In November 2025, the Japan International Influencer Association (JIIA) participated in the “Regional Industry × Web3 Inspection and Exchange Meeting” hosted by the Japan Web3 Tourism Association and Sanjō City, Niigata Prefecture. Through this on-site visit, we were able to experience firsthand the implementation of Web3 technologies in Sanjō, and gained valuable insights into how the region’s industries, culture, people, and digital innovation are interconnecting to create new value.

The Sanjō–Tsubame area (Sanjō City and Tsubame City in Niigata Prefecture) is one of Japan’s leading centers for metalworking, cutlery, and tableware production. Known as “Sanjō for forging, Tsubame for polishing,” the region thrives through the high-level craftsmanship of its artisans and the close collaboration among small and medium-sized enterprises that support the local economy.

In Sanjō City, efforts are underway to build a new regional model that blends traditional craftsmanship and community ties with digital innovation. One particularly striking initiative is the “Guardians of Craftsmanship Project”, in which local companies personify their businesses as characters and issue them as NFTs. The character designs are created by students from local design schools, who collaborate with regional manufacturers to bring these digital representations to life. By turning traditional manufacturing businesses into character-based digital content, the project allows younger generations and visitors to learn about local industry in a fun and engaging way.

Owning one of these NFTs also grants the holder a “Digital Citizenship NFT”, symbolizing digital residency within Sanjō City. Digital citizens gain rights such as voting or running in the “Digital Sanjō Mayoral Election”, and can participate in various local experiences — including factory hopping tours, hot spring perks, and community events — fostering deeper connections between residents and non-residents alike. This system allows people outside Sanjō City to take part in local development through digital platforms, thereby increasing what Japan calls “relationship population” — people who may not live in the region permanently but maintain a sustained interest and connection with the community.

Through Web3 technology, Sanjō City is visualizing and expanding its relationship population, encouraging them to play an active role as new contributors to the community. This initiative is now attracting attention from municipalities across Japan, emerging as a new model for regional revitalization that transcends geographic boundaries.

During the visit, we witnessed how local youth organizations and business owners are collaborating with the government to use Web3 as a tool for community revitalization. Sanjō City’s flexible and open-minded approach to community development left a strong impression.

Through this experience, we reaffirmed that true social implementation of Web3 is not merely about introducing technology, but about creating systems that enable new forms of co-creation between people and their communities.
At the heart of every region are passionate individuals and inspiring stories. We believe that sharing these stories with the world through the power of digital technology will be a key driver for the future of regional revitalization.

Building on what we learned in Sanjō City, JIIA will continue to deepen its collaboration with the Web3 Tourism Association and local governments, promoting experiential PR models and tourism DX (digital transformation). Our mission is to serve as a bridge between regional revitalization and Japan’s digital society, fostering sustainable growth through innovation and storytelling.

ーExternal linksー

web3 Tourism Association: 日本Web3ツーリズム協会

Guardians of the Artisans: 匠の守護者プロジェクト

Official website of Sanjo City: 新潟県三条市公式サイト