"Services That Don't Feel Like Blockchain" - Insights from UPCX CMO on Payment and Financial Infrastructure Implementation Phase

UPCX, an open-source blockchain platform, aims to redefine payment and financial services with the vision of "Beyond Payments." It seeks to create a financial infrastructure that is seamlessly integrated into daily life without the user feeling the presence of blockchain technology.

As interest shifts from investment to implementation, UPCX is also moving to the next phase.

We spoke with Koki Sato, CMO of UPCX, who oversees global marketing, at the company, which served as the title sponsor of WebX2026.
@kokisato_upcx

Koki Sato
Chief Marketing Officer (CMO) of UPCX-Platforms
Having spent about ten years abroad since his mid-teens, he studied business management at Dalhousie University in Canada. He worked in investment strategy and financial analysis at a major Chinese conglomerate and gained experience in cross-border deal practices. After returning to Japan, he established a management consulting and advisory firm. Currently, as CMO of UPCX, he leads global marketing, partnership development, and community growth in Asia and international markets, driving the integration of traditional finance and next-generation digital infrastructure from a perspective that spans private equity, financial advisory, and marketing.

Table of Contents

1. From Concept to Adoption
2. Changes in the Web3 Payment Environment
3. Current State of "Web2.5"
4. Potential of the Fan Economy
5. Global Strategy and Trust

01PART From Concept to Adoption

Transition to Implementation Phase

Since the official launch of the mainnet in October 2024, we have been operating and have identified challenges along the way. Looking back over the past two years, I feel it has been a period where "the blueprint has interacted with reality."

Before launching the mainnet, we designed UPCX as a payment infrastructure characterized by high-speed processing, low costs, and mobile-first features. We initially anticipated that usage would spread from early adopters interested in blockchain and digital assets to general users.

In fact, the first community was formed by users with a deep understanding of technology who were proactive about new systems. Their setting up wallets, trying transactions, and validating technical possibilities were crucial for the network's growth.

On the other hand, we have come to recognize the high barriers for general users to directly utilize blockchain. Creating wallets, managing private keys, and handling addresses are concepts that are commonplace in the industry but still unfamiliar to many people. I believe this is not just a challenge for UPCX but a theme faced by the entire cryptocurrency industry.

What are you currently focusing on to promote adoption?
Reflecting on our collaboration with WebX, I feel that in the first year, we presented our concept, in the second year, we showcased the product, and now in the third year, we have entered the stage of how to advance actual social implementation.

In this context, our focus is not on "helping users understand blockchain" but rather on "creating an environment where users can conveniently use it without being aware of blockchain." We aim for a world where technology is not at the forefront, and users can enjoy value without being conscious of its existence.

Even if the backend of remittances is blockchain, users do not need to be aware of it. The ideal state is that "blockchain is used without users realizing it." The reason the internet became widespread was not that users understood TCP/IP. Similarly, I believe blockchain needs to evolve into an infrastructure that functions behind the scenes.

We continue to develop the technology, working on improving the performance and stability required for payment infrastructure.

The biggest lesson learned over the past two years is that "creating excellent technology" and "achieving social adoption" are separate challenges. Moving forward, we want to focus not only on the technology itself but also on how that technology will be utilized in experiences and services as we advance social implementation.

For example, UPCX has implemented a system called "Named Account." In traditional blockchains, users must deal with long string addresses, but with UPCX, users can set easily memorable names for their accounts. This system aims to create an environment where users can send money without being aware of complex addresses.

Additionally, UPCX Name Marketplace is considering a mechanism for buying and selling such account names. Transforming technology into a form that is understandable for users, rather than displaying it as is, is one of the important initiatives for social implementation.

