Metaverse craze hits Asia, with cities and companies chasing after a $1.1 trillion pie

From debuting virtual idols to holding interactive concerts and creating digital content, South Korea’s entertainment companies have been quick to dive into the metaverse to help K-pop stars expand their reach beyond the physical world.

Girl group Blackpink, for one, stormed into the metaverse platform ZEPETO as avatars first in mid-2020. The four-member group then held a virtual fan signing event – which drew more than 46 million fans – and performed together with American singer Selena Gomez.

YG Entertainment, which represents Blackpink, said the collaboration allowed millions of fans to easily create Blackpink content, wear Blackpink-themed items and dance to their newest songs, which “would not be easily doable in real life”.


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