Project Overview

This proposal outlines a strategic marketing initiative aimed at attracting incoming liquidity to Cardano by increasing its brand awareness, fostering partnerships, and engaging the developer community in Japan. The focus is on establishing Cardano as a trusted, credible, and scalable blockchain platform in the Japanese market through targeted social media management, KOL marketing, scalable media exposure, and cross-marketing activities.

Key Objectives

1. Attract Incoming Liquidity

   • Foster Partnerships with Key Japanese Web3 Stakeholders: Establish Cardano as a central hub for blockchain communication in Japan by building strategic alliances across various sectors, particularly in the Web3 and gaming industries. The goal is to explore opportunities for collaboration that can drive growth within the Japanese market.
   • Boost Brand Awareness and Trust: Enhance Cardano's visibility and credibility by showcasing successful partnerships and collaborations, demonstrating the platform's global reach and success stories from around the world.
   • Drive Developer Engagement: Organize hands-on events such as live demos, workshops, and developer meetups to highlight the merits of building on Cardano. Educational campaigns will be launched to increase understanding of Cardano’s technology and its potential to power scalable decentralized applications (dApps).

2. Tailored Social Media Management

   By managing Cardano’s social media accounts, particularly on platforms popular in Japan like X (Twitter), Telegram, and LINE, the proposal aims to maximize exposure across different channels. The goal is to grow Cardano’s presence in the Japanese Web3 space and engage the local developer community through consistent content creation, community interaction, and follower growth.

3. KOL Marketing and Media Exposure

   KOL (Key Opinion Leader) marketing is integral to raising Cardano’s visibility within the Web3 and gaming communities. With a dedicated network of gaming-focused and tech-focused influencers, the initiative will generate posts, discussions, and collaborations that boost Cardano's profile. Additionally, targeted media exposure on Japanese Web3 media outlets like CoinPost and Cointelegraph will further cement Cardano’s presence and credibility.

4. Cross-marketing & Partnership Support

   The proposal includes facilitating cross-marketing opportunities at external events and securing partnerships with major players in Japan’s Web3 ecosystem. By co-hosting events and promoting Cardano as a “community partner,” this initiative ensures that Cardano's brand is prominently featured in key industry gatherings, fostering further interest and partnerships.

5. Scalable Media Exposure

   A combination of paid media campaigns, press releases, and coverage on popular Japanese Web3 media platforms will ensure broad and consistent exposure for Cardano. The focus is on spreading Cardano’s message through articles, updates, and industry-related content that resonates with both developers and investors in Japan.

Targeted Platforms and Content Strategy

• X (Twitter): The strategy will involve creating original, localized content and engaging posts designed to increase followers and drive interactions. The target is to grow Cardano’s followers by 7,000 over six months through strategic posting and the use of tools like Galxe/QuestN for follower growth.
• Telegram and LINE: Aimed at building engaged communities, these platforms will focus on providing regular updates, discussions, and Q&A sessions to foster active participation from Japanese developers and tech enthusiasts.

Marketing Approach and Success Cases

• Tailored Social Media Management: The management of Cardano’s presence on X, Telegram, and LINE will include content creation, follower growth strategies, and community engagement. The initiative will be based on the successes of similar campaigns, including SUI Japan, where social media management and KOL marketing resulted in a 68% follower increase within two months.
• KOL Marketing: The proposal targets nine KOLs, with a focus on gaming and tech influencers, ensuring that Cardano’s key updates and messages reach a broad audience.
• Consistent Communication and Reporting: Biweekly reports will track the performance of marketing activities, including KOL posts, social media growth, and community engagement metrics. This ensures that the initiative remains data-driven and aligned with the overarching goals of attracting liquidity and raising brand awareness.

Partnership and Event Strategy

• Cross-marketing: The proposal guarantees at least one cross-marketing event per month, with Cardano being promoted as a partner. Upcoming events like TeamZ Summit in April will include prominent Cardano branding and visibility.
• Partnership Support: Pacific Meta’s extensive network of Web3 developers and enterprises will be leveraged to secure strategic partnerships with key players in the Japanese market, ensuring that Cardano's ecosystem continues to expand and gain traction.

