Why fans form one-sided bonds with their favourite K-pop idols

Nur Nilam’s photocard collection of Hao. Photo: Puteri Nur Nilam Syahira Roslan

When Puteri Nur Nilam Syahira Roslan, 26, scrolls through her phone after a long day, she often finds herself watching videos of K-pop idol Zerobaseone’s Zhang Hao.

For her, Hao is more than just an artiste – he’s her source of joy, strength and inspiration.