Cover MyeongDong Topokki's NFT is its own mascot, Pokki (Photo: MyeongDong Topokki)
MyeongDong Topokki's NFT is its own mascot, Pokki (Photo: MyeongDong Topokki)
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The fast casual Korean food chain didn't stop at producing non-fungible tokens (NFTs); it went as far as creating an NFT concept restaurant, exclusive to owners of its NFTs
MyeongDong Topokki takes a bold step into the NFT world with its own collection of non-fungible tokens. In November 2021, the brand launched 1,000 pieces of NFT, all depicting its mascot, Pokki, in different outfits, representing different robot species in the metaverse. The Korean restaurant chain is planning to work with local artists and influencers to introduce more creativity and to roll out more limited NFT art pieces.
Related: Want to Start Collecting NFTs? Here’s What You Need to Know First
Above Founder and CEO of Cravito group, the holding company of MyeongDong Topokki, Vincent Lua (Photo: MyeongDong Topokki)
Founder and CEO of Cravito group, the holding company of MyeongDong Topokki, Vincent Lua (Photo: MyeongDong Topokki)
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Getting your hands on a Pokki NFT didn’t just mean exclusive ownership of the artwork. Along with ownership came automatic membership into the MyeongDong Topokki metaverse, which meant premium perks at restaurants and access to the NFT Concept restaurant in Genting Highlands.
“Each person has a unique advantage and there are lots of perks to having the membership,” explains Vincent Lua, CEO of Cravito Group, the holding company of MyeongDong Toppoki. “There are different tiers of perks, you get access to different menus, and there’s even a robot cosplayer who serves you the food at our NFT concept restaurant.”
Related: Vincent Lua Of MyeongDong Topokki Innovates To Overcome F&B Challenges During MCO
Photo: MyeongDong Topokki
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It's always tricky for an F&B business to keep up with the times and trends but Lua took the leap into NFTs as he himself is quite the tech geek.
“I’m a very digital individual and I’ve been looking to do something like this since 2017, especially with advanced food delivery systems,” he admits. "But Malaysia wasn't quite ready yet then."
However, the pandemic hit and food delivery became the norm. Motorcyclists in green, pink, and orange are a common sight on the roads today. MyeongDong Topokki is going a step further, adding an interactive element to its food delivery by allowing you to make your order using your Pokki NFT in the metaverse realm.
Related: Artist Red Hong Yi On Why NFTs Are The Future Of Art
Above The MyeongDong Topokki NFT concept restaurant at Sky Avenue Genting Highlands. (Photo: MyeongDong Topokki)
The MyeongDong Topokki NFT concept restaurant at Sky Avenue Genting Highlands. (Photo: MyeongDong Topokki)
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Expanding its NFT boundaries is its NFT concept restaurant at Sky Avenue Genting Highlands where members can gain access to exclusive perks and fully immerse themselves in the metaverse experience.
The NFT concept restaurant is a real life iteration of the metaverse’s MyeongDong Topokki. “To enter, you have to show your HotWallet,” explains Lua. It’s almost like an exclusive club, reserved for those with NFT ownership.
With NFTs slowly infiltrating the F&B industry, restaurants find new opportunities in sustaining interest and attracting new diners.
“NFTs allow us to bring in a new demography of customers,” states Lua. “As an F&B entrepreneur, II need to know what they like, how they spend their time doing what they like and so on. Instead of real estate, cars and watches, they are now accumulating digital art, NFTs, virtual guns, virtual swords. We're tapping into this generation as we want to expand our customer base."
Related: Artist Tunku Khalsom Ibrahim on NFTs and Thriving in Uncertain Times
Photo: MyeongDong Topokki
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MyeongDong Topokki aims to blur the lines between the physical and digital.
“There is a lot to play around with. You have the characters, you can go into different restaurants, you can order stuff via the metaverse. The food, however, will arrive at your doorsteps instead being confined behind your screen,'" says Lua who hopes to see more restaurants venture into the metaverse.
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Amanda is a KL-born and raised third culture kid, who lives to eat. If not found reading, writing for Tatler Dining, or snacking, she is most likely playing with her dog, Katsu, sourcing new Birkenstocks, or looking for a new restaurant to venture to.
Follow her on Instagram at @feedingamanda.
