[Courtesy of GS Retail]

SEOUL – South Korea’s first virtual social media influencer, Rozy, has been selected as a model for the GS25 national convenience store franchise, reflecting the growing popularity among the MZ generations. The virtual influencer will deliver various messages to promote campaigns in stores across the country and on GS25’s social media.

Rozy was created by Sidus Studio X, a subsidiary of Seoul-based video technology company LOCUS. The digital model with some 100,800 followers grabbed attention in August 2020 when Rozy posted photos from his trip to Namibia and Egypt. Rozy is a 22 year old digital female who is 171 centimeters (67 inches) tall. She is interested in fashion and travel. His vivid image and fashionable lifestyle were intended to target MZ Generation customers who enjoy diverse experiences and seek change.

GS Retail, the operator of GS25, said in a Dec. 8 statement that Rozy was chosen as the convenience store franchise model to promote the company’s products and campaigns. “We will do our best to create a bond of sympathy with Generation MZ and improve our competitiveness by conducting forward-looking marketing promotions with Rozy,” said GS Retail Vice President Oh Jin-seok.

Since August 2020, Rozy has been a model for numerous cosmetic and fashion companies. In July 2021, the virtual hipster was selected as a model for Shinhan Life Insurance, an insurance arm of the large South Korean financial group Shinhan Financial. In January 2021, Rozy published a collaboration project with Shudu, the world’s first digital model created by British photographer Cameron-James Wilson. The collaborative project was designed to break down various types of boundaries around the world.

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