Just a big maybe, but I agree with the matrix theory. The city itself is weird; crowded, hot, spammy (full of self publicity), everyone seems to do some sort of mundane task that don't let them stop and think. Besides the male lead is assuming the role of female lead because she's got some sort of amnesia.
So... Something is going on and I hope we get a nice twist like she is some sort of clone of his wife or something 😅