Nichinichi Direct and BitTrade Sign Basic Agreement on Web3 Collaboration

Nichinichi Direct Co., Ltd. (Headquarters: Minato-ku, Tokyo; President and CEO: Akitaka Mizutani; hereinafter 'Nichinichi Direct') has signed a basic agreement (MOU) with BitTrade Co., Ltd. (Headquarters: Minato-ku, Tokyo; President and CEO: Rui Seki; hereinafter 'BitTrade'), a licensed cryptocurrency exchange operator, as part of its initiative to evolve from a general direct sales company into a comprehensive service provider centered on 'entertainment, global, and DX'—a Web3.0 enterprise.

Nichinichi Direct aims to transform Web3, often perceived as 'difficult and intimidating,' into an accessible and secure experience for everyday consumers by combining its expertise in 'payments, membership, loyalty, and support' gained from years in e-commerce and direct sales with Web3 technologies. Through this MOU, the two companies will discuss service integration in the cryptocurrency and Web3 sectors, registration for cryptocurrency service intermediary operations, support for the AYET project, and potential capital collaboration.

■ Background of the Agreement

Since its launch in 1977, Nichinichi Direct has built strong consumer touchpoints through TV, radio, newspapers, catalogs, e-commerce, and call centers. In recent years, the company has been evolving beyond traditional direct sales into a comprehensive service enterprise focused on 'entertainment, global, and digital transformation (DX).'

Within this transformation, Web3 is a top strategic priority. Rather than emphasizing speculation, Nichinichi Direct is committed to implementing Web3 through practical use cases—such as everyday shopping applications and systems that support fans, creators, and local communities. Leveraging its expertise in membership systems, product development, marketing, and customer support from its e-commerce operations, the company aims to design user experiences that are both intuitive and secure for Web3 newcomers.

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BitTrade operates as a licensed cryptocurrency exchange and Type I Financial Instruments Business Operator. With this agreement, the company will combine its deep expertise in cryptocurrency with Nichinichi Direct’s consumer reach and content planning capabilities to explore new initiatives in the Web3.0 and cryptocurrency service sectors.

■ Three Key Initiatives Under Discussion

1. Capital Collaboration Discussions

Nichinichi Direct and BitTrade will begin discussions on the possibility of capital tie-ups to establish a long-term collaborative framework. By integrating their respective business assets, the companies aim to enhance value in the Web3.0 space and create new business opportunities.

2. Registration for Cryptocurrency Service Intermediary Operations

The amendment to the Fund Settlement Law, enacted on June 6, 2025, introduced a new category: 'Electronic Payment Methods and Cryptocurrency Service Intermediary Operations.' Nichinichi Direct is considering future registration for this license, with BitTrade supporting its preparation and evaluation.

As previously announced, Nichinichi Direct prioritizes 'cautious scheme design' based on regulations and guidelines, along with 'user-friendly UX and robust support systems,' to ensure even Web3 and cryptocurrency beginners can use services safely and confidently.

3. Support for the AYET Project

BitTrade aims to conduct qualified institutional investor sales (professional token sales) of 'AYET,' a cryptocurrency issued by AKBT Inc. (hereinafter 'AKBT'), for which Nichinichi Direct serves as a project promotion partner, under commission from AKBT.

The AYET project aims to create new fan experiences and intellectual properties (IP) in the entertainment sector. By supporting fundraising through professional token sales, BitTrade will help advance the project’s development.

■ Executive Comments

Rui Seki, President and CEO, BitTrade Co., Ltd.

'We are very pleased to have signed this basic agreement with Nichinichi Direct on Web3 collaboration. Nichinichi Direct has long-established consumer touchpoints through direct sales and e-commerce and is now aiming to innovate membership experiences and IP development in the Web3.0 space. At BitTrade, our mission is to deliver 'good products and good services.' Leveraging our expertise in Web3 and cryptocurrency services, we will support Nichinichi Direct’s registration efforts and the AYET project’s advancement, contributing to the realization of practical-use Web3 services.'

Akita Mizutani, President and CEO, Nichinichi Direct Co., Ltd.

'Our company is transforming beyond general direct sales into a comprehensive service enterprise centered on entertainment, global expansion, and digital transformation. Web3 is a top strategic focus—not merely to handle cryptocurrencies or tokens, but to build practical-use systems that integrate with everyday shopping, entertainment experiences, creator support, and membership services. By signing this agreement with BitTrade, a licensed cryptocurrency exchange, we now have a framework to carefully design compliant business models while discussing registration for cryptocurrency intermediary services, advancing the AYET project, and exploring capital collaboration. By combining Nichinichi Direct’s customer touchpoints and support capabilities with BitTrade’s expertise in cryptocurrency services, we aim to create new Web3 experiences that are easy to understand and safe for all customers to participate in.'

＜Company Overview＞

■ Nichinichi Direct Co., Ltd.

Headquarters: 3-20-5 Toranomon, Minato-ku, Tokyo, Itoyu Building 3F

Representative: President and CEO Akitaka Mizutani

Founded: October 1977 (launch of Nichinichi Direct brand)

Business: Comprehensive services (direct sales/e-commerce, content planning, advertising and promotional support, etc.)

URL: https://corporate.666-666.jp

■ BitTrade Co., Ltd.

Headquarters: 1-1-1 Nishishinbashi, Minato-ku, Tokyo

Representative: President and CEO Rui Seki

Business: Cryptocurrency exchange and Type I Financial Instruments Business

Cryptocurrency Exchange Operator: Kanto Finance Bureau License No. 00007

Financial Instruments Business Operator: Kanto Finance Bureau (Securities) No. 3295

URL: https://www.bittrade.co.jp/