#66 The New Reality of Virtual Idols in a Meta World

 At the intersection of KOLs and metaverse lies the niche world of “virtual idols”—animated characters created for the purpose of becoming celebrities. Started in Japan in the 1980s, virtual idols have exploded in popularity in China, especially as Covid-19 continues to change the world of live entertainment: In 2021, the Chinese virtual idol industry was worth 6.2 billion renminbi (almost 1 billion US dollars), and animated star Luo Tianyi attracted over 2.7 million viewers in a Taobao livestream. So how do you build successful virtual idols in China, and will their popularity last in the real world?  

Featuring 
- Elaine Yau - showbiz reporter 
- Inés Feng - Kunyue Shanghai VP 
- Peng Mengyu - Dreamland Maker Tech Branding director 

 Middle Earth is distributed by The World of Chinese (www.theworldofchinese.com). Every two months, both in print and online, the team at TWOC takes a contemporary issue in Chinese society and culture and looks behind the headlines to share how it affects people on the ground.  

Middle Earth is made by China Compass Productions and hosted by Aladin Farré. If you have a China-themed cultural project like shooting your next documentary or look for a specific talent, please get in touch! 

With thanks to Sean Calvo for music support. 

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For six years, the Middle Earth Podcast has been a favorite among creatives working in and with China to learn the latest news about the world's second-largest cultural market. As we reach 100 episodes with over 220 guests, it's time to take a look back at the show and the industry it covers with a live audience, followed by a Q&A and our infamous quiz.

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