Based on observations, interviews, and content analysis, this study constructs the user experience journey within the brand metaverse by analyzing touchpoints, user experiences, and journey stages. The research findings are as follows: the touchpoints in the brand metaverse include digital avatars, toolkits and virtual scenarios, and the user experiences include cognitive, emotional and behavioral experiences. The user experience journey consists of 65 “touchpoint-user experience”associations in the access stage， tour stage and conversion stage, among which the most important path is “indoor scene of virtual space-perception of design features /perception of brand or product knowledge”. The differences between brand-centric and platform-centric metaverse user experience journeys are the most significant in the access and conversion stages. Perception of design features and efficiency improvement are the most important experiences obtained by sensory-oriented users and value-oriented users respectively, and there are differences in the important paths that constitute the two types of user journeys.