A Study on Hadong-gun City Brand Vitalization Plan Using Metaverse Platform: Focused on Hahadong Tea

Abstract

Hadong-gun is a city that represents the history of tea as a breeding place for Korean tea and has been accredited as an Important Agricultural Heritage Systems by the country and the global, but its public awareness is low. If the city brand of Hadong-gun is established focused on Hadong tea using Metaverse technology, it can be a countermeasure. Through analysis of Bigkinds, a database of Korean media articles, and Hadong-gun characters, it was confirmed that Hadong tea is the center of Hadong-gun's city brand. Subsequently, key words of Hadong tea value were extracted, substituted into four types of city brands, and then implemented through the Metaverse. Utilizing the Metaverse platform, it was not only possible to express a new way in Hadong-gun's unique history and culture, but also to see the possibility as a tool for the development of city brands. Metaverse can easily approach the MZ generation, who are proficient in new technologies, and can solve various problems limited to time and space. In particular, if Hadong-gun implements the Metaverse platform for the purpose of vitalizing the city brand, the Metaverse can become a new tool for promoting the city.