Creative director Lee Hae-in has founded a new entertainment company, ama, which is launching a virtual girl group.
Ama (all my anecdotes) was established through the collaboration of Lee Hae-in, CCO, and Kim Jae, former director at Warner Music Korea, who now serves as the CEO. Lee Hae-in, who demonstrated her unique planning ability as the creative director of the girl group KISS OF LIFE, is now targeting the global market in 2026 as a producer with the virtual girl group OWIS.
OWIS made a surprising splash by releasing a debut trailer video at the 40th Golden Disc Awards with Upbit on the 10th. The group name OWIS stands for ‘Only When I Sleep’, meaning ‘can only be encountered in dreams.’
The announcement of their March debut and title track ‘MUSEUM’ has piqued curiosity. This song carries a lyrical message of displaying cherished fragments of lost dreams in a dream world. The industry is paying attention to this new type of content that combines Lee Hae-in’s unique sense of direction with virtual technology.
Interest in OWIS has continued on their official SNS accounts following their first reveal at the Golden Disc Awards. Lee Hae-in, CCO, stated, “OWIS tells the story of girls finding their way at the boundary between dreams and reality,” and expressed anticipation for “a virtual idol conveying more human-like emotions than anyone else, rather than just a technological outcome.”
Meanwhile, OWIS, the first artist from ama and a new virtual girl group, will officially debut in March. Detailed debut schedules and member compositions will be announced sequentially on their official SNS.
Image source: ama
