Asian countries are ahead of others in establishing themselves in the virtual world, catering to their tech-savvy consumers who are embracing progressive online shopping methods like livestreaming and virtual stores. South Korea, in particular, is making significant investments in creating a metaverse ecosystem. The Seoul Metropolitan Government has announced plans to establish “Metaverse Seoul” in 2023 to further strengthen their dominance in the virtual market. Fashion has a prominent role in this movement, with virtual worlds like Zepeto, which has partnered with top global brands and boasts a monthly active user base of over 300 million, taking center stage. According to Rosa Park, Team Director of Korea Creative Content Agency (KOCCA), fashion in the metaverse is becoming an important medium of expression, especially among digital native generations.
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