Enter the Chinese metaverse: Marketing in the virtual world

2021 was widely dubbed the “First Year of Metaverse” in China with more than 500 companies naming themselves after the metaverse, according to Chinese company registry data.

The metaverse concept is not new.

It's a concept that was established a long time ago, a promise of a fully integrated community where physical and digital worlds are combined into a new reality. The ‘metaverse’ term itself was first coined in the book...

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