South Korean industry is progressing in all terms when it comes to the advancement of products, fashion sense, music, art, and technology.
It always evolves—when people expect to see more about South Korean culture, it develops. Their creativity never stops.
There is an on-going trend in both K-fashion and K-music, using avatars for their promotions.
The online game ‘League of Legends’ became of the inspirations for this cool trend in promoting their products.
League of Legends created K/DA (kills, deaths, and assists), an in-game term that refers to LoL players. K/DA was the inspiration of this industry to flourish in this same line. The girl group consists of four members: Ahri, Akali, Kai’Sa and Evelynn. Those who are familiar with the world of gaming will recognize these names as they are characters from the popular online game League of Legends.
It enters the idea that a lot of people in the hip and cool side are very much attracted in this trend. Regardless of the age, influence is something that is sacred for it is the sole reason you target your market most especially when you venture into a completely different approach.
K-FASHION
Korea’s biggest streetwear label, Thisisneverthat, used a digital avatar that went viral in Korea. After its sensation, they launched animated versions of it fitting a particular model, which is eye-catching. Other creative consults from big brands are very much impressed to the idea that is unique. Who would’ve thought 3D scanning is their thing?
Photo from Instagram @pay_billz
Photo from Instagram @pay_billz
The success of using those avatars didn’t stop as they released more digital filters to fit their brands with popular Korean rappers.
Thisisneverthat was recognized for its new digital marketing approach that opened potentials to the growth of AR (Augmented Reality) and VR (Virtual Reality) in the K-fashion sense.
K-MUSIC
On the other hand, AESPA is one of the coolest K-pop groups who used avatars in both music video and promotions.
‘Aespa’ is a girl group formed by SM Entertainment who debuted last November 2020 with members Karina, Giselle, Ningning, and Winter.
Aespa’s whole concept is a lot confusing but they indeed use avatars in concepts which people love. Their debut song is a perfect proof of their avatar interest—real life members are connected to their ae-counterparts, but they are separate beings who sometimes collaborate in various ways.
K/DA is a model that has proven its success and popularity not only to game users but also in the general public, which also lead to the success of Aespa.
CONCLUSION
The use of avatars in K-industries is a manifestation that new technologies bring success to both Korean culture and entertainment industry. People continue to patronize this idea because this idea trends and sell—it attracts not only the target market but also potential target markets who are very much interested in expanding the ideas developed through these technologies with a touch of taste, class, and cultural approach.