Expected Outcomes and KPIs

• Milestones: The proposal sets clear KPIs for social media growth (e.g., reaching 7,000 X followers by September 30) and community development (e.g., growing Telegram/LINE memberships to 700). Monthly reporting will track the progress against these targets.
• Success Metrics: The impact of this initiative will be measured through follower growth, media impressions, event participation, and the overall increase in developer engagement and collaboration within the Japanese market.

Conclusion

This proposal outlines a comprehensive marketing strategy to boost Cardano's brand awareness, build strategic partnerships, and engage developers in Japan’s Web3 ecosystem. Through targeted social media management, KOL marketing, media exposure, and cross-marketing initiatives, the proposal aims to establish Cardano as a trusted and scalable platform in Japan, attracting significant liquidity and fostering long-term growth in the region.

Challenges Facing Cardano in Japan (2025) – Summary

1. Public Awareness and Perception

Cardano has strong name recognition in Japan, largely due to its 2015–2017 ADA presale where over 90% of participants were Japanese. This earned it the nickname “Ethereum of Japan.” However, early MLM-style marketing and project delays led to scam rumors, which still affect public perception. Media coverage has been sparse or negative, and many think Cardano is outdated or stalled at its 2019 state. While Ethereum is seen as powering DeFi and NFTs, Cardano is viewed as academic and slow, with Solana also overshadowing it in performance discussions.

Japanese crypto users show some loyalty, with ADA often ranking in top-trending coins locally, but misconceptions persist due to limited Japanese-language resources and little mainstream media coverage. Overcoming this requires proactive outreach, addressing outdated views, and differentiating Cardano from Ethereum and Solana.

Key Takeaways:

Strong early presence in Japan, but damaged by MLM tactics and delays.

Outdated or negative perceptions linger; many are unaware of Cardano’s progress.

ADA retains popularity among investors, but broader understanding is limited.

Addressing misinformation and increasing visibility is crucial.

2. Developer and Builder Adoption

Japanese developer adoption is limited. Cardano’s smart contracts use Haskell (Plutus), a less familiar language than Ethereum’s Solidity, and much documentation is in English, creating barriers. Ethereum and Solana have thriving local developer communities, frequent hackathons, and abundant resources, making them more attractive.

Cardano’s ecosystem is still young. By early 2024, Cardano had around 40 protocols compared to Ethereum’s 1,296. However, initiatives like the SPO Japan Guild and Emurgo’s hackathons are helping. Translations of development tools and educational programs are underway, and new infrastructure like JPNFT (for IP certification) is addressing gaps important to Japanese creators.

To grow adoption, Cardano needs more Japanese-language resources, success stories, and developer-friendly tools to compete with Ethereum and Solana.

Key Takeaways:

Language and tooling barriers hinder Japanese developer adoption.

Smaller DApp ecosystem makes Cardano less attractive to builders.

Emurgo and local initiatives are bridging gaps with events and education.

Success hinges on showcasing Japanese-led Cardano projects and reducing entry barriers.

3. Institutional Partnerships and Enterprise Usage

Cardano has academic partnerships in Japan, like collaborations with Tokyo Institute of Technology and Tokyo University of Science. These focus on education and research to build local blockchain expertise.

Enterprise adoption is early but promising. In 2024, Emurgo and Kinka Gold launched XNK, a gold-backed token on Cardano, meeting Japan’s strict gold standards. This shows potential for regulated asset tokenization.

However, Cardano lacks major corporate deployments. Japanese businesses prefer familiar solutions like Ethereum or Hyperledger. While ADA cleared regulatory hurdles for exchange listings, enterprises want proven scalability and local support before committing.

Efforts continue: Cardano’s founder has engaged with Japanese policymakers, laying groundwork for future projects. To succeed, Cardano must build trust, demonstrate value, and align with Japan’s regulatory environment.

Key Takeaways:

Strong academic ties but limited enterprise use.

Early use-case: tokenized gold (XNK) shows promise.

Conservative enterprise culture and preference for proven solutions slow adoption.

Building local trust and success stories is essential for enterprise growth.

