On June 27, the 12th edition of the MINAX Brand Listing Forum concluded successfully. This event, themed “When Lifestyle Meets RWA,” focused on the on-chain path and market value transformation mechanisms of “light real-world assets” such as consumer brands, cultural tourism, and creative real estate. Representatives from Web3, consumer goods, investment, education, cultural tourism, and other industries gathered to exchange views and collaborate on the ecosystem.

Keynote Speeches: Life is Asset, Brand is the Gateway

Mr. Gong Fangxiong, Chairman of MINAX Global Brand Exchange, delivered the opening speech. He pointed out, “RWA is not just for institutional finance; it is the next-generation brand capitalization tool, and every real lifestyle can be digitally expressed.” He emphasized that stablecoins are the key bridge between blockchain and traditional finance, and brand RWA is the most valuable core application scenario. Brands are the most important intangible assets of enterprises, with high capitalization potential. For instance, Apple and Hermes’ market values are largely driven by their brand value. Compared to the current cryptocurrency market worth only $3 trillion, global stocks, bonds, and real estate together have a market value exceeding $600 trillion, leaving immense room for growth in RWA. Brand RWA will help millions of businesses globally streamline asset rights confirmation, valuation, and transaction paths, truly achieving the value reconstruction of “brand as asset.”

Later, Mr. Zhou Ruiqing, Chairman of Zhongguancun Financial Holdings (Hong Kong) Ltd., shared his perspective from a capital viewpoint, stating that the digitalization of brand assets will become the new driving force for global circulation in the consumer economy. He mentioned that RWA is reshaping traditional financial logic, empowering the digital transformation of real-world assets such as real estate, intellectual property, and brands through blockchain technology. He proposed three major directions: first, promoting deep integration of tech and finance; second, creating cross-border capital channels to connect mainland assets with global capital; and third, building compliant and transparent RWA infrastructure. He emphasized that RWA’s development requires industry collaboration, with platforms, technologies, assets, and regulations all working together. In the future, Hong Kong will become an important window for global digitalization of real-world assets.

New Brand Listing: Web3 Starting Point for Real Assets

During the brand listing segment, MINAX welcomed the listing of a new brand, a sustainable health-oriented plant-based food company. After a brand promotional video was played, Mr. Gao Song, Chairman of the new plant-based food brand, introduced the product philosophy and market vision. “Every bite of food nourishes both humanity and the Earth—this is not just a health concept, but also planting the tree of life for the sustainable future of the next generation.”

Brand representatives and MINAX representatives took the stage together and rang the bell, officially listing the brand. This bell-ringing ceremony not only marked the brand’s entry into the global asset trading network but also signaled that lifestyle RWA is accelerating its transition into the era of capitalization and digitalization.

Subsequently, Mr. Cao Yihao, Chairman of New Plant-Based Global Development Co., Ltd., commented that New Plant-Based’s 30 core patents and breakthroughs from an academic team allow plant-based meat to have “whole natural textures” for the first time. The scientific research led by Professor Liu Xinqi is transforming laboratory成果 into production capacity in intelligent factories. With the success of Minax listing, this will accelerate the restructuring of the global healthy protein supply chain.

Education and Co-construction: MINAX and Hong Kong Uweb Business School Strategic Signing

MINAX and the University of Web3 (Uweb Business School) officially formed a strategic partnership, focusing on Web3 education systems and talent development. Dr. Yu Jianing, Dean of Uweb Business School, delivered a speech at the signing ceremony, stating that both parties will jointly promote the implementation of the Certified Digital Asset Analyst system and build a future-oriented Web3 talent development mechanism through co-developed courses and practical assessments. This cooperation marks MINAX’s significant position in the RWA education and certification system, providing solid talent support for the sustainable development of the industry.

Roundtable Dialogues: Consumer, Culture Tourism, and Real Estate Discuss RWA Pathways

The forum set up two roundtable dialogues, discussing the topics “Lifestyle Brands and RWA” and “Culture Tourism, Real Estate, and RWA.”