At the UPCX session of WebX2026, the new brand logo was displayed on the screen. Sato served as the moderator, and UPCX CEO Makoto Nakano and Bittrade President Seki Tsuyoshi were also present. The theme was "Can Blockchain Become Financial Infrastructure? - The Future of Finance as Envisioned by UPCX." Concepts for next-generation payment infrastructure were discussed, and the new brand logo was unveiled, symbolizing "trust" and "innovation," as well as a commitment to a future where technology is used seamlessly by everyone.

02PART Changes in the Web3 Payment Environment

The Strength of Clear Rules in the Japanese Market

How do you view the current environment surrounding Web3 payments globally and in Japan?
In recent years, I feel that the environment surrounding the cryptocurrency industry has changed significantly. Until a few years ago, discussions around the cryptocurrency market were primarily centered on price fluctuations and investment targets.

However, there has been a rapid increase in discussions about practical uses such as payments, remittances, digital asset management, and tokenization.

Particularly in the global market, regulatory authorities, central banks, and financial institutions in various countries have begun to approach blockchain technology with a more realistic perspective. The discussion seems to have shifted from questioning the validity of the technology itself to discussing "under what rules it can be implemented in society."

The Japanese market is similar. While Japan may be perceived as having strict regulations, it can also be viewed as having the advantage of relatively clear rules. From the perspective of building long-term infrastructure, the value of being able to operate under clear rules is much greater than in an opaque environment.

What do you think will be important for blockchain to be truly accepted as social infrastructure?
We believe that for blockchain to become social infrastructure, technical capability alone is not sufficient. Elements such as security, governance, compliance, and user protection must be in place for it to be genuinely accepted as infrastructure in society.

Moreover, what the market will demand in the future is not just technological innovation but a user experience that is on par with existing payment methods. No matter how excellent the technology is, if it is complex for users, adoption will not progress.

In that sense, I believe that the future will not be about "competing to create blockchain" but rather about "services that do not make users feel blockchain." We view these changes in the market environment very positively.

03PART Current State of "Web2.5"

Complementing Existing Infrastructure

Summary:

What role do you see on-chain payment infrastructure playing alongside existing payment infrastructures like credit cards and mobile payments?
We believe that on-chain infrastructure does not compete with existing payment systems but rather complements them.

The current payment infrastructure has developed to a very high level, providing great convenience in many countries and regions. There are already many instances where consumers experience excellent service in their daily transactions.

On the other hand, there are areas such as cross-border remittances, exchanges of digital assets, and real-time value transfers that are difficult to address with traditional systems alone. The strength of blockchain technology lies in its ability to transfer value directly across the network. This enables new forms of payments, remittances, and circulation of digital assets.

Connecting Existing Finance with Next-Generation Finance

What do you see as the relationship between existing payments and on-chain payments in the future?
Even though we refer to on-chain payments, they cannot be separated from the world of existing finance. Therefore, we believe we are currently at a stage of "Web2.5" rather than a complete Web3.

In fact, WebX once had prominent players from the Web3 space, but now card issuers, payment providers, and financial institutions have also joined.

I feel that the industry is moving in a very positive direction.

We aim to provide new options for value exchange while coexisting with existing systems rather than denying them. Ideally, users should be able to transfer value safely and smoothly without being conscious of "which technology is being used."

In the future, I believe that the traditional financial system and the world of digital assets will connect more naturally, creating an environment where users can utilize both without being aware of the differences.

04PART The Potential of Fan Economy {#04}

The Challenge of Dispersed Fan Data

What potential do you see for blockchain technology in the fan economy space?
We believe that the fan economy is one of the areas with a very high affinity for blockchain technology. In the current fan business, there are various platforms such as social media, video streaming services, ticket sales sites, and merchandise sales sites.

Since each platform operates independently, fan activity histories and community data can easily become dispersed, making it difficult for creators and community managers to grasp the overall picture.