4. Media Coverage and Sentiment

Initial media coverage (2017–2019) was positive, with major outlets like NHK featuring Cardano. Over time, attention faded and sentiment turned neutral to negative. Cardano is often overshadowed by Ethereum and Solana in Japanese media, especially during DeFi and NFT booms.

Media narratives often echo global criticisms of Cardano (e.g., being slow or speculative). A lack of balanced analysis allows FUD to persist. However, niche blogs and some analysts appreciate Cardano’s cautious, research-driven approach. Recent efforts are improving visibility, like launching a Japan-focused Cardano magazine and pitching positive stories to tech outlets.

To shift sentiment, Cardano needs consistent, proactive engagement with Japanese media and influencers, providing accurate updates and highlighting successes.

Key Takeaways:

Early media interest faded; Cardano is now underrepresented.

FUD and outdated perceptions dominate public sentiment.

Community efforts aim to improve coverage and correct misinformation.

Proactive outreach and educational content are key to rebuilding reputation.

Proposal Summary: Tackling Cardano’s Challenges in Japan

The proposal focuses on four main areas:

1. Public Awareness

Targeted social media strategy on X (Twitter), Telegram, LINE.

Work with KOLs (in gaming and tech) to spread positive messaging.

Paid media placements in top Japanese crypto outlets (CoinPost, Cointelegraph, etc.).

2. Developer Adoption

Hands-on events: workshops and demos to onboard developers.

Educational campaigns with localized content and tutorials.

Build developer communities on Telegram/LINE for support and collaboration.

3. Institutional Partnerships

Collaborate with AKINDO, Gumi, and feature Cardano at industry events.

Promote Cardano’s enterprise-readiness and successful use-cases.

Engage with enterprises through case studies and targeted outreach.

4. Media Sentiment

Proactive press releases and media outreach.

Localized educational content to explain Cardano’s value.

Partner with influencers (KOLs) to spread accurate, positive information.

Conclusion: By combining localized marketing, developer education, institutional outreach, and media engagement, the proposal aims to rebuild Cardano’s reputation in Japan, grow adoption, and position Cardano as a trusted, innovative platform in the Japanese market.

If the proposal is implemented, the benefits would be multifaceted, impacting several key areas of the Cardano community in Japan, as well as the broader global Cardano ecosystem. Here's a breakdown of the expected benefits for each community:

1. Benefit to Cardano's Developer Community in Japan

• Increased Developer Adoption: The proposal’s emphasis on hands-on events, workshops, and educational campaigns will lower the barrier to entry for Japanese developers, allowing them to understand and start building on Cardano’s platform. By providing localized resources and developer support, more Japanese developers will be encouraged to use Plutus (Cardano’s smart contract platform) to build decentralized applications (dApps).
• Expanded Developer Ecosystem: With developer meetups and community-building activities through Telegram/LINE groups, the proposal fosters a collaborative environment, encouraging Japanese developers to share resources and knowledge, thus expanding the Cardano developer ecosystem in Japan.
• Access to Educational Materials: The proposal will provide translated materials and tutorials in Japanese, making it easier for developers to learn and apply Cardano’s technology. This will be especially beneficial for developers not fluent in English, ensuring broader participation in Cardano’s growth.

2. Benefit to the General Cardano Community in Japan

• Increased Public Awareness: The proposal’s social media strategy (through X, Telegram, and LINE) will enhance public awareness of Cardano’s unique features and recent developments. With a dedicated focus on localized content and community engagement, the proposal will improve the public perception of Cardano, correcting misconceptions and highlighting its capabilities in decentralized finance (DeFi), scalability, and security.
• Brand Credibility: Through KOL marketing and media exposure in Japanese outlets such as CoinPost and Cointelegraph, Cardano’s brand credibility will be significantly strengthened, positioning it as a trusted platform in the Japanese Web3 space. This could help shift sentiment from skepticism to active support.
• Stronger Community Engagement: By growing communities on Telegram and LINE, Japanese Cardano users will have more opportunities to connect, share insights, and participate in discussions, fostering a more engaged and active Cardano community in Japan.

