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HomeBreaking NewsPerpetually younger, stunning and scandal-free: The rise of South Korea's digital influencers

Perpetually younger, stunning and scandal-free: The rise of South Korea’s digital influencers

She’s received greater than 130,000 followers on Instagram, the place she posts photographs of her globetrotting adventures. Her make-up is all the time impeccable, her garments look straight off the runway. She sings, dances and fashions — and none of it’s actual.

Rozy is a South Korean “digital influencer,” a digitally rendered human so lifelike she is usually mistaken for flesh and blood.

“Are you an actual individual?” certainly one of her Instagram followers asks. “Are you an AI? Or a robotic?”

In keeping with the Seoul-based firm that created her, Rozy is a mix of all three who straddles the true and digital worlds.

She is “capable of doing all the pieces that people can not … in probably the most human-like kind,” Sidus Studio X says on its website.

That features raking in earnings for the corporate within the multibillion-dollar promoting and leisure worlds.

Since her launch in 2020, Rozy has landed model offers and sponsorships, strutted the runway in digital vogue reveals, and even launched two singles.

And she or he‘s not alone.

The “digital human” business is booming and with it a completely new financial system through which the influencers of the longer term are never-aging, scandal-free and digitally flawless — sparking alarm amongst some in a rustic already obsessive about unobtainable magnificence requirements.

How digital influencers work

The CGI (computer-generated imagery) expertise behind Rozy is not new. It’s ubiquitous in at present‘s leisure business, the place artists use it to craft lifelike nonhuman characters in motion pictures, laptop video games, and music movies.

Nevertheless, it has solely not too long ago been used to make influencers.

Generally, Sidus Studio X creates a picture of Rozy from head to toe utilizing the expertise, a method that works nicely for her Instagram photographs. On different occasions, it superimposes her head onto the physique of a human mannequin — when she fashions clothes, as an example.

A picture of Lucy, the Korean digital human utilized by Lotte Dwelling Procuring. Credit score: Courtesy of Lotte Dwelling Procuring

South Korean retail model Lotte Dwelling Procuring created its digital influencer — Lucy, who has 78,000 Instagram followers — with a software program often used for video video games.

Like their real-life counterparts, digital influencers construct a following through social media, the place they submit snapshots of their “lives” and work together with their followers. Rozy’s account reveals her “touring” Singapore and having fun with a glass of wine on a rooftop whereas her followers praise her outfits.

Older generations would possibly think about interacting with a man-made individual considerably odd. However, consultants say digital influencers have struck a chord with youthful Koreans, digital natives who spend a lot of their lives online.

Lee Na-young, a 23-year-old residing in Incheon, started following Rozy about two years in the past considering she was an actual individual.

Rozy adopted her again, typically commenting on her posts, and a digital friendship blossomed — one which has endured even after Lee discovered the reality.

“We communicated like mates and I felt comfy along with her — so I do not consider her as an AI however an actual pal,” Lee mentioned.

I like Rozy’s content material,” Lee added. “She’s so fairly that I am unable to consider she’s an AI.”

A worthwhile enterprise

Social media would not simply allow digital influencers to construct a fanbase — it is the place the cash rolls in.

Rozy’s Instagram, as an example, is dotted with sponsored content material the place she advertises skincare and vogue merchandise.

“Many huge corporations in Korea need to use Rozy as a mannequin,” mentioned Baik Seung-yup, the CEO of Sidus Studio X. “This 12 months, we anticipate to simply attain over two billion Korean gained (about $1.52 million) in revenue, simply with Rozy.”

He added that as Rozy grew extra well-liked, the corporate landed extra sponsorships from luxurious manufacturers resembling Chanel and Hermes, in addition to magazines and different media corporations. Her advertisements have now appeared on tv, and even in offline areas like billboards and the perimeters of buses.

Lotte expects related earnings this 12 months from Lucy, who has introduced in promoting affords from monetary and development corporations, in line with Lee Bo-hyun, the director of Lotte Dwelling Procuring‘s media enterprise division.

The fashions are in excessive demand as a result of they assist manufacturers to attain youthful shoppers, consultants say. Rozy’s shoppers embrace a life insurance coverage agency and a financial institutioncorporations usually seen as the old style. “However they are saying their picture has changed into very younger after working with Rozy,” Baik mentioned.

It additionally helps that, in comparison with a few of their real-life counterparts, these new stars are low-maintenance.

It takes Lotte and Sidus Studio X between just a few hours and a few days to create a picture of their stars, and from two days to some weeks for video business. That is far much less time and labor than is required to supply a business that includes actual peoplethe place weeks or months will be spent location scouting and making ready logistics resembling lighting, hair and make-up, styling, catering, and post-production enhancement.

And, maybe simply as vital: digital influencers by no means age, tire, or invite controversy.

Lotte selected a digital influencer when contemplating maximizing its “present hosts,” mentioned Lee.

Lotte Dwelling Procuring hires human hosts to promote merchandise on TV — however they “price quite a bit,” and “there can be adjustments after they age,” Lee mentioned. So, they got here up with Lucy, who’sceaselessly 29 years outdated.”

