A New Approach with NFTs for Promoting Attendance at Gotanda Marche and Gotanda Shokudo
SUSHI TOP MARKETING and Japan Post Real Estate conducted an NFT-based proof-of-concept at 'Gotanda Marche' in the Gotanda JP Building. An instant coupon linked to a questionnaire achieved a 90% usage rate, visualizing and promoting visitor circulation.
📋 Article Processing Timeline
- 📰 Published: April 23, 2026 at 20:00
- 🔍 Collected: April 23, 2026 at 11:31
- 🤖 AI Analyzed: April 24, 2026 at 01:27 (13h 55m after Collected)
SUSHI TOP MARKETING Co., Ltd. (Headquarters: Chiyoda-ku, Tokyo, Representative Director and CEO: Daisuke Tokunaga, hereinafter 'the Company') provided the 'Token Graph Marketer,' which handles everything consistently from NFT distribution to analysis, at the 'Gotanda Marche' hosted by Japan Post Real Estate Co., Ltd. (Chiyoda-ku, Tokyo, Representative Director and President: Akira Ikeda) at the Gotanda JP Building. They conducted a two-part proof-of-concept experiment aimed at promoting attendance and facility circulation.
In the first phase (November 28-29, 2025), they designed a system where acquiring stamps at various Marche stalls led to dining (actual consumption) at the Gotanda Shokudo (food hall) on the 1st floor of the Gotanda JP Building. It was revealed that about 1 in 5 participants actually used the Gotanda Shokudo. Furthermore, by cross-referencing contact data from both online (Instagram) and offline (flyers) channels with NFT acquisition data, they quantitatively analyzed how each medium influenced attendance and dining behavior.
In the second phase (March 27-28, 2026), they introduced NFT distribution linked to questionnaire responses. Through a design where 'answering a survey instantly yields a coupon,' they achieved a high conversion rate, with approximately 90% of survey respondents utilizing their coupons. Additionally, about 10% of participants were repeat visitors to both phases, confirming the formation of a core user base across the initiatives.
◾️ Background and Objectives
At the Gotanda JP Building, 'Gotanda Marche' has been held regularly since its first occurrence in May 2025, aiming to be a 'place of small discoveries and encounters where people can easily drop by after work or during meals.' They are also promoting the revitalization of the facility centered around Gotanda Shokudo.
In response to these efforts, the Company designed and provided a system that leverages NFTs to visualize the sequential behavior of 'attendance -> circulation -> consumption' as data.
◾️ Overview of the Initiatives
Phase 1: NFT Digital Stamp Rally (November 28-29, 2025)
Dates: Friday, November 28, and Saturday, November 29, 2025
Venue: Gotanda JP Building (8-4-13 Shinagawa-ku, Tokyo)
Number of spots: 32 spots (Marche vendor booths, Instagram, flyers, etc.)
Benefit: A 500-yen coupon usable at Gotanda Shokudo (collect 2 stamps to get a 500-yen coupon, up to a maximum of 3.)
[Participant Experience Flow]
▶ Marche participation directly leads to 'visiting Gotanda Shokudo'
While participating in the stamp rally was designed as a fun aspect of the Marche, restricting the use of the reward coupons to Gotanda Shokudo naturally guided Marche attendees to the facility's tenants.
[Results of Implementation]
About 1 in 5 participants who acquired a store stamp at the venue (any of the 32 types) actually used Gotanda Shokudo, confirming that about 1 in 5 took consumption action at a facility tenant triggered by their Marche participation.
Also, about 50 of the Instagram viewers acquired stamps at the venue, succeeding in quantitatively grasping the correlation between SNS contact and attendance behavior. By cross-referencing NFT acquisition data with contact data from Instagram and flyers, they achieved for the first time the visualization of circulation routes, showing 'which medium led to attendance and consumption.'
◾️ Phase 2: Survey-Linked Coupon Distribution (March 27-28, 2026)
In the second phase, they introduced an end-to-end design of 'answering a survey = acquiring an NFT = granting a coupon.' Answering a brief survey via a QR code set up at the venue instantly granted an NFT and provided a 500-yen coupon usable at Gotanda Shokudo. By functioning as an 'instant reward' for completing the survey, the coupon heightened visitors' motivation to participate.
Dates: Friday, March 27, and Saturday, March 28, 2026
Venue: Gotanda JP Building (8-4-13 Shinagawa-ku, Tokyo)
Participation method: Scan the venue QR code -> Answer survey -> Receive NFT -> Acquire 500-yen coupon
Benefit: A 500-yen coupon usable at Gotanda Shokudo
[Participant Experience Flow]
▶ An 'Acquire = Use' design achieved an approx. 90% coupon usage rate
The design where a coupon is instantly granted after answering the survey created a natural flow of 'using the received coupon right away,' realizing a high conversion rate of approx. 90% coupon usage. Additionally, an approx. 10% repeat rate across both phases was confirmed, indicating the presence of a fan base spanning the initiatives.
