Soonchunhyang University's virtual enrollment ceremony video featuring aespa gets 10M views

A video of Soonchunhyang University’s virtual enrollment ceremony created in collaboration with girl group aespa surpassed 10 million views. [SCREEN CAPTURE]

A YouTube video of Soonchunhyang University’s virtual enrollment ceremony created in collaboration with girl group aespa surpassed 10 million views, according to the university on Thursday.

Dubbed the “metaverse enrollment ceremony,” the university showcased its virtual campus “Metaversity” and the storyline of its virtual universe thorough the video, which was uploaded on April 18.

“Storytelling-based marketing based on establishing a metaverse world view works on the MZ Generation,” said an official from Soonchunhyang University. The MZ generation is a term including millennials born between 1980 and 1995 and Gen Z born between 1996 and 2010.

“It suggested a new paradigm of marketing for universities,” the official added.

Girl group aespa debuted in 2020 with a metaverse-based concept, centering around the storyline that the group’s four members each have alter-egos in the digital world.

BY HALEY YANG [yang.hyunjoo@joongang.co.kr]