Japan’s All Nippon Airways (ANA) Group has launched a new NFT marketplace through its metaverse subsidiary, ANA NEO. The platform, known as "ANA GranWhale NFT MarketPlace," aims to trade art and photograph collectibles, and will allow artists and creators to sell their works as non-fungible tokens (NFTs). Furthermore, some NFTs will be available for trading on the platform.

ANA NEO partnered with the government of Hokkaido in 2021 to “digitally construct” certain areas of the island through ANA GranWhale. The move aimed to showcase nature, food, and culture. Now, the company is looking to expand its business model by unlocking the potential of NFTs in the aviation industry.

To kick-start the marketplace, ANA announced that it was placing the first NFT products featuring the works of aviation photographer Luke Ozawa up for bidding on Tuesday. More collections, including those featuring Boeing 787 aircraft, will be available starting June 7.

The Japanese government has become increasingly supportive of emerging metaverse technology as a pillar of the country’s economic future. A government-affiliated white paper released in April detailed plans the country has for adopting Web3 technologies.

This latest move from ANA NEO shows how companies are seeking to explore new revenue streams in the metaverse economy. By entering the NFT market, ANA is aiming to leverage the growing popularity of digital asset trading and ownership.