#ImaginASEAN Great Metaverse Hunt

Bad Ape partnered with ASEAN to bring Southeast Asia into the metaverse through Roblox. The #ImaginASEAN Great Metaverse Hunt invited players worldwide to explore the region's iconic destinations, culture, and heritage through an immersive digital experience.

The Challenge

ASEAN set out to introduce Southeast Asia's tourism destinations to a new generation of digital natives. The challenge was to create an immersive experience that could educate, inspire, and engage global youth audiences in a way that felt native to their world.

Traditional tourism campaigns were no longer enough. ASEAN needed an innovative platform that could showcase the region's cultural diversity, iconic landmarks, and travel experiences while fostering meaningful interaction. Given its global reach and strong Gen Z presence, Roblox was selected as the activation platform — allowing ASEAN to meet young audiences where they already play, connect, and explore.

The Solution

Created as ASEAN's first entry into the metaverse, the experience brought Southeast Asia to life inside Roblox through a fully playable world. Players could travel across digital interpretations of the region's most recognisable landmarks, uncover cultural stories, and take part in a cross-country scavenger hunt designed to spark curiosity about each destination.

The experience combined mini-games, hidden collectibles, and interactive learning moments across all ten ASEAN Member States. Players unlocked Southeast Asian-inspired virtual garments and in-game items that celebrated the region's identity. A virtual Jeju ASEAN Hall, introduced in partnership with the ASEAN-Korea Centre, extended the journey by showcasing the connection between Southeast Asia and the Republic of Korea through guided exploration and additional discovery-based challenges.

Partnerships strengthened the campaign's reach beyond the platform. AirAsia provided flight prizes, while Agoda contributed tiered AgodaCash rewards. The fastest players were entered into a draw to win travel experiences across Southeast Asia — connecting digital discovery with real-world adventure.