Adoption of Blockchain and NFC Technology to Ensure Product Authenticity
The renowned Japanese sake brand “Dassai,” produced by Asahi Shuzo, has announced the introduction of a traceability service called “SHIMENAWA” for its premium product “Dassai Beyond the Beyond 2024.” This service, developed jointly by SBI Traceability and Uni Tag, successfully created the world’s first NFC tag suitable for titanium materials with an opening detection feature, achieving an integration from product authenticity verification to distribution management.
The world’s first NFC tag suitable for titanium materials with an opening detection feature
Traditional NFC tags are affected by the frequency of internal antennas when in contact with metals like titanium, rendering them unreadable. Therefore, for “Dassai Beyond the Beyond 2024,” the team specifically developed an NFC tag that can be read normally on titanium bottles and features an opening detection function. By linking the unique ID recorded in the NFC tag with digital information on the blockchain, it achieves authentication of the product manufacturer. Meanwhile, consumers can confirm product information and the manufacturing process simply by scanning the NFC tag with a smartphone.
Linking the unique ID recorded in the NFC tag with digital information on the blockchain achieves authentication of the product manufacturer
Support in Five Languages, Offering Special Content
The SHIMENAWA system supports five languages: Japanese, English, French, Simplified Chinese, and Traditional Chinese. After scanning the NFC tag, consumers can not only view detailed product information but also gain access to exclusive special content upon completing the opening registration. This not only enhances product transparency but also provides a unique interactive experience for consumers.
Additionally, Asahi Shuzo plans to collaborate with its group company SBINFT to launch a customer engagement program integrating NFTs using the “SBINFT Mits” service they provide. By leveraging digital technology, the aim is to create a new customer experience, enhancing brand value and customer loyalty.
A World First, Enhancing Brand Protection and Market Trust
The launch of “Dassai Beyond the Beyond 2024” signifies Asahi Shuzo’s relentless pursuit of innovation and quality. To allow consumers to taste this premium sake in its most vibrant state, the bottle material is made of freeze-resistant titanium, specially crafted by SUS Company, while the bottle cap uses Japan’s highest standard of lacquer craftsmanship, produced by Maruyoshi Lacquerware. By introducing the world’s first opening detection NFC tag suitable for titanium, combined with blockchain technology, comprehensive brand protection is achieved.
The SHIMENAWA service also includes several functions, such as:
Authenticity Verification Function: By linking the unique ID of the NFC tag with manufacturing information on the blockchain, it verifies the authenticity and origin of the product.
Opening Detection Function: It senses the opening status of the product and displays it on a map in an entertaining way, enhancing the interactive experience for consumers.
Authenticity Management Function: It links the product’s shipping information with the NFC tag to prevent illegal circulation and assists the brand in making business decisions.
Fan Marketing Function: After completing the opening registration, consumers can receive exclusive content or NFTs, further strengthening the connection between the brand and customers.
Simply scan the NFC tag with a smartphone to confirm product information and the manufacturing process
Integration of Digital Technology, Creating a New Consumer Experience
By combining blockchain and IoT technology, Asahi Shuzo has successfully achieved a strong connection between physical assets and digital information. This not only enhances the product’s anti-counterfeiting capabilities but also brings a new digital interactive experience to consumers. In the future, Asahi Shuzo will continue to explore the application of digital technology in brand protection and market marketing, offering consumers a more diverse and enriching experience.
The introduction of blockchain verification by “Dassai” is not only a significant innovation in the sake industry but also provides a successful example for the digital transformation of other traditional industries. As technology continues to advance, the combination of traditional industries with emerging technologies will bring more surprises and possibilities to the market and consumers.
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