Food

How close is Web3 to “food”: SZ Newsletter VOL.133[FOOD]| WIRED.jp

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The second phase of “Future Image of Food Innovation” has finally started before Golden Week. Many SZ members participated in the webinar (the participation fee is 4,000 yen, but SZ members are free!), And the first hot theme “Does Web3 accelerate food personalization?” With Mr. Hiroaki Miyata of Keio University. The discussion was held at.

Related article:[Webinar Participation Recruitment]Will Web3 Accelerate Food Personalization? : Future image of food innovation Phase 2 start!

This week’s SZ curation theme is “FOOD,” and next week we’ll be back with “Web3.” Many people may have participated in the webinar because of their interest in how these two intersect. Among the latest issue of “Web3” special feature, one of the most aggressive projects was “Wellbeing x Web3”. In Web3, where the talk of dashing topics such as crypto and NFT and the mechanism of social systems such as DAO and DeFi precedes, I think that well-being is the main thing.

Related article:Web3 is required for human well-being

The same idea applies to “food,” and the question of how much innovation and new platforms will change the basis of human life (hopefully) is “WIRED.” The starting point for this “future image of food innovation” was to re-question food innovation from the relationship between food and well-being.

When thinking about “food personalization”, which is the theme of all 6 times (planned) this term, why “Web3” is the first theme is discussed by Rakuten former CDO Takuya Kitagawa and others in the above article. I thought that I could deepen the discussion of DID (Distributed Identity) from food. Let’s quote Mr. Kitagawa’s remarks.

Nowadays, large companies are in charge of personalization, but there are many psychological opposition to that. And with privacy issues, big companies are having a hard time stepping in and realizing their value. But if the customer chooses to do it himself, that seems to be a better solution.

In other words, Web 2.0 lacks trust in platformers today. In this webinar, Mr. Miyata mentioned the medical field as an example, but in the extreme, it is optimized so that an advertisement for alcohol will be displayed when searching to cure alcoholism. You wouldn’t want to leave your health data or food preferences on the platform.

Web3 (or rather data portability) has the dilemma that while returning data sovereignty from the platform to the individual, the information that the individual can handle is limited and may not be able to handle everything selectively. .. Even in food personalization, I want to tell the restaurant I’m going to tonight that I’m on a diet, saying that all personal data is recorded on-chain, but I personally said that I drank too much last night. The original well-being should be the ability to customize the data so that the trainer does not want to know it.

If so, it is important who will do it and where the data is, and as in the EU that Mr. Miyata mentioned as an example, the public sector is building a data infrastructure while strongly promoting personal data sovereignty. I think that the direction of doing it is one ideal. As is often said, if there is a US type promoted by a private company and a Chinese type promoted by an authoritarian government at the other end, the question of which direction Japan will take will be asked again in the Web3 era. It has been. It would be useful to review the ideals and reality of the GDPR.

Another interesting thing about the session was that there was a sprout that led to discussions of multiple identities, such as overlapping “regions” and “communities” while focusing on personalization. The question of what “personal” is in the first place is a point of view that must be asked again in this term with the theme of “personalization of food”, where the DID contained in Web3 is directly connected to food. I think it took a while.

Food is the ultimate locality in the sense that it carries physical objects to the mouth, which is not just a human being, but a concrete place, a supply chain, a community, a unique cultural style and history. It should also be an accumulation of. There, the unit of “personal” is also born in the relationship of person to person, person to community, person to land, person to nature, rather than each person. This is the image that Mr. Miyata used the word “Co-Being”.

If so, “personalization” in food will also be realized as a combination of these various relationships. Whether it will be in the form of “food commons” or whether DAO (Decentralized Autonomous Society) and the token economy will create new opportunities, in this term’s “Future Image of Food Innovation”, we have been exploring the path. I think

Editor-in-chief of “WIRED” Japan
Tomoaki Matsushima


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