Japan Airlines (JAL) is embarking on its second phase of testing non-fungible token (NFT) applications, aiming to assess the effectiveness of transforming local experiences into digital assets to enhance visitor engagement.
Revitalizing Local Experiences through NFTs
The project, known as “Kokyo NFT,” in partnership with innovation firm Hakuhodo, aims to breathe new life into regions grappling with declining populations.
In this project, NFTs act as digital passes for non-resident visitors keen on exploring local attractions multiple times, aiming to foster a deeper bond with the area.
Previous Experiences and Offerings
The first test of the project spotlighted Toba and Amami, two Japanese cities known for their cultural heritage.
In Toba, participants had the opportunity to partake in the “Pearl Wedding Ceremony,” an event commemorating the 30th anniversary of marriage. Given Toba’s renown as the birthplace of pearl farming, married couples could celebrate their three decades of union at a dedicated ceremony using the Toba NFT.
Conversely, in Amami, NFT holders were introduced to shochu through co-ownership rights of a shochu barrel. Visitors could savor the spirit and take part in the distillery program.
Expanding NFT Experiences
JAL and Hakuhodo’s second test introduces six new NFTs minted on Astar zkEVM, powered by Polygon. Each NFT offers access to different local experiences.
For instance, the “Yanagawa, Fukuoka” NFT enables holders to partake in a samurai experience, donning traditional armor and helmets in Yanagawa, Kyushu.
Meanwhile, the “Echizen/Sabae, Fukui” NFT allows participants to craft custom kitchen knives with artisans specializing in Echizen Uchihamono, a traditional Fukui craft.
NFTs in Loyalty Engagement
This initiative underscores the growing trend of using NFTs to enhance customer experiences and loyalty programs. Notably, Visa recently teamed up with SmartMedia Technologies to pioneer a platform enabling brands to offer unique loyalty rewards. Similarly, Starbucks launched an NFT-based loyalty program in 2022, enriching customer engagement with real-life coffee experiences.
As NFTs continue to bridge the gap between the virtual and the tangible, they offer a promising avenue for businesses to create meaningful connections and drive engagement.