Online and offline

Thanks to technology development, such as virtual reality and holograms, these virtual idols are unplugging from their offline existence to interact with fans in the "real" world. "Like real human stars, the virtual ones can earn money through various means, including concerts, advertisements, online and offline appearances, and by shooting films or TV series," says Xiao Mingchao from Trends Bigger.

He adds that virtual idols are creating a brand-new consumer experience for offline services, blurring the lines between the virtual and reality.

The latest example was in December when Luo participated in a hugely successful live performance at Bilibili's New Year Gala, accompanying pipa master Fang Jinlong in a classic rendition of Jasmine Flower.

"The effect is so amazing that I cannot stop watching it. Luo, you are the jasmine fairy," Ling Ziwan, a hardcore fan of Luo, said following the gala.

To prepare for the four-minute song, Luo's development team prepared for more than four months.

"The whole chain operating Luo's IP covers hundreds of people," Bilibili's Chai Xuanhong told investment publication PE Daily.

In another example, a campaign last year by skincare brand, SK-II Power of Pitera, featured singersongwriter Dou Jingtong, Japanese actress Ayase Haruka, supermodel Behati Prinsloo and Japanese virtual influencer Imma, who was created by Japanese tech company ModelingCafe in 2018.