This Makuake, one of Japan's leading reward-based crowdfunding platforms, campaign introduces a pure titanium case for Japan's My Number identification card, crafted using the renowned metalworking techniques of Tsubame-Sanjo, a metal manufacturing hub in Niigata Prefecture. Through a special surface treatment called "wave hairline," the case achieves a beautiful finish that shifts in appearance depending on the angle and lighting, while maintaining both slimness and durability.
Rather than treating the My Number card case as a purely functional accessory, the project positions it as an object that brings genuine satisfaction to its owner. By combining the regional prestige of Tsubame-Sanjo with precision machining down to 0.1mm, the product is marketed not just as practical, but as something people will want to own.
As a typical example of reward-based crowdfunding, this campaign tells the story of local craftsmanship and technical skill, differentiating itself through design rather than price or function alone. Specific figures such as the funding goal or number of backers were not available in the project description.
Highlights
- Highlights the precision manufacturing skill of the region (accuracy down to 0.1mm) as the foundation of the product's value
- Uses a proprietary surface treatment technique to create a concrete point of differentiation
- Adds emotional value—the satisfaction of ownership—to an everyday practical item
Why this campaign attracts support
Editorial analysis based on publicly available information. It is not a confirmed account of why backers chose to give.
This project's appeal lies in its clear differentiation, combining practicality with aesthetic sensibility. Starting from the question "should a card case simply protect, or can it do more?", the creators chose titanium as the material and developed the unique "wave hairline" surface treatment, making the difference from competing products both visible and tactile. By emphasizing that this level of thinness is "only possible because of Tsubame-Sanjo," the project ties regional branding to technical credibility, reinforcing both design appeal and perceived quality. In crowdfunding, novelty, proprietary technology, and regional identity are three factors that tend to resonate with backers—and this project manages to combine all three. The message that "an item you use every day deserves to be beautiful" speaks to consumers seeking added value beyond price, following a proven pattern for success in reward-based crowdfunding.
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A note from the editors
What stands out here is the design philosophy that prioritizes "the joy of ownership" even for a mundane, practical item. By pairing Tsubame-Sanjo's metalworking expertise with a distinctive surface treatment, the team turns an otherwise unremarkable My Number card case into something distinctly differentiated. This approach—telling the story of local industry's technical skill—offers a useful reference for manufacturers considering crowdfunding for craft-based products. It's also worth noting how shining a spotlight on materials and processing techniques, rather than function alone, allows a product to step outside of price competition and offer a different kind of value proposition.