tl;dr
Japan's ECHIZEN Quest uses NFTs to revive tourism by merging traditional crafts with blockchain, while Visa expands its digital footprint in Jordan through Orange Money's Visa Associate License, signaling a new era of tech-driven economic transformation.
**Japan's NFT Innovation and Visa's Global Expansion: A Dual Push for Digital Transformation**
In a bold move to revitalize Japan’s tourism sector, Toda Corporation, JTB (Japan Travel Bureau), and Fujitsu (NASDAQ: FJTSY) have launched *ECHIZEN Quest*, a groundbreaking project leveraging non-fungible tokens (NFTs) to enhance cultural engagement and local economic growth. The initiative, set to run from November 2025 to January 2026 in Echizen City, Fukui Prefecture, aims to blend traditional Japanese craftsmanship with cutting-edge blockchain technology, offering visitors an immersive experience while fostering tourism innovation.
### **ECHIZEN Quest: Bridging Tradition and Technology**
The project centers on Echizen City’s rich cultural heritage, known for its historic crafts and natural beauty. Visitors will participate in hands-on workshops creating traditional items such as Japanese paper, pottery, and hand-forged metal goods. Upon completion, tourists will receive a unique NFT featuring Murasaki Shikibu, the renowned author of *The Tale of Genji*, serving as a digital memento of their experience.
Fujitsu will handle NFT issuance and blockchain deployment, while JTB focuses on tourism product planning and promotion. Toda Corporation oversees project management and smart city infrastructure development. The initiative also plans to integrate NFTs with a regional point system or currency, encouraging broader participation in the local economy.
Echizen City’s selection was strategic, bolstered by its cultural significance, natural attractions, and improved accessibility via the Hokuriku Shinkansen. A 2021 public-private partnership between Toda and the city laid the foundation for this digital transformation.
### **Japan’s NFT Ecosystem: Beyond Tourism**
While global NFT interest waned after 2022, Japan continues to explore innovative applications. In the rural village of Yamakoshi, NFTs are being used to address challenges posed by an aging population, generating over $423,000 in revenue. Meanwhile, the Japanese government has distributed NFTs to reward local officials for exceptional service, highlighting the technology’s potential beyond entertainment.
Japan’s focus extends to artificial intelligence (AI), with applications in education, tourism, defense, and agriculture. The ECHIZEN Quest project exemplifies how NFTs can preserve cultural identity while driving economic growth, aligning with the nation’s broader tech-driven vision.
### **Orange Money and Visa: Pioneering Financial Inclusion in Jordan**
Meanwhile, in Jordan, Orange Money made headlines by becoming the first e-wallet provider to secure a Visa Associate License. This milestone enables the service to issue Visa-branded cards, offering users virtual and physical options for global transactions, merchant payments, and cross-border remittances.
While the license restricts direct settlement with Visa—requiring a bank partner—Orange Money’s CEO hailed it as a “significant milestone” for financial inclusion. With 1.4 million users, the platform aims to expand access to underserved populations, leveraging Visa’s global network and technological support.
### **Visa’s Global Digital Payments Push**
Visa is also advancing digital payments in emerging markets. In Kenya, the company partnered with local authorities to track tourist behavior and boost tourism via its analytical platform. In Africa, Visa collaborated with Yellowcard to expand stablecoin payments, while testing new digital payment solutions at Hong Kong International Airport.
### **Conclusion**
From Japan’s NFT-driven tourism revival to Visa’s global financial inclusion efforts, these initiatives underscore the transformative potential of digital technologies. As industries adapt to evolving consumer demands, partnerships between tech innovators, governments, and private entities are paving the way for a more connected and inclusive future. Whether through crafting digital heirlooms in Echizen or revolutionizing payments in Jordan, the message is clear: technology is not just shaping economies—it’s redefining how we experience culture, commerce, and community.
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