Asia is taking the helm this week when it comes to the metaverse. From Ambush®'s collaborative NFTs to both Bulgari and DressX joining South Korean digital platform Zepeto, the continent is cranking up its Web3 activations — and it seems that consumers couldn’t be more ready. 

Jay Chou is back on the metaverse scene this week also. The pop-idol/Web3 enthusiast has released a series of digital collectibles in line with his latest song demos, while French designer Victor Weinsanto has collaborated with South Korean girl-group Lightsum to celebrate both parties' first-ever venture into the online space. Both projects shine light on the growing relationship between fandoms and the metaverse, as well as how idols across Asia can integrate Web3 assets into their marketing — not only to generate new streams of revenue, but as a means of giving back to their communities through exclusive products and events. 

With appetites for virtual experiences continuing to accelerate, brands looking to tap the digital landscape and its netizens spending power, it really is a case of now or never.

As always, please keep sending your launches, projects, and exciting new developments to NFT@jingdaily.com.
 
Thanks for reading! 

- Bethanie Ryder, Metaverse Editor

THE BIG STORY
Tokyo-based fashion brand Ambush® has joined forces with first-of-its-kind NFT app Op3n and the Avalanche Foundation’s Culture Catalyst.

Ambush® Enters The Next Phase Of Its Metaverse Evolution

What Happened: As part of Avalanche’s latest commitment to the blockchain project, the company is launching an exclusive collaborative NFT alongside Tokyo streetwear label Ambush®, titled the ‘A3.’ Holders of the NFT will receive a limited edition Avax Red colourway of Avax Red colorway of Ambush®'s Classic Lighter Sleeve Necklace, a free physical version of the signed necklace, and the chance to attend a physical event in Milan on 23 September.

As well as virtual digital access to exclusive events and other exclusive benefits, the NFT will provide access to a token gated room in Ambush®'s Silver Fctry metaverse, where ‘A3’  holders can join digital launches, parties, and discover exclusive virtual products Silver Fctry products. 

The Jing Meta Take: Ambush®’s first foray into the Web3 space was during the first half of this year, with the brand opting to leverage its signature Pow!® jewelry designs by bringing them into the online landscape in the form of non-fungible tokens. 

The two Pow!® NFTs–– Pow!® Reboot and Pow!® Glow In The Dark –– sold out in minutes, largely due to the label being the first high-fashion name in the space to offer exclusive, long-term access with the tokens. Since then, the digital assets have performed as a membership card into Ambush®s Web3 events, as well as offline activities, to cultivate a strong and dedicated digital-first community.

Looking For a New Handbag? Kate Spade’s Virtual Townhouse Has You Sorted

Kate Spade is entering the metaverse for the first time by inviting customers into a virtual townhouse tied to its Autumn 2022 campaign. The news marks the first time the American fashion house has explored marketing innovation with a Web3 project — in this case, an interactive virtual pop-up store with customizable activities and exclusive products.

Read the full story on Jing Daily here. 

THE BIG STORY ... FROM CHINA
The latest virtual developments taking the Chinaverse by storm.

Hong Kong’s Latest Move Aims To Spotlight Digital-First Creatives In The Metaverse

Hong Kong creative hub and design community PMQ has unveiled the first designs from its new project FabriX — a program dedicated to nurturing the skills of the city’s rising talents. The program will host its first ever Digital Fashion Initiative from September 1 - 11, where twelve up-and-coming designers from across Hong Kong will showcase their digital fashion collections through an immersive physical installation at PMQ’s Hong Kong location. 

The company has described the program as a space to prepare young local fashion designers to be ‘future-ready as they navigate the new frontier brought about by digital fashion and the Metaverse,’ creating an ecosystem of cross-talent individuals equipped to onboard and monetize off of the virtual world.

You recently released Asia’s first blockbuster movie NFT series in conjunction with Louis Koo’s latest film, Warriors of Future. Will the NFTs contain any long-term utility for their holders?

AL: Yes, we believe that for the NFTs to have mass adoption appeal, the key lies in the inherent utility that goes beyond a profile picture flex. We imagine that the upcoming iteration of NFTs will be more akin to a “super fan club,” whereby the community can support the projects they believe in and get special exclusive rights across Web 2 and Web 3 space. 

The collection consisted of 10,000 unique 3D avatars that came with interchangeable traits such as armor body, arms, and helmet. Can you elaborate more on the design process?

AL: The avatar creation process took us a number of months to finetune. We carefully selected elements and details from the movie and used them as inspiration to design the avatars. We also adopted an innovative mechanism in the NFT collection, allowing holders to interchange traits within the NFTs they hold and have these reflected on OpenSea in real time. Web3 actually provides us with a platform where we can test and gauge the reaction of our digital audience, receiving instant feedback for the ongoing development of these assets. Ultimately, it’s a community-driven project.

How do you think the integration of Web3 and digital assets will impact yours and the Chinaverse’s fanbase market?

AL: Gen Z fans enjoy a more empowered role in a production, as we observe with fandom and user generated content. Web3 does exactly that by offering them access to contribute to content development.

Finally, are there any more exciting projects in the pipeline for your Web3 roadmap?

SM: With the release of the Warriors of Future NFT collection, we have demonstrated the power and utility of Web3 to extend IPs beyond the entertainment industry. By showing artists what is possible, we hope to attract user-generated content, and help them leverage their ideas across physicality into the future-facing metaverse.

Burberry Joins Forces With Tmall As Its Chinaverse Takeover Continues. And It Seems To Be Paying Off

Burberry is going all in when it comes to a Chinaverse takeover. On 31 August, the British luxury fashion house hosted a digital release of its early Fall collection via e-commerce platform Tmall's app, where users were able to browse a selection of 3D replications of the physical items. Those who placed orders of more than $724.50 (5,000 RMB), are also said to have received extra benefits from Tmall. The company took more than a month to prepare for the 3D showroom but, since its release, the number of visitors, new users, and transaction rates at Burberry's Tmall store have all increased, thanks to the event. With Tmall taking the title as one of China’s most metaverse-focused companies, will more brands follow in Burberry’s footsteps and use the e-tailer to crack the mainland’s growing Web3 market?

Jay Chou’s Digital Collectibles Fail To Sell Out, But Signs Show The Appetite For Digital Assets Remains

Mandopop icon Jay Chou has turned five of his songs' demos into digital collectibles. Chou collaborated with the platform Bohe 薄盒, and sold the collectibles to his audience in the form of blind boxes. Regular boxes were priced at $2.90 (20 RMB), with each holding one digital key that unlocks a demo, while premium ones were going for $72.30 (499 RMB) and hold two digital keys. Keys offer access to an exclusive metaverse music space, where fans can navigate as digital avatars and listen to the demos. 

The news has gained a lot of traction on Chinese social media since its release, but with 10,000 keys yet to sell out, fans seem curious but hesitant to invest. Could this be due to the country’s tight legislations, or a failure to see the value in the Web3 world? Whatever the reason, Chou’s latest project demonstrates that he is setting a standard when it comes to forward-thinking marketing in the music industry.