With smartphone users growing rapidly, more and more people are communicating with each other through texts and social media. This has lead to a 28% decline in use of postcards in the last 10 years. Japan Post wanted to do something about this trend. They felt that it is very important for people to remember the emotional value and power handwritten messages, as well as discover new possibilities for the postcard.

A special postcard system was developed, where people could send the handwritten message through a QR code. The QR code would be pasted onto the postcard and sent physically through post. Upon receiving the postcard, the recipient would then place the postcard on their smartphone, tap Play, and the movie and personal handwritten message would appear. This was a method devised uniting the paper postcard with digital technology.