Using 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” (しめなわ) which integrates blockchain and NFC (Near Field Communication) tags in its premium product “Dassai Beyond the Beyond 2024.” This service, developed jointly by SBI Traceability and Uni Tag, has successfully created the world’s first NFC tag suitable for titanium material with an open detection function, achieving an integrated system from product authenticity verification to circulation management.
The world’s first NFC tag suitable for titanium material with an open detection function
Traditional NFC tags, when in contact with metals like titanium, affect the frequency of the internal antenna, making reading impossible. Therefore, for “Dassai Beyond the Beyond 2024,” the team specially developed an NFC tag that can be read normally on a titanium sake bottle and has an open detection function. By linking the unique ID recorded in the NFC tag with digital information on the blockchain, authentication of the product manufacturer is achieved. At the same time, consumers can confirm product information and the manufacturing process simply by using a smartphone to scan the NFC tag.
Linking the unique ID recorded in the NFC tag with digital information on the blockchain to achieve manufacturer authentication
Support in Five Languages, Providing 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 after 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 combining NFTs, using the “SBINFT Mits” service it provides. Through the use of digital technology, it aims to create a new customer experience, enhancing brand value and customer loyalty.
World’s First, Enhancing Brand Protection and Market Trust
The launch of “Dassai Beyond the Beyond 2024” represents Asahi Shuzo’s relentless pursuit of innovation and quality. To allow consumers to enjoy this premium sake in its freshest state, the bottle material is made of titanium, which can withstand freezing, specially crafted by SUS Company; the bottle cap uses the highest standard of Japanese lacquerware craftsmanship, made by Maruyoshi Urushi Store. By introducing the world’s first NFC tag suitable for titanium with an open detection function, combined with blockchain technology, comprehensive brand protection is achieved.
The SHIMENAWA service also features multiple functions, including:
– Authenticity Verification Function: By linking the unique ID of the NFC tag with manufacturing information on the blockchain, it proves the authenticity and manufacturing origin of the product.
– Open Detection Function: It can sense the open status of the product and display it on a map in an entertaining way, enhancing consumer interaction.
– Genuine Product Management Function: Links product shipment information with NFC tags to prevent illegal circulation and assists in brand management decisions.
– Fan Marketing Function: After completing the opening registration, consumers can receive limited content or NFTs, further strengthening the connection between the brand and customers.
Using a smartphone to scan the NFC tag, consumers can 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 anti-counterfeiting ability of the product 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, providing consumers with more diverse and rich experiences.
This initiative by “Dassai” to introduce blockchain verification is not only a major innovation in the sake industry but also provides a successful example for the digital transformation of other traditional industries. With the continuous advancement of technology, the combination of traditional industries with emerging technologies will bring more surprises and possibilities to the market and consumers.
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