Lotte Homeshopping Expands Virtual Influencer 'Celeb Marketing'

Lotte Homeshopping virtual influencer 'Lucy'.

[Asia Economy Reporter Jeon Jinyoung] Lotte Homeshopping's virtual model ‘Lucy’ is expanding her range of activities as a celebrity, recently attending the ‘Legendary Louis Vuitton Trunk Exhibition’ as a VVIP.

According to industry sources on the 21st, Lotte Homeshopping developed the virtual model ‘Lucy’ through its own specialized personnel as part of its metaverse business. Since starting activities on social networking services (SNS) in February last year, she has gained over 70,000 followers. She has conducted collaborative marketing with famous domestic and international brands in fashion, food, and jewelry, and recently expanded her activities into the entertainment field by participating in the promotion of the movie ‘Supersonic 2’. This time, she plans to strengthen her position as a celebrity by being invited as a VVIP to a luxury brand exhibition.

The ‘Legendary Louis Vuitton Trunk Exhibition,’ held at Timewalk in Myeongdong, Seoul until August 21, showcases about 200 original Louis Vuitton trunks and crafts collected by Swedish collector Magnus Malm. Stories related to works owned by historical figures such as Franklin D. Roosevelt, Ernest Hemingway, and Sharon Stone are also introduced. Additionally, this exhibition gained attention as Oh Min, Korea’s first beauty director selected by the Korea Fashion Association, participated as the art director. Lotte Homeshopping revealed Lucy’s attendance as a VVIP at the exhibition, showing her viewing the interior and various works through Lucy’s official Instagram. Lucy also met with art director Oh Min to discuss the exhibition and took commemorative photos. Lotte Homeshopping is also holding an event where customers who take photos with the ‘Lucy’ panel displayed at the exhibition venue can enter a draw to win coffee coupons (20 winners).

Meanwhile, Lotte Homeshopping is striving to advance ‘Lucy’ to a level close to a real human. In January, as part of strengthening its metaverse business, it formed a ‘Metaverse One Team’ with domestic ICT companies, and recently collaborated with immersive video production startup ‘4by4’ to realize a 3D ‘Lucy’. Until the 30th of this month, ultra-high-definition digital art of Lucy, using 3D technology and anamorphic techniques, can be seen on a large electronic billboard near Gangnam Station. Going forward, Lucy plans to expand her activities to new video-centric SNS platforms such as TikTok.

Lee Bohyun, head of Lotte Homeshopping’s Media Business Division, said, “Lucy, who is active in various fields as a virtual influencer, is expanding her activities as a celebrity, including being invited as a VVIP to a luxury exhibition. Based on technological advancement, we will expand her range of activities into various fields and strengthen Lucy’s influence as a metaverse icon.”

This content was produced with the assistance of AI translation services.