The Japan Association for the 2025 World Exposition (hereinafter referred to as “the Association”) has compiled the outcomes of the EXPO 2025 Digital Wallet app for visitors.
The EXPO 2025 Digital Wallet provided visitors from Japan and abroad with not only an experience unique to the Expo but also demonstrated pioneering financial services such as a blockchain-based token exchange service and a wide range of use cases including tourism initiatives utilising digital assets. As a result, the service achieved a total of approximately 800,000 registered users (1 million downloads).
According to a user survey, over 70% of users were provided with a Web3 experience, and approximately 50% of users expressed interest and praise regarding the digital asset services. Furthermore, it showed that the use of the various digital wallet services resulted in behavioural changes such as “no longer using cash” and “actively participating in events.”
Outcomes of the EXPO 2025 Digital Wallet
1. Overall: Establishment and Expansion of Web2/ Web3 Linkage Services
Server-based (Web2) services for e-money and points and Web3 services*3 that utilise blockchain technologies such as NFTs*1 and SBTs*2 were successfully implemented.
(Results) *As of 31 October 2025
Registered Users: 769,929
Downloads: 1,032,426 (over 1 million downloads achieved)
*1 NFT (Non-Fungible Token): Irreplaceable digital data created based on a blockchain
*2 SBT (Soul Bound Token): A type of NFT (non-replaceable digital data) created based on a blockchain, which is non-transferable to others.
*3 Web3 Service: Web3 services utilise blockchain technology, allowing users to directly own NFTs and SBTs in their own wallets. This data is linked to a wallet address on the blockchain and made public, allowing it to be permanently stored and accessed without relying on a specific operator. This system allows users to use their acquired collections, visitor certificates, and history across campaigns run by multiple service providers, such as local governments and companies. Meanwhile, service providers can offer personalised promotions and special offers without additional development, simply by referencing users’ wallet addresses.
2. Enhancement of Service Through MYAKU-PE! (payment) x Status x Special Experiences
[Operator: SMBC Group]
Seven levels of status (e.g., Legend, Gold, etc.) based on e-money usage offered exclusive experiences and perks (MYAKU-MYAKU Rewards Programme). A new loyalty experience was implemented in which the act of paying leads to earning status and enhanced experiences.
(Results) *As of 14 October 2025
Registered Users: 304,805 (Legend: 22,808, Diamond: 21,306, Platinum: 63,767, Gold: 55,964, Silver: 38,816, Bronze: 19,574, Standard: 82,570)
3. MYAKU-PO! (Points) and User Behaviour Change
[Operator: Resona Bank]
Users could gain points, which led to unique Expo benefits, through healthy activities, event participation, and other activities. This system encouraged users to change their behaviour while having fun through earning and redeeming points.
(Results) *As of 14 October 2025
Registered Users: 172,946 Points Exchanged: 40,625,550 points
4. Created Use Cases for NFTs and SBTs Using Web3 Blockchain
At the Expo, new possibilities for Japanese Web3 services were demonstrated by utilising unique, tamper-proof digital assets created through blockchain technology.
・ MYAKU-N! (NFT) [Operator: SBI Holdings, Inc.]
NFTs were used as exclusive digital stamps at pavilions at the Expo site and as regional digital assets, allowing people to enjoy collecting them. On 16 September 2025, MYAKU-N! was recognised by the Guinness World Records™ for the “Most NFT images minted for a single event.”
(Results) *As of 14 October 2025
Registered Users: 397,981 NFTs Issued: 10,622,441
・ Business Collaboration Services (SBT) [Operator: HashPort Inc.]
Issuing SBTs on the blockchain allows users to hold non-transferable, highly reliable digital identification, something not possible with traditional stamp rallies or apps, and allows visit and experience history to be accumulated across regions, businesses, and events in a single Web3 wallet. This functionality makes it possible to grant personalised rewards to each user, such as repeat visitor certification and completion certificates. It has also created numerous new use cases for tourism and event services utilising SBTs through collaborations with various local governments and businesses.
Furthermore, by developing a tool that allows collaborators such as local governments and businesses to set and issue SBTs without coding, it has become possible to easily issue a variety of SBTs that reflect the collaborators’ goals and designs, resulting in a dramatic increase in the number of SBTs issued.
(Result) *As of 14 October 2025
Collaborating Pavilions, Organisations, Local Governments, and Companies: Approx. 170
SBTs Issued: 5,924,323
– Specific examples of tourism use cases utilising SBT: (PDF) (Japanese)
5. Demonstration of Exchange of EXPO Tokens with e-Money, Stable Coins (USDC), and Existing Points
[Operator: HashPort Inc.]
Using the blockchain-based EXPO token, pioneering exchange of e-money, existing points, and stablecoins (USDC) was demonstrated.
– About the EXPO token demonstration: (PDF) (Japanese)
6. Summary
Through the above-mentioned achievements, the digital wallet not only provided domestic and international visitors with an experience unique to the Expo but also demonstrated the potential for the development of Japanese Web3 digital services. This included creating use cases for collaboration with local governments and businesses utilising NFTs and SBTs and promoting new financial services using tokens.
Results of the EXPO 2025 Digital Wallet User Survey
・Survey Results: (PDF) (Japanese)
Use of the service led to behavioural changes such as “no longer using cash” and “actively participating in events.” In addition, the survey showed that the use of NFTs using blockchain technology and business collaboration services using SBTs provided visitors with their “first step” into Web3, with over 70% experiencing Web3 for the first time at the Expo.
For Reference
・About EXPO2025 Digital Wallet
https://www.expo2025.or.jp/en/digitalwallet/
This app combined financial services (Web2) with Web3 services that utilise blockchain.
・ SBI VC Trade Co., Ltd. Press Release
Demonstration Plan for Web3 Successor Service to the Expo 2025 Digital Wallet:
https://www.sbigroup.co.jp/news/2025/1225_15995.html (Japanese)
(Planning and Policy Bureau)