South Korean TV hosts have been causing trouble. In the past year, one person has been fired for swearing on live television, another for defaming a late comedian, and about a third have been accused of mistreating junior colleagues. A solution is at hand: virtual humans.
Computer-generated “influencers” are increasingly common around the world and are particularly popular in South Korea. South Korea’s first virtual “Internet celebrity” OhRozy was created by Seoul company Locus-x and appeared on the social media platform’s photo wall in 2020. She claimed to be a beautiful 22-year-old girl who was a singer, model and sustainability advocate. Known as Rozy to her fans, she has appeared in commercials for companies including Calvin Klein and Tiffany & Co., as well as TV shows, and is estimated to have earned more than 2.5 billion won last year. She is perhaps best known for an advertisement for an insurance company in which she danced on a rooftop in Seoul.
According to Locus-x boss Baek Seung-yeop, in less than 3 months after Rozy’s debut, more than 150 other digital “influencers” appeared on Korean social media and advertising channels. Virtual K-pop stars are also growing in popularity.
This year, computer-generated girl band mave, composed of avatars such as Siu, Zena, Tyra and Marty, released its first single and garnered more than 26 million views on YouTube. Recently, the Korea Tourism Organization, an official agency affiliated with the South Korean government, appointed YeoLizzie, another digital fashion girl, as an honorary ambassador to replace the South Korean national football team captain Son Heung-min.
These avatars are generated using 3D modeling technology and artificial intelligence to look lifelike. Rozy's 800 expressions are all based on a human model. The technology has long been used in movies and video games, both of which are South Korea's strengths, and is becoming increasingly advanced. The bigger change is the ability of avatars to interact with viewers. Rozy responded to social media comments and held a Q&A session with fans.
In addition to being cheaper to use, virtual celebrities have other advantages over human celebrities. "They don't complain," and companies "don't have to worry about them damaging their reputation," said Kim Sang-gyun, a scholar at South Korea's Kangwon National University.
Rozy's success has spawned a "sister" and "twin brothers." South Korea's newest "celebrities" may not be real flesh and blood, but their influence sure is. (Translated by Cui Xiaodong)