The first roundtable was hosted by Miss Earth Winner and China Miss Lisa Xiang. Mr. Gao Song, Chairman of New Plant-Based Food Group, Ms. Wan Yuhua, Founder of Bawang Brand and Global Charming Women Club, Mr. Yu Deshui, Secretary-General of the One Country, Two Systems Research Institute, and Mr. Li Kai, Partner at Easter Capital, participated in the discussion. The panelists explored RWA from multiple perspectives, including policy, consumer brands, and hard technology.

Mr. Gao Song emphasized that with the successful listing on the MINAX platform, New Plant-Based is entering the Web3 ecosystem with its sustainable health concept, opening a new chapter in brand assetization. Mr. Yu Deshui stated that RWA is a key strategy for Chinese brands to go global and integrate with Web3 and emphasized strengthening policy and compliance mechanisms. Ms. Wan Yuhua believes that brand RWA will become a super trend in the global consumer market, bringing a new growth model of sharing and globalization. Mr. Li Kai mentioned that hard technologies, like brain-machine interfaces, may accelerate the value transformation and landing of health tech in the Web3 ecosystem by integrating with RWA incentives.

Wang Ping, the former rotating chairman of the China Mergers and Acquisitions Association, pointed out that RWA provides a new liquidity solution for distressed assets and is an important tool for breaking through the current economic cycle. Wang Gang, President of the China REITs Alliance, believes that large-scale planning and tokenization methods can drive the high-quality securitization and restructuring of cultural tourism and real estate projects. Ren Hao, Secretary-General of the Guangzhou Blockchain Industry Association, stated that the integration of longevity economy, health tourism, and RWA is building a global digital wellness community. Li Qing, Managing Director of Guangdong-Hong Kong-Macau Investment Group, emphasized that RWA is not only an asset tool but also the underlying logic for reshaping industrial valuation models, which can effectively unlock the capital value of regional resources. Dai Yue, Founder of Fang.com, shared that the platform has covered 200 cities nationwide and will support MINAX in advancing the widespread implementation and application of real estate RWA with resource nodes.

The second roundtable focused on the implementation models of culture tourism, real estate, and other RWA sectors, hosted by Mr. Tang Yiduan, Executive Director of China Tianhua Chemical and Chairman of Beijing Gaoya Investment Management Co., Ltd.

Six-party Signing: Expanding the Global Brand Asset Trading Network

In the final segment, MINAX announced the signing of strategic cooperation agreements with six partners:

• AFFLUENT SILVER LIMITED
• Web3 Harbor Capital Limited
• Easter Capital Limited
• NUOSETECHNOLOGY LIMITED
• Guangzhou Offshore Incubation Blockchain Technology Co., Ltd
• FURWAY PTE LTD

These partners will serve as key nodes in the MINAX global brand asset circulation infrastructure, responsible for local project integration, market education, compliance pathways, and investment matchmaking, creating a closed-loop ecosystem from “content supply—asset mapping—user participation—capital exit.”

Brand Roadshow: When Whiskey Becomes an Asset Expression

At the end of the forum, a brand representative from the high-end OB barrel whiskey sector shared their brand story, aging techniques, and product philosophy, introducing how they plan to digitize assets, limit sales, and connect with global users through the MINAX platform.

The roadshow presented a real-life case of “lifestyle as an asset”: even a bottle of whiskey can achieve identity anchoring, collectible value empowerment, and liquidity release through blockchain. This demonstrated the dual narrative of “emotional value + financial value” for brand assets, signaling that more culturally toned lifestyle brands will leverage RWA to enter on-chain circulation in the future.

Anchor Points of Next-generation Asset Value Expression

Through this forum, MINAX once again validated its positioning as a “leader in light-asset RWA,” breakthrough by bringing RWA from traditional finance into lifestyle scenarios. Real-world brands are no longer limited to commercial representation in the consumer sector but can truly become digital tokens that are financialized and capitalized. With the continuous expansion of the platform ecosystem and steady increase in user participation, MINAX is accelerating the construction of a “global brand asset liquidity network.”

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【Risk Warning】This article’s content is for informational purposes only and does not constitute any investment advice. Brand asset trading and investment involve high risks and volatility. Users are advised to fully understand the associated risks and make cautious decisions before investing. MINAX is not responsible for any investment losses resulting from reliance on this content. Please invest rationally based on your risk tolerance.