Metaverse palatforms in vogue amongst South Korean retailers

CU’s BGF Retail and Lotte Department Store have expressed plans to host virtual events.

South Korean retailers are increasingly turning to metaverse platforms, a virtual shared world in which all activities can take place with the help of augmented- and virtual-reality services, to boost their marketing, Korea Bizwire reported.

BGF Retail, the operator of convenience store chain CU, said it will host a marketing event in metaverse platform Zepeto in collaboration with dairy maker Binggrae. If an avatar visits a CU convenience store in Zepeto and presses on Binggrae’s banana-flavored milk on the stand, a special effect will be shown where a straw is put into the beverage.

CU has been expanding its number of metaverse stores following the Han River Park store that opened in August. The virtual store showcases a variety of products, and a ‘clank’ sound is rung whenever an avatar leaves the store to indicate that an automatic payment has been made.

Lotte Department Store is also looking to use a metaverse platform to hire new recruits later this year, opening up ‘Lotte Town’ in Gather Town on 17 November and holding a contactless recruiting seminar.

Coffeehouse chain Ediya Coffee also plans to open up a store in the virtual ‘Four Seasons Cafe’ area in Zepeto this winter to engage with consumers. The store interior is rendered similarly to a real coffee shop, where the cashier, coffee machines, and various goods are seen.

Starbucks Coffe Korea and an amusement park Lotte World are scrambling to set up virtual spaces in Zepeto as well.