No. 156 / Mar 7, 2022
Generation Z is a term that refers to the young generation born between the mid 1990s and the early 2010s. They have grown up in a digital-friendly environment since childhood, so they simultaneously play the role of consumers and producers of the Internet. An example that reflects this tendency in them is “Metaverse”, which is fit in Generation Z, who has adapted most quickly to a society that forms and shares their space beyond physical space.
Metaverse is a new word that combines Meta, which means virtual, and Universe, which means the real world. In other words, it is a virtual world that transcends reality. As non-face-to-face communication has become more prevalent due to COVID-19, it has gain popularity among Generation Z, because it has no space restrictions, enabling them to freely express themselves. Then, let us examine how metaverse is being used by Generation Z.
Games
In Roblox, people can engage in social, cultural, and economic activities like in the real world using the currency “Robux”. Roblox also serves as a platform that allows other users to enjoy a game created by another user. Through this, people can have new experiences in the virtual space. The next example is Geppetto, which allows people to create their avatars to communicate with others and play in a single virtual world using various maps. This reflects Generation Z’s tendency to enjoy interacting with new people.
Education
In March 2021, Soon Chun Hyang University held the world’s first metaverse admission briefing session using SK Telecom’s metaverse platform, “ifland”. Maps modeled after the school provided entrance information through large electronic boards, and students also asked about the information through voice chat. Also, in October 2021, Seokang High School provided various information about the high school credit system through a metaverse platform, “Gather Town”. Students had the opportunity to experience a new and changing educational method in a virtual world that reproduced the classroom.
Marketing for Generation Z
Coca-Cola opened “ONETHEPL Island” in September 2021 through Gather Town. People were able to experience positive resource circulation uniquely as they watched a plastic bottle being reborn as an eco-friendly bag. They could also experience of solving quizzes and taking pictures in front of the trophy using their avatars. In addition, in November 2021, the convenience store CU released an unmanned convenience store map using Geppetto. People could enjoy the vivid experience of purchasing goods in kiosks with sound effects. Also, on the map modeled after the Hangang River, people could take photographs, and more than 8 million CU-related posts were uploaded on SNS. Thus, it can be said that the virtual experience succeeded in promoting the company by stimulating Generation Z’s imagination.
As such, metaverse is currently approaching Generation Z in various ways beyond games, education, and marketing. As the existing metaverse platform occupies an important position in various fields, new metaverse is also emerging. For example, “Arcverse” from Naver and “Com2verse” from Com2us will be released this year. Please look forward to metaverse that will continue to grow.
By Lee Ga-eun, AG Reporter
dlrkdms2231@ajou.ac.kr
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