What's happening on Astar in Japan: Archeology x NFTs

Visiting Archeological sites is like throwing a gaze into the past. In North Japan, one can look as far back as the Jomon period, which began 15,000 years ago and lasted approximately until 300 BCE.

Nevertheless, it can be tough to encourage newer generations to explore these sites, as one always competes with the more Instagrammable spots on the timeline. That's why site operators have started to innovate on the experiences they provide when visitors come to see their sites. At the forefront is the Toppan Corporation, which manages various archeological sites on Japan's northern island of Hokkaido.

NFTs meet UNESCO World heritage

To help them elevate the experience of visiting Jomon sites in Hokkaido, Toppan has partnered with UPBOND, a digital wallet company that has developed a digital experience to go along with every visit to the site.

From October 13th until January 31st 2024, visitors of 7 different Jomon archeological sites in Hokkaido can participate in a digital stamp rally. All they need to do is scan a QR code shown at the sites, enabling them to collect the NFT associated with it. Throughout the campaign, the sites hope to attract a wide audience and attract new tourists to Hokkaido's historically relevant sights.

Visitors who collect all seven different NFTs will be rewarded with a conquest NFT, gamifying the experience. You can learn more on the campaign site, and don't forget to stop by if you are in Hokkaido.

The NFTs themselves are issued via the Proof X issuance service provided by UPBOND and abstracts away the complexities of web3. The images used for the digital memorabilia are designed by a local design team called Wabisabi, based in Sapporo, who are active in fields from advertising to interior design. The team has also worked on the logo for Hokkaido's "Northern Jomon." You can find more of their works here.

After the campaign, the organizers will analyze participants' data and use it to optimize their efforts further and develop effective marketing strategies for attracting tourists.

Why it matters

The above is just one example of how NFTs can contribute to stimulating tourism while offering new experiences to tourists. Collectibles are not just a fun way to encourage visitors to interact more deeply with the places they visit; they also allow highlighting local artists, such as the design duo Wabisabi in this case and serve as proof of visit and digital souvenirs.

Creating digital collectibles allows tourism brands to help visitors remember their experiences in new ways even after returning home. It also offers exciting opportunities for marketers to interact with people holding certain NFTs from related sites. Tourism is often a lifeline for sites like the Jomon sites. Therefore, the more visitors NFTs can attract, the more people will become aware of the existence of the sites and their historical relevance. In a sense, NFTs contribute to keeping history alive when used this way.

Background on the sites & the Jomon era

The Jomon Prehistoric Sites in Northern Japan became designated as Japan's 20th UNESCO World Cultural Heritage in July 2021. All the sites relate to the Jomon era, which was an era before the arrival of the rice culture from the mainland.

Instead of relying heavily on agriculture, the Jomon people were mostly gatherers, fishers, and hunters. They are best known in Japan for their unique pottery. Jomon means "cord pattern" and references the process of how pottery was designed by impressing cords or other objects onto the surface to create intricate designs.

Jomon people lived in settlements and villages that featured pit dwellings or houses that were partially dug into the ground and covered with thatched roofs.

We'll continue sharing more information on what's happening on Astar in Japan on this blog. Stay tuned for more by following our Social Media Channels or subscribing to our newsletter.

You can find the official press release announcing this initiative from Toppan here.