SPC Group's Heo Hee-su's Baskin-Robbins, Opens First Metaverse Store

Ice Cream Cake Factory in Platform Zepeto
Official Launch of 'Bera Factory' Map, Play Turns into Purchase

[Asia Economy Reporter Lim Hye-seon] SPC Group has embarked on pioneering the digital commerce market that transcends the virtual world and reality based on a metaverse platform.

On the 23rd, SPC Group's Baskin-Robbins announced the launch of 'Bara Factory' on the metaverse platform Zepeto. This is a project that Heo Hee-soo, former vice president and second son of SPC Group Chairman Heo Young-in, devoted himself to after returning to management as an executive in charge of new business at the digital marketing specialized affiliate Sectnine after three years.

'Bara Factory' is not simply a store within Zepeto, but implements a differentiated 'world map' as a brand experience space in virtual reality. Users can wear and purchase clothing and accessories made in Baskin-Robbins' unique style. Passing through the ice cream transformation machine, avatars transform into ice cream. The biggest fun element is the main content of the world map, the 'Cake Making Mission.' Within a limited time, players gather mission flavors with friends in fantasy forests such as 'Chocolate Tree Forest,' 'Strawberry Field in Love,' and 'Mint Garden,' and input them into the machine to complete an ice cream cake.

Targeting the MZ generation (Millennials + Generation Z), they attempted a next-generation commerce model that connects virtual experiences in the metaverse space to actual purchases. Users can issue discount coupons usable at real online and offline stores or purchase discounted mobile vouchers through kiosks within the world map. In the future, they plan to continuously strengthen next-generation commerce models incorporating the metaverse, such as conducting live commerce broadcasts using Zepeto avatars as virtual characters.

An SPC Group official said, "Vice President Heo Hee-soo's plan is to pioneer the next-generation digital commerce market that transcends the virtual world and reality," adding, "We plan to steadily introduce new commerce models linking online and offline, not just at the level of brand advertising."

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