The epicenter of Korean webcam culture is AfreecaTV. While Twitch dominated the global gaming market, AfreecaTV cultivated a unique ecosystem that allowed for diverse content types. The platform’s economic engine is built on a virtual currency known as "Star Balloons."

The undisputed king of Korean webcam streaming. AfreecaTV pioneered the "Balloon" donation system, where viewers buy "Star Balloons" (virtual currency) to send to BJs. The number of balloons a BJ receives determines their ranking. Top BJs can earn millions of dollars annually. The platform is famous for its "Sexy BJ" category, which walks a fine line between performance art and adult content.

In South Korea, the term "BJ" (Broadcasting Jockey) refers to a live streamer. Unlike Western platforms where "influencer" or "creator" is the standard, "BJ" implies a real-time DJ of content—someone who hosts, performs, and interacts simultaneously.