In today’s wave of digital capital and technocracy, the rise of Chinese NFT art has become a striking focus. This phenomenon is driven by the philosophical connotation of the meta-universe, as well as the formation of a unique art ecology under the framework of digital rights. As a concept, the meta-universe is not only a product of the digital age, but also carries deep philosophical connotations. Taking NFT digital art as a research object, this paper discusses the value of NFT digital art in digital capital and technocracy. It also systematically analyses the current situation and characteristics of NFT digital art, explores its value in the financial and social fields through practical cases, and presents the process of its rise in China’s culture and market, which offers new opportunities for aesthetic creation in the digital era. Through a comprehensive analysis of the meta-universe, NFT digital art and Chinese NFT art under digital capital, this study aims to provide theoretical support and inspiration for current research in the field of digital art. It summarises the cultural values and future trends behind digital capital and technocracy, and provides a useful reference for the development of art in the digital era.

This research demonstrates that consumers with high (vs. low) usage of social networking sites (SNSs) prefer NFTs representing a partial but the only digital piece (vs. one of the limited digital copies) of artwork. NFT uniqueness is identified as the psychological mechanism underlying the SNS usage effect on NFT preference.