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Emotions are complex psychological and physiological responses to environmental stimuli that influence individual attitudes and behaviours. The study of a critical phase of the entrepreneurial journey, the presentation of a project to funders, reveals limitations and biases in our understanding of emotions, particularly in a digital context. An in-depth analysis is made from the BTS ARMY/Hallyu case, which allows us to better understand the role of emotions in entrepreneurship and propose solutions to support project leaders.We identify three key dimensions to better mobilize illustrate emotions: digital intimacy, singular sociality, and emotional satisfaction of needs. Digital intimacy demonstrates how emotions are reinforced through digital communities and drive the actions of their members. Singular sociality reconfigures relationships by forming an emotional community. Emotional satisfaction of needs indicates help to meet the basic needs of individuals.