In a pioneering move, the Association of Southeast Asian Nations (ASEAN) is entering the metaverse with the launch of “ImaginASEAN,” a Roblox-based game designed to boost tourism in the region. This innovative digital project offers players the chance to explore the rich culture and heritage of Southeast Asia while participating in interactive activities and contests, with the opportunity to win real-world travel experiences.
Developed in partnership with leading metaverse game studio Cosmow, “ImaginASEAN” aims to celebrate ASEAN’s diverse attractions by blending tourism promotion with immersive gaming. Set to debut on World Tourism Day, September 27, this venture underscores ASEAN’s commitment to embracing technology to enhance its tourism industry and appeal to a global audience.
The game offers a virtual journey through iconic landmarks and cultural elements from each ASEAN member state. Players will have the opportunity to interact with these landmarks through a series of mini-games and challenges that introduce them to the rich traditions, garments, and history of the region.
One of the standout features of “ImaginASEAN” is its scavenger hunt, which encourages players to discover hidden cultural insights throughout the game. Top participants will earn exclusive in-game rewards and be entered into a drawing to win trips to two Southeast Asian destinations. The winners will be treated to a travel experience courtesy of Agoda and AirAsia, which includes flights and AgodaCash for hotel stays.
This metaverse project is a cornerstone of ASEAN’s broader strategy to capitalize on digital transformation in tourism. By integrating cultural education into a popular gaming platform like Roblox, ASEAN hopes to inspire global interest in the region while also promoting deeper cultural exchange. With initiatives like “ImaginASEAN,” Southeast Asia is set to remain a prominent destination for travelers, both in the virtual and real worlds.
Details on how to participate in “ImaginASEAN” will be revealed closer to the launch, promising an exciting new dimension to ASEAN’s tourism initiatives.
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