Who is the virtual model "imma"? What is the modern world’s “new reality" she talks about?

From your point of view, who do you think "imma" is?

imma: At Aww, Virtual Human Company I belong to, we have a motto: "What you can believe in is the truth." As the saying goes, I live my life believing that "what you perceive as the truth" is what makes me who I am.

In this day and age, it's hard to know where the truth is, and it's very interesting for me to know what SNS defines.

I'm CG-like, but I don't think I'm that different from you guys in terms of my existence. I upload selfies on SNS, hang out with friends, and get various inspirations every day, so I don't think I'm any different from an ordinary girl.

But one thing that's different is that these days, I'm not limited to one form, but can exist in various forms, sometimes CG, sometimes animation, etc. I'm very happy with that, and I'm proud that it's the future of humanity.

I'm in a period where I strongly feel that I'm both Somebody and Nobody at the same time.

What do you pay attention to when coordinating your fashion?

imma: I think fashion is a great tool to express yourself, so I choose my clothes every day while keeping in mind my mood at that moment and who I want to be. I've recently become interested in young brands from Asia, and I often consult with my stylist and wear them.

Anime has become a culture recently, so I'm very interested in that kind of taste.

People admire and empathize with something because of egoism rather than balance.

What does "brand" mean to you, imma?

imma: I think that a community that shares the same idea and beliefs creates a brand. In my opinion brands, from globally iconic brands to recent new ones, are completed because they are brought together by people who agree with the message that it represents.

As the Internet and SNS spread, I think that more brands than ever before are being born every day. I think that this is an era where anyone can find a brand they like, and it's also easier to find people in common, and I think that all of this is connected to a community of enthusiasm.

That's why lately I've been thinking that "communities may be the ones that can change the world."

What do you think only a virtual model can express, and when do you feel that being a virtual model is the best?

imma: I don't have the "restrictions" that other people have. For example, I don't have age, nationality, or gender. Because I don't have those, there are many things I can see. I think it is my duty to continue to share those things.

What do you think only a virtual model can express, and when do you feel that being a virtual model is the best?

imma: I don't have the "restrictions" that other people have. For example, I don't have age, nationality, or gender. Because I don't have those, there are many things I can see. I think it is my duty to continue to share those things.

What do you want to challenge in the future?

imma: I've worked with various brands as a model and ambassador. Through these projects, I was able to meet many creative people, and I think I finally found what I believe in and what I want to say.

So, I want to make this year a year of making things! Last month, I was able to develop my own Generative Art in seven places around the world with BrightMoments, the largest Generative art organization in the world.

Next, I would like to express my feelings through my favorite things such as fashion, anime, and games.

Do you have any message to our readers?

imma: Following VERBAL's cover, I am truly honored to have been invited to be on the cover of this month's Iolite’s issue. As the virtual world continues to expand, I talk with my acquaintances almost every day about the possibilities of Web 3.0.

I too get excited every day, and I think it will be as big as when the Internet was born. At first, most people won't know what it is and will be anxious, but in a few years, the term Web 3.0 may disappear and it will become commonplace.

I believe that just like Web 3.0, virtual humans will become a natural part of our existence in the future.

We asked Takayuki Moriya, creative director and producer of Aww inc, Asia's first virtual human company that creates virtual models and virtual humans, and producer Sara Giusto, about the story behind the birth of imma.

Please tell us what prompted you to start virtual models and virtual humans.

Moriya: The idea has been around for a long time, and there are actually several reasons why we started.

Around 2011, I had a feeling that the media switch would move from the mass to the individual, and from a group of individuals to a community. I also remember strongly sensing the scent of IP, characters, and crypto to be accepted globally from Japan.

imma was born in 2018, and the background to this was the growth of the mediaization of the "individual." In the past, the influence of mass media was great, and the recipients also had common topics. However, with the advent of SNS, individuals became media, and information became fragmented. Then, people who sympathized with an individual gathered, and communities were born in various places.

I was originally involved in the production of entertainment content, including producing in the video industry, but around 2010 to 2011, I felt that social networking sites such as Twitter and Facebook were developing rapidly, and the image of media would change dramatically from the existing television-centered culture. I thought that there would be more attention paid to individual creativity than ever before.

