American carbonated soft drink Coca-Cola has joined forces with TMELAND (China’s first virtual social music platform under Tencent Music Entertainment) to open a new metaverse zone for the Coca-Cola Fan Festival. This year, the festival has brought together eight major brands, over 300 clients and various artists in its deep immersion in the digital dimension.

Accessible for the first time through Wechat mini-programs, users can create their own digital Coca-Cola avatar and explore the virtual space. Not only can they shop in the metaverse, but they can also play a variety of games, as well as take a photo with virtual celebrity avatars like Coca-Cola brand spokesperson Yang Yang. To further encourage participation, Coca-Cola has created a rewards system where points can be…