Mediheal has taken its first step towards global expansion by appointing virtual idol group PLAVE as its brand ambassador for the Thai market. PLAVE, a virtual idol group utilizing computer graphics and artificial intelligence (AI), is one of the rapidly growing K-pop idols, and Mediheal plans to showcase various experimental content in the Thai market using it.

PLAVE boasts popularity that surpasses that of traditional K-pop idols, particularly gaining significant attention by recording sales of over 560,000 copies of their debut album. Mediheal plans to expand its brand awareness across Southeast Asia, including China, Japan, and Indonesia, through its marketing expansion strategy centered around PLAVE in Thailand.

Mediheal has previously raised its profile in the global beauty market through its collaboration with BTS, and it plans to target a new customer base through this partnership with PLAVE. It is expected that PLAVE will enhance Mediheal's brand value in the Thai market through marketing strategies that include K-pop dance performances, unique product packaging, and various unusual content.

The virtual idol market is differentiated from traditional idols in terms of its intellectual property (IP) extensibility and low risk, and based on this, Mediheal plans to launch even more diverse global marketing campaigns.