With COVID-19 now classified as a Category 5 infectious disease, business development focused on the post-pandemic era is gradually gaining momentum. Approaches to stimulate consumer spending and explore new revenue streams are emerging, particularly in the tourism and sports industries. These include "adventure tourism," combining elements like nature and activities, and "fan tokens," aimed at supporting sports teams. Knowing the trending buzzwords of the moment provides valuable insights for catching the shifts of the times and devising business strategies aligned with them. This article highlights five trending buzzwords currently making waves.
Expectations for regional revitalization.Focus on"Adventure Tourism"
With COVID-19 reclassified as a Category 5 infectious disease, "Adventure Tourism (AT)" is gaining attention as a new approach to stimulate travel demand. It refers to travel and tourism that combines two or more of the three elements: "nature," "activities," and "cross-cultural experiences (cultural immersion)." Alongside hiking and trekking, ecotourism—which lets visitors experience unique local natural environments and cultural attractions—is one such form. It is also expected to contribute to regional revitalization by boosting local economies and creating jobs. Responding to tourists' desire for "special experiences worth spending money on," AT is expanding its market, particularly in Europe and America. In Japan too, initiatives are underway to cultivate it into a major tourism industry venture through collaboration between companies and local governments. Those involved in tourism and outdoor businesses may find it particularly worthwhile to follow this trend.
Articles related toAdventure Tourism covered by Dentsu-ho can be found here
"VFR" is a new approach to inbound demand
"VFR (Visiting Friends and Relatives)" is expected to be a key strategy for recovering inbound tourism, which declined due to the COVID-19 pandemic. As the name suggests, this refers to travel specifically for the purpose of visiting friends or relatives residing overseas or at a significant distance. Internationally, it is widely recognized as a market second only to tourism in scale and is characterized by a higher rate of repeat visitors compared to purely tourist trips. Key strategies to boost visitor numbers include enhancing services to support repeat visits, such as improving reservation systems for transportation, strengthening word-of-mouth through social media, and promoting consumption via coupons. With the number of foreign residents in Japan also on the rise and interpersonal connections regaining importance, VFR presents new business opportunities built upon the foundation of inbound demand.
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Blockchain for Fan Activities? What Are " Fan Tokens "?
While various types of tokens are distributed on blockchain, this article focuses on "Fan Tokens," which are gaining attention as a new fundraising method, particularly in the sports and entertainment industries. Among the many cryptocurrencies, they have the unique feature of being specifically designed for supporting and cheering on entities like sports teams. Fans can purchase tokens to participate in team operations and gain access to special experiences through VIP tickets. For issuers, token sales generate revenue while also strengthening fan engagement and boosting team popularity. In Japan, despite lingering legal challenges, expectations are growing for how supporting local teams through fan activities can contribute to regional revitalization. Beyond sports, how can other industries and communities walk alongside their fans? Why not consider this as a hint for leveraging engagement in business?
Articles related to Fan Tokens (Sports Tokens) covered by Dentsu-ho can be found here
A New Approach to Disaster Prevention Linked to SDGs: What is " Phase-Free "?
As September 1st, Disaster Prevention Day, approaches, many people may be taking this opportunity to prepare disaster supplies. A new keyword related to disaster preparedness is "Phase-Free." This concept involves utilizing everyday products and services as disaster supplies. Examples include hybrid vehicles that can switch power sources—gasoline during normal times and electricity during emergencies—and bags made of super-hydrophobic fabric that can transport water in emergencies. Beyond products, outdoor mist systems that help prevent fire spread are another example. While disaster supplies often face the issue of "taking up space without daily use," phase-free items designed for everyday functionality align well with the SDGs in terms of maximizing resource use and the "space efficiency" concept we previously introduced. Why not consider incorporating phase-free as a key selling point in your product development and promotions?
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Web3.0 Trends in SNS. " Decentralized SNS " Platforms Emerge One After Another
Following changes in major SNS platforms' operating policies, several SNS platforms are gaining attention as potential alternatives for users dissatisfied with these changes. Many of these are referred to as "decentralized SNS." Built on blockchain, "decentralized SNS" are services classified under Web3.0. They are characterized by the absence of a central administrator, like traditional SNS, and are operated through democratic mechanisms such as DAOs (Decentralized Autonomous Organizations). Key advantages unique to decentralization include the potential to monetize posts, lower risks of hacking and system failures, and the assurance of free speech. While user numbers remain modest at present, SNS platforms have historically undergone transformations driven by shifts in major players, suggesting this current movement could be another such sign. We should keep a close eye on future developments.
Articles related to decentralized SNS covered by Dentsu-ho can be found here
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This month, we introduced trending keywords gaining attention as people's movements become more active again amid the post-pandemic shift, such as "adventure tourism" and "VFR." In the digital realm, terms like "Fan Tokens" and "Decentralized SNS" are also drawing attention within the Web3.0 context, as we consider how services will evolve from traditional models. If you're grappling with how to align your business approach with new value standards as people's behaviors and mindsets shift, or if you're contemplating communication strategies and service deployment in the Web3.0 era, please don't hesitate to reach out to us.
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