Into the Metaverse: What UK Small Businesses Can Learn from Aespa’s Digital Strategy

The metaverse isn’t just hype. It’s a shift in how we market, connect and build digital presence. And no — it’s not only for global brands or Gen Z gamers.

K-pop group Aespa are one of the boldest examples of what happens when you take AI, avatars and virtual interaction seriously. Their metaverse-first approach has lessons for UK small businesses who want to stay ahead in 2025.

Aespa’s use of avatars for their band members; Karina, Winter, Giselle and NingNing, virtual worlds, and AI is a clear demonstration of how the metaverse can be a powerful tool for branding and consumer engagement.

So, what can UK small businesses learn from their foray into the metaverse, and how can they leverage this rapidly evolving technology to stay ahead?

Aespa’s Bold Step into the Metaverse

The K-pop group Aespa is more than just a music sensation; they are a prime example of how the metaverse can be integrated into branding and entertainment. They introduced “æs” avatars — digital counterparts of each group member that exist in a virtual world. These avatars interact with both fans and the real members, creating a new, immersive way for fans to engage with the group.

The blend of music, digital art, and AI-driven storytelling has set Aespa apart as pioneers of the “metaverse idol” concept. Their "æs" avatars have allowed them to connect with a broader audience, particularly among tech-savvy, younger fans who are already familiar with digital ecosystems. Moreover, their integration of the metaverse enables their brand to exist in multiple dimensions simultaneously—both in real life and in virtual spaces.

This innovative approach to the metaverse can serve as a blueprint for UK businesses looking to expand their digital footprint. Whether it’s through digital avatars, interactive experiences, or AI-driven customer service, there is much to learn from Aespa’s trailblazing use of technology.

What is the Metaverse (and why does it matter)?

At its core, the metaverse is a collective virtual space where digital experiences and physical reality merge. Using avatars, virtual objects, and AI-powered interactions, users can interact in real-time within 3D environments. From virtual stores to immersive digital concerts, the metaverse opens a new frontier for businesses to engage their audiences.

For UK small businesses, this means moving beyond traditional marketing strategies and into a new world where virtual and augmented realities can enhance brand interaction. The metaverse provides opportunities to create immersive experiences, gamify customer engagement, and even develop new revenue streams through virtual commerce.

For small UK businesses, this opens the door to:

• Creating virtual experiences people actually want to spend time in

• Selling digital products and services, without physical limits

• Building deeper brand engagement through storytelling and tech

• Offering personalised customer service at scale

You don’t need a big budget to get started — just the right strategy and tools.

What Aespa Got Right

Aespa launched with a twist. Each member has a virtual counterpart — æ-Karina, æ-Winter, æ-Giselle and æ-NingNing — who exist and interact in a separate digital universe. These avatars perform, chat, appear in music videos and even take part in fan events.

It’s not just gimmicky. It’s a full strategy. They’ve launched aespa world — an immersive platform built in partnership with AI and metaverse tech providers like Verses — giving fans digital-first experiences that go beyond Instagram content or tour merch.

Why it works:

• Their brand runs across platforms, timelines and realities

• It speaks directly to tech-literate, digital-first audiences

• It builds hype without needing constant real-world presence

Aespa aren’t waiting for the future — they’re building in it.

How UK Small Businesses Can Benefit from the Metaverse

The metaverse offers a wealth of possibilities for UK small businesses. Here’s how small enterprises can capitalise on this digital evolution:

1. Create Immersive Virtual Experiences

One of the biggest draws of the metaverse is its ability to provide immersive experiences that engage users in new ways. UK businesses can create virtual storefronts, host digital events, or even build custom virtual worlds for their customers.

These experiences offer a unique opportunity to engage customers on a deeper level, going beyond what is possible with traditional websites or social media.

For example, imagine a small clothing retailer offering a virtual fitting room where customers can try on clothes using avatars. Or a restaurant providing an immersive cooking class in a virtual kitchen. These interactive experiences make customers feel part of something bigger, fostering loyalty and engagement.

