Busan, South Korea’s second-largest city, will open a virtual space in Naver Z’s Zepeto metaverse at 12:00 pm Friday Korea time to promote the city in an effort to host the World Expo in 2030 .

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Fast facts

• The metaverse lot, named ‘2030 World Expo X4 Entertainment World’, resembles the port city and aims to attract the attention of Gen Z and millennial users for Expo 2030.

• Busan’s metaverse space features a virtual entertainment agency called ‘X4 Entertainment’ established by Lee Jung-jae, the Emmy Award-winning actor from Squid Games.

• Visitors will be joined by a virtual idol band made up of avatars representing some of Korea’s popular musical acts:…