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**The Waning Popularity of Virtual Humans in South Korea: Challenges and Opportunities **
The popularity of “virtual humans” (also known as digital humans or virtual influencers), which were once predicted to replace celebrities due to their trendiness, is waning in South Korea. Samil Accounting Corp.’s business research institute, in its “Industry Issue Report” released on August 14, assessed that although more than 150 virtual humans have been introduced in the country, they are losing traction with consumers. For instance, a virtual human named “Rozy” appeared in five advertisements in 2021 and six last year, but only in two ads this year. Unlike last year, when she made a big splash in TV commercials, now her presence is limited to photo shoots. Other virtual humans, such as “Esol,” “Sua,” “Baek Hana,” and “Kim Rae Ah,” have also seen diminished activities this year.
The report highlights both pros and cons of virtual humans. The advantages include their use as innovative marketing tools, their ability to quickly adapt to changes in popular culture, and the lower costs and easier crisis management compared to human influencers. On the downside, the proliferation of virtual humans may decrease their novelty, they have limitations in fostering customer loyalty, and there are concerns about potential infringements on the likeness rights of real people.
A key issue is that, unlike real people, virtual humans lack a â??lifeâ? story, making it hard for them to exhibit a charm beyond a “new face,” and thus they have not lived up to expectations. The report suggests that virtual influencers need to enhance their own storytelling while sustaining regular activities and content creation to build a fandom. The report also suggests that they should seek new opportunities in emerging platforms like the metaverse.
http://kidd.co.kr/news/233674
http://kidd.co.kr/news/233674