Immersive marketing and metaverse in the case of Zepeto. A review of the activity of Asian actors

Abstract

Introduction: The metaverse is an emerging space for digital communication, where platforms like ZEPETO are essential for reaching new audiences. The goal of this research is to analyze the marketing strategies of Asian brands on ZEPETO to understand how cultural and technological factors influence consumer engagement and global reach. Methodology: An exploratory and descriptive study was conducted using a mixed content analysis approach. The sample, initially consisting of 59 brand experiences, allowed for an in-depth analysis of 13 of them, representing companies from the five most significant Asian economies in the third decade of the 21st century (China, Japan, India, Indonesia, and South Korea). Results: The findings indicate that Asian brands focus on creating immersive worlds rather than traditional advertising, employing destination marketing strategies, community hubs for fans, and innovation showrooms. Discussion: User involvement is encouraged through digital identities of avatars, virtual goods, gamification, and role-playing narratives. Conclusions: A key takeaway is that the use of specific Asian cultural elements, linked to the "Korean Wave" (Hallyu), is not merely a secondary factor but a vital strategic asset for building authentic connections, expanding global influence, and serving as a soft power tool.