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airasia unveils new ‘Project Kavvaii’ program, seeks the next big ‘virtual idol’

Jean Cabico - March 10, 2021

Kuala Lumpur, Malaysia – Airline airasia has launched a new program called ‘Project Kavvaii’, which aims to discover and develop the next big virtual idol – a streaming content creator in the SEA region who uses a digital avatar.

The new program seeks to provide potential talent with full resources to be the best virtual idol in the region and represent ASEAN on the world stage through charting a career trajectory, searching for potential clients, providing marketing support, tracking monetary channels from their streams, and supporting the business side of streaming.

The open audition will commence today 10 March until 28 March 2021 in ASEAN and the rest of Asia. Participants must submit a 5-minute video to introduce themselves. 

The winner of Project Kavvaii will get full access to a support team, receive a complete streaming setup, and secure a one-year contract with airasia as a paid content creator.

Rudy Khaw, the chief brand officer of airasia Group, said that the company has transformed from an airline to a lifestyle brand with the airasia super app, and now, they continue to innovate and be a game-changer as a virtual talent producer, believing that this is an opportune time to fast-track airasia’s growth leveraging on their digital capabilities, such as artificial intelligence and facial recognition.

“Certainly, the success of a virtual idol is about talent, not just the technology behind it. So we are looking for those who are multi-talented, creative, and have a larger-than-life personality to connect with virtual idol fans across ASEAN and beyond! This is your chance to be a full-fledged virtual idol and a part of a creative team that will shape the future of streaming content in the region,” said Khaw

airasia’s first virtual idol was created by a renowned illustrator artist in the virtual idol community, Yueko, and the character will be rigged and animated by industry veteran Iron Vertex to fit the personality of the virtual idol. Project Kavvaii’s first virtual idol is expected to start streaming in the second quarter of 2021.