In Greek mythology Hermes is considered the god of communication known for his speed and role as a messenger.

This is a comprehensive communications and market engagement initiative designed to support Cardano ecosystem participants in re-establishing Cardano’s leadership in the blockchain space.

Rooted in a focused, Cardano-first approach, this initiative delivers consistent messaging, localized storytelling, and media engagement to amplify Cardano’s voice across Japan with consideration for approach in Singapore and Vietnam as well as Korea.

Free from ties to competing protocols, our team is fully aligned with Cardano’s mission and positioned to deliver long-term value.

Through this initiative, we will:

• Develop a clear, localized narrative that communicates Cardano’s technological strengths, governance innovations, and ecosystem potential across social and mainstream media.

• Drive sustained media outreach and event-based communications to secure visibility in top-tier publications and platforms, while cultivating lasting relationships with key journalists and influencers.

• Facilitate high-impact engagement with enterprises, venture funds, institutions, and policymakers to foster trust, increase adoption, and reinforce Cardano’s position as a premier blockchain platform.

We will bring consistency, focus, and deliver concrete results for Cardano’s strategy in Japan and Asia creating the conditions needed for awareness, appreciation, meaningful growth, the right visibility, and community / market alignment.

To support Cardano’s reemergence as a leading blockchain platform in Japan will deliver a comprehensive, multi-phased communications and market engagement program. This will be executed in close coordination with the Cardano Foundation, EMURGO, IOG, and the broader community, ensuring strategic alignment and collaborative impact.

1: Strategic Narrative & Localization

1.1 Japanese Market Narrative Blueprint which is a master document outlining Cardano’s positioning, value propositions, and culturally resonant messaging for key audiences.

Definition of Done: Approved blueprint tested with Japanese stakeholder focus groups and validated by ecosystem partners.

1.2 Localized communications toolkit of press kits, fact sheets, and presentation decks translated and adapted for Japan, adhering to cultural and linguistic standards.

Definition of Done: Delivery of high-quality, ready-for-distribution assets across press and enterprise channels.

2: Media & Influencer Engagement

2.1 Media outreach & coverage for a targeted media plan with media lists and story angles tailored to crypto/Web3 industry, business, tech, and mainstream publications.

Definition of Done: Plan delivered and outreach executed with placements in several media outlets.

2.2 Influencer activation program and engagement plan for top Web3 and enterprise voices, including co-branded content, event collaborations, and interviews.

Definition of Done: Documented strategy with confirmed participation from pre-identified influencers aligned with Cardano values.

3: Institutional & Enterprise Engagement

3.1 Strategic stakeholder mapping for a comprehensive map of key institutions, enterprises, and policymakers, segmented by industry and potential Cardano application.

Definition of Done: Delivery of stakeholder map and initiated outreach to a defined subset.

3.2 Tailored outreach materials of localized decks and documents demonstrating Cardano’s relevance to institutional challenges (e.g., ESG, digital infrastructure, finance).

Definition of Done: Finalized and distributed content packages; ready for meetings and pitch sessions.

3.3 Engagement documentation including a record of meetings, presentations, and follow-ups with a goal of progressing toward partnership or pilot opportunities.

Definition of Done: Activity log with next-step commitments and outcomes for target institutions.

4: Media Execution & Ecosystem Visibility

4.1 Press Release Campaign

Monthly Ecosystem Highlights - Regular news releases spotlighting development milestones, community successes, and ecosystem growth. Target: Up to 4/month

Quarterly Thematic Reports Releases focused on governance, sustainability, enterprise use cases, and social impact.

Event-Specific Releases Timely content around Cardano events, translated for Japanese media before, during, and after events.

Definition of Done: Successful publication and distribution via wire and media list, with confirmation of reach metrics and visibility.

5: Executive Thought Leadership & Strategic Visibility

5.1 Regional Executive Positioning Strategy

Craft a targeted thought leadership strategy for key Cardano figures (e.g., selected project founders, ecosystem executives and leads) to shape public discourse and establish Cardano’s influence in Asia’s technology and blockchain sectors.