3. Benefit to Cardano’s Institutional and Enterprise Community

• Institutional Visibility: The cross-marketing strategy with AKINDO, Gumi, and other partners will increase Cardano’s visibility within Japanese institutions and enterprises. By showcasing Cardano’s enterprise capabilities and involvement in initiatives such as tokenization of gold, Cardano can attract corporate interest from industries looking to explore blockchain solutions.
• Enterprise Adoption: The scalable media exposure and institutional outreach will introduce Cardano to a wider enterprise audience in Japan, encouraging larger companies to consider using Cardano for supply chain management, digital asset creation, or tokenized finance. As enterprises become more familiar with Cardano’s technology, we could see real-world deployments and partnerships emerge, driving further growth for the platform in Japan.
• Partnerships in Key Industries: By participating in industry events and establishing strategic partnerships with Japanese companies, Cardano could solidify its place in the growing blockchain adoption space within industries like finance, gaming, and NFTs. This could lead to enterprise-led initiatives and innovative use cases powered by Cardano.

4. Benefit to the Broader Global Cardano Ecosystem

• Increased Global Recognition: As Cardano strengthens its position in Japan, one of the most important crypto markets in Asia, it will bolster its global reputation. Success in Japan could inspire other regions to look at Cardano as a viable blockchain platform for developers, enterprises, and investors alike.
• Expansion of Cardano’s Ecosystem: The efforts to attract developers and enterprises in Japan will directly contribute to Cardano’s overall ecosystem growth, with new dApps, services, and projects potentially being built on the platform. The Japanese market, with its strong gaming industry, NFT interest, and financial innovations, could provide Cardano with high-profile use cases that would resonate globally.
• Positive Network Effect: As Japanese developers, enterprises, and consumers engage with Cardano, their involvement could lead to a network effect where global visibility and demand for Cardano products and services increase. This could attract further investment into the ecosystem, boosting Cardano’s standing within the broader blockchain space.

5. Long-Term Sustainability and Growth

• Building a Sustainable Ecosystem: By fostering local communities, building relationships with influencers, and engaging institutions, the proposal ensures that Cardano’s expansion in Japan is not just a one-time event but a sustainable effort that continues to grow over time. These grassroots initiatives will lay the foundation for long-term success, making Cardano a prominent platform in Japan's blockchain ecosystem.
• Local Innovation: The proposal’s focus on developer adoption and community engagement will lead to local innovation within Cardano’s ecosystem. By tapping into Japan’s strong technology sector, Cardano may see new ideas, dApps, and use cases emerge, fostering continuous innovation and ensuring the platform’s relevance in an ever-changing blockchain landscape.

Conclusion

By implementing this proposal, the Cardano ecosystem in Japan stands to benefit from increased public awareness, developer adoption, enterprise partnerships, and media coverage. The targeted efforts outlined in the proposal aim to build a more engaged and knowledgeable Cardano community, foster strategic partnerships with key players in Japanese industry, and correct misconceptions to shape a more positive perception of the platform. This will not only contribute to Cardano’s growth in Japan but also enhance its global reputation and long-term sustainability in the blockchain space.

• Social Media Growth
  • X (Twitter) Followers Milestones:
    • 1,000 followers by April 30
    • 2,000 followers by May 31
    • 3,000 followers by June 30
    • 4,000 followers by July 31
    • 5,000 followers by August 31
    • 7,000 followers by September 30
  • Telegram/LINE Open Chat Members Milestones:
    • 100 members by April 30
    • 200 members by May 31
    • 300 members by June 30
    • 400 members by July 31
    • 500 members by August 31
    • 700 members by September 30
• Content Creation & Community Engagement
  • Post 5-7 original or translated content pieces weekly on X, Telegram, and LINE.
  • Foster community interaction through regular polls, Q&A, and discussions.
• KOL Marketing
  • Publish 9 posts per month across 9 KOLs.
  • Increase Cardano’s visibility through gaming and tech influencers engaging their audiences.
• Hackathon
  • Execute 1 hackathon every 6 months
  • Facilitate beginners to learn about the technology and pick up necessary knowledge to start building their first prototype on Cardano
• Cross-Marketing & Event Promotion
  • Execute 1 cross-marketing activity per month (e.g., logo placement, event promotion) at key industry events.
• Media Exposure & Press Releases
  • Publish 3 press releases on CoinPost, Cointelegraph, and Pacific Meta Magazine (focused on Cardano’s milestones).
  • Drive paid media campaigns to reach broader audiences on Japanese Web3 media platforms.
• Reporting & Monitoring
  • Provide biweekly reports detailing key performance metrics, including:
    • KOL engagement (impressions, clicks, and interaction rates)
    • Social media growth (followers, members, engagement rates)
    • Content performance (reach, impressions, engagement)
  • Track the growth and effectiveness of all marketing efforts in real-time to adjust strategies as needed.

