The crucial moment for the "EXPO2025 Digital Wallet" is after the expo - can it lead the adoption of Web3 as a "legacy"? 【Interview with the association leader and Mr. Yoshida from HashPort at the expo venue】 | CoinDesk JAPAN

The first fully cashless in the history of the Expo

At the venue of the 2025 World Expo “Osaka Kansai Expo,” not only the popular conveyor belt sushi restaurant, which gets extremely crowded in the evening, and the official sales store, but also the vending machines set up within the venue will not accept cash. All payments will be cashless.

The “Osaka-Kansai Expo” has the theme of “Designing a Future Society Where Life Shines” and the concept of “-People’s Living Lab – An Experimental Field for Future Society.” Cashless payment is one of the initiatives as part of this experimental field concept.

Since the first World Expo was held in London in 1851, the fully cashless venue is said to be the “first in the history of expositions.” It supports about 70 types of cashless payments, including international brands like Visa and Master, transportation electronic money, and QR code payments. Additionally, a proprietary payment app called “EXPO2025 Digital Wallet” has also been prepared.

At CoinDesk JAPAN, during the Golden Week, reporter Tochiyama visited the venue with his family and shared his experiences using the Wallet.

▶Related Articles: [World Expo Experience] From EXPO Token Payments to NFT Stamp Rally - Report on the Digital “Experimentation Field”

This time, I spoke with Yoshiko Tanigawa, the councilor in charge of cashless payments and the “EXPO2025 Digital Wallet” at the Japan International Expo Association, and Taiichi Umeda, the section manager, as well as Yohei Yoshida, the CEO of HashPort, who is responsible for the development and provision of the “EXPO2025 Digital Wallet”, at the Expo venue bustling with more visitors than expected at the end of May.

## “EXPO2025 Digital Wallet” is a hybrid of Web2 and Web3.

Regarding the usage of the “EXPO2025 Digital Wallet”, on May 20, Mr. Yoshida posted on Facebook titled “Four Data on EXPO2025 Digital Wallet During the First Month After the Expo Opening”. He stated, “During the first month after the Expo opening, 301,669 people set up a web3 wallet within the EXPO2025 Digital Wallet and obtained the official SBT (non-transferable NFT).”

Related articles: EXPO Wallet, 300,000 people acquired official NFTs in the first month of opening, with a usage rate of about 11.5%──HashPort has released data.

The figure of “11.5% utilization rate” compared to the total number of visitors during the same period can be said to have surpassed a significant hurdle. Recently, CoinDesk JAPAN also published a translated article titled “Global Cryptocurrency Adoption Rate Exceeds 10% - Is it Finally a Turning Point?”.

However, some may have thought in response to Mr. Yoshida’s post, “It’s a Wallet, but why is there talk of payments instead of SBT?” In fact, the “EXPO2025 Digital Wallet” has a somewhat complex structure that combines four functions into one.

The official site of the Osaka-Kansai Expo states, “This service is a dual-type wallet app that uses server-managed Web2 and blockchain-based Web3 management methods. Before the event, there are programs available for users to participate in, including the ‘use/save/collect’ functions and the ‘connect’ function.”

〈Image provided by: (Public Corporation) 2025 Japan International Exposition Association (excerpt from official website)〉To briefly explain each function, it is as follows.

• “Tsukau” feature “Myakupe!”: Expo’s unique electronic money
• “Tameru” function “Myakupo!”: A point service where you can get original prizes and more.
• “Collect” feature “Myakun!”: Expo’s unique NFT service
• “Connecting” feature “Business Collaboration Service”: A service for fostering the momentum of the World Expo using SBT (Soulbound Token)

Closely related to cashless payments at the Expo is the electronic money “Myakpe!”. QR code payments, touch payments, and even facial recognition payments are now possible.

Is cashless payment advancing in Osaka and Kansai?

The cashless penetration rate in Japan is said to be about 40%. Although the government achieved its target one year ahead of schedule, this rate is still low compared to other advanced countries in the world. However, on this day, as I looked at the expo venue bustling with more visitors than I had expected, I felt that, in line with the concept of a “testing ground for future society,” cashless payments would at least become more widespread in Osaka and Kansai.

In fact, there was an attendee who said that they are “charging” into “Myakupay!” to raise the status of the “Myakumyakuri Reward Program” (described later) and using it for daily shopping. When this attendee mentioned “charging,” they meant that they are adding funds to “Myakupay!” from their bank account.

By the way, when you raise your status to the highest rank of “Legend”, you can use the exclusive lounge and enjoy a commemorative photo with Myakumyaku called “Meet the Myakumyaku”.

