CASIO Computer Co., Ltd. (“CASIO”) launched the VIRTUAL G-SHOCK project in September 2023 to explore new possibilities for the G-SHOCK brand, which has a 40-year history, leveraging Web3 technologies and the metaverse.

As CASIO began to formalize its first in-house Web3 initiative, the company saw the need to strengthen both global expansion and community operations, and consulted Pacific Meta.

Since March 2024, Pacific Meta has provided broad support—ranging from overseas Web3 marketing support, social media management, business development, and offline event planning and execution —and continues to do so today.

For this interview, we spoke with Daisuke Obayashi (General Manager), Yuki Tatsuzaki (Leader), and Kazuki Sato (Project Lead, VIRTUAL G-SHOCK) from the D2C/CRM Planning Office, Watch Marketing Department, to hear candid reflections on outcomes enabled by Pacific Meta’s support and their future outlook.

Interview conducted on August 20, 2024. Some information has been updated due to subsequent developments.

Entering the NFT Space to Deliver New Experiences at a Major Brand Milestone

— To begin, please tell us about VIRTUAL G-SHOCK.

Sato

The VIRTUAL G-SHOCK project was launched in September 2023, prompted by G-SHOCK’s 40th anniversary.

Looking to G-SHOCK’s future, we felt the need to reach younger generations and audiences less familiar with G-SHOCK.

With that in mind, we aimed to create new points of appeal and deliver new experiences for G-SHOCK. Specifically, we are focusing on the virtual domain—particularly NFTs and the metaverse—to build new content and communities.

— When launching a new business, you likely considered multiple avenues. Why did you ultimately choose NFTs and the metaverse?

Obayashi

While the project went public in September 2023, we actually began shaping the concept around September 2022. That period coincided with the peak of NFT art, which was a major factor. G-SHOCK is built on four pillars—fashion, sports, music, and art.

Among these, art is an area the brand has engaged with for many years, so we felt we could leverage our experience in the Web3 space as well. In parallel, we were also working on e-sports, and judged that expanding into the virtual domain alongside those efforts would allow us to operate more efficiently.

We formed the project team—the basis of our current team—around September 2022 and prepared for launch, ultimately bringing the project public in September 2023.

— The project was launched in September 2023. How has it evolved since then?

Sato

As mentioned, we began in September 2023 and initially focused on community-building via NFTs. We launched a Discord community and, under the vision “Come Together and Create Anew,” distributed the G-SHOCK CREATOR PASS, an SBT (membership token).

Through this Creator Pass, we set out to enjoy and develop the G-SHOCK brand—cultivated by CASIO over many years—together with users. We then held a color design contest for the Creator Pass and organized user co-creation events, such as enjoying e-sports together.

In December 2023, we released two types of VIRTUAL G-SHOCK NFTs that expressed the future of shock-resistant structures within a virtual space.

In 2024, we shifted emphasis to collaborations with other projects. For example, we collaborated with the blue-chip NFT project “Doodles,” releasing both a physical wristwatch and digital items for avatars—like the one I’m wearing now.

We also collaborated on Astar zkEVM’s “Yoki Origins,” creating NFTs themed around the 50th anniversary of CASIO’s watch business.

Furthermore, in our collaboration announced on August 22 with “STEPN GO,” we incorporated a sneaker form inspired by watches, releasing sneaker-style NFTs that reflect G-SQUAD, G-SHOCK’s sports line.

In the metaverse domain, we chose VRChat, a platform where avatars’ wrists are visible, and opened the G-SHOCK STORE in September 2023, offering an experience to customize G-SHOCK watches.

In December 2023, we unveiled “G-SHOCK THE RIDE,” an attraction where users can experience G-SHOCK’s shock resistance.

Grasping Trends and Driving Global Collaborations—The Challenge of Getting the Word Out

— Pacific Meta began supporting you after the project launch. What challenges did you face as you advanced the project?

Sato

First, as we pursued collaborations in 2024, we needed speed and trend alignment with the market. From the outset, a key axis for us was global expansion. Rather than starting from Japan, we were aiming to establish a presence globally from the start.

In this respect, Pacific Meta’s strength in global initiatives and rich network were highly attractive. As you can see from Pacific Meta Partners, they have extensive connections both domestically and overseas. So, in pursuing collaborations as CASIO, we felt Pacific Meta could support us by identifying how to collaborate effectively and how to ensure execution through to realization.

In addition, we felt challenges around community operations and marketing. VIRTUAL G-SHOCK launched as a cross-functional project within the company. Members from various departments had to handle everything end-to-end—from planning through to managing Discord and X.

We were looking for a partner who could support us comprehensively—not only social (X/Discord) operations, but also promotion including press release amplification and media outreach.

Obayashi

After launching in 2023 with a global ambition, we immediately faced challenges. Our watch business operates worldwide with regional hubs. Normally, those hubs lead local watch sales. However, Web3 projects are fundamentally designed for global distribution at once, which made internal coordination difficult and resource-intensive.

With no precedent for direct outbound from HQ to overseas, we had to push forward in a new field—NFTs—that many inside the company were still unfamiliar with, while promoting understanding and alignment to issue our own assets. That was challenging.

We were seeking a company that could support a Japan-originated global rollout, and Pacific Meta looked like the right partner to meet that expectation.

