Lotte's virtual human Lucy to debut in Thailand

South Korea's Lotte Home Shopping unveiled a plan on Wednesday to introduce its virtual influencer, Lucy, to Southeast Asia's burgeoning live commerce market, beginning with Thailand. The move is motivated by the recent surge in demand for K-products in the region.

Lucy, a 29-year-old digital model, has gained notable popularity as a fashion influencer on various social media platforms. Lucy is preparing to debut in local live commerce in Thailand within the year through Lazada, an e-Commerce platform subsidiary of Alibaba, which is currently operating in six Southeast Asian countries.

This expansion strategy follows a recent collaboration agreement, signed remotely on July 25. The agreement unites three entities - Lotte Home Shopping, 4by4 Inc, a South Korean firm specializing in visual tech solutions, and the Thai branch of the Huanji Group. The tripartite partnership aims to utilize each party's unique capabilities to facilitate Lucy's successful entry into the Thai market.

As per the agreement, Lotte Home Shopping will offer Lucy's intellectual property (IP) and manage the sourcing and planning of domestic products. 4by4 is set to handle the technology that underpins live commerce, while the operational and promotional aspects will be overseen by Huanji Group's Thai subsidiary.

The Huanji Group, a global corporation with extensive operations across Southeast Asia, has recently diversified its Thai subsidiary's offerings to include AI solutions, entertainment, and distribution.

Leveraging her influence, Lucy will introduce Thai consumers to a range of fashion and beauty products, expanding the sales of K-brand items. Gradual expansions into local entertainment and advertising markets are also planned, cementing Lucy's position as a global virtual influencer.

Write to Mi-Kyoung lee at capital@hankyung.com