HIKKY Co., Ltd. held the world’s largest Metaverse event, “Virtual Market 2024 Summer,” over a period of 16 days from July 20th to August 4th, 2024.
Vket 2024 Summer Highlights :
◆ Record breaking 1.3 million visitors!
◆ Trended No.1 on X (formally Twitter) in Japan, No.2 worldwide on opening day!
◆ X posts related to Vket reached a record high over 60,000!
◆ Achieved fourth Guinness World Records™!
◆ Record breaking 1.3 million visitors!
◆ Trended No.1 on X (formally Twitter) in Japan, No.2 worldwide on opening day!
◆ X posts related to Vket reached a record high over 60,000!
◆ Achieved fourth Guinness World Records™!
The Virtual Market (as known as Vket) was held for the 12th time, with approximately 85 companies and IPs participating, including both virtual and real events. Over 1,000 exhibitor circles, including item exhibitions and group exhibitions. It featured three corporate exhibition venues, Parareal Dubai, Parareal Yokohama, and Parareal Osaka, as well as 23 exhibitor circle venues, and 1 corporate exhibition venue for the browser platform (Vket Cloud). The event saw a record-breaking attendance of over 1.3 million visitors.
On the opening day of July 20th, the hashtag “#Vketはじまったな” (Vket has begun) trended No.1 on X (formally Twitter) in Japan and trended No.2 worldwide, creating excitement from the very first day of the event. With plenty of photo gimmicks and experiences that are easy to share, the event led to a record-breaking 60,086 posts about Vket on X (formally Twitter) during this period. Both the venue and social media were a huge success. Additionally, during the event, we teamed up with Suntory Co., Ltd. to attempt a Guinness World Record™ and succeeded in earning our fourth Guinness World Record™, as “The highest number of photos of avatars toasting at a Virtual Market posted on X (formerly Twitter) in one hour.”
On the opening day of July 20th, the hashtag “#Vketはじまったな” (Vket has begun) trended No.1 on X (formally Twitter) in Japan and trended No.2 worldwide, creating excitement from the very first day of the event. With plenty of photo gimmicks and experiences that are easy to share, the event led to a record-breaking 60,086 posts about Vket on X (formally Twitter) during this period. Both the venue and social media were a huge success. Additionally, during the event, we teamed up with Suntory Co., Ltd. to attempt a Guinness World Record™ and succeeded in earning our fourth Guinness World Record™, as “The highest number of photos of avatars toasting at a Virtual Market posted on X (formerly Twitter) in one hour.”
Visitors enjoying Virtual Market 2024 Summer
Initiatives by Corporate Exhibitions
Here are some initiatives implemented by various companies and organizations that participated in this Virtual Market.
Suntory Co., Ltd.
Suntory Co., Ltd., making its second booth appearance, presented a booth where visitors could enjoy the world of seven non-alcoholic beverage brands, including 'All-Free' and 'Non-Alcoholic Lemon Sour from Nonaru Sakaba.” The booth provided several fun features, allowing avatars to casually 'toast' with non-alcoholic beverages and offering a 'Non-Alcohol Quiz' to introduce different ways to enjoy Suntory's non-alcoholic drinks. Additionally, during the event, we have attempted and successfully achieved a Guinness World Record™ for “the most photos of avatars making a toast posted on X (formerly Twitter) in one hour.” People from around the world participated in this attempt, setting a new record with a total of 1,202 posts. It also trended on Japan's X (formerly Twitter).
Comments from Suntory :
“This time, we developed a booth with the theme of “It's Still a Toast even if it’s Non-Alcoholic. Suntory's Non-Alcoholic,” to highlight the appeal of non-alcoholic beverages. We created enjoyable content for visitors, including a feature where avatars could toast with Lady Vket-san (a collaboration character between Suntory and HIKKY), with Lady Vket-san’s outfit changing to match the theme of each brand. There was also a gimmick that automatically captured the moment of the toast with Lady Vket-san. We are very pleased that so many people were able to experience “Suntory's Non-Alcoholic Drinks.” Additionally, through our challenge for the Guinness World Record™, we believe many people were able to experience and appreciate the wide range and enjoyment of our non-alcoholic beverages. Going forward, we will continue to pursue new initiatives aimed at creating future demand.”