“Lucy isn’t restricted to time or house,” he added. “She will be able to seem anyplace. And there are not any ethical points.”

A query about magnificence

South Korea is not the one place to have embraced digital influencers.

Among the many world’s most well-known digital influencers are Lil Miquela, created by the co-founders of an American tech startup, who has endorsed manufacturers together with Calvin Klein and Prada and has greater than 3 million Instagram followers; Lu of Magalu, created by a Brazilian retail firm, with almost 6 million Instagram followers; and FNMeka, a rapper created by music firm Manufacturing facility New, with greater than 10 million TikTok followers.

However, there’s one main distinction, in line with Lee Eun-hee, a professor at Inha College‘s Division of Client Science: digital influencers in different nations are likely to replicate a range of ethnic backgrounds and wonder beliefs.

Digital people elsewhere have a “uniqueness,” whereasthese in Korea are all the time made stunning and fairly … (reflecting) the values of every nation,” she added.

A picture of Rozy, the digital influencer developed by Sidus Studio X in South Korea. Credit score: Sidus Studio X

And in South Korea — typically dubbed the “cosmetic surgery capital of the world” for its booming $10.7 billion business — there are considerations that digital influencers might additional gas unrealistic magnificence requirements.
Youthful Koreans have begun pushing again towards these beliefs in recent times, sparking a motion in 2018 dubbed “escaping the corset.”

However concepts of what’s popularly thought of stunning within the nation stay slim; for ladies, this often means a petite determination with massive eyes, a small face, and pale, clear pores and skin.

And these options are shared by a lot of the nation‘s digital influencers; Lucy has good pores and skin, lengthy shiny hair, a slender jaw, and a perky nostril. Rozy has full lips, lengthy legs, and a flat abdomen peeking out beneath her crop tops.

Lee Eun-hee warned that digital influencers like Rozy and Lucy may very well be making Korea’s already demanding magnificence requirements much more unattainable — and heightening the demand for cosmetic surgery or beauty merchandise amongst ladies looking for to emulate them.

Actual ladies need to change into like them, and males need to date individuals of the identical look,” she mentioned.

A picture of Lucy, the Korean digital human utilized by Lotte Dwelling Procuring. Credit score: Courtesy of Lotte Dwelling Procuring

The creators of Rozy and Lucy reject such criticism.

Lotte consultant Lee Bo-Hyun mentioned they’d tried to make Lucy greater than only afairly picture” by crafting an elaborate again story and character. She studied industrial design and works in automobile design. She posts about her job and pursuits, resembling her love for animals and kimbap — rice rolls wrapped in seaweed. In this manner, “Lucy is striving to have an excellent effect in society,” Lee mentioned, including: “She’s giving a message to the general public to ‘do what you need to do in line with your beliefs.'”

Baik, the Sidus Studio X CEO, mentioned that Rozy is not what “anybody would name stunning” and that the agency had intentionally tried to make her look distinctive and veer away from conventional Korean norms. He pointed to the freckles on her cheeks and her wide-set eyes.

“Rozy reveals to individuals the significance of inside confidence,” he added. “There are different digital people which can be so fairlyhowever I made Rozy point out which you can nonetheless be stunning (even without a conventionally engaging face).”

‘Digital blackface’

However, considerations transcend Korean magnificence requirements. Elsewhere on this planet, there may be debate over the ethics of selling merchandise to shoppers who do not realize the fashions aren’t human, in addition to the chance of cultural appropriation when creating influencers of various ethnicities — labeled by some as “digital blackface.”

Fb and Instagram’s guardian firm Meta, which has greater than 200 digital influencers on its platforms, has acknowledged the dangers.

Like every disruptive expertise, artificial media has the potential for each good and hurt. Problems with illustration, cultural appropriation, and expressive liberty are already a rising concern,” the corporate mentioned in a blog post.

To assist manufacturers to navigate the moral quandaries of this rising medium and keep away from potential hazards, (Meta) is working with companions to develop a moral framework to information using (digital influencers).”

However, one factor seems clear: the business is right here to remain. As curiosity within the digital world booms — starting from the metaverse and digital actuality applied sciences to digital currencies — corporations say digital influencers are the subsequent frontier.

A picture of Rozy, the digital influencer developed by Sidus Studio X in South Korea. Credit score: Sidus Studio X

Lotte is hoping Lucy will transfer from promoting to leisure, maybe by showing in a tv drama. The agency can also be engaged with a digital human that may attraction to consumers in their 40s to 60s.

Sidus Studio X has huge ambitions, too; Rozy will launch her personal cosmetics model in August, in addition to an NFT (non-fungible token), and the agency hopes to create a digital pop trio to tackle the music charts.

Baik factors out that the majority of followers do not meet actual celebrities individually, solely seeing them on screens. So “there isn’t any huge distinction between digital people and the real-life celebrities they like,” he mentioned.

“We need to change perceptions of how individuals consider digital people,” Baik added. “What we do is not to remove individuals’ jobs, however, to do issues that people cannot do, resembling work 24 hours or make distinctive content material like strolling within the sky.




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