Recognizing the reputational damage associated with both the "BJ" label and the AfreecaTV brand, the company rebranded to in 2023, simultaneously encouraging streamers to adopt the more neutral term "streamer" instead of "BJ". While this represents an attempt to distance the platform from its controversial history, the underlying economic structure—star balloons, top donors, and pressure for provocative content—remains largely unchanged.
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Free-to-watch broadcasts designed to build a broad audience and attract new followers. Recognizing the reputational damage associated with both the