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SummaryMost relevantAll NewsOther languagesPress ReleasesOfficial PublicationsSector newsMarketScreener Strategies

Information Services 'l Dentsu : ISID Announces World's First "Ethical Consumption" Demonstration Experiment to Change the Future of Consumption in France

04/24/2019 | 03:02am EDT

- Visualize consumption behavior by linking it to SDGs 17 goals and demonstrate the feasibility of the token economy -

Information Services International-Dentsu, Ltd. (TOKYO:4812)(Head office: Minato-ku, Tokyo; President and CEO: Ryoichi Nawa, hereinafter, “ISID”), SIVIRA Inc. (Head office: Nishi-ku, Osaka; CEO: Takashi Fujii, hereinafter,”SIVIRA”) and Le Comité d'Expansion Économique du Val d'Oise (President: Philippe Sueur, hereinafter, “CEEVO”) may demonstrate technologies such as blockchain and NFC-enabled hardware wallets to visualize and consume ethical consumption*1 behavior in connection with the 17 goals of SDGs*2 and build a new economic zone. The experimentation will be implemented in Paris region and the Val d'Oise - France with the support of the CEEVO, the Val d'Oise Economic Development and Attractiveness agency and M. Joël BOILLEAUT, Vice Chairman and Treasurer of the "Master Chef of French Cuisine", Vice Chairman of the "FERRANDI High School" in Paris, and Elected representative of the Val d'Oise Chamber of commerce. In this experiment, by implementing "Token Economy Protocol *3" jointly developed by ISID and SIVIRA, the world's first mechanism for granting tokens decentralized from general protocol is realized (ISID survey). It is also the world's first case of an information distribution system that promotes “ethical consumption” (ISID survey).

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20190424005366/en/

Organic wine from Katsuki Wines whose production and distribution traceability is guaranteed by bloc ...

Organic wine from Katsuki Wines whose production and distribution traceability is guaranteed by blockchain (Photo: Business Wire)

Period: Wednesday, May 8, 2019-Friday, May 10 Place: Restaurant "Zebra" (Paris, France)

[Points of experiment]

Conducted at a restaurant in France where ethical consumption is common.


Air transport and provision of organic wines that are completely resistant to pesticides and plant compost in Aya-town, Miyazaki Prefecture, Japan.

(3) Encourage customers with an environmentally conscious production philosophy, not price or taste.
(4) Associate the customer's order behavior with SDGs 17 goals and visualize it.
(5) Implement the token economy protocol, and realize the world first mechanism for granting tokens from the protocol.
(6) Reduces users' psychological barriers with gameUX with NFC-enabled hardware wallet *4.

Social Significance

Ethical consumption, which emphasizes social and environmental considerations in selecting products and services, has gained global attention as a new form of consumption, particularly in Europe. In France and the United Kingdom, where environmental awareness and consideration for the weak are taken culturally, there are multiple consumer communities called ethical consumers, and values such as “consumption for others” and “consumption for the future.” There is a view. There are various value criteria for product selection.

However, product information that such a new consumer needs can not be expressed by conventional indicators such as price, material, and quality. Ethical consumers need information such as, for example, "the degree of consideration for the environment", "the state of maintenance of animal abuse prevention measures", "mechanism for delivering information to consumers in a reliable manner" will do. It was created with such a production philosophy. In addition, in such a new consumption society, each person's moral consumption behavior itself is considered to be a contribution to the global environment, and there is an aspect that leads to its trust and evaluation.

This demonstration experiment is a unique approach in the world that aims to visualize the supply chain of consumption based on various value standards by using technology and to lead and promote the ethical consumption culture.

Experiment Scope

For this experiment, Katsuki Wines, Aya Town, Miyazaki Prefecture, which runs a winery that is fully pesticide-free and planted compost, fully cooperates with everything from soil preparation to planting, harvesting, brewing, processing, shipping and transportation. All the history of 50 bottled organic wines has been recorded in the block chain. France, the world's largest wine country, and from the old days there has been a strong production of organic wine. The fact that wine brought in from Japan is "chemical-free" is not added value, and "taste" is not included in the evaluation.

Under these circumstances, how Katsuki Wines' production philosophy, which focuses on wine making with minimal impact on natural ecosystems, can be appealed in an easy-to-understand manner, and the behavior can be further nurtured to the customer's own evaluation. The focus of this experiment is to create a new user experience.

Technological Innovation

ISID and SIVIRA have collaborated with Aya town, Miyazaki Prefecture to establish a traceability system that records and visualizes the production and distribution history of organic agricultural products using blockchain.

This time, in addition to this system, we will prepare 17 kinds of NFC-enabled hardware wallets that are anthropomorphic to the 17 goals of SDGs. The customer can understand at a glance that ordering Katsuki Wines can contribute to Goal 13 (Climate Change) and Goal 15 (Land Biodiversity).

Furthermore, the most innovative is that ISID and SIVIRA have implemented the token economy protocol, which has been developed through demonstration experiments, for the first time. This means that new values that can not be evaluated by conventional common sense are defined as tokens, and it is demonstrated that the concept of “token economy” that can be justified and distributed without any allegory or distortion can be physically realized. Finally, we donate all sales from the experiment to the restoration of Notre Dame Cathedral.

*1   Ethical consumption: the behavior and philosophy of selectively consuming products and services produced with emphasis on environmental and human impact, and contribution to society.
*2 SDGs: The Sustainable Development Goals are a collection of 17 global goals set by the United Nations General Assembly in 2015 for the year 2030.
*3 Token Economy Protocol: A generic middleware protocol that is to realize a "token economy" in which all assets and data defined on the blockchain, ie, tokens, are valid as a means of exercising rights based on personal values and various applications can cooperate with each other in the same block chain environment.

NFC hardware wallet: A wallet that implements a mechanism to secure a quick transaction signature by storing the user's private key on a contactless IC terminal and reading it from an NFC-enabled mobile device. In this demonstration experiment, it is used as a wallet that manages tokens associated with SDGs 17 goals.


[Reference materials]

About Token Economy Protocol:

Token Economy Protocol is a generic middleware protocol that is to realize a "token economy" in which all assets and data defined on the blockchain, ie, tokens, are valid as a means of exercising rights based on personal values. And various applications can be co-operated with each other in the same block chain environment. A non-tamperable, decentralized token economy protocol that enables tokens to be issued and distributed according to a common idea, and a specific philosophy. It is the concept different from the existing capitalism economy and that it is said that a new economy will be created where the value is evaluated based on the sense of value.

About Open Innovation Lab.

The OPEN INNOVATION LAB., which ISID established in April 2011, works on technology research and service development in collaboration with companies and educational institutions in order to put various advanced technologies into practical use. Making prototype with technologies – which is neither research nor inquiry – is the very mission of OPEN INNOVATION LAB. It has collaborated with not only companies but also individuals transcending nationalities, generations and industry categories.

About SIVIRA Inc.

SIVIRA is a Japanese-based venture company that provides advanced blockchain research and development and solutions. SIVIRA has previously developed blockchain mechanisms in areas other than FinTech, and in this project, SIVIRA provides technology and knowledge on blockchain.

About CEEVO (Le Comité d'Expansion Économique du Val d'Oise)

The CEEVO (Economic Expansion Committee of Val d'Oise), is at the service of businesses, residents and elected officials of the Department. Economic Development Agency of the Val d'Oise (Paris Ile-de-France Region), the Economic Expansion Committee (CEEVO) supports the projects of business establishments and provides free assistance and data for the selection of products real estate business.

© Business Wire 2019
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