A Study on Limits and Growth Potential of K-POP Content in Metaverse: Focused on the User Experience of Generation Z

This study aimed to analyze the inconveniences and limitations of the experience specialized in the K-POP genre in the metaverse platform and its future utility and potential. To achieve this, Giorgi's research method, which allows for the exploration of the meaning and essence of experiences from the perspective of Generation Z users, was adopted. In-depth interviews were conducted to collect data, and the research results are as follows: Firstly, active consumers of K-POP exhibit distinct behaviors compared to general users. They engage in social consumption behaviors, and there is a clear distinction between mediators and users in terms of interpersonal relationships. Second, to enhance user satisfaction, features beyond artist interactions and chat functionalities are required, regardless of the type of K-POP user. These features should focus on user-to-user sharing and empathy. Third, approaches incorporating live elements that can only be experienced within the metaverse platform need to be developed and implemented. Finally, the utilization of metaverse platforms by entertainment planning companies is predicted to satisfy user desires through content expansion. It is expected to serve as a medium for fandom among Generation Z, potentially leading to continuous user influx and serving as a tool for future revenue generation.