〈Visitors enjoying Meet the Myakumyaku. The person on the right has purchased a full-year pass and says, “This is my 11th visit today.” The one on the left is their friend who mentioned, “It’s a shame that there are no stores nearby that accept cashless payments, so I can’t make any top-ups.”〉## The “Mother” of Digital Wallets

Mr. Tanikawa from the association also explained that “EXPO2025 Digital Wallet” is an innovative app that combines traditional systems such as electronic money and points with business collaboration services using blockchain through Web3.

Additionally, the materials received on the day stated that “the purpose is to help you feel closer to the Web3 domain, promote understanding, and support the advancement of digitalization in Japan” and “to provide financial collaboration services (Web2, Web3) and business collaboration services (Web3).”

The above is a capture of the top page of my “EXPO2025 Digital Wallet”. It has a structure that allows you to switch between “Use/Save/Collect” and “Connect” in the tabs at the top.

It’s quite a niche topic, but if we distinguish between Web2 and Web3, wouldn’t it be more natural to categorize them as “use/save” (electronic money and points) and “collect/connect” (NFTs and SBTs)? This is what I tend to think from a Web3 media perspective.

HashPort provides the main application and related services of the “EXPO2025 Digital Wallet” with a common ID on its own unhosted wallet infrastructure. It is likely separating its own “business collaboration services” on its unhosted wallet infrastructure from the three collaborating services—“Myakupe!” provided by Sumitomo Mitsui Financial Group (SMBC Group), “Myakupo!” by Resona Bank, and “Myakuun!” by SBI Group.

In this regard, Mr. Yoshida of HashPort stated, “The business collaboration service centered around the app itself and Web3 Wallet is planned to be continued by HashPort after the conclusion of the Expo, and we are separating it to clarify the scope of responsibility.”

Regarding the fact that “Web3” is being handled at the World Expo, Mr. Tanigawa also stated, “Indeed, various use cases of Web3 services are about to emerge in Japan. After the World Expo concludes, we will organize our efforts regarding Web3 in payments and Wallet businesses and leave it as a ‘legacy’.”

Mr. Tanigawa was seconded from the Ministry of Economy, Trade and Industry to the Expo Association in 2021. He started with the selection of operators responsible for cashless payments. Mr. Yoshida of HashPort referred to Mr. Tanigawa as the “mother of the EXPO2025 Digital Wallet.”

Immerse Yourself in the Expo with NFT Stamp Rally

As mentioned in the materials, “We want you to feel close to the Web3 space,” I noticed the word “NFT” appearing here and there at the venue. As I conveyed in the previous “Expo Experience”, the Osaka-Kansai Expo features a popular stamp rally where attendees collect stamps by visiting various pavilions. I saw many people stamping their official stamp books at a stamp station adorned with the POP saying “Let’s go, Expo!”

A sign saying “Let’s get stamps as NFTs!” was also placed at the stamp station, with a large QR code displayed. At the time of the interview, there were 205 types of stamps available at the venue, of which 202 could be obtained as NFTs.

Unfortunately, there were overwhelmingly more people who stamped in real life, but according to Mr. Tanigawa, “Myakun!” (as officially described, an image with an NFT issued through the “EXPO 2025 Digital Wallet” service) has 769 types as of May 30, with a total issuance of approximately 1.89 million.

〈QR code for “Myakun!” placed in the pavilion〉I also tried to obtain a stamp using NFT. What caught my attention was that during the acquisition process, a warning was displayed stating that after the expo ends, the Wallet would no longer be usable, and access to the NFT would be lost (I unfortunately missed capturing this).

In fact, the notes for “Myakun!” state that “NFTs are stored in a Wallet managed by SBI Holdings, Inc.” and “NFTs will no longer be viewable after the end of the Osaka-Kansai Expo due to the termination of the EXPO2025 digital wallet app service.”

"Even though I think, ‘I went through the trouble of collecting NFTs…,’ there is also a note stating, ‘We are preparing at SBI VC Trade Co., Ltd. to ensure that NFTs can continue to be viewed even after the closing of the Osaka-Kansai Expo.’

It is hard to imagine that the SBI Group, which is showing active movements in the Web3 domain, would let go of potential customers gained from the valuable opportunity of the Expo. It is easy to imagine that those who chose NFTs instead of real stamps will be guided to open an account at SBI VC Trade after the Expo ends.

