Press Release
Japan Airlines and Hakuhodo to test "KOKYO NFT", experiential NFTs aimed at increasing "relationship populations"
Summary
Utilizing the web3 technology, demonstration experiments start from February 2023
(Joint Release)
Japan Airlines
Hakuhodo Inc.
Tokyo-February 9, 2023- Japan Airlines Co., Ltd. (JAL) and Hakuhodo Inc.
(Hakuhodo) today announced an agreement to jointly conduct demonstration experiments in Amami,
Kagoshima Prefecture, and in Toba, Mie Prefecture, with the aim of verifying the feasibility of experiential NFTs intended to increase “relationship populations*1” by selling local experiences as NFTs*2 both internationally
and domestically, using web3*3 technology.
JAL, which aims to solve social issues and create a sustainable human flow as stated in its ESG strategy, and Hakuhodo's Mirai Business Division, which aims to develop new businesses beyond the advertising business, have been discussing “experiential NFTs” to revitalize regional areas facing the social challenge of rapid population decline. This initiative started as a project of Scrum Studio Inc.’s “SmartCityX," a global open innovation program in which large corporations representing various industries and startups from around the world collaborate to co-create high-value services and applications.
The "KOKYO NFT" project aims to build a system that enables long-term relationships between visitors and the region before and after the trip and increase the number of relationship population.
*1Relationship populations are people who are not permanent residents or one-time visitors, but people who have a great love and appreciation for the place they are visiting, and are more likely to visit multiple times.
*1NFTs (non-fungible tokens) are digital tokens that exist on a blockchain and cannot be replicated. It can be used as proof of community membership, as it is difficult to scam and can prove the authenticity of a transaction.
*2web3 is the next-generation of the World Wide Web that utilizes blockchain and other decentralized technologies. Unlike web 2.0, which is the centralized network, web3 allows each person to control their digital identity.
In Toba, we offer the right to experience the "Pearl Wedding Ceremony," which celebrates the 30th anniversary of marriage. As Toba is famous for the origin of pearl farming, married couples can celebrate the 30 years of marriage at a special "Pearl Wedding Ceremony" with Toba NFT.
In Amami, we offer an NFT which contains a co-ownership right of a shochu barrel. NFT holders could taste the shochu and join the distillery experiential program when they visit the distillery. After the shochu is to be distilled in the barrel for three years, they could receive the original kokuto shochu.
The NFTs will be produced and sold by 4M, Inc. and all processes involving NFT development and SNS operation will be outsourced to Lead Edge Consulting, Inc. NFT will be available at “KOKYO NFT website.”
Through this initiative, JAL Group aims to build a new business challenge contributing to create relationship population by utilizing web 3.
Hakuhodo is creating web 3 experiences together with partner companies by leveraging its strengths of "understanding people, or as we say, sei-katsu-sha Insight” and "creativity." This initiative is a part of that, and we aim to build a world where many sei-katsu-sha can participate in web 3.
Overview of the demonstration experiments
Toba, Mie
In Toba, we are offering the right to experience the "Pearl Wedding Ceremony," which celebrates the 30th anniversary of marriage. It includes a special course meal at Ama Hut, socialization with Ama divers, and a digital coupon to purchase pearl jewelry at Mikimoto Pearl Island.
1. Release date: Feb. 28, 2023
2. Price：1,000,000JPY
3. Experience program provider:
i. Ise-Shima Resort Management Co.,Ltd.／Toba Hotel International（Toba, Mie・General Manager：Fukunori Somyo）
ii. AMA hut “HACHIMAN”（Toba, Mie・CEO：Kazuhiro Nomura）
iii. MIKIMOTO PEARL ISLAND CO.,LTD.（Toba, Mie・CEO：Otohisa Matsuda)
4. Toba NFT URL: https://kokyo-nft.jp/toba/
5. Twitter: https://twitter.com/Kokyo_nft
The Mie Prefectural Government has been involved in "SmartCityX" from the very beginning of the project, and has provided a support for the demonstration experiment in Toba City together with Toba City.
Amami, Kagoshima
In Amami, we offer the co-ownership right of a kokuto shochu barrel and the right to choose the music for sonic-aging. There will be events in every summer and winter till the original shochu is to be distilled in three years. NFT holders can enjoy tasting event, music concert, and distillery experiential program.
1. Release date: Feb. 28, 2023
2. Price : 120,000JPY
3. Experience program provider: NISHIHIRA DISTILLERY（Amami, Kagoshima・CEO：Selena Nishihira）
4. Amami NFT URL：https://kokyo-nft.jp/amami/
5. Twitter: https://twitter.com/Kokyo_nft
Amami City has provided a support for the demonstration experiment in Amami.
Roles of each company
JAL: Overall service planning
Hakuhodo: Overall service planning, and project production management
4M: Producing the demonstration experiment (system construction and progress management), NFT publishment and sales
Lead Edge Consulting: NFT publishing technology support, SNS operation, PR support, and community management support
JAL and Hakuhodo will verify the possibility of creating relationship population through this demonstration experiments and contribute to solving the major social issue of Japan's depopulation.
About Japan Airlines
Japan Airlines (JAL) was founded in 1951 and became the first international airline in Japan. A member of the oneworld® Alliance, the airline now reaches 411 airports in 60 countries and regions together with its codeshare partners with a modern fleet of 241 aircraft. JAL Mileage Bank (JMB), the airline's loyalty program, is one of the largest mileage programs in Asia. Awarded as one of the most punctual major international airlines and a certified 5-Star Airline by Skytrax. JAL is committed to providing customers with the highest levels of flight safety and quality in every aspect of its service, and to becoming one of the most preferred airlines in the world.
More information can be found at https://www.jal.com/en/.
About Hakuhodo Mirai Business Division
Launched in 2019, this organization aims to develop new businesses beyond HAKUHODO's advertising business. Under the policy of "team-oriented business creation," HAKUHODO itself becomes a business owner and works with a variety of partners to create new businesses that are valuable to sei-katsu-sha. Leveraging Hakuhodo's strengths in creativity and connectivity, the organization will create a new society and industry of the future.
For further information, please contact:
Public Relations Dep., Japan Airlines. mediarelations.hdq@jal.com
Public Relations Dep., Hakuhodo.koho. mail@hakuhodo.co.jp
