2025.01.11

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

#imma

#Virtual Human

#KAWAII

#Rei Kawakubo

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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.