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Virtual Market 2026 Summer: A Groundbreaking Event in the Metaverse

HIKKY Corporation recently released its report on the Virtual Market 2026 Summer (Vket), one of the largest metaverse events in the world, held from July 11 to July 26, 2026. The event attracted a staggering 1.54 million attendees, making it the most attended to date. According to participant surveys, 84.9% reported an improved impression of the participating companies and brands, while 96.2% expressed a preference for products or services from brands they experienced at Vket if given a choice between similar options.

Unprecedented Attendance and Engagement

In its 16th iteration, the event welcomed more first-time participants than ever, with 24.1% identifying as new attendees. The increasing user base on the VRChat platform is evidently a significant factor in attracting new demographics to Vket. Impressively, 93.3% of the visitors indicated their intention to participate in future events, demonstrating both successful user acquisition and strong ongoing engagement.

Engaging Experiences Over Traditional Advertising

Survey results indicated a significant shift in the way brands connect with their audiences. When asked about the most friendly method to learn about a company or brand, 72.6% of respondents preferred experiencing brand booths at Vket, far surpassing traditional advertising methods like video ads on platforms like YouTube (12%) and TV commercials (5.5%). This showcases that immersive, interactive experiences are becoming increasingly favored over passive forms of advertisement. Furthermore, 84.9% of participants acknowledged that their perceptions of the brand improved after experiencing the unique offerings at the event.

Influence on Purchase Intent

The impact of engaging brand experiences extended to consumer behavior. When asked if they would prefer to choose products from businesses they engaged with at Vket should they find similar options, an overwhelming 96.2% responded affirmatively. Additionally, 97.5% of respondents felt they gained unique experiences at Vket, which traditional events typically do not provide. This indicates a deeper understanding of brands and products, driven by immersive virtual interactions.

Creating Lasting Connections

The event proved to be more than just a temporary increase in engagement; it successfully created lasting customer connections. For instance, Fuji Q Highland, which made its debut participation at Vket, reported over 10,000 new registrations for its Discord-based virtual community, dubbed the Fuji Q Virtual Plaza, within just two weeks. This development exemplifies how Vket can foster an environment for continued interaction beyond the event, effectively transforming brand engagement into proactive community building.

Comments from Fuji Q Management

A representative from Fuji Q stated: "By participating in this event, we broke through geographical and temporal barriers, enabling us to connect with many who previously had little interaction with Fuji Q Highland. The vibrant community formed and the registered memberships demonstrate that the metaverse can be a robust platform for nurturing ongoing fan communities." They plan to integrate more digital experiences with real-life attractions in the future.

Innovative Branding from Aoyama Trading

Aoyama Trading, another new exhibitor, engaged attendees with an immersive suit-themed superhero show at their booth. Post-event surveys revealed that 80.5% of participants felt positively about the brand after this experience, further illustrating the effectiveness of innovative virtual presentations in forging brand connections.

Continuous Engagement Through Gaming

Universal Entertainment, an exhibitor for the eighth consecutive time, drew attention with interactive gaming experiences, such as the MetaSun slot machine, within their virtual booth. Over 83% of visitors stayed for more than 15 minutes, enjoying novel interactive features. Moreover, among those unacquainted with slot and pachinko machines, 40% expressed a desire to try such games in real life, highlighting the successful introduction of new audience experiences.

Looking Ahead: Virtual Market 2026 Winter

Excited by the performance of Vket Summer, preparations for the next event, Virtual Market 2026 Winter, are underway. Scheduled for December 5-20, 2026, this will mark the 17th edition of the series, and organizers are currently inviting corporate participants to join. The next event promises to offer unique venues themed around Yokohama and Spain. It is set to provide an immersive promotional platform for companies eager to enhance their brand recognition and community engagement.

About HIKKY Corporation

Founded in 2018, HIKKY operates under the mission of transcending dimensions through engaging cultural experiences in the virtual realm. It aims to blend cutting-edge technologies with creativity and cultural production to generate exhilarating experiences. HIKKY is well-known for organizing Vket and XR events, blending the digital and real worlds to create new forms of value and interactions in marketing.