By the way, does the stamp rally stimulate the motivation of Japanese people? I also acquired an NFT for the purpose of coverage, but even when the pavilion I visited later had a long line and I couldn’t get in, I ended up going to the stamp station saying, “For now, let’s get the NFT.” In the end, I obtained nearly 20 “Myakun!” just on this day.

The “Real” Momentum Created by Web3

Currently, in the Japanese Web3 scene, there is a movement to promote business collaborations that leverage Web3 to go beyond corporate boundaries, enabling initiatives that would be difficult for a single company to undertake.

Konami, a major player in the gaming industry, announced that in June 2024, the NFT solution “Resella” will be made available for external companies to utilize. NTT Digital is launching “web3 Jam,” which enables co-creation among companies through blockchain-based mutual customer referrals. In January 2025, they will kick off the first campaign “Hapiwell Support Group” in collaboration with 22 companies.

▶Related Articles: Major game company Konami adopts Avalanche - Opens NFT solutions to general enterprises: Details announced at IVS CRYPTO/JBW Summit

▶Related Articles: NTT Digital, in collaboration with 22 companies, has launched the first phase of the web3 co-creation project “web3 Jam” titled “Hapi Well Support Group” campaign.

The “Business Collaboration Service” of the “EXPO2025 Digital Wallet” which is a “Connecting” feature, is also part of the major trend of corporate collaboration and co-creation that Web3 realizes.

For example, starting from November 30, 2023, 500 days before the opening of the World Expo, we are collaborating with JR West on the “Osaka Loop Line NFT Station Stamp Rally,” and last summer, we conducted the “Osaka Restaurant Tour Rally Campaign” in collaboration with the Osaka Restaurant Industry Association and others.

〈Image provided by: (Public Corporation) 2025 Japan World Expo Association (excerpt from explanatory materials)〉 “HashPort, the operator of the business collaboration service, has developed a tool that enables easy issuance of SBT (Soul Bound Token: non-transferable NFT) without code. This groundbreaking tool has allowed various businesses to launch their own SBT stamp rallies, accelerating various collaborations to enhance the expo even before the event, resulting in approximately 800,000 SBTs issued to date,” said Mr. Tanigawa.

Initially, it seems that Web3 was not on the radar within the association. Mr. Tanigawa stated, “At first, we were imagining cashless transactions and local currency demonstrations at the expo venue, but with the addition of Web3, we were able to collaborate with businesses that wanted to foster the momentum of the expo outside the venue even before the event started, and we were able to create a system that allows digital Wallet users, including those who had not been very interested in the expo until now, to participate in expo-related events before the event begins.”

“Businesses can now promote themselves using the Expo as an opportunity, and the association can draw attention to the Expo from those ahead of the businesses. A Win-Win relationship has been established.”

The Rapidly Rising “Myakumyakuri Reward Program”

The “EXPO2025 Digital Wallet” is currently gaining attention related to the “Myakumyaku Reward Program.” The explanation on the official website introduced earlier mentions the functions of “use/earn/collect” and the “connect” function (Myakupé! / Myakupō! / Myakūn! and business collaboration services), listing only four functions. However, in the diagram below, on the far right, the fifth function “enjoy” is introduced as the “Myakumyaku Reward Program.”

<image provided by: (Public Corporation) 2025 Japan International Expo Association> If the aforementioned business collaboration service is mainly for creating momentum before the Expo, then the Myaku Myaku Reward Program is a “momentum-building measure” during the Expo. The official website states, “The program determines status based on the ‘experience points (experience = exp)’ obtained by using the Myaku Pe! or Myaku Po! services or participating in Expo-related events, and rewards can be earned based on each status.”

The status ranges from STANDARD to LEGEND across 7 levels, with perks available through a lottery such as “Pavilion Special Entrance”. Initially, it did not attract much attention, but as the number of visitors increased and it became difficult to reserve entry to popular pavilions, the level of attention has been rising.

Mr. Tanigawa stated, “The special entry slots have spread through word of mouth, and when applications start, the server becomes quite heavy. I feel that this project has come to a point where it is attracting this much attention.”

In addition, there are “Producer Guides” where the 8 producers of the Signature Pavilion personally guide visitors through the pavilion, as well as priority seating for specific events. Furthermore, the aforementioned “Meet the Myakumyaku” is a benefit that can be received on a first-come, first-served basis if you reach the Legend level. The exclusive lounge “Legend Lounge” within the “EXPO2025 Digital Wallet Park” is also available on a first-come, first-served basis.

However, to become a Legend, a considerable amount of experience points (exp) is required. The previous level, DIAMOND, requires 370,000 exp, but Legend requires 650,000 exp. However, “Meet the Myakumyaku” is said to fill its 30 groups of 4-minute slots in about 20 minutes each day. The lounge was also used by several Legends.