Kao Group Customer Marketing Co., Ltd.
Kao Group Customer Marketing Co., Ltd., had decided to exhibit at this Vket event, stating, "When we view the Metaverse as a second living space, there must be something that only Kao Group, with its commitment to being close to consumers, can do." They showcased a large-scale Metaverse content booth, themed around Kao's symbolic "moon.” Inside the booth, they presented a defense game where players protect the world from dirt by defeating the "Smell King," the ruler of odors, using various items inspired by Kao products. Comments such as, "Kao, which used to have a somewhat formal image, is doing something wild in VR, and my perception has changed," and "I was able to learn about the products naturally while enjoying the game,” were shared. With over 2,500 posts on X (formerly Twitter) about Kao’s booth and an estimated reach of around 400 million, the booth generated considerable buzz among users.
Comment from Kao Group Customer Marketing Co., Ltd. :
“Since Kao has limited experience participating in VR events, exhibiting at Vket was a major challenge for us. However, seeing so many people taking commemorative photos around Kao's symbolic mark and repeatedly playing the game made us feel happy that we were able to create an enjoyable booth for visitors. It also gave us a strong sense that a new world is expanding. We will continue to believe in the possibilities of the Metaverse and aim to provide content that resonates with consumers.”
Daikin Industries, Ltd.
In 2024, Daikin Industries, Ltd., which celebrated its 100th anniversary, made its first appearance at Vket with the goal of capturing the interest of younger generations, particularly digital natives, who have limited experience purchasing air conditioners. Since Daikin's headquarters is located in Osaka, they exhibited at "Parareal Osaka," where they featured a photo spot and a game that allowed visitors to experience the appeal of their room air conditioner, “risora.” A standout feature was the game where Daikin's air conditioner character, "Pichon-kun," rides the airflow from the air conditioner to reach the goal, a concept made possible by the Metaverse. This game proved to be very popular, drawing many visitors to the booth. Many posts on X (formerly Twitter) featured visitors enjoying themselves, taking commemorative photos with custom-colored air conditioners.
Messe Holdings Co., Ltd.
Based on Messe's vision of "thinking and creating one's own place for the future," Messe Holdings made its first appearance at Vket with the desire to create new spaces in the Metaverse as well. They showcased a booth inspired by a sauna facility with a large public bath, which is set to open in Mitaka, Japan within 2024. Messe Holdings provided a virtual simulation of the "refreshing sauna experience" in the Metaverse, by allowing users to repeat the cycle of bathing, sauna, cold bath, and outdoor air bathing, just like in a real facility. Despite being a first-time exhibitor, Messe Holdings allowed visitors to get a preview of the new facility in the Metaverse and offered a virtual "refreshing sauna experience," which attracted many attendees to the booth. The booth received high praise, with comments such as, "I want to visit a real sauna and experience the real thing." and "I'd love to visit the Mitaka location once it opens."
Comments from Messe Holdings Co., Ltd. :
“Messe Holdings, making its debut at Vket, feels that we have successfully created a "comfortable and enjoyable space," not only in our real-world stores, but also within the Metaverse environment. We were delighted to have many visitors come to our booth and experience our sauna and café in the Metaverse, creating a valuable opportunity for people to take an interest in our company. In the survey, we received numerous positive comments such as, "I've become interested in saunas and would like to visit your real stores" and "I'm looking forward to the new Mitaka location opening soon." Moving forward, we will continue to strive to provide "comfortable and enjoyable spaces," in both the real world and the Metaverse, ensuring that we meet the expectations of all our customers.”
Takashimaya Co., Ltd.
