Retailers Calling MZ Generation: "Come Play in the Metaverse"

Hyundai Department Store Duty Free, Renovates Shopping Mall in Zepeto
Duty Free Store's 3rd Anniversary Event at Trade Center
Participate Like Playing a Game... Familiar to MZ Generation
CU Expands Zepeto Stores to 3 Locations... Collaborative Marketing
Map Visitors and Photo Certifications Surge... "Securing Future Customers"

[Asia Economy Reporter Kim Yuri] The distribution industry is opening stores in the metaverse (extended virtual world) beyond domestic and overseas markets. Rather than immediate sales, companies are entering the metaverse to leave an impression on the MZ generation (Millennials + Generation Z, born in the 1980s to 2000s), who will be key customers in the future.

◆ "Like Enjoying a Game..." Targeting the MZ Generation

On the 9th, Hyundai Department Store Duty Free announced that it has newly renovated the existing shopping mall world in Zepeto into the Hyundai Department Store Duty Free World and is holding an event to celebrate the 3rd anniversary of the Trade Center branch opening. Until the 5th of next month, visitors to Hyundai Department Store Duty Free World in Zepeto can find 3D avatars of official models Yoona and Jung Hae-in, receive guidance to a 'secret room,' and participate in a prize event by entering keywords found there on the event page of the website.

The strategy is to attract attention by enhancing fun elements through a game-like process while utilizing a platform familiar to the MZ generation. They also aimed for promotional effects that can be enjoyed by riding the 'metaverse' trend. A Hyundai Department Store Duty Free official said, "From January to October, the number of members in their 20s and 30s at Hyundai Department Store Duty Free has nearly tripled compared to last year. This is about 1.5 times higher than the overall membership growth rate." He added, "We will continue to introduce various metaverse contents to expand our MZ generation customer base."

◆ Metaverse + Virtual Models Also Popular

Convenience stores and home shopping companies are also expanding their presence within the metaverse. CU opened the 'CU Zepeto Hangang Park Store' in August, followed by 'CU Zepeto Classroom Store' and 'CU Zepeto Subway Station Store.' Recently, CU collaborated with Binggrae for marketing within the metaverse. This effort to increase the MZ generation's affinity for the brand has been evaluated as successful. CU stated, "After launching the 1st and 2nd stores, visitors to the corresponding map in Zepeto increased fivefold, and the number of photo certifications increased eightfold."

Cases of adopting the metaverse for contactless events and activating virtual models are also increasing. GS25 held a 'Young Marketer' inauguration ceremony on the metaverse platform 'Gather Town,' and Lotte Home Shopping established a dedicated metaverse team while collaborating with the IT industry to advance its self-developed virtual model Lucy into a show host.

An industry insider said, "Utilizing the metaverse ecosystem is considered a future growth engine that the distribution industry must pay attention to," adding, "The metaverse competition among companies to secure future customers will become even more active."

This content was produced with the assistance of AI translation services.