Japan has taken a slow, methodical approach to Web3 marketing. This approach may seem stricter than in countries like the US, but it offers more legal clarity and encourages more innovation by protecting both brands, and especially consumers.
Because of the delicate nature of blockchain technology and how it integrates with business, it’s important to be aware of the rules, regulations and risks involved in marketing.
In This Article
That’s what we’ll cover today.
What is Web3 Marketing, Exactly?
Web3 marketing is how companies and creators promote products, services, or experiences that use Web3 technologies. These technologies can include blockchain, NFTs, cryptocurrencies, or the metaverse.
Examples of Web3 Marketing
In Japan, Web3 marketing has started to take shape in several interesting ways, especially where it intersects with the country’s rich pop culture, gaming, and tech industries.
NFT Drops
Japanese brands have embraced NFT drops as limited-edition digital collectibles tied to real-world perks. Anime studios and gaming companies, for instance, have released character-themed NFTs that grant access to exclusive events or merchandise. These drops create urgency and community among fans. When executed within Japan’s legal framework, they also avoid risks such as being classified as securities.
Metaverse Events
Japan’s metaverse scene is becoming a legitimate space for marketing. Companies are hosting virtual concerts, pop-up shops, and branded social lounges on platforms like Cluster and Virtual Shibuya.
These immersive events allow brands to engage younger, tech-savvy users in playful, participatory ways.
Blockchain Loyalty Programs
Some retailers are experimenting with blockchain-based loyalty systems where users earn digital tokens instead of traditional points. These tokens can be traded or used for in-game benefits, offering more flexibility and stickiness than conventional programs.
Brand-Specific Applications of Web3 Marketing in Japan
Some major Japanese brands are taking bold steps to lead the way, hopefully inspiring more companies to drive innovation in the space. Here are a few examples:
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Renowned game developer Square Enix has launched NFT-based game assets while signaling strong long-term investment in Web3.
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Toei Animation and TV Asahi have entered the NFT space with licensed digital assets for classic franchises like Sailor Moon and Dragon Ball, often aimed at global collectors.
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Fashion label BEAMS has collaborated on virtual wearables and digital fashion events hosted in metaverse environments.
These initiatives reflect a broader trend in Japan: innovation that operates within clear regulatory boundaries.
Risks and Regulations
Japan’s Web3 landscape is governed by bodies such as the Financial Services Agency (FSA) and self-regulatory groups like the Japan Blockchain Association. Key points to understand:
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NFT projects must avoid promising returns or perks that could classify them as securities.
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Cryptocurrency advertising falls under the Payment Services Act and requires transparency.
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Personal data, copyright, and consumer protection laws still apply—even in decentralized systems.
- You can collaborate with influencers, but disclosing these partnerships is mandatory. Read about these influencer horror stories to see how bad things can go when brands aren’t upfront.
Legal missteps can result in reputational damage or enforcement action, which is why Japanese firms often consult legal advisors before launching any Web3-related campaign.
How Japan’s Approach Compares to the US
As stated before, while the US market moves quickly, it is often unclear or inconsistent in enforcement. There are multiple regulatory bodies with lots of overlap, and oftentimes conflicting interpretations of laws and policies.
Japan, by contrast, has introduced more centralized, detailed guidance. That has made it a more stable environment for brands looking to explore Web3 without regulatory uncertainty.
Japan’s Future Web3 Prospects
Web3 marketing in Japan is still emerging, but its future looks promising. Brands that understand and respect the legal framework can engage users in fresh, immersive ways. Japan is very careful not to rush innovation, but for good reason; Web3 is still largely new and experimental.
The country’s signature slow, methodical approach is a wise move. And it lets you know that it’s built for the long term.
Contact ICJ for strategies and solutions for your Japanese Web3 marketing campaign.
