In a bold fusion of heritage and technology, Echizen City in Japan’s Fukui Prefecture is pioneering a new approach to tourism through an innovative project called ECHIZEN Quest. The initiative harnesses non-fungible token (NFT) technology to offer travelers immersive, collectible experiences that celebrate the city’s deep cultural roots while embracing the possibilities of digital transformation.
A collaboration between Toda Corporation, JTB Corp., and Fujitsu Limited, the project represents a forward-thinking experiment in how blockchain-based technologies can enhance tourism, foster economic revitalization, and create stronger emotional connections between visitors and local communities.
A Digital Leap in Cultural Tourism
The launch of ECHIZEN Quest comes as Echizen City prepares for a wave of tourism growth fueled by the extension of the Hokuriku Shinkansen, which will make the region far more accessible to domestic and international travelers. Recognizing this opportunity, local authorities and private-sector partners have united around a shared goal: to transform Echizen from a stopover into an interactive destination where culture, technology, and community converge.
“Echizen has long been known for its craftsmanship and cultural heritage,” said a representative of Toda Corporation. “By integrating NFTs and digital tools, we are creating a new type of engagement that allows visitors to not just observe, but participate — and take a piece of Echizen’s story home with them.”
Collaborative Roles: Tradition Meets Technology
Each of the three partner organizations contributes a distinct expertise to the project.
Toda Corporation leads the overall management and development of smart city infrastructure, ensuring that the local environment can accommodate a new generation of digitally connected travelers.
JTB Corp., one of Japan’s largest travel agencies, designs and promotes tourism packages tailored to both domestic and global audiences.
Fujitsu Limited brings in its cutting-edge experience in digital currency and blockchain technology, developing NFTs that serve as both collectible mementos and functional tokens within the city’s tourism ecosystem.
These NFTs, designed around the character of Murasaki Shikibu, the legendary author of The Tale of Genji, act as digital certificates of participation in local workshops and experiences.
Immersive Experiences Rooted in Craftsmanship
At the heart of ECHIZEN Quest lies a series of hands-on workshops that immerse visitors in the city’s renowned crafts. Tourists can try their hand at Echizen washi paper-making, traditional metal forging (uchihamono), lacquerware, pottery, wooden chest making (tansu), and even modern industries like eyewear production and textile weaving.
Upon completing each workshop, participants receive a unique NFT — a digital badge of achievement — symbolizing their contribution to preserving local traditions. But these tokens go beyond sentimental value. They can be redeemed for local products, discounts, or special experiences, effectively linking digital engagement with real-world benefits.
This dual role — as both cultural memorabilia and utility token — encourages tourists to explore more of Echizen, shop locally, and return in the future.
Linking NFTs with Digital Currency and Smart City Growth
Looking ahead, project partners plan to integrate the NFTs with a localized digital currency or rewards system. This would allow holders to accumulate points, unlock exclusive offers, or gain access to special events across Echizen City.
Toda Corporation is also aligning the initiative with its broader smart city development strategy centered around the Hokuriku Shinkansen Echizen-Takefu Station, turning the surrounding area into a connected hub that merges cultural tourism with digital convenience.
To ensure sustainability, the team is conducting data-driven studies on tourist behavior, transportation flow, and economic impact, allowing continuous optimization of infrastructure and visitor experience.
Sustainability Through Collaboration
ECHIZEN Quest is part of a larger ecosystem of initiatives aimed at sustainable regional growth. JTB’s GLOCAL Sustainability Project supports young leaders and local businesses in tackling community challenges through tourism-driven innovation. Together with Fujitsu’s research on NFT-based digital currencies, the project seeks to create a replicable model for other Japanese regions.
“Technology can be a bridge between tradition and the future,” a Fujitsu spokesperson noted. “By turning cultural engagement into digital interaction, we are empowering communities to thrive while preserving their identity.”
A Model for Japan’s Tourism Future
Launched as a proof-of-concept, ECHIZEN Quest could serve as a blueprint for revitalizing other regional cities across Japan. The project demonstrates how emerging technologies such as blockchain and NFTs can reimagine the visitor journey — turning tourism into a participatory, value-sharing ecosystem rather than a one-time transaction.
The initiative aligns closely with Japan’s national efforts to digitally transform its tourism sector while promoting rural revitalization. By combining traditional craftsmanship, digital collectibles, and smart infrastructure, Echizen is positioning itself at the forefront of what could become a new era in experiential travel.
As Japan prepares for a resurgence in international tourism, Echizen Quest offers a glimpse into how the country can balance innovation and authenticity, using technology not to replace its heritage but to amplify it for a global audience.