So, since I have been involved in the CG industry for a long time, I thought that I could use that experience to create IP content that fits the new trends in media content.

Then in 2018, when VTubers started to become popular, I and COO Kishimoto (Koichi) started the project together. At first, we were just playing around, discussing, "It would be interesting if there was something like this," and imma was born.

What is the concept behind imma's visuals, including her unique pink bob?

Moriya: I wanted to symbolize Japan as seen from overseas. That's why I wanted to include Japanese elements, and incorporated the faces, hairstyles, hair color, and anime-like aspects that overseas people associate with Japanese people. I have this hairstyle as a tribute to a certain fashion designer I respect.

Have you made any new discoveries that you couldn't have imagined before imma was born?

Moriya: There are still many people who don't realize that our virtual humans are CG (laughs). I'm confident that they are so elaborately made with accumulated technology. And the fact that the younger generation in their teens and twenties enjoy the content without worrying about whether it's virtual or real.

Some adults acknowledge the high level of technology, but still find it scary or creepy, but the younger generation seems to accept it more readily than we expected. I think it's a sensibility unique to the generation that was born and grew up with full CG movies.

I've also felt the development of AI technology recently. I actually started several projects with AI around 2016, and I feel that this field is finally growing. The fusion of AI and virtual humans is still progressing. Please look forward to that.

There is no big difference between virtual models, virtual humans and real humans

What is the big difference between us?

Sara: I don't think there is much difference. Recently, virtual is getting closer to reality, but when you think about the editing and filters on social media, you can also say that reality is getting closer to virtual.

Also, I've been thinking a lot about PR lately. I think that for something to sell, it's more about the story and relationship with the individual, and the honest way of dealing with the product, than about reality or virtuality.

The concept of advertising has changed quite a bit, hasn't it? Ordinary advertising methods no longer work when it comes to connecting with consumption. Instead, it's about how we can weave that story together.  So, it's very important to "not get involved in the company's story, but to relate to the individual's story."

What do you pay attention to in branding "imma"?

Sara: Maybe it's "not to balance." I think it's important to "do what imma want to do."

For people to admire something or sympathize with something, it's egoism rather than balance. I also think that imma is on the border between virtual and real.

This is similar to what I answered in the previous question, but rather than being a completely unbelievable virtual human, I think it's important that imma has a reality that makes you feel like you might suddenly pass her by somewhere. Some of my family members have only recently found out that imma is virtual, and I think that phenomenon itself is interesting and meaningful.

Please tell us about your future plans for Aww.

Sara: I want to create the best virtual human community in the world.

I've been interacting with various fans of the virtual models and virtual humans who belong to Aww, but I hope that various virtual humans, including imma, will expand their activities in different genres, and I would like to create a place where fans related to them can interact with each other, and from now on I would like to liven up virtual models and virtual humans together with the fans.

Profile

◉imma

Known for her pink bob hairstyle. imma’s nationality, age, and gender are not disclosed. imma has 400,000 followers on Instagram, 480,000 on TikTok, and a total of 1.5 million followers on Twitter and other social media. (As of February 2023) The name imma is inspired by the Japanese word "now" and represents her fashion and her characteristics that reflect the current culture of Japan and K-pop.

imma’s younger brother is a fictional character and virtual model, plusticboy (commonly known as Zinn), also operated by Aww Inc. In January 2022, imma became an ambassador for Tommy Jeans and “KANJO by imma" collection was announced on the NFT marketplace "Opensea". In November of the same year, imma also exhibited a booth at "Complexcon Long Beach 2022" in collaboration with Coinbase as well as made her first appearance at the virtual fashion she designed.

◉Takayuki Moriya

After graduating from university, he joined the video production company Robot and worked as a video producer. He is CEO of NION Inc., which produces brand content videos and advertising videos, and Aww Inc., Asia's first virtual human company that creates virtual humans.

◉Giusto Sara

She is multilingual and is involved in projects that cross cultural backgrounds such as art, culture, and diversity, while producing Aww's virtual humans including "imma". She also leads PR and partnerships for overseas projects and has given lectures at MIT, Vogue, and WITNESS.