A new virtual K-pop group, Owis, is set to debut on Monday with their first EP, “Museum,” launching at 6 PM KST. Fans are eagerly anticipating their arrival in the increasingly popular virtual idol scene.
Owis, a quintet comprised of members Serene, Haru, Summer, Soi, and Yuni, is generating buzz as the latest project spearheaded by chief creative officer Lee Hae-in. Following her successes with acts like Kiss of Life and Close Your Eyes, expectations are high for her ability to translate storytelling-driven creativity into the burgeoning virtual idol space.
“Museum” boasts eight tracks – a substantial collection for a debut EP – built around the captivating concept of a “memory museum,” where emotions and experiences are curated as exhibits. The album charts a journey of rediscovering forgotten dreams, unfolding a narrative through each song.
Several members, including Serene, Summer, and Soi, actively participated in songwriting and composition, underscoring the group’s commitment to musical identity alongside their virtual persona. Summer penned the lyrics for the title track “Museum,” depicting a journey of finding inner light within a dreamlike world.
The album explores diverse genres and themes, ranging from the pop-infused “Airplane:143,” which encapsulates the sensation of being suspended between reality and dreams, to R&B tracks like “Juicy” and “Missing Piece,” which delve into lingering, unfading dreams.
All tracks thematically connect to Owis’ core concept. Owis – an abbreviation of “Only When I Sleep” – chronicles the growth of a girl group pursuing their dreams across the blurred lines of fantasy and reality.
Beyond their music, Owis heavily invests in narrative-driven worldbuilding. The group introduced its members through webtoon-style visuals, detailed profiles, and personal diary entries, gradually revealing their fictional universe and individual backstories to connect with potential fans.
The album’s “Museum” concept extends to its promotional strategy. From ticket-inspired posters to audio guide-style content where members introduce each track, the debut is presented as an interactive experience, positioning fans as “visitors” within the group’s narrative.
Owis enters a K-pop market where virtual idols are increasingly gaining momentum. Advances in technology and storytelling are transforming how artists are presented and enjoyed. While the genre is still evolving, recent successes like Plave demonstrate that virtual acts can cultivate dedicated fanbases and achieve commercial success – contingent upon delivering music and performances that resonate with mainstream audiences.
