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The “metaverse city” is defined as an immersive, interactive, and experiential digital environment that replicates or reinvents elements of physical cities, inserting them into an alternative reality. This concept involves transposing the urban, social, and cultural aspects of real cities into the metaverse, thus creating new ways of interacting with and experiencing urban space. Thus, it is not necessarily a digital replica of a physical city; however, it is invariably distinguished by its immersive nature, offering users a sensory and interactive experience. This concept goes beyond the mere digital replication of a city, evolving into a multifaceted space that integrates urban, social, cultural, and technological elements. It is shaped by digital interactions mediated by social actors (users), whose relationships in the metaverse are influenced by the power dynamics occurring in the virtual environment, much like in physical cities. The metaverse city is not merely an extension of the physical city; rather, it is a digital construct that enables alternative ways of living and relating to urban space. Consequently, it is a dynamic and ever-evolving construct, contingent on the active engagement of multiple social actors and their interactions for its consolidation. without the strategic involvement of diverse social actors, the identity and practices that characterize this contemporary urban entity—made possible by emerging technologies—risk losing their viability.
- metaverse territorial brand
- metaverse
- immersive and digital territory
The advent of novel digital technologies in recent decades has profoundly transformed the landscape of social interaction [1]. Among these emergent phenomena is the concept of the metaverse, a shared digital environment that facilitates immersive and interactive experiences, often interpreted as an extension of the physical world [2][3].
In this context, the emergence of the “metaverse city” as an innovative urban strategy is noteworthy. This strategy seeks to promote the reinvention of urban and social spaces, enabling the construction of new identities and forms of coexistence. The immersive nature of this digital city model has the potential to reshape cultural, economic, and social aspects, thereby creating a new living space that transcends the physical and temporal limitations of the real world. It interacts with the real world in complex and multifaceted ways.
Therefore, the “metaverse city” can be conceptualized as a dynamic construct, constantly evolving and dependent on the active engagement of multiple social actors and the interactions between them for its consolidation. The strategic involvement of diverse social groups is crucial for sustaining the practices that define this contemporary form of city, made possible by emerging technologies. Almeida’s study [4], entitled “Cities and Territorial Brand in the Metaverse: The Metaverse Seoul Case”, offers a comprehensive examination of Seoul, a city that has gained prominence in digital media as a pioneer in the development of the world’s first metaverse city.
The study explores how the city leverages this technological innovation to reinforce its territorial identity, while simultaneously fostering engagement both domestically and internationally, thereby enhancing its visibility and connection with diverse audiences. Furthermore, the study examines the implications of this digital strategy on urban development and the revitalization process, considering the socio-economic and cultural transformations driven by this approach. A key feature of Almeida’s study [4] is how Seoul’s local government utilizes the metaverse as a digital and immersive urban laboratory, providing a platform for experimentation and innovation in urban practices. Two central concepts arise from this analysis: the “metaverse city” and the integration of physical and virtual spaces. These concepts pave the way for new forms of interaction and urban experience.
The development of metaverse cities presents notable prospects for urban advancement and the restructuring of social and cultural interactions. However, it also introduces a multitude of complex challenges. A primary challenge relates to the effective integration of physical and virtual domains, which requires sophisticated technological solutions to ensure an immersive and seamless experience for users [5]. Furthermore, issues of accessibility and digital inclusion emerge as critical challenges, given the metaverse city’s reliance on robust digital infrastructure, which is not universally accessible to all social groups. Another significant challenge concerns digital governance, involving the establishment of regulations and policies to ensure the security, privacy, and rights of users within these virtual environments, with the goal of preventing abuse, discrimination, and data manipulation [6]. Finally, concerns regarding the sustainability of metaverse cities have emerged, particularly with respect to the environmental impact of the necessary technological infrastructure and the management of substantial digital resources. Consequently, while metaverse cities present novel opportunities, they also require critical thinking and innovative solutions to address these challenges.
