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Animoca Brands Japan invests in Passion Labs

24 February 2023 - Animoca Brands Japan, a strategic subsidiary of Animoca Brands Corporation Limited ("Animoca Brands"), has invested in Passion Labs, a platform providing customer experience and community engagement tools to empower users with data ownership and help brands build communities.

Animoca Brands Japan invests in Passion Labs.jpg

Panel discussion at NFT Taipei on 16 December 2022.

From left to right: Hugo Chou, Founder of The Partner, Chief Experience Officer of Leo Burnett ; Keegan Huang, Co-Founder & CEO of UNH3O / Passion Labs; Kyoya Okazawa, Co-Founder and COO of Animoca Brands Japan; and Daniel Feucht, Marketing Director of Porsche Taiwan Motors Ltd.


Passion Labs, founded in Taiwan in 2022, empowers luxury and automotives brands in Japan and Asia-Pacific by providing analytics to strengthen their communities. Following the investment, Animoca Brands Japan will collaborate with Passion Labs to help Japanese companies develop their Web3 strategies and create Web3 communities with the use of Passion Labs' technology for KOC (Key Opinion Consumer) analysis in Japan, further fostering the historically strong foundations of trade and friendship between Japan and Taiwan. 


Kyoya Okazawa, co-founder of Animoca Brands Japan, commented: “We are thrilled to invest in Passion Labs because we believe that its services will be an integral part of Web3, where community engagement is critical. Last December, we joined Passion Labs’ founder Keegan Huang and Porsche’s marketing director Daniel Feucht on stage at NFT Taipei to discuss what Web3 means for luxury brands. The role of Key Opinion Consumers is important because Web3 seeks to empower the community. We will continue to contribute to the value creation of companies in Web3 through these investments.”


Keegan Huang, Co-founder & CEO of Passion Labs, commented: “It is with great pleasure and honor that we announce that we have entered into a capital and strategic alliance with Animoca Brands Japan, with whom we already had the pleasure to support Bentley Japan’s entrance into Web3. This is meaningful as Taiwan steps into the global spotlight of leveraging proprietary blockchain technology to fuel communities. Our entrepreneurial journey was inspired  by Animoca Brands and Mr. Yat Siu, whose advice, example, leadership, and conviction in supporting builders and shaping the world for the better served as a beacon, helping us to navigate the uncertainties of entrepreneurship.”


About Passion

Passion fuels fans. Fans build brands.


Founded in 2022, Passion Labs envisions and enables a world of true data ownership. Passion is our Proof of Engagement Platform, where we redefine the data sharing infrastructure between brands and users through “NFTs as Cookies”. Passion-enabled NFTs act as zero & first party data for brands to strengthen their customer channels while bringing users full control of their personal data and unlocking branded culture and experiences. For more information, please visit

Company Name: Passion Labs

Office Address: No. 189, Section 2, Keelung Rd, Xinyi District, Taipei City, 110, Taiwan

Representative: Keegan Huang

Business Description: Providing community engagement tools to help branded companies create their communities.

Established: 2022


About Animoca Brands Japan

Founded in 2021, Animoca Brands Japan (corporate name: Animoca Brands K.K.) is the strategic subsidiary in Japan of Animoca Brands Corporation Limited, a leading global Web3 company. Animoca Brands Japan was established to support the global Web3 strategies of Japanese intellectual property and content holders such as major publishers, brands, education, sports teams, athletes, artists and game companies. Animoca Brands Japan provides a platform that combines IPs with blockchain technology, and supports IP holders to build their own ecosystem through a full stack of Web3 services, providing a bridge between Japanese IPs and global fans. For more information, please visit


Company Name: Animoca Brands K.K.

Office Address: 3-13-7 Kita-Aoyama, Minato-ward, Tokyo, Japan

Representative: Motoki Tani

Business Description: Provision of Web3 platform construction services using blockchain NFT

Established: October 25th, 2021



About Animoca Brands

Animoca Brands, a Deloitte Tech Fast winner and ranked in the Financial Times list of High Growth Companies Asia-Pacific 2021, is a leader in digital entertainment, blockchain, and gamification that is working to advance digital property rights and contribute to the establishment of the open metaverse. The company develops and publishes a broad portfolio of products including the REVV token and SAND token; original games including The Sandbox, Crazy Kings, and Crazy Defense Heroes; and products utilizing popular intellectual properties including Disney, WWE, Snoop Dogg, The Walking Dead, Power Rangers, MotoGP™, and Formula E. It has multiple subsidiaries, including The Sandbox, Blowfish Studios, Quidd, GAMEE, nWay, Pixowl, Forj, Lympo, Animoca Brands Japan, Grease Monkey Games, Eden Games, Darewise Entertainment, Notre Game, TinyTap, Be Media, PIXELYNX, and WePlay Media. Animoca Brands has a growing portfolio of more than 380 Web3 investments, including Colossal, Axie Infinity, OpenSea, Dapper Labs (NBA Top Shot), Yield Guild Games, Harmony, Alien Worlds, Star Atlas, and others. For more information visit or follow on Twitter or Facebook.


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