The growing popularity of hyper-realistic "virtual" influencers is sparking debate over the future of advertising -- and South Korea's demanding beauty standards.

According to the Seoul-based company that created her, Rozy is a blend of all three who straddles the real and virtual worlds.

She is "able to do everything that humans cannot ... in the most human-like form," Sidus Studio X says on its website.

That includes raking in profits for the company in the multibillion-dollar advertising and entertainment worlds.

Since her launch in 2020, Rozy has landed brand deals and sponsorships, strutted the runway in virtual fashion shows and even released two singles.

And she's not alone.

The "virtual human" industry is booming, and with it a whole new economy in which the influencers of the future are never-aging, scandal-free and digitally flawless -- sparking alarm among some in a country already obsessed with unobtainable beauty standards.

Hellworld

It also helps that, compared to some of their real-life counterparts, these new stars are low-maintainance.

That's the dream.

And, perhaps just as important: virtual influencers never age, tire or invite controversy.

Where is the fun then?

Lee Eun-hee warned that virtual influencers like Rozy and Lucy could be making Korea's already demanding beauty standards even more unattainable -- and heightening the demand for plastic surgery or cosmetic products among women seeking to emulate them.

Truly Hellworld