In October 2025, at the 6th Blockchain EXPO TOKYO (Autumn), two of Japan’s most prominent corporations — KDDI Corporation and Casio Computer Co., Ltd. (CASIO) — took the stage to share how they are pioneering new business initiatives in the Web3 space.

Given Pacific Meta’s close involvement in supporting both companies’ Web3 projects, our Executive Officer and Head of the Blockchain Lab, Shohei Matsumoto, was invited to serve as the panel moderator.

Web3 — encompassing technologies such as NFTs and digital assets — remains a challenging field for many organizations. While interest is high, few enterprises have found clear paths to implementation. This session explored how two established industry leaders are innovating beyond traditional business models and the lessons learned from their Web3 initiatives.

This report summarizes the panel discussion and insights gained from the real-world practices of KDDI and CASIO.
(Based on the session presented at the “6th Blockchain EXPO TOKYO (Autumn) 2025.”)

Seminar Overview

• Event: 6th Blockchain EXPO TOKYO (Autumn), part of NexTech Week 2025 (Autumn)
  
• Session Title: “KDDI and CASIO: Inside the Web3 Challenge and Their Vision for the Future”
  
• Date: October 9, 2025 (Thu) 15:20–16:00
  
• Venue: Makuhari Messe, Seminar Stage
  
• Speakers:
  
  • Daisuke Obayashi, General Manager, D2C/CRM Planning Office, Watch Marketing Department, Casio Computer Co., Ltd.
    
  • Michihiko Kasai, Group Leader, Group 3, Business Co-Creation Promotion Office, Open Innovation Division, KDDI Corporation
    
  • Moderator: Shohei Matsumoto, Executive Officer / Head of Blockchain Research Institute, Pacific Meta, Inc.
    

KDDI: Building the “αU” Web3 Platform Ecosystem

KDDI — one of Japan’s leading telecommunications giants — is expanding into Web3 through its integrated platform “αU (Alpha-U)”, which provides blockchain-based digital services.

Key Initiatives:

• NFT ticketing with exclusive experiences (e.g., ski resort priority access)
  
• Local revitalization through community-based NFT projects
  
• DePin (Decentralized Physical Infrastructure) collaborations with municipalities
  
• Partnerships with global Web3 brands like STEPN, creating NFT sneakers inspired by KDDI’s iconic INFOBAR phone
  
• Validator node operations leveraging its telecom infrastructure
  

KDDI’s efforts now extend beyond entertainment and NFTs toward financial and distribution innovations using blockchain.

CASIO: Expanding the G-SHOCK Universe with “Virtual G-SHOCK”

Casio — globally known for its G-SHOCK watches — has ventured into the virtual world with its “Virtual G-SHOCK” project. Launched as a cross-departmental initiative, the project aims to connect physical products with digital experiences.

Objectives:

• Reach new audiences (e.g., gamers and digital-native communities)
  
• Create new revenue streams that combine brand value with virtual engagement
  

Milestones:

• 2022: Project launch amid the global NFT boom
  
• 2023: Release of the first “Virtual G-SHOCK” NFT collection
  
• 2024: Collaboration with major Web3 projects like STEPN
  
• 2025: Launch of a G-SHOCK-themed world in The Sandbox metaverse and release of “G-SHOCK DROID” NFTs
  

Pacific Meta’s Role as a Strategic Partner

Pacific Meta has been a long-term partner to both KDDI and CASIO, providing strategic and operational support across multiple dimensions — from international collaborations to marketing and community development.

• For KDDI, Pacific Meta has supported global partnership development, validator operations, and event execution.
  
• For CASIO, the company has provided concept design, community management, and international brand collaborations.
  

Through its expertise in Web3 ecosystems, global marketing, and cross-border community strategy, Pacific Meta has acted as a bridge between Japanese enterprises and the global Web3 community.

Why Did They Enter the Web3 Space?

KDDI: Adapting to the Changing Startup and Investment Landscape

KDDI’s Web3 exploration began around 2020–2021, when venture funding trends shifted from equity-based to token-based investment.

“We saw many startups raising capital through tokens rather than shares, and realized we needed to adapt to this new economy,” said Kasai.

KDDI also recognized strong synergies between blockchain and its core business areas — including ID management and digital payments. Web3 technologies offered a glimpse of a new financial infrastructure, motivating KDDI to engage early to remain competitive.