For their second full-scale booth exhibition, Takashimaya showcased their Hawaii-themed event "Fresh! Fun! HAWAI‘I," which was previously held at their Osaka and Kyoto stores, in the Metaverse as well. By creating a unified experience between the real and virtual worlds, Takashimaya enhanced customer immersion. Additionally, they implemented a seamless OMO (Online Merges with Offline) strategy, allowing visitors to transition from the Metaverse to the Takashimaya online store to purchase items featured at the event. This approach integrated their physical stores, the Metaverse, and the online store into a cohesive experience. In the Metaverse, Takashimaya distributed coupons that could be used in their physical stores, while in the real stores, they set up VR experience corners and organized a photo rally. These initiatives promoted mutual customer flow between the real stores and the Metaverse, resulting in positive outcomes. Additionally, Ryō Uchino, the MC of BS12 TwellV's show "Falling in Love with Hawaii," who appeared at the real-world store event, transformed into the "Takashimaya-chan" avatar in the Metaverse. He hosted a virtual customer service event featuring products from the Hawaii-themed exhibition, which was also well-received.
Comments from Takashimaya Co., Ltd. :
“To further advance the goals from the previous full-scale booth exhibition, which focused on "creating new customer touchpoints" and "providing new experiential value," this time Takashimaya emphasized seamless integration between the Metaverse and their physical stores. This approach aimed to leverage real stores to create a more cohesive and immersive experience for customers. At the Osaka store, many customers who were unfamiliar with Virtual Market (Vket) were able to enjoy the VR experience. Additionally, the VR customer service event, which was linked to the talk stage at the physical store, attracted fans of BS12 TwellV's "Falling in Love with Hawaii." We believe this provided a unique experience that could only be achieved through the integration and use of the Metaverse in our planning. Moving forward, we will continue to strive to provide attractive product offerings and experiential value to our customers, whether in the real or virtual world.”
Yaizu City, Shizuoka Prefecture
In their fifth consecutive appearance at Vket, Yaizu City, following the comprehensive partnership agreement signed with HIKKY, on July 2, 2024, introduced new initiatives alongside the familiar display and sale of local specialty products. These included showcasing 360° drone footage of Yaizu City, aimed at promoting tourism, cultural projects, and regional revitalization. By showcasing real cityscapes and famous landmarks through video, Yaizu City was able to present new attractions that had not been previously highlighted. This allowed visitors to experience the unique charm of the city, with some even posting comments such as, "I actually visited Yaizu City to try the seafood."
Comments from Yaizu City :
“Exhibiting at the Virtual Market provides an excellent opportunity to showcase the charm of Yaizu City to the world, especially to younger generations. We hope that through the drone footage, visitors were able to experience the city's nature and tourist spots in a realistic way. Moving forward, we plan to continue leveraging the virtual space to promote the appeal of Yaizu City and contribute to regional revitalization.”
Hamamatsu City, Shizuoka Prefecture
For its second appearance at Vket, Hamamatsu City focused on the city's culinary attractions. They showcased interactive content that allowed visitors to experience Hamamatsu’s food culture in the metaverse. This included an "eel-catching” activity, featuring one of the city’s specialties, and a gacha machine that presented 3D/2D models of Hamamatsu’s local products and famous spots. These activities created opportunities for visitors to engage with the city's food culture virtually. On July 30th, during the exhibition period, Hamamatsu City held a VR experience event at the Hamamatsu Science Museum. A total of 88 visitors, primarily families, participated and enjoyed the VR content, which received great feedback. Furthermore, on August 3rd and 4th, Hamamatsu City also participated in a real-world event held in Akihabara, where they set up a booth displaying a live tank with real unagi (eel) to attract attention. While selling Hamamatsu's local products, the booth served as an effective platform to promote the city in a physical setting.
