Aww’s New Challenge in Shaping the Future of Virtual Humans — Interview with Sara Giusto

Can you tell us about Aww’s business?

Jusutoh Sara (hereinafter Sara): Aww is an AI virtual human company that develops IP businesses grounded in technology, combining it with art and creativity to explore new possibilities. We focus on how virtual human technology can be used to create new forms of storytelling and how these can be implemented in the real world.

While we began with projects centered on social media, we are now expanding into physical spaces such as stores and television, exploring how virtual humans can be embedded into different environments. Our aim is to integrate technology with creative expression in meaningful ways.

Our business operates across three key areas. First, we develop and manage our own original IPs. Aww currently has around 13 to 14 virtual humans, each active in different fields such as fashion, music, livestreaming, and gaming. These characters are managed much like real talents, participating in brand collaborations, events, and media appearances.

Second, we collaborate with companies and brands. For example, we have worked with Disney to develop virtual humans and have partnered with companies in countries like China and Thailand, tailoring each character to suit specific cultural contexts and business needs. Third, we offer virtual human technology as a service. Aww possesses one of the highest levels of virtual human production technology in Asia, if not the world. This enables us not only to create our own IPs, but also to respond to corporate needs, such as providing virtual receptionists or guides. These types of enterprise solutions are becoming increasingly common.

You’ve collaborated with many companies and brands. What do you think has made those partnerships successful?

Sara: When imma first appeared on social media in 2018, virtual humans were still a novelty. Today, the landscape is filled with companies creating virtual characters, but what makes us fundamentally different is our focus on building virtual human IPs rooted in culture, rather than simply producing CG characters. Our characters are not just cute avatars that post on social media. Each has a distinct personality, message, and identity, and they actively engage with real people. This cultural depth is what defines Aww's approach.

Another key point is that our virtual humans uniquely connect the fictional and real worlds—something that only they can do. Our CEO comes from a film production background and has deep experience in the creative industries, which has allowed us to integrate virtual humans into real cultural contexts. Our producer team is also made up of professionals with long-standing experience in visual storytelling and entertainment, enabling us to lead projects that resonate with both the artistic and real-world entertainment scenes. These strengths have attracted interest from creators and brands around the world who want to collaborate with us.

In particular, international artists and brands are intrigued by the way our Japan-born virtual humans are connected to real and creative culture. Japan already has strong cultural influence through anime, games, and pop culture. When our virtual humans, grounded in those roots, interact with real people and showcase a strong sense of identity, it creates something fresh and appealing for global audiences.

Do you have any specific philosophy or focus when designing virtual humans?

Sara: Take the virtual human “imma” as an example. Her design is deeply intentional and rooted in culture. Her iconic pink bob hairstyle incorporates elements of Japanese anime, street fashion, and Harajuku culture. Overseas, her appearance is often seen as a symbol of “Japaneseness.” Similar to how Pixar's Asian characters or Japanese fashion icons are recognized abroad, imma’s pink hair and unique look evoke associations with Japanese pop culture.

There is a strong global perception that “Harajuku equals Japanese street fashion,” and imma’s aesthetic reflects that image perfectly. This is likely why her style and activities are so captivating to creators and artists around the world.

How do you see virtual human technology evolving in the future?

Sara: I believe virtual human technology will continue to expand into a wide range of fields. Currently, it’s mainly used in entertainment and brand collaborations, but we’re already seeing growing applications in education, customer service, influencer marketing, and even as digital assistants for companies.

In particular, demand from businesses—like the examples I just mentioned—is rapidly increasing. With the integration of AI and automated response technologies, virtual humans are expected to become even more practical and functional.

Furthermore, with the evolution of Web3.0 and the metaverse, virtual humans will no longer be just digital characters, but will soon function as active participants in real business and social activities. Moving forward, we will continue exploring the new potential of virtual humans by blending cutting-edge technology with creativity.

On January 8, you announced a partnership with Hologram Labs to develop AI agent-based virtual humans, and on January 22, you revealed information about a new character, MIRAI, on social media. What is the vision behind MIRAI?

Sara: We announced our partnership with Hologram Labs on January 8 to jointly develop AI agent-based virtual humans, and on January 22, we revealed information about our new character "MIRAI" (X: @mirai_terminal). MIRAI is a project we’ve envisioned for a long time—our first step in bringing to life the idea of “Wouldn’t it be cool if something like this existed?”

