Forever young, beautiful and scandal-free: The rise of South Korea's virtual influencers
Updated 30th July 2022
She's got more than 130,000 followers on Instagram, where she posts photos of her globetrotting adventures. Her makeup is always impeccable, her clothes look straight off the runway. She sings, dances and models -- and none of it is real.
Rozy is a South Korean "virtual influencer," a digitally rendered human so realistic she is often mistaken for flesh and blood.
"Are you a real person?" one of her Instagram fans asks. "Are you an AI? Or a robot?"
Written by Jessie YeungGawon Bae, CNNSeoul, South Korea
She's got more than 130,000 followers on Instagram, where she posts photos of her globetrotting adventures. Her makeup is always impeccable, her clothes look straight off the runway. She sings, dances and models -- and none of it is real.
Rozy is a South Korean "virtual influencer," a digitally rendered human so realistic she is often mistaken for flesh and blood.
"Are you a real person?" one of her Instagram fans asks. "Are you an AI? Or a robot?"
According to the Seoul-based company that created her, Rozy is a blend of all three who straddles the real and virtual worlds.
She is "able to do everything that humans cannot ... in the most human-like form," Sidus Studio X says on its website.
That includes raking in profits for the company in the multibillion-dollar advertising and entertainment worlds.
Since her launch in 2020, Rozy has landed brand deals and sponsorships, strutted the runway in virtual fashion shows and even released two singles.
And she's not alone.
The "virtual human" industry is booming, and with it a whole new economy in which the influencers of the future are never-aging, scandal-free and digitally flawless -- sparking alarm among some in a country already obsessed with unobtainable beauty standards.
How virtual influencers work
The CGI (computer-generated imagery) technology behind Rozy isn't new. It is ubiquitous in today's entertainment industry, where artists use it to craft realistic nonhuman characters in movies, computer games and music videos.But it has only recently been used to make influencers.
Sometimes, Sidus Studio X creates an image of Rozy from head to toe using the technology, an approach that works well for her Instagram images. Other times it superimposes her head onto the body of a human model -- when she models clothing, for instance.
An image of Lucy, the Korean virtual human used by Lotte Home Shopping. Credit:
South Korean retail brand Lotte Home Shopping created its virtual influencer -- Lucy, who has 78,000 Instagram followers -- with software usually used for video games.
Like their real-life counterparts, virtual influencers build a following through social media, where they post snapshots of their "lives" and interact with their fans. Rozy's account shows her "traveling" to Singapore and enjoying a glass of wine on a rooftop while her fans compliment her outfits.
Older generations might consider interacting with an artificial person somewhat odd. But experts say virtual influencers have struck a chord with younger Koreans, digital natives who spend much of their lives online.
Lee Na-kyoung, a 23-year-old living in Incheon, began following Rozy about two years ago thinking she was a real person.
Rozy followed her back, sometimes commenting on her posts, and a virtual friendship blossomed -- one that has endured even after Lee found out the truth.
"We communicated like friends and I felt comfortable with her -- so I don't think of her as an AI but a real friend," Lee said.
"I love Rozy's content," Lee added. "She's so pretty that I can't believe she's an AI."
A profitable business
Social media doesn't just enable virtual influencers to build a fanbase -- it's where the money rolls in.Rozy's Instagram, for instance, is dotted with sponsored content where she advertises skincare and fashion products.
"Many big companies in Korea want to use Rozy as a model," said Baik Seung-yup, the CEO of Sidus Studio X. "This year, we expect to easily reach over two billion Korean won (about $1.52 million) in profit, just with Rozy."
He added that as Rozy grew more popular, the company landed more sponsorships from luxury brands such as Chanel and Hermes, as well as magazines and other media companies. Her ads have now appeared on television, and even in offline spaces like billboards and the sides of buses.
Lotte expects similar profits this year from Lucy, who has brought in advertising offers from financial and construction companies, according to Lee Bo-hyun, the director of Lotte Home Shopping's media business division.
The models are in high demand because they help brands reach younger consumers, experts say. Rozy's clients include a life insurance firm and a bank -- companies typically seen as old-fashioned. "But they say their image has become very young after working with Rozy," Baik said.
It also helps that, compared to some of their real-life counterparts, these new stars are low-maintainance.
It takes Lotte and Sidus Studio X between a few hours and a couple of days to create an image of their stars, and from two days to a few weeks for a video commercial. That's far less time and labor than is required to produce a commercial featuring real humans -- where weeks or months can be spent location scouting and preparing logistics such as lighting, hair and makeup, styling, catering and post-production editing.
And, perhaps just as important: virtual influencers never age, tire or invite controversy.
Lotte decided on a virtual influencer when considering how to maximize its "show hosts," said Lee.
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Haven't these been around for a few years? I remember "Miquela" making waves. This Korean one is the most realistic I've seen.
