New app Setlog goes viral in South Korea, boosted by K-pop stars
IN SHORT
Setlog, a new South Korean app that compiles hourly video clips into daily recaps, has gone viral in South Korea. Endorsements from K-pop stars like Seventeen and Aespa have significantly boosted its popularity, leading to over 2 million downloads in May. The app encourages authentic social sharing among friends.
Key Numbers
2 milliondownloads in May
3rdmost popular app on Apple's App Store in South Korea
12people per group
4 a.m.earliest start time for vlogging
Who's Involved
Seventeen
K-pop group whose members posted about Setlog
Karina
Member of K-pop group Aespa, who posted about Setlog
Pledis Entertainment
Seventeen's management agency
↳ Why This Matters
Setlog taps into the growing trend of 'friendship apps' that aim to foster real-world connections and combat loneliness. Following in the footsteps of apps like BeReal and Locket, Setlog offers a unique way for friends to share their daily lives through short video clips. Its recent surge in popularity, amplified by endorsements from prominent K-pop artists, highlights the influence of celebrity culture on app adoption and the continued demand for platforms that encourage authentic social interaction.