〈The table in the “Legend Lounge” allows for charging via wireless and USB〉Regarding the installation of the “EXPO2025 Digital Wallet Park,” Mr. Umeda of the association stated, “Since the planned site became available, we raised our hands. The goal is to integrate digital and real, and to enhance the digital cashless business through synergy.”

(## Scalability & Flexibility Unique to Web3

The experience points (exp) for the “Myakumyakuri Reward Program” can be obtained through actions within the pavilion or by scanning the installed QR code.

Have you noticed the small QR code in front of the aforementioned “Myakun!” QR code? This is the QR code for the “Myakumyakuri Reward Program.” It may feel a bit complicated to have two QR codes, but it might be unavoidable as various businesses are involved in such a large undertaking as the Expo. Furthermore, the experience points (exp) for the “Myakumyakuri Reward Program” can be obtained by acquiring the SBT issued by the business collaboration service operated by HashPort, but it cannot be obtained by acquiring “Myakun!” Therefore, Mr. Yoshida advised those who will visit the venue to be cautious.

![])https://www.coindeskjapan.com/wp-content/plugins/lazy-load/images/1x1.trans.gif(〈The QR code for the “Myaku Myakuri Reward Program” placed in front of the QR code for Myaku-kun!〉 Mr. Tanigawa stated, “We started explaining the producer guide for the reward program and special pavilion access about a year and a half ago, and we’ve collaborated with pavilions that empathize with the intentions of the program and offer new services. While not all, we have the participation of key pavilions.” He also mentioned that currently, popular pavilions are fully booked, leading to situations where people have to wait for hours to enter, and it has become a way to resolve the issue of being able to “only view the pavilion from the outside.”

This is the “EXPO Pavilion Certification” where you can earn a certificate SBT and experience points by answering questions related to the pavilion. The certification has started at popular and hard-to-enter pavilions like the Panasonic Group Pavilion “Nomo no Kuni” and the “Osaka Healthcare Pavilion.”

![])https://www.coindeskjapan.com/wp-content/plugins/lazy-load/images/1x1.trans.gif(〈Signage promoting the “EXPO Pavilion Certification”〉 “Since it has already started in 9 pavilions, if you pass all of them, your status can reach ‘Platinum’,” Yoshida emphasized the “benefit” of the certification.

Regarding the use of SBT, which is a non-transferable NFT, it was stated that “SBT is a record of actions on the blockchain. We consider it a tool to provide certificates to those who focused on actions related to the expo and to increase benefits based on their action history.” If transferable NFTs had been used in this initiative, situations may have arisen where they could be bought and sold at high prices to elevate status.

Mr. Tanigawa added that “even those who learned about digital Wallets for the first time at the expo can now increase their experience.”

Compared to traditional systems, the development potential and flexibility of Web3/blockchain seem to support the scalable and flexible deployment of the Myakumyakuri Reward Program.

“At the Expo, data utilization is being promoted throughout the venue. With the digital Wallet, by linking visitor data using the Expo ID as the key, it becomes possible to connect entry tickets and reservation dates, thereby making data utilization beneficial in concrete services,” Mr. Tanigawa stated.

The “EXPO Token” that brings Japanese Yen onto the blockchain

A new initiative has also started. The “EXPO Token” can be used for payments at the Osaka-Kansai Expo, valued at 1 token = 1 yen.

▶Related articles: Issuance of “EXPO Token” that can be used for payments at the World Expo - An airdrop worth 10 million yen is also planned: Hashport

According to the “Frequently Asked Questions” of the “EXPO 2025 Digital Wallet”, EXPO tokens can be “earned through participation in expo-related events, in-app campaigns, and friend referral programs”, but cannot be “purchased”. Additionally, it is stated that “EXPO tokens cannot be directly converted to Japanese yen. Their usage is limited to exchanging for ‘Myakupe!’ gifts or for use in expo-related services and stores.”

In other words, the EXPO token can be used directly at the expo venue, and it can also be exchanged as a gift for the electronic money “Myakupe!”, meaning it can be charged. Therefore, not only at the venue but also outside the venue, it can be used for actual payments through Visa touch payments linked to “Myakupe!”.

Although there is the hassle of exchanging for “Myakpe!”, it is groundbreaking that tokens issued on the blockchain can be exchanged at a rate of 1 token = 1 yen and can be used for everyday payments. It can be said that a breakthrough has been achieved towards the popularization of Web3 by taking advantage of the special opportunity of the Expo.

