【Shibuya Web3 University Event Report】Entertainment Evolves into 'Continuous Experiences'— Insights from 8ships and Sanrio on Utilizing Web3.0

On November 19, 2025, Shibuya Web3 University hosted its 34th event and the third in-person event of Season 2, titled 'Creating a Future of Connected Experiences with Web3 × Entertainment — Learning from the RIZE3x EXPO Implementation Report'. The event took place exclusively in-person at WeWork on the 45th floor of Shibuya Scramble Square.

The speakers were Yuta Masui from 8ships, who led the city-wide experience festival 'RIZE3x EXPO', and Wataru Noji from Sanrio's Digital Business Development Department.

At the RIZE3x EXPO, a design of experiences that connect technology, storytelling, art, culture, and the city was unfolded. Sanrio introduced initiatives in the XR and Web3.0 domains such as 'Sanrio Virtual Festival', 'Oshikyun', and 'Hapiwel Support Squad', delivering new entertainment experiences to a broad audience.

The event shared practical insights on cross-cutting experience design between real and digital, the prospects of new entertainment using XR and Web3.0, and the mechanism of 'experiences leading to further experiences'.

The first to take the stage was Yuta Masui from 8ships JAPAN Partner Relation. He introduced the design philosophy of RIZE3x EXPO, continuing the ideology of CEO Terry Tomonaga.

8ships' mission is to 'fuse technology with storytelling to create a chain of experiences.' The RIZE3x EXPO held in Osaka was a large-scale project that implemented this philosophy on a city-wide scale.

Spanning 500 locations across Osaka, attendees progressed through a narrative while earning 'proof of experience' badges. In a building scheduled for demolition in Umeda, an entire ninth floor was transformed into an adventure space where art, culture, and technology converged, each floor presenting a different world.

The core of this experience design lies not in foregrounding Web3.0, but in 'using Web3.0 without making it feel like it.'

Using QR codes and GPS for badge acquisition was naturally accepted by visitors as an 'evolved version of a stamp rally.' As a result, everyone from children who are unfamiliar with Web3 to the elderly and foreign tourists could progress through the experience without resistance, seamlessly acquiring digital proofs.

Moreover, the accumulation of experience data visualizes the 'depth of fandom.' It's not just about who attended, but about the order and depth of experiences they engaged in. This design offers brands a new way to understand 'who the true fans are.'

Mr. Masui spoke about the next phase as a 'digital experience platform' concept. Post-2026, even those who cannot physically attend will be able to participate in pre-event prologues and stories.

The vision to erase the boundaries between real and digital and to realize a world where experiences are multilayered and interconnected was particularly striking.

Next to take the stage was Mr. Wataru Noji from Sanrio's Digital Business Development Department. Sanrio's digital strategy aims to evolve from a 'character company' to a 'memory-producing company.'

The company's philosophy of 'making friends' is rooted in the founder's wartime experiences, positioning IP not just as a product but as an entity that accompanies life's memories. Consequently, Sanrio's digital strategy revolves around three main areas: XR, UGX, and community.

In the XR domain, they have launched the world's largest virtual festival, 'Sanrio Virtual Festival,' which saw 4 million accesses in 2024. Currently, they are preparing a 'permanent virtual Puroland' that will be accessible 24/7, 365 days a year.

In the UGX domain, they have introduced 'CharaFolio,' a fan art submission service. While protecting creators' rights and worldview, they have established a system that encourages UGC, envisioning a 'total population creator society' in the AI era.

In the community domain, they operate the fan support app 'OshiQun,' which expands mechanisms to visualize fan activities. Here too, the Web3 value of 'proof of support' permeates, with plans to fully implement a badge-type structure soon.

At the RIZE3x EXPO, a 360-degree VR Sanrio parade experience and a wall where visitors could write their memories of Sanrio were popular. The scene, where memories were visualized in space, attracted children, adults, and international visitors alike, symbolizing how IP is strongly linked to 'individual memories.'

In the final panel discussion, Mr. Motoki Kitamura, the president of Web3 University, served as the moderator, where the origins and future visions of the speakers were discussed.

Mr. Masui, who has been designing moments that change people through experiences for the past 15 years, stated that Web3.0 enables the proof and expansion of this concept. Mr. Noji emphasized that 'it's not the technology itself, but the context in which it is used that creates value,' pointing out that the essence of Web3 lies in the mechanisms that support co-creation.

Both speakers recognized that Japanese culture, IP, and experience design possess a unique global appeal.

As AI becomes widespread and everyone becomes a creator, Web3.0 functions as a layer that certifies 'experience history' and deepens the relationships between fans and participants.

Experiences continue, culture circulates, and participants become co-creators. A prototype of this world certainly existed at the RIZE3x EXPO.

From 'Points' to 'Lines'—Towards the Future

The event highlighted that Web3.0 is being redefined as the foundation of a 'new experience economy.'

The city-scale experience chains demonstrated by 8ships and the expansion of memories and fan activities envisioned by Sanrio were all designed around human 'emotions,' not just technology.

Experiences do not end as single events. Points connect to lines, lines form planes, and new fan communities and cultures are created.

Image: Iolite Editorial Team

Official Website: Shibuya Web3 University

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