When the world gets closer.

We help you see farther.

Sign up to our expressly international daily newsletter.

Future

K-Pop To Catalonia: How The Metaverse Can Turn Local Culture Global

Glitchy online museum tours are a thing of the past. From Barcelona to Bollywood, the metaverse is bringing immersive cultural experiences right into our homes.

K-Pop To Catalonia: How The Metaverse Can Turn Local Culture Global

A metaverse experience at the Mobile World Congress 2022 in Barcelona

Rozena Crossman

Between environmental costs, COVID and criticisms of digital nomads hurting local economies, the world is questioning the magic of travel — and increasing the time spent in front of screens. Although the meager form the metaverse has taken today can’t replace the smells, tastes, or exact luminescence that make discovering new corners of the world so thrilling, it may soon be dropping local adventures from far away lands into our living rooms.

While the guided tours of museums and online concerts that we all tested out during lockdowns were often glitchy and underwhelming, the beginning of 2022 has seen regional cultural initiatives from around the world flocking to the metaverse, a virtual reality world where people can interact and have experiences as they do in the real world.


“One of the qualities we have in virtual reality is embodiment, that sense of being present in a different environment,” said Louise Claassen, an executive fellow at Henley Business School Africa, to Forbes. “Your body is responding to where your mind believes that you are. There are all sorts of very interesting opportunities that this convergence into the metaverse present.”

From learning the Catalan language to Bollywood performances, here are three breaking examples of cultural institutions developing projects that offer the kind of total digital immersion in their community’s art and heritage — experiences that were, until now, accessible only by boat, train or plane.

Promoting Catalan language and culture virtually

This autonomous region in Spain is famous for its die-hard investment in keeping its language and traditions alive. Now, the government of Catalonia and the Barcelona Chamber of Commerce are launching a virtual world to promote the Catalan language and its culture.

Spanish daily La Vanguardia reported on the launch of the Catalan metaverse, named “CatVers,” in January. CatVers is a digital space where avatars can go to art galleries, concerts and even attend university classes. It all happens exclusively in Catalan.

For the first two months, entry to this digital Catalan world will be free of charge. But organizers hope they will soon be able to offer accessible rates, and they eventually hope to have their own currency within the Catalan metaverse.

Bollywood's next big move is virtual

Looking for a new way to engage audiences and fans, India’s renowned Bollywood industry is making moves in the metaverse, reports The Economic Times of India.

Pooja Entertainment, one of the country’s leading movie companies, paid over $5,000 for a plot of virtual land in the metaverse. They subsequently made the first-ever Indian film announcement within the metaverse for BadeMiyan ChoteMiyan, its upcoming film, which will be an immersive experience.

Meanwhile, actors such as Deepika Padukone and Kamal Haasan have created metaverse avatars, and NFTs of film art for upcoming Indian movies from major production houses are about to drop.

South Korea hopes to become a Metaverse superpower

In January, the South Korean Ministry of Science and ICT announced an investment of $7.5 billion into developing both AI and its own metaverse. Culture is very much a part of the program, as the space will include a Korean language institute.

With the aim of becoming the fifth largest metaverse market in the world within the next five years — which seems plausible, given that they currently harbor the fourth biggest video game market — the government is clearly hoping to export Korean culture en masse with the “K-metaverse”.


You've reached your monthly limit of free articles.
To read the full article, please subscribe.
Get unlimited access. Support Worldcrunch's unique mission:
  • Exclusive coverage from the world's top sources, in English for the first time.
  • Stories from the best international journalists.
  • Insights from the widest range of perspectives, languages and countries
Already a subscriber? Log in

When the world gets closer, we help you see farther

Sign up to our expressly international daily newsletter!
Economy

As Global Economy Tanks, Future Russian Sanctions Get Harder For West To Swallow

Kyiv wants the West to hit at the heart of the Russian economy, especially its energy exports, as the best weapon Ukraine and its allies may have. But with the EU preparing its 7th package of sanctions, it must strike a delicate balance as the global economy is on the brink of a major crisis.

Protestors in Berlin, Germany call for a gas embargo on Russia

Oleksandr Detsyk

- Analysis-

KYIV — The European Union has begun work on its seventh package of sanctions against Russia. Even though the EU is delaying the implementation of more effective oil and gas sanctions, Russia is expected to face a tangible economic downturn in the summer. Therefore, a full-scale financial crisis is likely to take place in autumn.

Stay up-to-date with the latest on the Russia-Ukraine war, with our exclusive international coverage.

Sign up to our free daily newsletter.

According to the most modest estimates, Russia will lose up to 10% of GDP. Personal incomes will decrease by 20-25%. Inflation will be above 10%. The numbers may seem relatively low, but the Russians did not experience this even in the worst years of their recent history, 1993 and 1998.

“Sanctions do not have a one-time effect. This is such a multi-level process," says Ukrainian economist Oleksiy Kushch. "I think there will eventually be more than ten different sanctions packages. Currently we are only in the first third of what's to come."

Keep reading...Show less

When the world gets closer, we help you see farther

Sign up to our expressly international daily newsletter!
You've reached your monthly limit of free articles.
To read the full article, please subscribe.
Get unlimited access. Support Worldcrunch's unique mission:
  • Exclusive coverage from the world's top sources, in English for the first time.
  • Stories from the best international journalists.
  • Insights from the widest range of perspectives, languages and countries
Already a subscriber? Log in
THE LATEST
FOCUS
TRENDING TOPICS

Central to the tragic absurdity of this war is the question of language. Vladimir Putin has repeated that protecting ethnic Russians and the Russian-speaking populations of Ukraine was a driving motivation for his invasion.

Yet one month on, a quick look at the map shows that many of the worst-hit cities are those where Russian is the predominant language: Kharkiv, Odesa, Kherson.

Watch VideoShow less
MOST READ