![])https://www.coindeskjapan.com/wp-content/plugins/lazy-load/images/1x1.trans.gif(〈Convert EXPO tokens into gifts for Myakupe! and enter the gift number on the Myakupe! side to receive them〉Additionally, it is said that EXPO tokens will also provide functions such as exchange for stablecoins for overseas users visiting the Expo. For overseas users, not only can they use EXPO tokens at the digital Wallet Park at the Expo venue, but those who cannot come to the Expo venue will have the option to exchange them for stablecoins.

The exchange of stablecoins from this EXPO token, when considered starting from “Myakupe!”, means putting Japanese yen on the blockchain and exchanging it for stablecoins. Mr. Tanigawa also stated that it is “a quite innovative setup that has never been seen before.”

The Ambition Hidden in the “EXPO2025 Digital Wallet”

The “EXPO2025 Digital Wallet” did not reach 200,000 downloads before the opening of the expo, but since the opening on April 13, the pace has increased significantly, and as of the time of reporting, it has reached approximately 323,000.

Mr. Tanigawa stated, “Cashless payments alone would not have spread this far. By combining various services through digital Wallets, there is a great sense of excitement and uniqueness when actually visiting the expo venue. Personally, I find it very interesting that, without realizing it, everyone is actually using new services that utilize blockchain. I believe that Web3/blockchain services being familiar and interesting can have a significant effect in lowering barriers.”

“And while visitors are not aware of blockchain, when they see their SBT with a number longer than 10 digits, they wonder, ‘What is this?’ and realize that they possess a unique digital asset in the world. I am looking forward to what the future holds in a world where each individual’s experience is proven on the blockchain,” he continued.

Yoshida of HashPort said about the “EXPO2025 Digital Wallet,” “By incorporating the area of business collaboration within the financial consortium, we are able to connect finance and non-finance through various initiatives in Web3. It seems to be a pioneer of new embedded finance, transcending the boundaries between finance and non-finance, that is, payment data and behavioral data.”

![])https://www.coindeskjapan.com/wp-content/plugins/lazy-load/images/1x1.trans.gif(〈Mr. Yoshida of HashPort wearing a Myakumyaku hat. His feet are in Myakumyaku sneakers〉 He stated, “The integration of non-financial movements and the ability to charge EXPO tokens in a payment app within a single application is precisely nothing but a ‘laboratory for future society.’”

Furthermore, it was explained as follows regarding the “EXPO2025 Digital Wallet.”

“(Regarding SBT) it is non-custodial, so-called unhosted Wallet, and the private key is held by the user. As long as the user holds the private key, they can access the SBT. In extreme terms, even if the expo ends and this Wallet is gone, the history on the blockchain can be managed by the user.”

HashPort plans to continue offering the “EXPO2025 Digital Wallet” under a new name even after the expo concludes. Based on the current usage rate, it is expected that approximately 3.24 million users will participate throughout the event. If this trend continues, it will boast the largest user base in Japan as a non-custodial wallet/unhosted wallet that is not a custodial wallet (account) opened with a cryptocurrency exchange.

Mr. Tanigawa talked about the Web3 initiatives at the Osaka-Kansai Expo, stating, “The expo has the concept of ‘leaving a legacy.’ It envisions a future where cashless transactions become more widespread after the expo, leading to an era without cash, and where Web3 services become commonplace. While the association is promoting this, it will end with the conclusion of the expo, but it is significant that various players continue to operate services after the expo.”

In order to achieve mass adoption of Web3 and Wallets, the period “after” the Osaka-Kansai Expo seems to be a significant touchstone for HashPort.

![])https://www.coindeskjapan.com/wp-content/plugins/lazy-load/images/1x1.trans.gif( 〈“Ōyane Ring” is handled by three general contractors. It seems that the way the vertical and horizontal structural materials are fastened (the wedges used for “kan”) differs among the three companies〉![])https://www.coindeskjapan.com/wp-content/plugins/lazy-load/images/1x1.trans.gif(〈“null²” (Nuru Nuru), produced by Yoichi Ochiai, is very popular〉![])https://www.coindeskjapan.com/wp-content/plugins/lazy-load/images/1x1.trans.gif(〈The French Pavilion (left) and the American Pavilion (right) had lines all day〉 ![])https://www.coindeskjapan.com/wp-content/plugins/lazy-load/images/1x1.trans.gif(〈In the vast vacant lot next door, the construction of the IR (Integrated Resort) was underway〉｜Text and photography: Takayuki Masuda *The QR code in the photo has been pixelated to prevent unauthorized access.