"I will grow rare, native plants and create them as NFTs."
The 'Seed Vault NFT Collection' is popular. People are constantly visiting the 'Seed Vault NFT Collection' booth set up at the Seoul International Garden Show in Boramae Park, Dongjak District, on social media platforms.
This collection is a biodiversity conservation campaign based on Non-Fungible Token (NFT) technology. It was planned by the K-Green Foundation, Dunamu, and the Korea Arboreta and Gardens Institute (KoAGI). As of the 22nd, the total number of visitors to the Seed Vault NFT Collection reached 11,155, and a total of 44,478 Seed Vault NFTs were issued by Dunamu.
I met Director Lee Eun-jung (36) from Dunamu and Senior Producer Kim Ji-eun (30) from the K-Green Foundation, who are in charge of the collection. They had dynamic ideas as part of the MZ generation. At the same time, they were determined to create a campaign distinct from existing environmental campaigns. Working together led them to a solution.
"To convey a message, we determined that 'participation' is more important than anything else. The method was the meeting of environmental conservation and digital technology through NFT and gamification."
Director Lee and Producer Kim said, "By issuing NFTs for endangered plants, we enabled citizens to directly own and remember these digital assets, fostering a more vivid awareness of biodiversity conservation." They stated, "The Seed Vault NFT Collection is a project that integrates technology, art, and the environment," and expressed confidence that it presents a new and evolved model of environmental campaign participation. Below is the Q&A with Director Lee and Producer Kim.
―What is the core message of the Seed Vault NFT Collection?
Senior Producer Kim Ji-eun (hereafter Kim) "It's the value of biodiversity conservation. By issuing the genetic assets of endangered plants and native plants in the city as NFTs, we aimed to permanently preserve them and help citizens directly recognize the importance of conservation."
The fusion of environmental conservation and digital technology is unique.
Director Lee Eun-jung from Dunamu (hereafter Lee) "Plant seeds and NFTs share uniqueness and non-replicability. We intended to effectively deliver the message of biodiversity conservation by utilizing this."
How is citizen participation carried out?
Kim "We induced active participation by utilizing gamified content. When citizens act as agents and complete online and offline missions, real conservation areas are created, and they also receive NFTs."
Lee "We issued NFTs online and offline, encouraging users to combine NFTs to create new NFTs to boost participation."
Kim "We expanded the scope of participation not only through NFT collection but also through nationwide offline events and online events. After the end of the season, we plan to establish actual conservation areas."
―What are the main plant species in this collection?
Kim "Each season, we selected endangered species and native plants. Season 3 focused on native plant species like the Seoul rock mint, which are disappearing in urban areas, as well as the Chinese artichoke."
―What is the collaboration method between the K-Green Foundation and Dunamu?
Kim "The K-Green Foundation delivered environmental messages through storytelling, while Dunamu supported the technical implementation and platform."
Lee "Dunamu provided an NFT issuance system based on the eco-friendly blockchain, Luniverse, emphasizing data transparency and ESG management."
―Please explain the digital healing garden.
Lee "We implemented a virtual forest through a media facade, allowing citizens to experience nature within a digital environment and achieve emotional recovery."
Kim "In the digital healing garden, citizens can experience the comfort that nature provides through digital technology. This collection is a new environmental campaign model that combines technology, art, and the environment."