Comments from Hamamatsu City :
“By exhibiting at Vket, the world’s largest metaverse event, we were able to attract many visitors to our booth. Enthusiastic fans actively promoted and spread the charm of our city on social media. Additionally, we believe this initiative contributed to enhancing our city’s brand as a forward-thinking municipality, showcasing the success of our participation. Our city has numerous strengths and attractions that we can proudly showcase both in Japan and abroad. We are committed to continuing to promote the hidden gems of our city to a wider audience in the future.”
UUUM Co., Ltd.
For its third appearance at Vket, UUUM showcased an "Original Metaverse Bar" created by its affiliated creators, Nobaman and Yamien. On July 29th, UUUM hosted a greeting event inside the Metaverse Bar, featuring real avatar appearances by Nobaman and Yamien, which attracted many visitors and was very well received. Additionally, UUUM participated in a real-world event on August 3rd and 4th, where they set up a bar-counter-style booth where fans could receive drinks directly from Nobaman and Yamien. They also held stage events. By creating opportunities for fans to interact with creators both virtually and in real life, UUUM leveraged a new form of fan marketing.
Comments from UUUM Co., Ltd.
“In this exhibition, we focused on the theme of the "Original Metaverse Bar," pursuing a fusion of virtual and real experiences. We are pleased to have been able to achieve intricate details and designs from the planning stage to production. We are grateful for the opportunity to provide an enjoyable space for everyone, and moving forward, we will continue to take on new challenges with our creators to deliver even more exciting and engaging experiences.”
Universal Entertainment Corporation
For their fourth consecutive appearance at Virtual Market, Universal Entertainment Corporation showcased a large-scale booth in Parareal Dubai, themed around their popular pachinko slot-machine series "Oki Doki!" The booth featured a combination of Shuri Castle and a waterslide, creating a unique and engaging experience. The largest waterslide in Vket allowed visitors to earn points by collecting items as they slid down, which could then be exchanged for 3D models based on their score. This feature encouraged many attendees to play repeatedly. Additionally, at the real-world event held on August 3 and 4, Universal Entertainment also set up a booth featuring a new mixed reality (MR) pachinko slot-machine experience, integrating the "Oki Doki! BLACK" machine with Apple Vision Pro and Meta Quest 3. This innovative experience was so popular that tickets were distributed to manage the crowd, demonstrating its great success.
Comments from Universal Entertainment Corporation :
We believe that many visitors were able to fully experience the appeal of "Oki Doki!" at our booth. In particular, attractions like the "Exciting! Waterslide" and "Marone! Dance Together" received a lot of feedback on social media, accompanied by images of users' experiences. At the real-world event, the MR pachinko slot-machine experience of "Oki Doki! BLACK" prompted comments such as, "This was my first time trying a pachinko slot-machine!" and "Hitting the jackpot was so much fun!" These interactions allowed us to showcase the excitement of our offerings to a broad audience, especially Gen Z. We will continue to share the appeal and enjoyment of our company’s IP in the future.
Sammy Corporation
For their third consecutive appearance at Vket, Sammy Corporation unveiled an exclusive original pachinko slot-machine game in collaboration with the popular VTuber unit "Rametamazu." This initiative gathered significant attention from both pachinko slot-machine fans and Rametamazu fans right after the announcement. The game featured realistic jackpot animations, attracting many participants and generating buzz on social media. Additionally, the initiative gathered a substantial number of visitor surveys, which were effectively utilized for fan marketing efforts.
Comments from Sammy Corporation :
Through the "Rametamazu Collaboration Pachinko Slot-Machine," Sammy Corporation was able to provide an enjoyable experience to many visitors. We sincerely thank everyone who attended. We were thrilled to receive numerous creative submissions for the Sammy Pose Contest and to announce the winners during a live stream. Additionally, we are grateful that the 3D items offered as prizes became the most downloaded, bringing joy to many participants. This success was made possible thanks to the support and participation of everyone involved.Moving forward, we hope to continue creating exciting experiences together with everyone through events like this, while pursuing further innovation. We would like to once again express our gratitude to the Virtual Market team and all the visitors, and we look forward to the next event.
