Web3.0 × Nara — Three Key Takeaways
1 | Web3.0 Accelerates “Next-Generation Regional Promotion” to Address Tourism Concentration and Population Decline
Nara faces several challenges, including overconcentration of visitors around Nara Park, sluggish tourism spending, and a shortage of young talent. To convey the appeal of the entire prefecture—not just central areas—Nara has introduced a metaverse art museum, NFT art initiatives, and digital resident ID cards. These efforts aim to reach audiences before they visit or who may never visit, using digital channels to broaden regional engagement.
2 | Digitizing Local Cultural Assets to Build New Fan Communities
A wave of “community-driven regional revitalization” is emerging as cultural and tourism resources are digitized. Examples include:
- MANA, the metaverse version of the Irie Taikichi Memorial Photo Museum
- Furusato tax donation × NFTs in southern Nara
- Cosplay × NFT ambassadors in Uda City
These initiatives bring in fans from outside the region, transforming traditional cultural assets into digital community hubs.
3 | Web3.0 Technology Moves Into Practical Implementation for Corporate and Municipal Challenges
Web3.0 in Nara is expanding beyond PR use cases into real operational problem-solving.
Examples include:
- NFT-based traceability (SHIMENAWA) by Yucho Shuzo, providing authentication and brand protection
- Women’s reskilling × educational NFTs in Ikoma City
These applications show Web3.0 supporting talent development, brand integrity, and business data utilization—marking a shift from experimentation to practical deployment.
Nara, a Treasure House of History and World Heritage, Faces a Growing Problem: Uneven Tourism Distribution
Known for its historical and cultural resources, Nara Prefecture was once the site of the ancient capitals of Asuka, Fujiwara, and Heijo-kyo. It boasts the highest number of national treasures in Japan, including 'sculptures' and 'buildings'. Among the 26 World Heritage sites in Japan, three are located in Nara: 'Buddhist Monuments in the Horyu-ji Area', 'Historic Monuments of Ancient Nara', and 'Sacred Sites and Pilgrimage Routes in the Kii Mountain Range'.
However, there is a concentration of World Heritage sites and a tendency for tourists, both domestic and international, to flock mainly to the area around Nara Park, where they can interact with deer. This has led to a decline in tourism spending and overnight stays, indicating that the prefecture has not fully capitalized on its tourism resources. Additionally, Nara is known for having a high rate of employment outside the prefecture, compounded by a declining birthrate and a critical shortage of workers. Boosting local SMEs and increasing the employment rate of young people within the prefecture are crucial.
