On October 7, the top spot in the Apple App Store's free app download rankings was claimed by 'Bubble for STARSHIP,' surpassing major generative AI apps like Claude, Gemini, and ChatGPT.
It also ranked first in the social networking category. Other apps from the DearU service, such as JYP·Cube Bubble and SM's Lysn, were nowhere to be found in the rankings. This unusual and exciting phenomenon, where a private messaging subscription service app took the lead over global IT giants, is largely attributed to actor Lee Kwang-soo.
Hello?
On October 1, Lee Kwang-soo launched the Bubble service with a simple greeting. However, his subsequent actions were anything but ordinary. He sent a flurry of messages, expressing, 'I think I might be addicted to this. What should I do?' and 'Oh, I can't stand it.'
His communication style was also entertaining. He frequently changed his profile picture based on his mood, sharing his daily life with fans in real-time. Last weekend, he was spotted at his close friend Do Kyung-soo's concert, where he couldn't resist sending a Bubble message during the performance, much to the amusement of fans who captured the moment.
If it were merely entertaining, it wouldn't have garnered such attention. Lee Kwang-soo engaged with fans' everyday concerns, offering his characteristic realistic and witty responses. To a fan reluctant to go to work, he replied, 'You are the dream of college students,' and to a student questioning the reality of going to school, he said, 'You are the dream of kindergarteners.' When a job seeker lamented their situation, he quipped, 'You are the dream of those without dreams.' For a fan anxious about graduation and employment, he reassured, 'It's a natural process, so don't worry about feeling anxious or restless,' while playfully responding to another fan who felt nervous before brushing their teeth, saying, 'It's only the start that feels shaky; once you begin, it's nothing.'
This conversation spread on X (formerly Twitter), with posts like 'Lee Kwang-soo's Bubble is a steal' and 'Best purchase in October = Lee Kwang-soo's Bubble.' Fans had previously expressed dissatisfaction with subscription artists not sending messages frequently enough, which is another reason for the warm reception of Lee Kwang-soo's Bubble.
Bubble is a subscription-based fan platform operated by DearU, allowing users to receive and respond to messages from artists. The subscription fee is 5,000 won for in-app purchases and 4,500 won for website payments. According to DearU's semi-annual report, over 200 agencies and more than 720 IPs are participating, with an average of 1.97 million subscribers in the second quarter of this year.
Investor interest has also turned to the stock market. As of 10 a.m. on the same day, DearU's stock price was 18,980 won, up 13.8% from its 52-week low of 16,680 won.
Some investors have mentioned the 'Lee Kwang-soo effect.' Posts in discussion forums included titles like 'Lee Kwang-soo Bubble Effect,' and on October 6, one post stated, 'DearU should bow deeply to Kwang-soo.'
However, compared to its 52-week high of 45,850 won, the stock is still down 58.6%. The recent rebound in stock prices may also be influenced by the announcement of a 15 billion won stock buyback and cancellation plan disclosed on September 29. It remains to be seen whether the 'effect' will translate into subscriber numbers and actual performance, which will be clearer when fourth-quarter results are released early next year.
While the App Store ranking may only be a temporary achievement, it is worth noting that Lee Kwang-soo's Bubble, which began with a simple 'Hello?', is prompting a reevaluation of what 'communication' means in subscription services.
* This article has been translated by AI.
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