2. Leverage Avatars and Digital Representatives

Just as Aespa uses digital avatars to represent each group member, UK businesses can develop their own virtual brand ambassadors or customer service avatars. These avatars could offer personalised service, guide customers through online shopping, or even host virtual events.

By using AI-powered digital representatives, businesses can offer 24/7 customer service in a unique and engaging way. For instance, virtual assistants could answer customer queries, assist with online purchases, or provide technical support in real time, freeing up human employees to focus on other tasks.

3. AI and Personalisation: The Future of Customer Interaction

AI plays a huge role in the metaverse, powering everything from avatars to personalised customer experiences. Aespa’s innovative use of AI allows them to create interactive, engaging experiences that feel personal to their fans.

This is a lesson UK businesses can adopt by integrating AI into their marketing and customer service efforts.

AI can help small businesses deliver highly personalised marketing messages, anticipate customer needs, and offer product recommendations based on past behaviour.

The ability to gather and analyse data in real-time means businesses can tailor their marketing strategies on the fly, ensuring that customers receive relevant, timely information.

4. Virtual Commerce: A New Revenue Stream

The metaverse also opens up new opportunities for revenue generation. UK businesses can tap into virtual commerce by offering digital products or services within the metaverse.

This could range from virtual clothing for avatars to digital art and NFTs (Non-Fungible Tokens). In fact, Aespa has already explored the NFT space, further monetising their brand in the digital world.

Virtual commerce enables businesses to expand their product offering without the physical limitations of inventory, shipping, or geographic constraints. Small businesses can reach a global audience, offering unique digital experiences and products that enhance their brand's presence.

5. Enhanced Branding and Engagement

The metaverse allows for more creative and interactive branding than ever before. Aespa’s band members digital counterparts create a seamless brand presence across real-world and virtual platforms, engaging fans on both levels.

UK businesses can similarly enhance their branding by creating virtual experiences that align with their mission and values.

For instance, a small eco-friendly business might create a virtual world where users can explore sustainable practices and engage with the brand’s commitment to environmental conservation.

By offering immersive, meaningful experiences, small businesses can build a stronger connection with their audience, driving loyalty and long-term success.

 AI: The Driving Force Behind Metaverse Innovation

AI is rapidly becoming the backbone of the metaverse. Aespa’s digital avatars, virtual interactions, and personalised experiences are all powered by AI, allowing the group to constantly innovate and engage their fans in novel ways.

This continuous innovation is crucial for UK businesses to understand as they explore the possibilities of the metaverse.

By integrating AI, small businesses can automate tasks, enhance customer interactions, and personalise the user experience. From chatbots that handle customer inquiries to algorithms that recommend products, AI allows businesses to operate more efficiently and stay competitive in a fast-paced digital environment.

In the metaverse, AI can also power virtual assistants, predictive analytics, and even digital twins—virtual replicas of real-world objects or systems that can be tested in the virtual world before being implemented in the real world.

For UK businesses, this means smarter decision-making, faster innovation cycles, and improved customer satisfaction.

Lessons UK Small Businesses Can Learn from Aespa’s Digital Strategy

1. Embrace New Technologies Early

Aespa’s rapid adoption of the metaverse and AI demonstrates the importance of staying ahead of the curve. They were the first KPOP girl group to embrace this technology to become a metaverse group.

For UK small businesses, the lesson is clear: don’t wait for the metaverse to become mainstream before exploring its potential. Early adopters have the advantage of setting trends and establishing a presence before the space becomes crowded.

2. Focus on Innovation and Adaptability

In the digital age, businesses must be adaptable and willing to experiment with new tools and technologies. Aespa’s digital strategy shows how constant innovation can keep a brand relevant and engaging.

UK businesses should similarly invest in new technologies, explore virtual and augmented reality opportunities, and experiment with AI-driven marketing strategies.

3. Build Strong Digital and Virtual Brands

Just as Karina, Winter, Giselle and Ningning’s digital avatars create a strong brand presence in the metaverse, UK businesses should focus on building digital-first brands that resonate with their target audience. Whether through social media, virtual experiences, or AI-powered tools, businesses that prioritise their digital brand will be better positioned to succeed in the future.

