The rise of Asia’s virtual influencers: are we being manipulated?

Oh Rozy, a virtual influencer from Seoul, South Korea, stands tall at 5ft 7in with flawless skin and hair. She's an athletic type who enjoys surfing, skateboarding, and running. Despite her birthday being on August 19, she remains perpetually 22. However, Oh Rozy is not a real person. She is a creation of a Seoul-based company, Locus-X, and has amassed 160,000 followers on Instagram. Her popularity has sparked a new trend in influencer marketing in Asia, with about 150 other computer-generated influencers emerging on South Korea's social media platforms. Virtual influencers like Oh Rozy are beneficial for companies as they don't have egos, don't complain about not receiving enough freebies, and won't cause scandals that could harm the brand's reputation. However, these perfect, low-maintenance brand ambassadors are not without their issues. They can't try the products they promote or share personal experiences, which could make them seem inauthentic. There are also concerns about the potential negative impact of these idealised digital avatars. They could exacerbate body image issues, or perpetuate harmful stereotypes, particularly about Asian women. Another risk is the potential for a sudden drop in popularity. For instance, Ayayi, a virtual influencer from China, saw her popularity wane and her follower count drop significantly after her initial viral debut. Despite these potential pitfalls, the influencer marketing industry, particularly the virtual influencer sector, is booming. It's projected to be worth a staggering US$21. 1 billion globally in 2023, driven by younger consumers in the Asia-Pacific region. Given the influence these virtual personas have over a young, impressionable audience, it's crucial to establish regulations to prevent disinformation and deception.