CASIO: Leveraging a Global Brand to Reach New Markets

For CASIO, the motivation stemmed from broader changes in the manufacturing and consumer electronics industries. As markets matured and smartwatches like the Apple Watch reshaped consumer expectations, CASIO sought new ways to expand its iconic G-SHOCK brand.

“Over 80% of our watch business is overseas. We wanted to find new ways to engage those fans digitally,” said Obayashi.

The company saw Web3 as an opportunity to reach gaming communities and build a digital lifestyle brand, extending G-SHOCK beyond physical watches.

Overcoming Internal Challenges

KDDI: “Show, Don’t Tell” — Prototyping to Build Understanding

Web3 concepts can be abstract and difficult to explain internally.

“Instead of talking, we built prototypes to show what we meant,” said Kasai.

Interestingly, they discovered many “hidden Web3 enthusiasts” across departments, who became early allies. Through internal side projects and open collaboration, KDDI was able to form a cross-functional Web3 team that accelerated progress.

CASIO: A Grassroots, Cross-Department Team

At CASIO, the project started with volunteer members from multiple departments — product planning, development, design, and marketing — who shared a common passion for innovation.

“Each member got approval from their manager, and because the team was cross-functional from day one, alignment was smooth,” said Obayashi.

Supported by CASIO’s long-standing culture of “creating something from nothing,” the initiative gained top management’s endorsement as a natural continuation of the company’s legacy of innovation.

The Unique Challenges of Web3 Business

Both speakers highlighted the legal and accounting complexity of dealing with NFTs and tokens.

“For example, when a company buys an NFT, is it treated as an asset on the balance sheet? There were no clear rules,” said Kasai.
“We had the same issue when issuing our first NFTs — it took time to align internally,” added Obayashi.

Their advice: engage legal, accounting, and compliance teams early, and turn them into allies, not gatekeepers.

The Positive Impact of Web3 Initiatives

KDDI: Expanding Co-Creation and Global Recognition

“It’s not yet a huge profit driver, but it’s opened many doors,” said Kasai.

Through NFT-based collaborations, KDDI has partnered with creators, local governments, and entertainment IPs, building synergy with its core telecom business. The company also gained global recognition among blockchain communities for its validator and ecosystem contributions — strengthening Japan’s presence in the Web3 world.

CASIO: Achieving Both Monetization and Marketing Success

CASIO’s standout achievement lies in simultaneously monetizing and strengthening its brand through Web3.

“The G-SHOCK × STEPN NFT collaboration drew several times the usual user interest and generated meaningful revenue that we reinvested into marketing,” said Obayashi.

This case demonstrates that strategic partnerships and well-crafted experiences can turn Web3 from an experiment into a viable business channel.

Looking Ahead

KDDI: Toward a User-Friendly Digital Finance Platform

“People are getting more comfortable with crypto assets. If we can make them safer and easier to use — for example, connecting loyalty points with digital assets — that would be a major step,” said Kasai.

KDDI aims to leverage its consumer base and Web3 experience to build the foundation for next-generation digital finance.

CASIO: Deepening Collaborations and Expanding Platforms

“We want to keep evolving our collaborations,” said Obayashi.

From visual design to full-scale metaverse experiences in The Sandbox, CASIO’s Web3 journey continues to evolve. The company sees future opportunities not only within Web3 but also in emerging digital platforms and virtual economies.

Conclusion

For many enterprises, Web3 still feels like uncharted territory. Yet, as KDDI and CASIO show, with the right strategy, partners, and internal culture, large organizations can successfully innovate in this space.

Pacific Meta’s partnership with these industry leaders highlights the importance of bridging traditional enterprise structures with the agility of Web3 — combining strategic vision, technical understanding, and global collaboration to unlock new business frontiers.

“Even if it doesn’t become a big business right away, continuing allows us to understand and prepare for the next wave of innovation,” said Kasai.

In an era of rapid technological change, learning by doing — and collaborating across ecosystems — is what sets forward-thinking companies apart.

Related Case Studies

Supporting KDDI’s Web3 Business on Multiple Angles — From Global Collaborations to Validator Partnerships and Events

Supporting CASIO’s Global Web3 Expansion — From Strategy and Community Operations to High-Impact Collaborations with Major Overseas Projects