Minister Matsumoto observed the "Pilot Project for Entertainment DX Using the My Number Card"

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Digital Agency implemented pilot projects to expand the use of My Number Card across the entertainment domain. The project for the current fiscal year focused on addressing social challenges, such as illegal ticket resale, and explored additional potential uses for the My Number Card.

During live events organized by UP-FRONT GROUP in December 2025 and February 2026, identity verification was conducted using My Number Card, and the effectiveness of measures against mass purchases using multiple accounts, illegal resale, and seat exchanging within the venue was verified.

In addition to the pilot projects at the two events mentioned above, we conducted another verification in March 2026. This took place at the "Thinking about Carbon Neutrality 2026 by SATOYAMA & SATOUMI movement" event held at Makuhari Messe in Chiba prefecture.
There, we verified user acceptability and identified issues regarding a Verifiable Credential (VC) model. This model uses the My Number Card for identity verification across multiple ticketing agencies. On March 21, Minister Matsumoto participated in the event, and he observed the Digital Agency's exhibition booth, exchanged views with the event organizers, and conducted PR on stage together with talents from the UP-FRONT GROUP.

Pilot Project Overview

Digital Agency has previously conducted several pilot projects using My Number Card within the entertainment domain. These efforts have contributed to the gradual advancement of initiatives focused on social implementation.

In this pilot project, we examined whether identity verification using the My Number Card, facial recognition at entry, and digital ticket QR code authentication could help prevent illegal ticket resale and unauthorized entry, while also improving operational efficiency for event organizers. Additionally, we explored the potential to use these technologies to support new "Oshikatsu (supporting your favorite stars, characters and etc)" experiences in the entertainment industry by enabling fan service models tailored to individual attributes and activity status.

Minister Matsumoto also participated in the pilot event and visited the Digital Agency's exhibition booth. He demonstrated user experience on stage with the UP-FRONT GROUP talents and highlighted the significance and future perspectives of the Digital Agency's initiative.

Digital Agency Exhibition Booth

At the event venue, as part of the evaluation of new fan services utilizing VC technology, an experience booth for the "Digital Ticket of the Future" was presented on both March 20 and 21. Minister Matsumoto visited the second day and observed the user experience of the visitors.

(Minister Matsumoto observing the experience booth "Digital Ticket of the Future" organized by the Digital Agency)
A booth scene indoors. In the foreground, a young female staff member dressed in black and wearing a headset microphone stands and speaks while facing a small audience. Behind her, a large screen displays a slide titled “Survey” in Japanese, with a question about whether simplified entry and prevention of impersonation would be welcome, followed by multiple-choice options. In front of the booth, three men in business suits stand side by side inside a roped-off area, listening attentively. Around the booth, items such as merchandise and photo panels are arranged on shelves and walls.

Exchange Views with UP-FRONT GROUP

Minister Matsumoto exchanged views on topics such as Entertainment DX, including appealing to the younger generation, with Naoki Yamazaki, Representative Director of UP-FRONT GROUP, and Mayuko Okeda, Representative Director of UP-FRONT INTERNATIONAL.

PR Event on Stage

Minister Matsumoto also participated in a PR event on the stage. At the beginning, Director for Policy Planning Toriyama of the Service for Citizens Group, Digital Agency, explained the initiatives for utilizing the My Number Card in the entertainment domain.
Subsequently, Minister Matsumoto, together with talents from the UP-FRONT GROUP who took the stage, conducted two demonstrations of the "Digital Ticket of the Future" (an entry experience combining a digital ticket QR utilizing the My Number Card with facial recognition, and an experience using the My Number Card on an iPhone), and broadly communicated information about this initiative to the attendees and livestream viewers.

(Scene of the presentation on the "Utilization of the My Number Card in the Entertainment Domain" on stage)
A stage in a darkened venue. On stage, seven women wearing colorful outfits stand in a row alongside several men in suits and casual clothing. Behind them, a large screen displays a presentation slide titled “Key Points to Prevent Ticket Resale,” explaining how use of the My Number Card can restrict bulk purchases and allow entry only for the purchaser. The slide includes diagrams showing account relationships and a smartphone labeled “BioQR.” In front of the stage, a crowd of audience members gather closely, holding up smartphones to take photos or record the presentation.

1. Entry experience combining a Digital Ticket QR and Facial Recognition

A demonstration with UP-FRONT GROUP talent was held to verify the entry process using digital tickets on smartphones. She presented her digital ticket QR codes to a facial recognition terminal, which matched her facial data from the ticket purchase and confirmed the identity for entry.

(UP-FRONT GROUP talent presents a digital ticket QR code to the facial recognition terminal. Minister Matsumoto assisted by holding the terminal device.)
A stage scene under low lighting with blue LED lights in the background. A young woman wearing a pink hoodie and a black frilled skirt stands holding a microphone and a smartphone, looking down at the phone screen. Facing her is Minister for Digital Transformation Matsumoto, a man in a suit and glasses, holding a microphone in one hand and extending a tablet device toward her with the other. A large screen is positioned behind them, adding to the stage setup.

2. Experience using the “My Number Card on iPhone”

The "My Number Card on iPhone," launched in June 2025, allows users to select which personal information to disclose. During the event, Minister Matsumoto demonstrated how only the date of birth can be read from the card using the "My Number Card Face-to-Face Verification App" provided by the Digital Agency.
He also announced that the My Number Card on Android devices will also be available within this year.

(Minister Matsumoto demonstrating the process of reading the “My Number Card on iPhone” via the “My Number Card Face-to-Face Verification App.”)
On a stage, a woman in a pink hoodie holds a microphone and leans slightly forward, extending her smartphone toward Minister for Digital Transformation Matsumoto. He also leans forward, holding his own smartphone toward hers, as if demonstrating close-range device interaction. Behind them, a large screen displays a live projection of the same action. To one side, a woman in a light blue hoodie stands holding a white plush mascot. On the other side, a man dressed in black holds a white tablet device. Blue LED lights line the front edge of the stage.

At the conclusion of the PR event, Minister Matsumoto addressed attendees, stating, “Digital Agency is also hosting a booth at the event. Upon entry, you can experience real identity verification, as well as future digital ticketing through quizzes and questionnaires, so please stop by.
Over the two-day period, approximately 520 people experienced the Future Digital Ticket, contributing to a highly engaging and lively event.

(Stage photo with the UP-FRONT GROUP talents and the MC.)
A group photo taken on a stage. Approximately ten people are arranged in two rows. In the front row, five women wearing colorful hoodies—purple, red, and pink—sit facing forward, several holding small white plush mascots and smiling. In the back row, two men in business suits and one man holding a microphone stand behind them. A large screen in the background displays the words “Digital Agency.” Blue LED lights are arranged along the front of the stage.
（Photo taken together with the official character “Satoyamakun”, the mascot of the Satoyama & Satoumi Movement.）
An indoor group photo against a plain gray wall. At the center stands a large mascot character shaped like a green mountain, with a rounded body and a friendly appearance. Surrounding the mascot are about ten people. Several women wearing colorful hoodies—pink, purple, and light blue—stand close together, many holding small white plush mascots. Behind them, two men in suits stand in the center. All participants face the camera and pose while smiling.

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