Overseas MZ Generation Enjoys Korea in the Metaverse

Korea Tourism Organization Promotes Korean Tourism through 'Roblox' and 'Zepeto'

Andong Wolyeonggyo Bridge implemented in 'Zepeto,' the metaverse platform created by Naver.

[Asia Economy Reporter Donghyun Choi] A global metaverse game that allows foreigners who find it difficult to visit Korea due to COVID-19 to indirectly experience Korean tourism is gaining popularity mainly among the MZ generation (Millennials + Generation Z).

According to the Korea Tourism Organization on the 20th, the content created by the Tourism Organization earlier this month using the American metaverse game platform ‘Roblox’ featuring Gangneung as the background, titled Squid Game in Gangneung, Korea, has currently recorded a cumulative visitor count of 70,000. In the game, users can see Yulgok Yi I’s books and Saimdang’s paintings at Seongyojang and Ojukheon, major tourist attractions in Gangneung, take photos at the BTS bus stop on Anmok Beach, and ride rail bikes with the East Sea as the backdrop. They can also buy dalgona, rice cakes, and soft tofu ice cream at Jungang Market or play games like ‘Mugunghwa Flower Has Bloomed’ and ‘Stepping Stone Crossing.’ The Tourism Organization is considering producing additional Roblox games featuring other tourism hub cities or new themes based on the response. Roblox, launched in 2006, is a game platform with 40 million user-created contents and over 200 million monthly active users.

A new map representing Korea will also appear on ‘ZEPETO,’ a metaverse platform developed by Naver. From today, new maps showcasing the unique charms of five tourism hub cities (Busan, Mokpo, Andong, Gangneung, Jeonju) can be explored. These maps were revealed following a month-long ‘ZEPETO Creator Map Contest’ held last November by the Korea Tourism Organization and Naver Z, themed ‘K-treasure city: Hidden treasures of Korea,’ to promote the tourism hub cities. By searching each city name in the ZEPETO map search, users can explore various tourist attractions and hot spots of the five cities, including Busan’s representative landmark Gwangandaegyo Bridge and the beautifully colored Gamcheon Culture Village; Andong’s Wolyeonggyo Bridge with spring cherry blossoms and the UNESCO World Heritage Dosan Seowon; Gangneung’s hot place Anmok Coffee Street and the sunrise spot Jeongdongjin Station; Mokpo’s romantic night spots with Mokpo Bridge as the backdrop; and Jeonju Hanok Village.

The Tourism Organization will also hold a ZEPETO tourism hub city world map visit event for the winning entries selected through this contest. From the 24th to the 30th, participants can visit one of the five maps, take experience videos or certification photos, and upload them to their ZEPETO accounts with hashtags. Among the participants, 50 people will be selected to receive 5,000 coins as prizes, which can be used to purchase items in the ZEPETO shop.

Joo Sang-yong, Director of the International Tourism Office at the Korea Tourism Organization, emphasized, “The MZ generation will be the main force leading future global tourism trends. Marketing using metaverse platforms will build a positive image of Korea among future inbound tourists and serve as an important foundation for the quantitative and qualitative growth of the inbound tourism market.”