In a groundbreaking move to engage voters ahead of the March 9 presidential election, South Korean national broadcasting giant KBS has launched a digital replica of its Seoul studio compound within Naver’s popular Zepeto metaverse platform. This innovative approach signifies the growing intersection of politics, media, and the burgeoning metaverse landscape, particularly in tech-forward South Korea.
Step Inside KBS Metaverse: What Awaits You?
Imagine stepping into the virtual world and finding yourself in a familiar yet digital space – the iconic KBS studio! That’s precisely what KBS has created. Visitors to the KBS World metaverse space on Zepeto can now explore a meticulously crafted digital twin of the broadcaster’s Seoul headquarters. What can you expect to find inside this virtual studio?
- Digital News Studio: Explore a virtual rendition of KBS’s actual news studio. Get a behind-the-scenes feel of where news broadcasts are produced.
- Stage Sets: Wander through digital recreations of various KBS stage sets, offering a glimpse into the broadcaster’s diverse programming.
- Election Quizzes: Engage with interactive election-related quizzes, making learning about the upcoming election fun and accessible.
- History Hall: Take a walk through KBS’s history in a dedicated digital hall, showcasing the broadcaster’s legacy and evolution.
- Photo Opportunities: Capture memorable moments with friends by taking photos within the virtual studio environment. Share your metaverse experience!

A glimpse into the KBS digital studio within the Zepeto metaverse. Source: KBS
Why Metaverse for Elections? Tapping into the Gen Z and Millennial Vote
KBS’s move into the metaverse is strategically timed and targeted. Zepeto, developed by South Korean internet giant Naver, boasts a massive user base of 250 million globally. Interestingly, a significant 90% of these users reside outside of Korea, highlighting its international appeal. Furthermore, a staggering 80% of Zepeto users are teenagers. This demographic is crucial as they represent the Gen Z and younger millennial voters, a demographic political candidates are keen to engage with.
This initiative underscores a broader trend: the increasing importance of the metaverse and cryptocurrency in South Korean politics, particularly in the lead-up to the 2022 presidential election. Let’s delve deeper into why these technologies are becoming pivotal in the South Korean political landscape.
Crypto and Metaverse: Key Election Issues in South Korea
The 2022 South Korean presidential election is witnessing an unprecedented focus on cryptocurrency and metaverse technologies. Candidates recognize the growing influence and interest in these digital realms, especially among younger voters. Why are these topics gaining traction?
- Youth Engagement: Metaverse platforms like Zepeto and cryptocurrencies resonate strongly with younger generations. Candidates see these as avenues to connect with and mobilize this crucial voting bloc.
- Technological Prowess: South Korea is a global tech leader. Embracing metaverse and crypto signals a commitment to innovation and future-forward policies, appealing to a tech-savvy electorate.
- Economic Opportunities: The metaverse and crypto industries are seen as potential drivers of economic growth and job creation. Candidates are outlining their visions for regulating and fostering these sectors.
- Global Trend: The global rise of metaverse and crypto is undeniable. South Korea, as a major global economy, is keen to position itself at the forefront of these technological shifts.
Presidential Candidates and the Metaverse Race
The presidential race features prominent candidates vying for the top office, each with varying degrees of engagement with the metaverse and crypto discourse. Let’s take a quick look at the key contenders:
- Lee Jae-myung (Democratic Party): A vocal proponent of leveraging technology to engage millennial and Gen Z voters. He has actively promoted the metaverse as a significant opportunity for South Korea.
- Yoon Seok-youl (People Power Party): Also acknowledging the importance of the digital economy, Yoon is expected to outline his policies on crypto and metaverse regulations.
- Sim Sang-jung (Justice Party): Her stance on metaverse and crypto, and how it ties into social justice and economic equality, will be interesting to observe.
- Ahn Cheol-soo (People Party): With a background in technology and software, Ahn’s approach to the metaverse and crypto sectors will be closely watched for its potential innovation focus.
These candidates are competing to succeed President Moon Jae-in in the Blue House. The election outcome will likely have a significant impact on South Korea’s approach to metaverse and cryptocurrency regulation and development.
South Korea: A Crypto and Metaverse Hotspot
South Korea has already established itself as a significant player in the cryptocurrency and blockchain space. The nation has a vibrant crypto community and some of the world’s most active cryptocurrency exchanges. This enthusiasm for digital assets extends naturally to the metaverse, where South Koreans are early adopters and active participants.
However, this rapid growth has also presented challenges. South Korean authorities, including the South Korean Government, South Korea’s Central Bank, and South Korean Banks, are grappling with:
- Regulation: Developing appropriate regulatory frameworks for cryptocurrencies and metaverse activities to protect investors and prevent illicit activities.
- Taxation: Establishing clear tax policies for crypto assets and metaverse-related transactions.
- Consumer Protection: Safeguarding consumers in the evolving digital landscape, addressing concerns about scams and market volatility.
The Future is Digital: What Does KBS’s Metaverse Move Mean?
KBS’s foray into the metaverse for election coverage is more than just a publicity stunt. It’s a powerful signal of the changing times. It demonstrates:
- Mainstream Adoption: The metaverse is moving beyond niche tech circles and entering mainstream consciousness, even influencing national broadcasters and political campaigns.
- New Engagement Models: Traditional media outlets are exploring innovative ways to engage with audiences, especially younger demographics, in the digital spaces where they spend their time.
- Political Evolution: Political campaigning is adapting to the digital age, embracing new platforms to reach voters and shape public opinion.
As South Korea heads towards its presidential election, the KBS metaverse studio on Zepeto offers a fascinating case study in the convergence of media, politics, and the digital frontier. It will be interesting to see how this initiative impacts voter engagement and whether other broadcasters and political entities globally follow suit.
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