The South Korean influencer that does not actually exist

Load participant

On Instagram, Rozy has 135,000 followers. She is South Korean, 22 years previous, and she or he promotes numerous style and cosmetics manufacturers, however she additionally talks about her travels to Singapore, Rome or Seville. Since showing on the web in 2020, she has participated in a number of digital style reveals and recorded two singles. Nevertheless, she is usually mistaken for an actual particular person, however she is South Korea’s first ‘digital’ influencer, generated fully on the pc: her reputation amongst youthful individuals is an effective supply for firms who select her to promote, however in a society obsessive about extraordinarily inflexible magnificence weapons can also be a priority.

The pc firm that invented Rozy is named studio Sidus X and developed it due to CGI (Laptop Generated Imagery), the expertise extensively utilized in cinema, TV and video video games that means that you can reap the benefits of laptop graphics to create digital photographs and particular results. to create . Typically the studio makes use of CGI to create the Rozy determine in its entirety, typically simply to graft her head onto the physique of a human mannequin, for instance in some picture shoots.

The determine of Rozy has gained a very good following on-line due to social media, the place those that handle her profile share moments of her “life” and talk with the followers, who typically regard her and discuss with her as an actual woman, slightly than as a type of synthetic intelligence. Her Instagram profile is filled with pictures and movies of her dancing and singing together with sponsored posts the place she acts as a testimonial for luggage, perfumes and eating places; outdoors the web you can find commercials along with her on tv, on billboards and on public transport.

Baik Seung-yup, studio CEO Sidus X, informed a CNN that now many South Korean firms need to use her as a mannequin, from style magazines to insurance coverage firms to banks. Because the examine’s web site says, Rozy can “do all the pieces that people cannot… in a really human kind,” and this is without doubt one of the causes digital influencers like her are hitting increasingly companies. and enticing individuals to sponsor themselves each in South Korea and different nations.

Her make-up is all the time flawless, she by no means will get previous and she or he is unlikely to finish up on the middle of scandal or hearsay. As well as, between design, implementation and post-production, the time to create a put up or an advert video with an influencer created on the pc is way lower than what it takes to create an advert with actual individuals: from a number of hours to some hours days. .

Baik mentioned the studio is estimated to exceed greater than 2 billion Korean received (the equal of 1.5 million euros) in income this yr due to the usage of its picture alone. Quickly, Baik provides, Rozy may even launch his personal line of cosmetics and his personal NFT (“Non-Fungible Token”), a certificates of authenticity that testifies to the originality and uniqueness of a digital work.

Rozy is not the one computer-generated mannequin to have achieved such success on social media, and South Korea is not the one nation to develop them.

Amongst others, the American mannequin Lil Miquela, who has greater than 3 million followers on Instagram and has sponsored a number of very well-known manufacturers, together with Chanel, Supreme or Prada, and Lu do Magalu, the digital influencer of the chain of the key Brazilian distribution journal Luiza, who regardless of being a lot much less sensible than Rozy and Lil Miquela has practically 6 million followers on the identical social community.

With 81,000 followers all the time on Instagram, Lucy is one other South Korean influencer created on the pc to advertise Lotte House Purchasing malls: as occurred with the Sidus X studio due to Rozy, Lucy’s reputation has led to it IT firm has created a sequence of gives from firms and organizations from completely different sectors that need to use it for promoting.

Heard of it in keeping with a number of tech consultants: CNNin South Korea, the usage of “digital” influencers may be very profitable, particularly amongst youthful generations of individuals, who’re on-line for a number of hours of the day, and because of this it may be a great way to draw youthful teams of shoppers, particularly girls .

However the position of influencers like Rozy is beginning to be seen as an issue, particularly for the reason that firms that design them are inclined to mimic sure beliefs of conventional magnificence that in South Korea – a extremely aggressive society – many individuals are already attempting to emulate them. achieved by way of cosmetic surgery: together with a small physique, clear, blemish-free pores and skin, giant eyes, a small nostril and a fleshy mouth.

As defined to CNN Lee Eun-hee, professor within the Division of Shopper Sciences at Inha College, is anxious that computer-generated fashions could additional push the ladies who comply with them to achieve unrealistic requirements of magnificence. Then there are those that query whether or not it’s moral to take advantage of their picture for promoting functions when shoppers can not inform precisely whether or not they’re actual individuals or the results of utilizing synthetic intelligence programs.

The businesses that handle the picture of Rozy and Lucy are inclined to dismiss this criticism, arguing that computer-created influencers even have a historical past and persona, in addition to a delightful look. Lucy, for instance, “attempting to be a very good affect on society,” recounts her “life” and experiences to her followers on social networks, she informed CNN a consultant of Lotte; Baik, alternatively, argues that Rozy was purposely created with freckles and considerably aloof eyes “to point out that you could be stunning by conference, even and not using a charming face.”

In latest instances, nevertheless, many South Koreans have tried to reject conventional magnificence fashions, for instance by way of the motion to “take away the corset”, which has been organizing exhibitions and actions since 2018 to persuade girls to not settle for the canons and to say the validity of a distinct aesthetic look.

– Learn additionally: The Spanish authorities’s disastrous marketing campaign on the our bodies of ladies on the seashore

Leave a Comment