VISA “TOUCH & BLOOM”, an instant donation system to support the beauty of the moment, was created. Visitors who decided to make small donations for upkeep of the cherry trees, were rewarded with a sudden burst of cherry blossom petals upon completion of the payment. Sakura Fubuki, or the showering of cherry blossom petals, are considered to be one of the most beautiful and memorable moments of the cherry blossom season. Visitors were given short clips with music, of this memorable moment.

This project utilized the latest contactless payment system by VISA. Payments would trigger a special cherry blossom experience. Visitors wore a special wristband and entered the booth. Touching the terminal in the booth would complete the payment for their donation. Upon completion, a sudden burst of cherry blossom petals would fill the booth, rewarding them for the donation made. This moment was captured automatically by a hi-speed camera installed, and was quickly turned into a special short clip with music for the visitors to share on SNS.

This unique experience attracted 3.8 times more visitors than expected, and donations for the cherry blossoms reached 185% of the initial goal. Providing an opportunity to experience contactless payment to visitors of a flower festival, turned out to be an effective way to appeal the new payment technology to a wide target. This event was so successful, it is planned to be extended to other areas in Japan.