Additionally, many services are operated on centralized platforms, and changes in algorithms or rules can significantly impact community management. In such an environment, blockchain has the potential to offer new options.
Specifically, what kinds of applications can be considered?
For example, it will be possible to manage digital membership cards, community points, and access rights to exclusive content in a more transparent manner. Furthermore, by recording contributions and support histories to the community, there is room to realize a different fan experience than before. Since tickets and digital membership cards can be recorded from issuance to circulation, it also becomes easier to prevent counterfeiting and illegal resale.

In the UPCX ecosystem, various service concepts are being considered, such as services that connect fans and content holders more directly through external businesses and social tipping.

We are not in a position to operate individual services but rather to provide a foundation for such services to grow. The important thing is not just to introduce blockchain but to ensure that users have a better experience and community managers can operate in a more sustainable manner.

We will continue to work on creating an environment where various businesses can generate new community experiences.

05PART Global Strategy and Trust {#05}

Trust as the Most Important Asset

We have engaged in global initiatives such as the World Swimming Championships, Formula E, and being the title sponsor of WebX2026. Can you tell us about the goals of your marketing strategy?
We do not view sponsorship merely as advertising. One of the most important assets in the field of payment and financial infrastructure is trust. And trust cannot be built in a short period; it is formed through continuous activities.

Our vision is "Beyond Payments," and becoming an infrastructure requires building that foundation over time.

The reason we continue to participate in sports events and conferences is not just for simple exposure. These venues gather diverse stakeholders, including companies, developers, investors, business partners, and regulatory authorities. Continuously demonstrating our presence and engaging in dialogue in such settings is crucial for long-term ecosystem formation. Collaborating with global events not only enhances brand recognition but also creates ongoing connections with stakeholders, deepening their understanding of our projects.

The same goes for sports. We see a high affinity with the fan economy, and we believe blockchain will delve deeper into this area in the future.

However, sponsorship of large-scale sports events involves screening and adjustments by the organizers. There is a screening process for the World Swimming World Cup organized by World Aquatics, and Formula E has its own FEO (Formula E Operations) screening.
Editor’s Note: UPCX has been selected as the official blockchain payment sponsor for the "2024 World Championships Doha" and "2024 World Swimming World Cup" organized by World Aquatics in 2024. In 2025, it will become a sponsor of the electric vehicle race "2025 Tokyo E-Prix" (ABB FIA Formula E World Championship Tokyo Round). It served as the title sponsor for "WebX2026" held at The Prince Park Tower Tokyo on July 13-14, 2026.
What initiatives have you undertaken with World Aquatics and ABB FIA Formula E?
World Aquatics has implemented the fan economy in the context of "digital fan engagement" through an app, providing a fan voting mechanism (voting) instead of tipping.

We provided technology as the "UPCX Award," allowing users to scan a QR code to download the app and vote for athletes. This was an opportunity to implement digital fan engagement utilizing blockchain technology through actual fan voting.

ABB FIA Formula E is an initiative realized after accumulating such achievements. Motorsports are engineer-based competitions where mechanics and drivers work together to operate the machines. Blockchain is similar in that it is based on engineers and technology, which are driven by the project management side. We feel a strong affinity with that structure.

Furthermore, it is called "next-generation motorsports," and we see significant overlap with our vision of "next-generation finance," which we believe gives us a meaningful reason to participate.

Criteria for Brand Investment Decisions

How do you determine whether such brand investments are being converted into actual ecosystem demand? As CMO, what criteria do you use?
What we prioritize is not temporary buzz but rather building a "long-term trusted position."

Therefore, in measuring effectiveness, we do not simply look at impression counts or short-term user numbers. Instead, we focus on medium- to long-term indicators, such as how many new businesses or partners have been connected through events and whether this has led to specific collaborations or participation in the ecosystem.

For example, it is also important to see new service concepts arise from dialogues with companies, developers, and business partners, or to connect to new use cases utilizing UPCX.

Brand building and business development are not separate activities. Trust creates new connections and opportunities, which lead to collaborations and participation in the ecosystem, further generating new use cases.

We believe that creating this positive cycle is the essence of our sponsorship strategy.

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