K-Pop’s Next Dimension? 🚀 Lee Hae-in’s OWIS Set to Redefine Virtual Girl Groups This March!

The landscape of K-pop is ever-evolving, and just when we thought we’d seen it all, a new contender emerges from the digital realm, promising to blur the lines between fantasy and reality. Industry trailblazer Lee Hae-in, known for her visionary work with KISS OF LIFE, is once again poised to disrupt the global market with the official launch of her much-anticipated virtual girl group, OWIS, this March.

Founded by Creative Director Lee Hae-in, alongside former Warner Music Korea Director Kim Jae-yi as CEO, the burgeoning entertainment company ama (all my anecdotes) is ready to make its mark. Lee Hae-in CCO has already cemented her status as a creative powerhouse, having spearheaded the distinctive planning and direction for the acclaimed girl group KISS OF LIFE. Now, she sets her sights on the global stage in 2026, taking on the role of producer for OWIS.

The excitement surrounding OWIS exploded on January 10th when their debut trailer was unexpectedly unveiled at ‘The 40th Golden Disc Awards with Upbit.’ The group’s intriguing name, OWIS, is an acronym for ‘Only When I Sleep,’ hinting at a fantastical concept where members can ‘only be met in dreams.’ This evocative title perfectly sets the stage for a group rooted deeply in narrative.

With their March debut fast approaching, curiosity is mounting for their title track, ‘MUSEUM.’ This poignant song is said to convey a lyrical message: fragments of lost dreams, cherished by everyone in reality, are exhibited in a dream world. The industry is already buzzing about this fresh content, which brilliantly fuses Lee Hae-in’s signature artistic direction with cutting-edge virtual technology, promising a truly cinematic experience.

Following its initial reveal at the Golden Disc Awards, interest in OWIS has surged across official SNS channels. Lee Hae-in CCO shared her vision, stating, ‘OWIS tells the story of girls finding their way at the boundary of dreams and reality.’ She urged fans to ‘anticipate virtual idols who, more than anyone, convey truly human emotions, rather than merely being products of technology.’ As ama’s inaugural artist, the full member lineup and detailed debut schedule for the rookie virtual girl group OWIS will be gradually unveiled via their official social media channels.

The promise of a virtual group that prioritizes human emotion and intricate storytelling is incredibly compelling, especially with Lee Hae-in’s cinematic eye. This debut could truly set a new benchmark for narrative depth in the K-pop space.

We at Hello Korea eagerly await OWIS’s official debut and their unique journey into the dreamscape of K-pop.

Editor: Hannah Choi 🎬