Strategically Accelerating Global Communications and Realizing a Collaboration with STEPN GO

— Please tell us about the specific support you received from Pacific Meta.

Tatsuzaki

There are three major areas.

1) Marketing with a Global Starting Point

Led primarily by Karakawa (Strategy Consulting, Pacific Meta), Pacific Meta worked with us from strategy formation through to execution planning, continuously accompanying us along the way.

2) Community Operations

Centered on Yamazaki (Community Operations, Pacific Meta), they helped structure what kind of communication we should have on platforms like Discord and X, and provided systematic, fine-grained advice on how to put that into practice—down to the context and messaging details.

3) Sourcing and Negotiation on Collaborations with Overseas Web3 Projects

Led by Sho (Global Alliances, Pacific Meta), they leveraged Pacific Meta’s broad network to bridge us with prominent overseas projects that would have been difficult for us to connect with on our own.

— What impressions have you had while working with the Pacific Meta team?

Obayashi

What impressed me most is the breadth of Pacific Meta’s network. We’ve been active in this industry for a year or two, but the breadth of their connections continues to surprise us.

For example, in our collaboration with STEPN, we had a meeting with FSL via an introduction from Polygon, and the Pacific Meta team appeared there as well. Wherever we go, we run into the Pacific Meta team—especially Mr. Sho!

Tatsuzaki

People tend to think “Web3 = digital,” but with Pacific Meta, the strong impression is that they value people. They emphasize human-to-human communication.

On the marketing side, they contextualize the work and map a path forward based on solid strategy, not just momentum. In other words, they strike a balance between the technical/operational and the human aspects.

— Among the support you’ve received so far, what has been the single most impactful outcome?

Obayashi

Although we’ve only been collaborating with Pacific Meta for about half a year, the biggest outcome has been our collaboration with STEPN GO, officially launched on August 22.

We had a rough image from the moment STEPN was first introduced, but it took a lot to make it real. Getting this far owes greatly to Pacific Meta’s support—especially in communication. There were things that were hard to say directly, and there were times when our intentions needed to be adjusted between parties. In those moments, Pacific Meta accurately captured our intent and skillfully coordinated between us.

— What kinds of companies would you recommend to work with Pacific Meta?

Tatsuzaki

We began working with Pacific Meta at a timing when we wanted to grow the business. I joined mid-project, and despite coming in later, they explained everything clearly from the start.

For companies like ours looking to scale NFTs, of course, and even for those just starting Web3, Pacific Meta can provide very approachable onboarding support. For teams about to start or scale up, I believe they can help you enter smoothly.

Obayashi

I believe the experience gained through supporting us has now accumulated within Pacific Meta. As Tatsuzaki noted, for companies with Web2 businesses, Pacific Meta can make effective use of that know-how. So even for manufacturers outside our immediate industry, Pacific Meta is an excellent partner choice when entering Web3 as a new domain.

Looking Ahead: Exploring New Business Opportunities Toward a Next Core Business—Not a One-Off

— What is your outlook for the VIRTUAL G-SHOCK project?

Sato

First, as with STEPN GO, we want to explore G-SHOCK’s potential across the Web3 and gaming spaces together. To be honest, I don’t want this to be a one-off. Personally, I want to drive this with the ambition that it could become CASIO’s next core business.

For 40 years, G-SHOCK has essentially been a physical wristwatch. After 40 years, the culture and ethos of G-SHOCK have taken shape. That’s why, in the next phase, I believe we can challenge new possibilities in digital content.

By using blockchain and NFTs, we want to embed G-SHOCK across various content forms—virtual content, games, anime, and more—making G-SHOCK an even cooler and more popular brand among younger users and early adopters.

Philosophically, we see G-SHOCK as a companion to challenge—something always by your side when you take on bold endeavors. Its physical toughness has created a worldview where you can wear G-SHOCK and take on challenges anywhere on Earth. The next frontiers are space and the virtual realm.

Starting with the virtual realm, whether it’s items worn by avatars in games or otherwise, we want to create a world where G-SHOCK continues to be that companion to challenge. This is a medium- to long-term journey, but in the near term, we plan to collaborate with various projects and games and communicate these efforts globally. We look forward to Pacific Meta’s support on that front.

— Finally, do you have any advice for companies considering Web3 initiatives?

Obayashi

It may sound presumptuous to call it “advice,” but I think if doing Web3 becomes the goal itself, you’ll fail. Web3 is a means, so you must clarify what you want to achieve with Web3 and what objectives you aim to accomplish.

Looking at cases that don’t go well, many feel like “we tried something in Web3 for now,” but nothing exists beyond that—leaving teams asking, “We did it, so now what?” We’ve experienced similar things ourselves, so I can’t say this with too much pride—but in my view, clarifying what you truly want to realize as a business—your larger purpose—is the key point.

How Pacific Meta Adds Value (Summary)

• Global-first strategy & execution: from planning through hands-on delivery with overseas partners
• Community operations: structured playbooks and messaging for Discord/X, plus PR amplification and media outreach
• Deal-sourcing & negotiation: bridging to prominent overseas projects and steering collaborations to completion
• Communication intermediation: translating business intent across stakeholders to keep complex projects moving

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