Second Hometown Project community tokens to deepen ties to Nagano

FiNANCiE, Inc., a provider of blockchain-based community services, and major travel agency H.I.S. Co., Ltd. (HIS) launched the “Second Hometown Project” on 20 January 2025. As the name suggests, they plan to foster “relationship populations” (individuals who maintain long-term connections with a region) by combining HIS’s regional networks with FiNANCiE’s community token platform. The project’s inaugural community, “Kiso Horse Mirai Lab,” focuses on the Kaida Highlands in Kiso Town, Nagano Prefecture.

The project places a stronger focus on going beyond transient tourism by supporting the region with digital tokens. By sharing local activities and updates via the FiNANCiE app, the project encourages participants to transition from being mere tourists to becoming active supporters who feel a sense of belonging to the area.

The Kaida Highlands serves as the first location for the implementation. The area is situated at an altitude of approximately 1,100 metres, and is home to the Kiso Horse, a native Japanese breed designated as a living cultural property.

Despite its rich natural and historical assets, the region faces challenges including depopulation and a shortage of successors for local industries. The “Kiso Horse Mirai Lab” community has issued “Kiso Horse Mirai Tokens” to secure funding and formalise the bond between the region and its supporters. Ontake Wellness Lab, a local entity specialising in wellness tourism, manages the community operations.

The “Kiso Horse Familyship” programme is a central feature, where three Kiso Horses serve as mascots for the community. Supporters can track the growth and daily lives of these horses through the digital platform. Depending on the number of tokens held, participants receive benefits such as opportunities to interact with the horses on-site, discounts at the Kiso Fukushima Ski Resort, and gifts of local vegetables.

The organisers aims to utilise Web3 technology to create a framework where regional support is continuous and mutually beneficial. The partners intend to expand this model to other regions across Japan to address the ongoing challenges of rural decline.