Imma, definition
Imma, which means "now" in Japanese, is Japan's first virtual human and model, created by Aww Inc. Her famous bubble gum pink bob and ultra-fine fashion have taken the internet by storm. Her cre- ators have gone to great lengths to make her facial expressions and appearance as realistic as possible. She was even named a "New 100 Talent To Watch" by Japan Economics Entertainment, and she has been cast for top brands such as Porsche Japan, IKEA, Dior, Puma, Nike, Valentino, Amazon, Calvin Klein, and Valentino, to mention a few (Wilson 2022). In 2020, a special installation featuring a virtual human was displayed at the Ikea store in Tokyo's Harajuku district. The retail behemoth collaborated with online influencer Imma to investigate the idea of "happiness at home." Over the course of three days, everyone walking by the first floor could look into Imma's living room and observe her lazing on a couch while aimlessly scrolling through her phone. In the meantime, a streamed view of her bedroom was visible from Harajuku Station on a screen on the second story (Webster 2020). Imma has a good excuse thanks to Covid spending almost the entire day indoors while promoting home goods in a typi- cal urban resident's modest apartment. She vacuums, practices yoga, learns to cook, and Instagrams her puppy in peace. This is Imma's first time "existing" outside of the virtual world (Natividad 2020).