The development of the concept presents significant challenges, particularly in creating a virtual environment that is both functional and immersive. A key concern is the integration of physical and virtual domains, which requires sophisticated technologies to facilitate seamless transitions and ensure a consistent user experience. Building a metaverse city involves more than just creating digital spaces; it necessitates the establishment of a governance infrastructure that guarantees security, privacy, and equity within this environment. Digital inclusion becomes a crucial challenge in this context, as the metaverse city’s reliance on advanced technology could potentially restrict participation by social groups with limited resources. Sustainability also emerges as a relevant issue, both in terms of the energy consumption of digital infrastructures and the management of resources and data within the metaverse [4][7]. Consequently, the development of an immersive and virtual city requires a multidisciplinary approach that considers not only technological aspects but also social, cultural, and environmental dimensions. The goal of such an approach is to create a virtual environment that is accessible, inclusive, and sustainable.
The practical implications of establishing a “metaverse city” are manifold and entail substantial transformations in urban, social, and economic dynamics. Firstly, turning a city into a metaverse requires digital urban planning that not only replicates the physical elements of the territory but also incorporates emerging forms of interaction and coexistence among virtual citizens. The digital space must be designed to facilitate active user participation, promoting social inclusion and a diversity of experiences within the virtual environment. From an economic perspective, the concept has the potential to generate novel forms of commerce and a digital economy, such as virtual markets, digital services, and business models based on augmented reality and token systems [8]. From a social perspective, it can foster new forms of coexistence and collaboration. However, it is important to note that the digital divide—characterized by unequal access to technological resources—may exacerbate existing inequalities. Moreover, the implications for local governance warrant consideration, as while the metaverse has the potential to augment a city’s global presence, it requires ongoing regulation and oversight to ensure user security and privacy, as well as the ethical and equitable conduct of virtual interactions. Finally, the establishment of a metaverse city raises concerns about sustainability, particularly regarding the consumption of digital resources and the need for strategies to mitigate the environmental impacts caused by the technological infrastructure required to support this novel urban environment.
This entry is adapted from the peer-reviewed paper 10.3390/encyclopedia5020062
References
- Koohang, A.; Nord, J.H.; Ooi, K.-B.; Tan, G.W.-H.; Al-Emran, M.; Aw, E.C.-X.; Baabdullah, A.M.; Buhalis, D.; Cham, T.-H.; Dennis, C.; et al. Shaping the Metaverse into Reality: A Holistic Multidisciplinary Understanding of Opportunities, Challenges, and Avenues for Future Investigation. J. Comput. Inf. Syst. 2023, 63, 735–765.
- Benaben, F.; Congès, A.; Fertier, A. A prospective vision of the evolution of immersive technologies: Towards a definition of metaverse. Technovation 2025, 140, 103154.
- Zhou, Z.; Chen, Z.; Jin, X.L. A review of the literature on the metaverse: Definition, technologies, and user behaviors. Internet Res. 2024, 34, 129–148.
- Almeida, G.G.F. Cities and Territorial Brand in the Metaverse: The Metaverse SEOUL Case. Sustainability 2023, 15, 10116.
- Kerrouchi, S.; Aghezzaf, E.H.; Cottyn, J. Production digital twin: A systematic literature review of challenges. Int. J. Comput. Integr. Manuf. 2024, 37, 1168–1193.
- Jobe, P.S.; Yilmaz, M.; Ilgın, H.E. A roadmap for a Metaverse-based digital governance: A case of the Gambia. PLoS ONE 2024, 19, e0314388.
- Almeida, G.G.F. Metaverse (s) and Regional Development: Exploring Immersive Territories. Santa Cruz do Sul: The Help Editora. 2023. Available online: https://www.amazon.com/Metaverse-Regional-Development-Exploring-territories-ebook/dp/B0CP16D9MB (accessed on 28 April 2025).
- Cantú, C.; Franco, C.; Frost, J. The Economic Implications of Services in the Metaverse. In Global Perspectives in the Metaverse: Law, Economics, and Finance; Springer Nature: Cham, Switzerland, 2024; pp. 83–118.
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