspected of cryptocurrency fraud. A recent online post warning about “underground BJs entering the mainstream” reflects this reality, as BJs known for provocative content are now appearing alongside top celebrities on YouTube and starring in Netflix series.
However, it’s not fair to view this world solely through a negative lens or to stigmatize those who earn money by wearing revealing clothing and receiving donations from male fans. In fact, male BJs dominate the upper ranks of AfreecaTV’s earnings. There are BJs who maintain loyal fanbases through gaming, music, or talk shows. Yet, even in these categories, vulgar language and provocative jokes are widespread.
The power of BJs was clearly demonstrated during the recent Paris Olympics. On the day of the men’s individual archery final, AfreecaTV saw a peak of 450,000 concurrent viewers, with BJ GAMST drawing over 150,000 viewers daily during his broadcasts. This was in stark contrast to mainstream broadcasters, who struggled with low viewership despite paying former athletes for commentary during early morning hours. Industry experts commented, “It’s evident that viewers now prefer interactive communication over one-way information delivery.”
Despite this, the public perception of BJs remains largely negative. A promotion for a BJ training entertainment agency read: “Why are people envious of BJs? Because the income is unimaginable compared to the effort. Unlike celebrities, who can’t guarantee returns on the time invested as trainees, BJs can simply stop if it doesn’t work out. Even ordinary people can make quick money and move on to other things. Why not give it a try yourself?” However, the dark side of this industry is something no one teaches. Caution and more caution are advised.
☞Female BJ or streamer, often referred to as “Yeocam” in Korean
It typically describes women who run personal internet broadcasts that emphasize their appearance and use sex appeal to attract viewers.
