Pretty kiddish I would think and nothing like the real Shanghai and Japan. However, "quests" built into these worlds promising unique rewards (such as equipment and virtual fashion items) and a structured experince for gamers. It's just like adults collecting "Hard Rock Cafe T-Shirts" from all around the world.
These are nothing near to what World of Warcraft offers, but it is interesting enough to keep the gamer coming back for more.
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