Robot Consulting Co., Ltd.
For their fourth appearance at Virtual Market, Robot Consulting showcased their service "Robot Lawyer," which incorporates AI-powered voice response into an avatar. The booth, designed to resemble a courtroom, featured content where the AI responded to visitors' questions about the metaverse and legal matters through voice, using advanced AI technology. During the event, Robot Consulting hosted a metaverse law quiz competition in their booth, featuring a popular VTuber as a guest. Visitors and the guest collaborated to think through legal questions, after which they asked the Robot Lawyer for answers. This initiative was well received, with many saying, "It was a great opportunity to think about legal matters, which are usually difficult to approach, and to consider the metaverse, where laws are not yet fully established.
Comments from Robot Consulting Co., Ltd. :
At our booth, we featured the VR version of our AI service "Robot Lawyer," which allows users to consult about metaverse-related legal matters, along with various other content designed to make legal concepts feel more accessible. We were delighted to see that many people enjoyed these experiences, both at the event and through posts on social media. Moving forward, we will continue to offer diverse content in line with our mission to achieve "democratization of law," where everyone can access legal consultations equally.
Created Never-Before Contents and Creator Worlds for Visitors
As a new feature, Parareal Osaka introduced content that required "at least 30 players" to play. Once 30 players gathered, the lock was lifted, allowing them to team up with the "Osaka Oba-chan Robot," and work together in a raid battle against a "super-massive giant crab." While the player number requirement posed a challenge, it also fostered interaction as players recruited teammates via social media. The event was highly praised, with comments such as, "It’s been a while since I’ve played with such a large group!" and "It was a wonderfully chaotic and great experience."
In addition, a new initiative was introduced at the general circle exhibition area. For the first time at Virtual Market, a full-scale horror world was created, with the scenario written by horror author Makoto Kedouin. The venue, called "Komorisaki Village," is set in a remote, quiet Japanese village, featuring elements like the village festival, folk beliefs in a local deity, and a mysterious series of disappearances, all blending together to create a world rich in Japanese horror themes. It became the most visited venue among all the general exhibition areas and generated a lot of buzz on social media.
In addition, a new world, themed as a fashion mall, called "The Alter Vista," was introduced for the first time. A popular feature allowed visitors to take photos of their avatars as if they were on the cover of a fashion magazine. By posting these photos on X (formerly Twitter) with a designated hashtag, the pictures would be displayed in the venue, making participants' posts part of the venue's decorations. This interactive content, where visitors' posts became part of the exhibit, generated a lot of excitement on social media.In the world "Imperial Scorchclad Gorivagg,” featuring the beast avatar "MOKURI," a new ride based attraction was introduced where visitors could take a minecart at the end of the world and revisit the entire area.
This fun and interactive attraction encouraged many visitors to take multiple rides. Moreover, the character explaining the venue inside the minecart had different voice actors in two separate areas, which led many visitors to explore both venues and experience the ride in both settings. Vket will continue to plan and provide new types of venues that allow diverse creators to showcase their individuality and creativity.
This fun and interactive attraction encouraged many visitors to take multiple rides. Moreover, the character explaining the venue inside the minecart had different voice actors in two separate areas, which led many visitors to explore both venues and experience the ride in both settings. Vket will continue to plan and provide new types of venues that allow diverse creators to showcase their individuality and creativity.
The upcoming 13th edition of the "Virtual Market 2024 Winter" will be held from Saturday, December 7th, to Sunday, December 22nd, 2024.
About HIKKY Co., Ltd.
CEO: Yasushi Funakoshi
Headquarters: 4F, Mitomi Building, 1-20-22 Ebisu, Shibuya-ku, Tokyo 150-0013, Japan
Established: May 1, 2018Website : https://hikky.co.jp/en
Headquarters: 4F, Mitomi Building, 1-20-22 Ebisu, Shibuya-ku, Tokyo 150-0013, Japan
Established: May 1, 2018Website : https://hikky.co.jp/en
