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How Is the Global Icon "imma" Created? The Mastermind Behind the Scenes Dishes Insights on the Essence of "Virtual Humans"

2025.01.11

From Burberry and COACH to BAPE and Doublet, there is a Japanese fashion icon that is in high demand by top domestic and international brands. It's "imma." Developed by the virtual human company "Aww," imma is a computer-generated non-existent model.

With her distinctive pink bob hair, friendly personality, and intriguing inner strength, what led to her creation, and why has she become a global demand? We interviewed Aww's CEO, Takayuki Moriya.

PROFILE

Takayuki Moriya

Moriya started his business in his 20s and has been involved in video production, advertising, branding, consulting, commercials, and music videos. In 2018, he created Asia's first virtual human "imma," and established Aww Inc. In 2021, he produced and supervised the closing ceremony of the Tokyo Paralympic Games, which featured Imma. Moriya is also a selection committee member for the Osaka/Kansai Expo character.

Partnering with World's Top Market Cap Company "NVIDIA"

Tell us about Aww's business.

We develop and produce "virtual humans" (VH). Founded in 2019, we've been involved in creating VH in-house and collaborating with other companies.

VHs are characters that closely resemble humans, utilizing 3D modeling and AI. They update social media like real people, participate in company promotions, and work as fashion models. We're also expanding our efforts onto YouTube.

In June 2024, the announcement of a technological partnership with major semiconductor manufacturer NVIDIA, who was then the world's leading company by market capitalization, made headlines.

By harnessing NVIDIA's AI technology, we aim to evolve VH fused with AI. The demand for companies to own dedicated VHs is increasing. VH is being recognized not just as a means for PR and monetization, but also for operational efficiency such as company guides and receptions.

We had been approached by NVIDIA a few years ago, but we had little to offer at that time, so we declined. When the offer came again, it aligned well with Aww's phase, leading to the current partnership.

At NVIDIA AI Summit Japan, a service was showcased where you could interact with "imma" in real time

The deciding factor in the partnership was Aww's sophisticated 3D models and simulation of natural movements?

That's not the essence. While our design, modeling, and animation techniques stand out, it's not just about technology. Aww's VH are not generated using currently trending generative AI, but rather with original 3DCG data that enables copyright management.

Yet technology is something that becomes commonplace over time. Everyone should eventually be able to easily create human-like 3D models, and Aww is also working on improving efficiency.

What matters is whether users want to interact with the 3D model. We continuously think about how to make people desire to communicate with non-existent VH.

It is, so to speak, about character traits, "IP (Intellectual Property)" in content.

Exactly. Our greatest strength is creating IP through storytelling and production. While technology is a core of our collaboration with NVIDIA, the elements of production and IP are also significant.

Even celebrities can't sell on appearance alone. They attract fans with relatable backgrounds, unique stories, and messages. Future AI, which will coexist with humans, will need a "story."

The Uniqueness of "imma," a Character Made in Japan

"imma" derives from the Japanese word "now," the English slang form of "I'm gonna," and "Ima," the name of the first human addressed by the creator god in the world's oldest religion, Zoroastrianism

Imma represents Aww: How was the IP produced and the storytelling designed?

First, Imma needed to have a background rooted in "Japan." Borrowed context can't compete globally. We delved deep into animistic views from Shintoism, a spirit of sustainability, maritime history, cultural layers of Tokyo, and more to shape the unique personality of Imma.

How is "Japaneseness" reflected in the design of Imma?

We spent considerable time integrating the uniquely Japanese sense of "cuteness." The "kawaii" trend of the '70s featured 2D characters with soft, thin lines, like Sanrio. Essentially, this isn't something that fits naturally with 3D virtual humans. We had to explore how to incorporate and update "kawaii."

The result was a style that included street fashion and pink hair. Foreigners might think of "pink" as a quintessential Japanese color, likely due to associations with cherry blossoms. It also evokes a character stepping out of an anime. For the first time, I'm sharing that her bob with straight-cut bangs is actually inspired by Rei Kawakubo.

Yes, Rei Kawakubo, designer of Comme des Garçons. Indeed, it's the same hairstyle.

Since the "black shock," Kawakubo has continually challenged the world with fashion, and she is one of the Japanese figures I respect the most.

In the VH business, we constantly face criticism like "AI is harmful to humans." Even when Aww appeared on "TED Talks," we received comments that were close to being inflammatory.

TED conferences (April 19, 2024): The first virtual human IP appeared on the "TED" stage

But as comments poured in, we didn't panic; instead, we nodded deeply and began discussions internally.

Kawakubo herself has spoken about how she feels uneasy when everyone praises her work. Entering the new field of VH, we've also been influenced by Kawakubo's stance.

Why the Fashion World Craves a "Nonexistent Her"

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Imma has modeled and been an ambassador for prestigious brands, wearing real clothes. Why is the fashion world fascinated by her?

We often receive requests to depict "innovation." This is tied to a new type of user who wears high fashion on the street during the day and immerses in online gaming at night. Imma can deliver to this new target group that naturally blends analog and digital cultures.

So, the way brands communicate their messages is evolving?

Yes, barriers between real and virtual are likely to vanish. The approach of Japanese fashion brand ANREALAGE is symbolic of this.

Today, we communicate online as if it's natural. As digital integrates into life, self-expression has also become active through media.

The practice of "dressing up" is evolving. The trend in cosmetic surgery has social media in the background, and some pay dearly for skins to dress characters in "Fortnite." If living and economic spheres form in the metaverse, virtual fashion will become the norm.

Are real and virtual values reversing?

No, that's not the case. Arguing whether virtual can outdo real is pointless; real is undeniably better. But, some crisis might entirely transform living environments. I believe if another pandemic occurs, virtual living will take center stage.

Nevertheless, this won't devalue real experiences. On the contrary, they'll become more luxurious. Going out on the street, traveling—non-virtual human aspects will only grow in presence.

Virtual Humans Teach Us "Humans Are Wonderful"

From Imma's Instagram: Visiting real places and interacting with people. Many everyday snapshots are shared on social media, like behind-the-scenes shots

Certainly, what sets Imma apart from many other Vtubers is that she always maintains a connection with the real world.

That's right. The message I want to convey through Imma is that "humans are amazing." We tend to forget the value of real experiences. I want to send out a message encouraging us to recognize that. This can be considered as Imma's underlying theme.

Is it because she is a VH that she can affirm humaneness?

Exactly. Isn't fashion precisely about enjoying such things? One of the most memorable collaborations with a brand was the doublet show (2022-23FW).

Designer Masayuki Ino approached me with an offer to feature Imma in Paris Fashion Week. When I asked for the reason, he said he wanted to portray diversity. Models of different races, genders, and backgrounds all appeared on the runway wearing masks of Imma, and at the end, they dramatically removed the masks and walked joyously in their own forms.

doublet FALL-WINTER 2022-23 COLLECTION

At first glance, the show's use of Imma as a mask might seem like it rejects her, but I felt a deep connection. Imma imitates human qualities and affirms humanity, yet she cannot become human herself. This is both her limitation and her complex.

I think Ino embraced the essence of "not being human" and executed it wonderfully. Having a complex is one of the most crucial factors in generating empathy. In this way, VH surpasses being a mere 3D model and grows while expressing a story.

《Note》
［1］A notable show by Comme des Garçons and Yohji Yamamoto at the 1982 Paris Collection (1983SS), known for its black-based color scheme, intense damage, and asymmetrical clothing, which sparked both support and criticism.

Text by GANTAN