◾️ Significance of this Initiative
Conventionally, at marches and outdoor events, even if it was possible to grasp 'how many people attended,' there were almost no means to track 'where the attendees went and what they consumed afterward.' In this initiative, utilizing NFTs as digital stamps visualized the sequential behavior from event attendance to facility circulation and actual consumption.
In the first phase (November 28-29, 2025), they designed a system where acquiring stamps at various Marche stalls led to dining (actual consumption) at the Gotanda Shokudo (food hall) on the 1st floor of the Gotanda JP Building. It was revealed that about 1 in 5 participants actually used the Gotanda Shokudo. Furthermore, by cross-referencing contact data from both online (Instagram) and offline (flyers) channels with NFT acquisition data, they quantitatively analyzed how each medium influenced attendance and dining behavior.
In the second phase (March 27-28, 2026), they introduced NFT distribution linked to questionnaire responses. Through a design where 'answering a survey instantly yields a coupon,' they achieved a high conversion rate, with approximately 90% of survey respondents utilizing their coupons. Additionally, about 10% of participants were repeat visitors to both phases, confirming the formation of a core user base across the initiatives.
◾️ Background and Objectives
At the Gotanda JP Building, 'Gotanda Marche' has been held regularly since its first occurrence in May 2025, aiming to be a 'place of small discoveries and encounters where people can easily drop by after work or during meals.' They are also promoting the revitalization of the facility centered around Gotanda Shokudo.
In response to these efforts, the Company designed and provided a system that leverages NFTs to visualize the sequential behavior of 'attendance -> circulation -> consumption' as data.
◾️ Overview of the Initiatives
Phase 1: NFT Digital Stamp Rally (November 28-29, 2025)
Dates: Friday, November 28, and Saturday, November 29, 2025
Venue: Gotanda JP Building (8-4-13 Shinagawa-ku, Tokyo)
Number of spots: 32 spots (Marche vendor booths, Instagram, flyers, etc.)
Benefit: A 500-yen coupon usable at Gotanda Shokudo (collect 2 stamps to get a 500-yen coupon, up to a maximum of 3.)
[Participant Experience Flow]
▶ Marche participation directly leads to 'visiting Gotanda Shokudo'
While participating in the stamp rally was designed as a fun aspect of the Marche, restricting the use of the reward coupons to Gotanda Shokudo naturally guided Marche attendees to the facility's tenants.
[Results of Implementation]
About 1 in 5 participants who acquired a store stamp at the venue (any of the 32 types) actually used Gotanda Shokudo, confirming that about 1 in 5 took consumption action at a facility tenant triggered by their Marche participation.
Also, about 50 of the Instagram viewers acquired stamps at the venue, succeeding in quantitatively grasping the correlation between SNS contact and attendance behavior. By cross-referencing NFT acquisition data with contact data from Instagram and flyers, they achieved for the first time the visualization of circulation routes, showing 'which medium led to attendance and consumption.'
◾️ Phase 2: Survey-Linked Coupon Distribution (March 27-28, 2026)
In the second phase, they introduced an end-to-end design of 'answering a survey = acquiring an NFT = granting a coupon.' Answering a brief survey via a QR code set up at the venue instantly granted an NFT and provided a 500-yen coupon usable at Gotanda Shokudo. By functioning as an 'instant reward' for completing the survey, the coupon heightened visitors' motivation to participate.
Dates: Friday, March 27, and Saturday, March 28, 2026
Venue: Gotanda JP Building (8-4-13 Shinagawa-ku, Tokyo)
Participation method: Scan the venue QR code -> Answer survey -> Receive NFT -> Acquire 500-yen coupon
Benefit: A 500-yen coupon usable at Gotanda Shokudo
[Participant Experience Flow]
▶ An 'Acquire = Use' design achieved an approx. 90% coupon usage rate
The design where a coupon is instantly granted after answering the survey created a natural flow of 'using the received coupon right away,' realizing a high conversion rate of approx. 90% coupon usage. Additionally, an approx. 10% repeat rate across both phases was confirmed, indicating the presence of a fan base spanning the initiatives.
◾️ Significance of this Initiative
Conventionally, at marches and outdoor events, even if it was possible to grasp 'how many people attended,' there were almost no means to track 'where the attendees went and what they consumed afterward.' In this initiative, utilizing NFTs as digital stamps visualized the sequential behavior from event attendance to facility circulation and actual consumption.