KUALA LUMPUR: MyeongDong Topokki, one of the largest fast casual Korean restaurant chains in Malaysia, is leading the way for the food and beverage (F&B) industry, as it leverages blockchain technology to encourage sustainable consumer attention and engagement.
The foray into non-fungible tokens (NFTs) metaverse is highly anticipated, as MyeongDong Topokki sees this as a part of its strategy to position the group as a leading technology firm in F&B.
The NFT ecosystem uses blockchain to record ownership of digital assets and under MyeongDong Topokki’s latest venture, 1000 pieces of NFTs will be available for purchase on the marketplace, with benefits tying into MyeongDong Topokki restaurant memberships.
The restaurant chain is also working on collaborating with famous NFT artists in Malaysia to roll out limited pieces of NFT art.
Vincent Lua, the founder and chief executive officer of Cravito group, the parent company of MyeongDong Topokki, said, “While NFT is relatively a very new concept especially in Malaysia, we’re always looking for innovative ideas to enhance MyeongDong Topokki customer’s engagement.”
To purchase MyeongDong Topokki’s NFT, customers will need to create an account with NFT marketplace Opensea.io.
With over 50 branches across the nation, MyeongDong Topokki is one of the largest fast casual korean restaurant chains in Malaysia. First inspired to set its topokki print in Malaysian hearts in 2014, its concept was derived from street food haven Myeongdong, which is also a stop on the Korean subway station.
Its success then brought about the existence of sister brands such as MyeongDong Topokki Express, MDT Kape, MDT Cloud Kitchen and MDT Shop, which offer a different range of Korean food products to different customers.