• Tailored Social Media Management
  • X: Monthly Price: $3,600, Quantity: 6 months, Sub-total: $21,600
  • Telegram/LINE: Monthly Price: $3,600, Quantity: 6 months, Sub-total: $21,600
• KOL Marketing
  • Monthly Price: $5,600, Quantity: 6 months, Sub-total: $33,600
• Consistent Communication & Reporting
  • Monthly Price: $0, Quantity: 0, Sub-total: $0 (Included with KOL Marketing and Tailored Social Media Management)
• Scalable Media Exposure
  • Commission Fee: Monthly Price: $2,700, Quantity: 1, Sub-total: $2,700 (Includes article creation, direction, communication with media companies, and reporting)
  • CoinPost: Monthly Price: $2,500, Quantity: 1, Sub-total: $2,500
  • Cointelegraph: Monthly Price: $1,200, Quantity: 1, Sub-total: $1,200
  • Pacific Meta Magazine: Monthly Price: $500, Quantity: 1, Sub-total: $500
• Hackathon
  • Sub-total: $29,600
• Cross-marketing & Partnership Support
  • Monthly Price: $2,000, Quantity: 6 months, Sub-total: $12,000

GRAND TOTAL: $125,300

Main team of 6 full time members and the backing entity of 30+ full time professional

Pacific Meta and its team bring extensive expertise in Web3 marketing, community engagement, and partnership development, specifically within the Japanese market.

Company Experience:

Web3 Ecosystem Management: Pacific Meta has successfully managed social media, built communities, and executed KOL marketing campaigns for leading Web3 projects like Polkadot, Sui Japan, and SuperWalk in Japan.

Event Management: The company has organized over 40 Web3 events (e.g., GDC 2024, TeamZ Summit) and has strong relationships with Japanese Web3 media outlets like CoinPost and Cointelegraph.

Strategic Partnerships: Leveraging a vast network in Japan, Pacific Meta facilitates partnerships with key players like AKINDO and Gumi, enhancing Cardano's visibility and influence.

Team Experience:

Kousei Sho (Co-Founder/Head of Global Business Development): Cross-border business development experience, formerly at ByteDance China, and ambassador for BGA Japan. Trilingual in Japanese, Chinese, and English.

Kento Ichikawa (Marketing Manager): Expertise in digital marketing and consulting for Japanese companies expanding internationally, with deep knowledge of the Japanese market.

Yukiya Mizuwaki (Content Marketing Manager): Leading Web3 KOL in Japan with experience managing X (Twitter) accounts for Polkadot and Sanpo Chain. Recognized in Top 50 Web3 figures in 2023.

Andy Hung (Global Business Development Manager): Cross-border project management background with CARV and Moongate. Trilingual in English, Japanese, and Chinese.

Dai Mori (Sales & Operations Manager): Experienced in corporate sales, Web3 business development, and event management, having overseen 40+ Web3 events.

Hiromitsu Higashi (Marketing Associate): Background in marketing and event organization for Web3 projects like DIG Shibuya. Quadrilingual and experienced in global marketing support.

Pacific Meta’s team, with their expertise in marketing, community building, and partnership development in the Japanese Web3 space, is well-positioned to drive Cardano's success in Japan, boosting brand awareness, developer engagement, and liquidity.

• For the 6 months of service period as stated in the proposal, regular reporting will be provided for progress tracking.
• Before the end of the 6 months period, proposal for the extension/upgrade of the proposal.

https://x.com/OfficialKavinda/status/1904772758330106170