Definition of Done: Delivery of a regional strategy document detailing target media, themes, editorial calendars, and executive matchups.

5.2 Ghostwriting & Op-Ed Development

Produce and place high-impact thought pieces in top-tier regional and global outlets. Topics may include decentralized governance, blockchain for sustainability, and Web3 adoption.

Definition of Done: Minimum number of op-eds or authored pieces published or placed in targeted media outlets.

5.3 High-Level Speaking Engagements

Secure speaking slots and panels for Cardano executives at high-profile events across Asia, including Web3, fintech, sustainability, and digital policy conferences.

Definition of Done: Confirmed participation in a set number of strategic conferences with aligned messaging and visual branding.

6: Community Storytelling & Collaboration

6.1 Community Voice Activation

Spotlight projects, developers, and contributors from Japan and globally. Enable them with media training, talking points, and direct press opportunities.

Definition of Done: Minimum set number of community-originated stories published through PR or content channels on social media.

6.2 Influencer and Project Amplification

Collaborate with builders and thought leaders to co-develop media-friendly narratives and ensure maximum impact.

Definition of Done: Ongoing tracked engagement of projects featured in press or media outputs.

Phase 7: Content Distribution & Channel Strategy

7.1 Owned Media Optimization

Audit and align Cardano-owned channels in Japan (X, LINE, Discord, etc.) to support narrative consistency.

7.2 Social & Community Amplification

Coordinate timing and messaging across social media, Discord, and Telegram to mobilize the community around Cardano media wins.

Definition of Done: Content calendar established and executed; community engagement metrics reviewed monthly.

Phase 8: Measurement, Reporting & Optimization

8.1 Monthly Performance Reports

Transparent tracking of KPIs:

• Volume and quality of media placements
• Share of voice and sentiment analysis
• Influencer engagement and social media reach
• Increases in community engagement

Definition of Done: Monthly reporting delivered with insights and next-step optimizations.

Cross-Functional Collaboration Commitment

We will operate in coordination with:

• Intersect & the broader community to ensure mutual support, transparency, and inclusive communication
• CF, EMURGO, IOG

Cardano requires a full-throttle communications initiative in Japan to regain momentum in one of the world’s most influential crypto markets. Since 2020, consistent communications have significantly diminished, leaving Cardano overshadowed by competitors who are now dominating mindshare.

Lingering misperceptions and sporadic outreach are not helping broader adoption and engagement.

There is a preference for long-term commitments and sustained presence.

Restore consistency needed for Cardano to thrive in Japan. By establishing ongoing engagement this project will achieve the following:

1. Amplify appreciation for Cardano by aligning with market expectations for regular engagement and visibility.

2. Reinforce Cardano’s image as a technologically advanced, community-driven platform, with governance innovations and excellent leadership.

3. Drive measurable increases in brand awareness, media visibility, and stakeholder trust across influencers, enterprises, and the broader Web3 community.

4. Foster relationships with influential Japanese figures and media, converting them into long-term advocates for Cardano.

1. Messaging That Resonates

Development of refined, localized communications assets and narrative frameworks that clearly articulate Cardano’s technological value, governance innovation, and community strength tailored to resonate with regional media, institutions, and enterprises.

2. Media & Influencer Impact

Establishment of enduring relationships with top-tier media outlets and trusted influencers in the blockchain, finance, and technology sectors resulting in consistent, high-quality coverage and thought leadership placements that reshape public perception.

3. Enterprise & Institutional Engagement

Direct, relationship-based outreach to key stakeholders across business, government, and academia driving awareness, building trust, and accelerating adoption opportunities through strategic dialogue and co-creation.

4. Sustainable Communications Framework

Delivery of an actionable and culturally relevant communications infrastructure including messaging playbooks, contact pipelines, and engagement guidelines designed for continuity, scale, and ecosystem-wide adoption beyond the project.

Ultimate Outcomes for the Cardano Community

5. Visibility & Credibility at Scale

Cardano will gain an elevated presence in key opinion markets leading to increased media exposure, reputational lift, and a stronger influence in conversations that matter.

