Lotte's home shopping channel selects human influencers to manage virtual model Lucy

By Kim Joo-heon Posted : March 14, 2023, 11:13 Updated : November 6, 2023, 10:43

[Lucy's Instagram post]

SEOUL -- The home shopping channel of Lotte Group has selected human influencers who will be in charge of managing Lucy, a 29-year-old virtual model with some 104,000 followers on Instagram. Based on actual experience, the human managers will plan various types of content for the virtual influencer who made a debut as an online shopping show host in 2022.
Lucy, created by synthesizing a face with an image of a real person, has interacted with viewers through live commerce shows. She has appeared in shows for apparel items designed by Vivienne Westwood, a London-based fashion brand, and Italian fashion brand Miu Miu. The digital model is a car designer who often posts pictures of herself in many casual and trendy fashion items after work. She is 171 centimeters (67 inches) tall.
Lotte Homeshopping said in a statement on March 14 that the company has selected workers with many followers on social media to become managers for Lucy. A total of four managers will carry out promotion events and come up with new content through Lucy.   
"I would love to work with a virtual model too," Lee Se-leaf, a South Korean actress and model, told Aju Daily. Lee who is preparing to launch an independent brand said she hopes to improve work efficiency by modeling with a digital model capable of promoting fashion items and many other products.
Many virtual humans are active as models and singers in South Korea. In July 2021, virtual influencer Rozy was selected as a model for Shinhan Life Insurance, an insurance wing of South Korea's major financial group Shinhan Financial. MAVE:, a virtual K-pop idol created by the metaverse wing of South Korea's leading game publisher Netmarble, released its debut album "Pandora Box" in January 2023. The music video for the five-member girl band's title song garnered about 18 million views on YouTube. 
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