The name "MIRAI" (which means "future" in Japanese) carries multiple meanings. She doesn’t just represent the future—she embodies a new concept that merges the past and present. While virtual humans have traditionally focused on being as “real” as possible, MIRAI takes a more experimental approach. For example, she will serve as a case study for exploring how IP can grow within the Web3.0 space and how crypto assets can be used in the process of IP development.

There are already countless virtual humans around the world, but what we’re aiming for is not just another digital character—we’re working toward creating an organically evolving IP. By combining AI and blockchain, we believe MIRAI can become a virtual human that evolves in real time and grows alongside her community.

Why did you decide to create a new character, MIRAI, instead of continuing with imma?

Sara: We actually had a Web3.0 roadmap in mind for imma from the beginning, and in fact, we've already collaborated with various Web3.0 projects in the past. That said, imma has largely focused on Web2.0 and real-world collaborations with many well-established brands, and her IP is already well-defined and recognized.

When we considered creating an IP that could truly represent the face of a Web3.0-native project, we felt that instead of transitioning an existing character, it was necessary to create an entirely new virtual human—one with the potential to make a real impact and spark excitement in the Web3.0 space.

Web3.0 moves at a completely different speed compared to traditional advertising or production cycles. In the traditional world, it’s common for a project to take more than six months to complete, whereas in Web3.0, trends can shift in just a matter of hours. That’s why we decided to start from scratch and launch MIRAI as a more experimental, flexible project.

MIRAI is designed to evolve according to Web3.0’s own rules. If she successfully becomes an established IP, we can then apply those technologies and insights to imma and our other virtual humans as well.

Pioneering something new always requires a “first penguin” mentality—the courage to dive into unknown waters. Sure, there might be predators like orcas lurking beneath the surface (laughs), but we believe the potential rewards are worth the risk.

MIRAI adopts Abstract Chain. What led to that decision?

Sara: We had the opportunity to speak directly with the team behind Abstract Chain and realized we shared a common vision around “Entertainment × Web3.0.” Abstract Chain isn’t just a blockchain platform—it has a unique strength as infrastructure specifically designed for the entertainment space. Its high compatibility with entertainment content such as gaming and live streaming aligned perfectly with the direction we are pursuing.

Currently, many Web3.0 projects give the impression of being ecosystems built for people who are already familiar with crypto, creating high barriers to entry for general users. Abstract Chain, on the other hand, is designed to be more intuitive and entertainment-focused, which we felt gave it strong potential to reach a broader audience. That’s why we decided to adopt it for this project.

How did the idea to combine AI agents, blockchain, and IP come about?

Sara: The concept of AI agents gained major attention around November of last year. We’ve seen experiments where AI automatically posts on X (formerly Twitter) or even hosts livestreams. Within that trend, there’s been growing interest in how AI can be used to establish and grow IP.

At the same time, virtual humans are expected to feel “real.” We thought that by integrating AI agents with virtual human technology, we could create a new kind of presence—something more evolved than traditional virtual humans.

In typical Web3.0 projects, it’s common for communities to use tokens to influence the direction of a project. But with MIRAI, we’re aiming to explore a new model of IP through the fusion of AI and blockchain.

How do you expect Web3.0 and AI to evolve beyond 2025?

Sara: Recently, Web3.0 projects have been increasingly collaborating with Web2 sectors like fashion and entertainment. I believe this trend will accelerate Web3.0’s evolution from being solely about digital assets to becoming something that truly impacts the real world.

In particular, the combination of IP and Web3.0 will become a key growth area. By leveraging the influence of IP, we can establish frameworks that seamlessly connect Web3.0 and Web2, making it easier for more people to participate without being conscious of those boundaries.

What do you hope to achieve through MIRAI and imma?

Sara: With imma, we’ve already explored new possibilities for IP by having a virtual human engage in real-world brand advertising and social media. On the other hand, MIRAI is a project that focuses more on exploring the process of IP creation itself.

Imagine, for example, MIRAI being featured in a Louis Vuitton campaign. If there were a system where community members who helped shape her story could also share in that success, we could create an entirely new form of IP economy.

Looking ahead, we want to shift from the traditional model of “a single company creates an IP” to a model where “the community co-creates and nurtures the IP.” This is a concept unique to Web3.0 and one filled with potential. I believe it will be a crucial step in shaping the future of virtual humans.

The Future of IP Lies in Co-Creation with Communities — Shifting Toward a New Model

Profile

◉ Sara Giusto
Aww Inc Producer

Producer of Aww’s virtual humans, including “imma.” He leads Aww’s virtual human IP business, driving numerous collaborations with global high-end brands. He also speaks at international events and conferences, sharing insights on the future and potential of virtual humans.

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