Jeju Island, South Korea’s tropical paradise, is looking to attract millennial and Gen Z tourists with a unique twist—NFT-powered visitors’ cards. According to Maeil Kyungjae, the island’s self-governing province plans to issue these digital tourist cards, dubbed “Tao,” in the second half of 2025.
The cards, linked to non-fungible tokens (NFTs) on an undisclosed blockchain, aim to offer tourists discounts and travel subsidies. The initiative targets the MZ generation—millennials and zoomers—hoping to boost visits and increase repeat tourists, according to local media report.
To sweeten the deal, tourists holding Tao NFTs can enjoy perks such as discounts on attractions. This marks Jeju Island’s plunge into the world of NFTs, a first for the region. Jeju is also tying these NFTs with its local stablecoin, Tamna Jeon, introduced in 2019 to help revitalize the economy.
The stablecoin incentivizes both residents and merchants with rechargeable prepaid cards. By integrating NFTs with this system, Jeju aims to offer additional benefits to visitors.
This move is bold, especially considering South Korea’s strict regulations around NFTs, particularly in the gaming sector. However, local authorities seem optimistic, hoping to use the Tao card to push past regulatory hurdles and draw tourists in new ways.
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