South Korea’s V-League is experiencing a notable increase in spectator numbers, even in the first season following the departure of national star Kim Yeon-kyung. The league, founded in 2005, currently comprises seven men’s and seven women’s clubs.

Rising Spectator Numbers

The first half of the 2025-2026 V-League season (rounds 1-3) saw a 7.7% increase in total attendance compared to the previous season. Men’s matches experienced a 10.65% rise (123,255 to 136,233 spectators), while women’s matches saw a 5.3% increase (146,797 to 154,646). The average viewership also saw a slight increase of 0.04% across both divisions.

The Power of the 20-30 Demographic

A key driver of this growth appears to be increased engagement from female fans in their 20s and 30s, mirroring a trend seen in Korean professional baseball. As one V-League club official stated, The number of spectators has increased not only in our club but also in volleyball as a whole… Our internal analysis is that interest in sports has increased compared to before, rather than on specific factors.

Another V-League team official noted the marketing potential of this demographic, stating, We clearly believe that female fans in their 20s and 30s have different purchasing power. In terms of marketing, we are also preparing items targeting them.

Factors Contributing to Growth

• The popularity of the MBC entertainment program New Coach Kim Yeon-kyung.
• The relocation of the OK Savings Bank team to Busan.
• A broader trend of growing sports enthusiasm within South Korea.

Challenges Remain: Fan Experience and Accessibility

Despite the positive trends, challenges remain in enhancing the fan experience. Some fans have expressed frustration with limited information regarding team lineups and player availability. One fan commented, I have liked baseball and volleyball for a long time, but once again I felt that the volleyball teams were unfriendly. Some teams block all comments on Instagram, so there is no place for fans to question such questions.

Concerns have also been raised about the infrastructure at some venues, including limited food and entertainment options. The lack of a second-tier league was also cited as a factor limiting roster depth and player development opportunities.

Current Champions

As of the latest available information (2024-25 season):

• Men: Cheonan Hyundai Capital Skywalkers (5th title)
• Women: Incheon Heungkuk Life Pink Spiders (5th title)

Historically, the Daejeon Samsung Fire Bluefangs hold the record for the most men’s titles (8), while the Incheon Heungkuk Life Pink Spiders lead in women’s championships (5).

Looking Ahead

The V-League’s recent growth demonstrates its potential to capitalize on the increasing popularity of sports in South Korea. Addressing fan concerns regarding accessibility, information, and the overall game-day experience will be crucial for sustaining this momentum and attracting an even wider audience.