6. Narrative Correction & Perception Reset

Through proactive communications and earned media the initiative will directly address and overturn outdated or inaccurate perceptions helping stakeholders see Cardano for what it truly is, a mission-driven, high-integrity platform with global relevance.

7. Platform for Growth

Communications is not a cost, it is a multiplier. This initiative will create an always-on platform for engagement, opportunity creation, and business development across projects, builders, and enterprise partners in the Cardano ecosystem.

This is how we win trust. This is how we spark engagement. And this is how we set Cardano up to compete in one of the most indispensable markets in the world.

This is not just a budget but an engine. And that engine will build Cardano’s presence, open doors, and leave behind durable infrastructure.

This budget outlines the required investment to execute a high-impact communications initiative designed to reposition Cardano, drive stakeholder engagement, and establish a platform for lasting cred.

The proposal is structured to be lean, high-leverage, and fully outcomes-focused, maximizing visibility, trust, and stakeholder alignment while remaining agile and responsive to opportunities.

Total Project Term: 6 months (initial phase) Total Budget Requested: JPY 36 million

Fees: JPY 4.2MM/month × 6 months = JPY 25.2M

Covers a dedicated and specialized team including:

• Project Director & Strategic Lead
• Media Relations Specialists
• Stakeholder Engagement & Influencer Lead
• Social Media & Content Manager
• Senior Advisor(s)
• Research & Support Staff

Lean team structure, fully focused on Cardano, with flexible resource allocation based on evolving needs.

Operational & Executional Costs

JPY 1.8MM/month × 6 months = JPY 10.8M Includes:

• Press release distribution fees (domestic wire & bilingual)
• Travel for in-person meetings and media engagements
• Venue & hospitality costs for press briefings or roundtables
• Media monitoring & reporting tools
• Paid media or influencer content support (limited but targeted)
• Contingency buffer for unplanned opportunities or response needs

Designed to provide flexibility while keeping execution costs tightly managed.

This initiative will be executed by a purpose-driven team of professionals in communications, media, stakeholder engagement, and industry all focused exclusively on advancing Cardano.

Project Director Oversees strategy, ensures alignment with ecosystem partners, and serves as the main point of contact.

Media Relations Specialists Drive press outreach, develop story angles, and manage relationships with key media outlets.

Stakeholder & Influencer Engagement Leads Build and nurture relationships with industry figures, Web3 influencers, and institutional stakeholders.

Social Media & Content Communications Manage narrative amplification, social media integration, and content distribution across digital platforms.

Advisors Provide senior counsel on messaging, positioning, and long-term impact.

Administrative Staff Ensure smooth execution, logistics, and coordination across all workstreams.

This team structure is designed for flexibility with the ability to scale according to the needs of the project.

Our team brings a track record in communications, media engagement, and blockchain market growth with a specific focus on Japan and Asia. We have worked at the intersection of technology, policy, events, and biz dev and are uniquely equipped to elevate Cardano’s visibility and influence.

Highlights of our relevant experience include:

Track Record in Blockchain & Web3 Communications Successfully led communications strategies for cryptocurrency protocols delivering awareness, user acquisition, and investor visibility.

High-Impact Media Coverage Secured major placements and interviews in top-tier Japanese and global outlets including Nikkei, TV Tokyo, NHK, Tokyo Broadcasting System, CoinPost, Bloomberg Japan, CoinTelegraph, WIRED, and CoinDesk. Our campaigns have generated coverage that shapes narratives and earns trust.

Influencer & Thought Leader Engagement Strong, ongoing relationships with Japan’s top Web3 influencers, content creators, and key opinion leaders — and facilitated authentic collaborations that delivered real community traction and visibility.

Advisory Network Our senior advisors include seasoned public affairs professionals, ex-regulators, and business leaders with direct access to institutional circles in Japan and Singapore. They provide discreet, high-level guidance to ensure communications align with local sensitivities and stakeholder priorities.

Social Media Strategy & Execution Developed and executed social media strategies across LINE, X (Twitter), FB, and TikTok. We’ve engaged communities and will enable the resources required for success.