You don’t need a global fanbase to apply this thinking. Here’s how smaller UK brands can use similar ideas in a real-world way:

1. Create Virtual Experiences

• Virtual showroom? Yes.

• Online product demos? Absolutely.

• Hosting a mini event in a VR space or browser-based 3D room? Possible and surprisingly affordable.

Try: Platforms like Spatial.io, Meetaverse or using AR filters on Instagram for product try-ons.

2. Use AI Avatars and Virtual Assistants

• Think branded chatbot, not creepy hologram.

• AI assistants can now speak, guide, and solve problems 24/7 — without hiring more people.

Try: Custom GPTs or AI chat tools like LivePerson, Heyday or Botpress.

3. Experiment with Digital Products

• Sell digital guides, templates, or even branded merchandise for avatars.

• Services like Canva and Gumroad make this simple.

Try: Test an exclusive virtual product alongside your usual range — see what lands.

4. Personalise Everything

AI lets you customise customer experiences in ways that feel human. Whether it’s tailored product suggestions or follow-up emails, this level of attention builds serious loyalty.

Try: MailerLite, Brevo, or HubSpot for affordable AI-powered CRM.

5. Make Your Brand Feel Bigger Than It Is

Aespa's success proves one thing — presence matters more than size. With the right digital setup, your business can look global, even if you’re working from a kitchen table.

AI + Metaverse: A Smart Combo

AI powers nearly everything in the metaverse — from avatars and voice bots to personalised content and data analysis. For UK businesses, it’s not about going full sci-fi — it’s about using smarter tools that help you:

• Automate the boring stuff

• Offer support 24/7

• Test ideas before investing in them

• Reach customers wherever they are

👉 The UK Government’s AI Opportunities Action Plan now supports small business adoption too — worth a look: https://www.gov.uk/government/publications/ai-opportunities-action-plan/ai-opportunities-action-plan

FAQs:

Do I need a full virtual world to get started?

No. Start small — a digital product, a VR event, or even an AI avatar on your website. Test and learn.

Is this only for lifestyle brands?

Is AI expensive to set up?

Is this just hype or is it actually useful?

What is the metaverse, and why should UK small businesses care?

How does Aespa use the metaverse?

How can UK businesses leverage AI in the metaverse?

 What are some examples of how UK small businesses can use the metaverse?

Is the metaverse only for large corporations, or can small businesses participate?

How can UK businesses stay competitive in the evolving digital landscape?

Is this just for B2C or lifestyle brands?

Is AI expensive to implement?

Isn’t this stuff years away?

The metaverse is more than just a futuristic concept—it’s a new frontier for business growth, branding, and customer engagement.

Aespa’s bold step into this digital world offers valuable insights for UK small businesses on how to leverage technology, innovate, and engage with their audience in meaningful ways.

By adopting AI, creating virtual experiences, and exploring the metaverse, UK businesses can stay ahead of the curve, reaching new customers and expanding their digital presence.

Further Reading:

What Is The Metaverse https://www.wired.com/story/what-is-the-metaverse/

The Metaverse Shaping The Future Of The internet And Business Through AI Integration https://www.forbes.com/councils/forbestechcouncil/2023/09/18/the-metaverse-shaping-the-future-of-the-internet-and-business-through-ai-integration/

The Metaverse And AI: A Powerful Combination For Business Innovation And Growth https://www.forbes.com/councils/forbesagencycouncil/2023/04/14/the-metaverse-and-ai-a-powerful-combination-for-business-growth-and-innovation/

How KPOP Group Aespa Is Making The Metaverse Their Home https://time.com/6174945/aespa-2/ 

Metaverse Group Aespa Take To The Stage With Digital Avatars https://www.koreatimes.co.kr/www/art/2024/08/398_346212.html

Looking to grow your business and boost your online presence? Check out the tailored Digital Marketing Services I offer.

Not sure where to start or want to chat? Feel free to reach out directly—I’d be happy to help!

Don't miss out on the opportunity to upskill and secure a brighter future for your business and career.

Take the first step today by enrolling in one of these BCS Accredited Online Courses, and let's shape the future together.