With digital channels offering them increased access to their heroes, casual supporters and ‘stans’ alike are embracing novel ways of showing their devotion to celebs and sports teams. How are these passionate individuals forging new cultural tribes and changing expectations of fan interactions?

Emerging at the peak of China’s virtual idol mania comes Ayayi, who is the country’s first metahuman. As virtual key opinion leaders gain more clout in China’s social commerce realm, it’s reflecting a shift of people’s aspirations as they look towards meta idols as figures of collective identity.

The pandemic has pushed digital technologies into the mainstream. As people spend more time online, brands are taking steps to create a more interconnected virtual world. Wolf3D has joined the fray, allowing people to travel through the metaverse with a single, uniform avatar.

In mid-2020, a new influencer popped up across social channels. She amassed a large following in just a couple of months, thanks to her interest in League of Legends – but she isn’t real, she’s one of an increasing number of avatars being used by companies to promote their products.