This paper examines the evolving challenges of intellectual property (IP) rights protection in the Metaverse, with particular focus on the intersection of traditional IP frameworks with emerging Non-fungible token (NFT) technology. While existing research has explored digital IP rights broadly, the unique characteristics of the Metaverse—its decentralized nature, platform interoperability, and novel ownership models—present unprecedented legal and technical challenges that warrant systematic investigation. The research addresses three key questions: 1) How do traditional territorial-based IP frameworks adapt to the borderless nature of the Metaverse? 2) What specific challenges does NFT technology present for trademark and copyright protection? 3) How can existing legal mechanisms be enhanced to provide effective IP protection in virtual environments? Through comparative analysis of recent case law from American and European courts, supported by examination of regulatory frameworks and technological capabilities, this study identifies critical gaps in current IP protection mechanisms. The analysis reveals that while NFTs offer new possibilities for digital rights management, their implementation raises complex issues regarding ownership verification, cross-platform rights enforcement, and jurisdictional authority. The paper proposes a three-tier framework for enhancing IP protection in the Metaverse: 1) Technical solutions incorporating blockchain-based verification systems with practical implementation considerations; 2) legal adaptations to address jurisdictional challenges; and 3) platform-level governance mechanisms. Each tier is evaluated against current technological constraints and legal precedents to ensure practical viability. This research contributes to both academic discourse and practical policy development by providing a structured analysis of Metaverse IP challenges and offering implementable solutions that balance innovation with rights protection. The findings suggest that effective IP protection in the Metaverse requires a hybrid approach combining adapted legal frameworks, technological solutions, and platform cooperation.

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