(Joint Release)
Hakuhodo Inc.
Japan Airlines

Hakuhodo and Japan Airlines to test KOKYO NFT, experiential NFTs aimed atincreasing “relationship populations”～Utilizing the web3 technology, demonstration experiments start from February 2023～

Tokyo—February 9, 2023—Hakuhodo Inc., an integrated marketing and innovation company
headquartered in Tokyo, and Japan Airlines Co., Ltd. (JAL) today announced an agreement tojointly conduct demonstration experiments in Amami, Kagoshima Prefecture and 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 anddomestically, 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
highvalue 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.

*1 Relationship populations are people who are not permanent residents or one-time visitors, but people who havea great love and appreciation for the place they are visiting, and are more likely to visit multiple times.
*2 NFTs (non-fungible tokens) are digital tokens that exist on a blockchain and cannot be replicated. It can beused as proof of community membership, as it is difficult to scam and can prove the authenticity of a transaction.
*3 web3 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 the30th 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. InAmami, 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 andSNS operation will be outsourced to Lead Edge Consulting Co.,Ltd. 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’s MIRAI Business Division is creating web 3 experiences together with partnercompanies, leveraging its strengths in Sei-katsu-sha Insight and creativity. This initiative is part ofthis endeavor and the Division’s aim to build a world where more sei-katsu-sha can participate inweb 3.

Overview of the demonstration experiments
Toba, MieIn 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 withAma 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 theproject, and has provided a support for the demonstration experiment in Toba City together withToba City.

Amami, Kagoshima
In Amami, we offer the co-ownership right of a kokuto shochu barrel and the right to choose themusic for sonic-aging. There will be events in every summer and winter till the original shochu isto 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：SelenaNishihira）

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, andcommunity management support
JAL and Hakuhodo will verify the possibility of creating relationship population through thisdemonstration experiments and contribute to solving the major social issue of Japan'sdepopulation.

About Hakuhodo Inc.
Founded in 1895, Hakuhodo is an integrated marketing solutions company headquartered inTokyo, Japan. With offices in 20 countries and regions, and over 10,000 specialists working inJapan and around the world, Hakuhodo is the world’s second largest advertising agency according
to Ad Age’s “Agency Report 2022.” The company is the core agency of the Hakuhodo DY Group.
Sei-katsu-sha insight is the foundation for Hakuhodo’s thinking, planning, and brand building. It
reminds us that consumers are more than shoppers performing an economic function. They haveheartbeats. They are individuals with distinct lifestyles. Hakuhodo introduced this term in the1980s to emphasize its commitment to a comprehensive, 360-degree perspective on consumers’lives.
About Hakuhodo’s MIRAI Business Division
Launched in 2019, the MIRAI Business Division is a Hakuhodo unit dedicated to developing newbusinesses beyond the company’s traditional field of advertising. Based on a commitment tocollective business creation,Hakuhodo itself becomes an owner of the businesses developed,
bringing together a variety of partners with the goal of realizing large projects. Leveraging
Hakuhodo's strengths in sei-katsu-sha insight and creativity forbusiness creation, the Division
works to design the lives and society of the future beyond business.
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 andregions 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. JALis 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. Moreinformation can be found at https://www.jal.com/en/.

For further information, please contact:
Public Relations Dep., Japan Airlines. mediarelations.hdq@jal.com
Public Relations Dep., Hakuhodo. koho.mail@hakuhodo.co.jp