Humanoid robots dressed in black, luxury hip-hop outfits snap into formation, moving in perfect sync to K-pop songs. It’s a simulation inside an office styled as a crash-landed spacecraft in the heart of Seoul’s financial district, complete with towering astronauts and floating robotic jellyfish.
The performance is orchestrated by Choi Yong-ho, founder and chief executive officer of Galaxy, a Seoul-based startup trying to disrupt K-pop’s traditional idol system — a model built on years of recruiting, training and managing human performers.
Galaxy is trying to build a new strategy that blends artificial intelligence characters and life-size robot idols. The goal is to create content without the constraint of human performers.
“We’re trying to do everything with AI from start to finish,” Choi said in a conference area that looks more like a Star Wars war room than a boardroom. “We want to prove what kind of impact this can have,” especially when combined with popular intellectual property like the group’s K-pop star, G-Dragon.
The company, founded in 2019, is preparing for what could be the first overseas listing by a K-pop agency. It’s considering dual listings in New York and Seoul in 2027, according to Choi. Galaxy has so far raised about $150 million and is targeting an overseas pre-IPO round this year. Investors include G-Dragon and Taiwanese singer-songwriter Jay Chou, in addition to more than 30 Korean institutional investors. Choi owns about 20% of Galaxy, alongside eight longtime friends who are founding partners.
South Korea’s music industry, known for major K-pop groups such as BTS and Blackpink, has grown more experimental as competition intensifies. Leading agencies such as JYP Entertainment and SM Entertainment are developing virtual idol characters. Plave, a virtual K-pop boyband that uses 3D avatars combined with human motion-capture technology, held an Asia tour last year. And Netflix’s “KPop Demon Hunters” underscored global demand for animated idols. Choi believes the high acceptance of AI technology in Asia is adding momentum to this new trend.
Choi, 37, was little known in the industry until late 2023, when he partnered with G-Dragon — born Kwon Ji-yong — the leader of K-pop band BIGBANG and one of K-pop’s most influential figures. After building his career at YG Entertainment, Kwon expanded into fashion, art and production, and remains one of the few pop artists able to sell out stadiums across Asia as a solo performer. He’s set to perform at Coachella this weekend with BIGBANG.
When the singer became embroiled in a drug investigation in 2023 — for which he was later cleared — Choi helped G-Dragon. At the time, Galaxy was a TV studio behind Netflix’s competition show “Physical:100.” Kwon signed a contract with Galaxy in late 2024, and the company’s center of gravity soon shifted toward G-Dragon.
Since then, Galaxy has leaned into artificial intelligence, partnering with technology firms on content rather than building its own AI engines or humanoid robots. AI-generated ads and music videos featuring G-Dragon have proliferated across South Korea, while the company is also working with Unitree to develop and control its robots.
Choi’s personal brand has evolved alongside the company, which was named after his sons — “Galaxy” and “Universe” in Korean. Inspired by Steve Jobs, he now wears Issey Miyake almost exclusively — he owns about 400 pieces — paired with Yeezy sneakers, even on the golf course or during tennis matches.
While Galaxy’s earlier AI projects were relatively short-lived, the next phase is more ambitious.
Galaxy is working with the team behind London’s ABBA Voyage to replicate the show’s virtual concert format in Asia, aiming to have about 3,000 seats and open around late 2027. G-Dragon’s performance has already been filmed in London, Choi said.
“A human performer can’t perform 365 days a year, but an avatar can,” Choi said. “Millions wanted to attend G-Dragon’s concert, but only 1% of them could enjoy the show. With this format, 99% of the people who wanted to go to the concert can actually enjoy the performance.”
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