Market Entry & Localization Expertise Successfully launched international companies into the market including the launch of a global PR firm’s Tokyo office and for fintech, SaaS, AI, mobility, and blockchain firms.

Crisis Management & Brand Protection Trained in high-stakes communications and reputation defense. Our team has steered public companies, blockchain projects, and tech startups through public scrutiny, market volatility, and reputational risks with composure and clarity.

Cultural Fluency Experts in bridging East-West communication styles and value systems.

Mission-Driven Alignment with Cardano We are not neutral players handling a portfolio of crypto clients - we are committed Cardano believers. Our exclusive focus ensures zero conflicts of interest and a deep alignment with the values, technology, and long-term vision of the ecosystem.

To ensure sustained momentum and long-term value beyond the initial project phase we will deliver a robust post-engagement support package that empowers the Cardano ecosystem to maintain and expand its impact in Japan:

1. Comprehensive Final Report & Strategic Recommendations A detailed summary of all activities, media outcomes, stakeholder engagements, and key insights accompanied by clear, actionable recommendations for deepening Cardano’s presence and influence.

2. Ongoing Relationship Management Framework A blueprint for maintaining and nurturing strategic relationships with media, enterprises, and institutional stakeholders. This includes recommended outreach cycles, messaging cadences, and best practices tailored to the cultural and operational realities of the market.

3. Sustainability & Asset Utilization Plan A forward-looking guide outlining how the communications assets, strategies, and narratives developed during the project can be leveraged by Cardano ecosystem entities ensuring continuity, cost-efficiency, and sustained impact across future initiatives.

This proposal is designed not as a one-off initiative, but as the foundation of a long-term transformation in how Cardano communicates, engages, and earns influence across strategic markets.

To ensure continuity, sustained value, and ecosystem empowerment, the following post-project systems will be established:

1. Living Communications Infrastructure A centralized, cloud-based digital asset library will be created, housing:

• All approved messaging, stakeholder maps, press materials, and visual assets.
• A version-controlled repository to ensure relevance and ease of use for all ecosystem teams going forward for access to localized communications tools.

2. Strategic Knowledge Transfer We will work with ecosystem leads and key community members to share communication strategies, frameworks, and protocols to empower greater self-sufficiency and proactivity.

3. Ongoing Advisory & Strategic Counsel Our team will remain available for advisory support discussions on opportunities, and media management.

In addition, we will offer strategic input for new campaigns, launches, and stakeholder initiatives as they arise to ensure continuity, consistency, and strategic alignment beyond the initial execution phase.

4. Legacy & Long-Term Value Creation

This initiative is built to leave behind more than media impressions; it leaves behind a living system.

We are not just running a campaign. We are engineering the communications infrastructure for the next era of Cardano.

Key Proposal Deliverable(s) and Definition of Done: What tangible milestones or outcomes are to be delivered and what will the community ultimately receive?

This proposal delivers a strategic communications and go to market initiative to position Cardano as a force in the Japan market with extension to others as needed.

We will engage with the Cardano community to secure feedback and potential endorsements with presentations to community members.

We will also actively seek feedback sessions with DReps.

1. Budget Approval Approval of the proposed budget is essential to initiate the project, mobilize resources, and deploy the communications and engagement activities outlined in this proposal. Without financial support, key deliverables cannot be executed at the level required to make meaningful impact.

2. Collaboration with the Ecosystem Close collaboration with Cardano ecosystem leaders is required to ensure accuracy and alignment in all messaging and content development.

3. Strategic Coordination with Key Players Ongoing coordination with Intersect, CF, EMURGO, IOG is necessary to maintain consistent messaging, avoid duplication, and ensure all outreach efforts reflect shared goals and priorities.

4. Access to Communication Channels Indirect access and integration with Cardano-owned media channels (social, web, newsletters) will amplify the reach of earned media and ensure unified messaging across platforms.

5. Timely Input and Approvals Efficient feedback loops and timely approvals from stakeholders (especially for translations, press releases, and joint statements) are critical to maintaining momentum and seizing media opportunities as they arise.