On March 13, 2026, the five-member virtual girl group OWIS will be launched as the first artist. OWIS is a group produced by the newly established entertainment company ama (all my anecdotes), with Creative Director Lee Hae-in as CCO and former Warner Music Korea director Kim Jae-yi as CEO. They aim to present a new direction for virtual idols.

The virtual idol market has rapidly grown since the emergence of the virtual human Rozy in 2021. However, except for PLAVE, there are hardly any successful virtual artists. Although technological advancements have been made, the importance of planning and imagination is increasingly emphasized. CEO Kim Jae-yi explained, "Early virtual idols were a 'proof of possibility.' Now, it is a stage of 'proof of reason for existence.'" He stated that he wants OWIS to be an entity that gives people the strength to live in reality.

OWIS's goal is not simply to be an idol group but to create a cultural world that records and preserves dreams. CEO Kim said, "I want to be an entity that does not make people temporarily forget reality but rather gives them the strength to live in reality again." He set the top priorities for OWIS as being "an entity that gives strength" and "a cultural world."

OWIS's pre-release content reflects this direction. The coming soon poster was designed as a ticket engraved with vintage vine patterns, symbolizing a ticket to the "Museum of Memories." The phrase "Rediscovering Missing Pieces" reinforces OWIS's philosophy.

Technology is no longer the deciding factor for success. CEO Kim emphasized, "Now is the stage of hiding technology, not showing it off." He explained that technology has become standardized, and emotional bonds and the authenticity of music are now more important. He added, "The virtual format does not matter. Ultimately, people love the existence."

CEO Kim argued that virtual idols should not imitate humans but move into areas humans cannot reach. He emphasized that the planner's imagination is more important than technology, saying, "I believe the scope of imagination's realization has changed." He also added that new forms of imagination combined with K-pop are important.

OWIS aims to be recognized first for the density of their music and emotions. CEO Kim stated, "We will steadily build emotional persuasion for why this team must exist." In the long term, they want to expand the worldview through music, fashion, exhibitions, games, animation, and spatial experiences, creating a structure that expands the world together with fans.

Finally, CEO Kim expressed his aspiration, saying, "I hope our company can make OWIS not a 'competing team' but 'a coordinate' within the virtual market." It remains to be seen whether OWIS's debut can open a new chapter for virtual idols.