Azuki burst onto the scene in January 2022. Its anime aesthetics, combined with the depth of its world-building, quickly made it an iconic work in the Web3 space. At that time, many NFT projects relied heavily on hype and derivatives, but Azuki stood out with its cinematic trailers, clear brand image, and community-first philosophy.
The driving force behind all this is Zagabond, an early DeFi operator that saw the opportunity to bring tokenization into mainstream culture through storytelling and character IP.
In this conversation, Zagabond reflected on his early experiences in the field, the intentions behind project design, and why the 'garden' remains central to Azuki's identity. We also discussed Animecoin and the broader changes he envisions for creators and collectors.
OpenSea: I always like to start from the beginning, even with very well-known projects, as it helps people understand the backstory. Let's start with the introduction and the origins of Azuki.
Zagabond: I've been an anime fan since childhood. My mom used to say that when I was six, I could sit for hours drawing (Dragon Ball Z). I never thought I would eventually achieve something in the anime field, but now we have.
In 2016, I discovered Ethereum. Before that, I had worked at Amazon and Google and was very passionate about the tech industry. But I also saw how centralized these companies were; they essentially made money by leveraging attention and data as advertising machines.
When I learned that Ethereum is like a decentralized supercomputer that can run any application, I was captivated. In 2017, I joined one of the earliest DeFi protocols, 0x, where I was responsible for operations and helped the team grow from about 5 to 50 people. We witnessed the rise of DeFi, and we even coined the term 'DeFi' in a Telegram group. During that time, I saw the power of community and how people worldwide could not only use your technology but spread it.
I have always been more interested in art, culture, fashion, and music. So when NFTs emerged, I saw an opportunity to bring tokenization into mainstream culture in a more approachable way. The allure of finance may be limited, but what about art, characters, and stories? This can resonate widely.
OpenSea: That's a great foundation. So, what prompted you to create Azuki?
Zagabond: In 2021, I saw the NFT space thriving, but there was little representation of Asian culture, especially in PFP projects. As an Asian American who grew up on Toonami, I wanted to create something that felt authentic. So I collaborated with an engineer friend and brought in our artist Steamboy from Blizzard, who had been involved in (Overwatch) production, very focused on storytelling and character design. Eventually, Azuki was born, an original work that merges Eastern and Western aesthetics, reflecting our personalities.
OpenSea: This sense of authenticity seems to resonate. What are your thoughts on art direction?
Zagabond: We want to push boundaries creatively and emotionally. Before the Mint release at the end of 2021, we released a live-action movie trailer... This might be the first of its kind in the NFT space. The trailer tells the story of a boy assembling posters in a factory, hinting at a deeper world, and the audience was pleasantly surprised. Our goal is to evoke an emotion; every trailer and every piece of content is designed to capture the ideals that Azuki represents.
One of our core values is 'proud but imperfect.' We won't overly pursue perfection at the expense of great opportunities. NFTs are a creative medium that allows us to try new experiences and new storytelling methods.
OpenSea: Your investment in craftsmanship is evident. Let's discuss the community. What makes the Azuki community different?
Zagabond: In the cryptocurrency space, many communities are driven by the desire to make money, and Azuki is no exception. However, Azuki's community places a strong emphasis on brand, IP, and the world we build together. We call our community a 'garden,' a place where people grow and create together.
Our holders have spent over a million dollars customizing artwork for their Azukis, reflecting their strong identification with the characters and long-term vision. Some are starting businesses or creating content, not for sale, but purely out of passion. When we see excellent works from the community, we will recommend them, such as the Espresso Shot logo from our anthology series that appeared in the community Twitter Space.
OpenSea: This level of creativity and integration is very rare. Let's talk about Animecoin; how does it fit into the broader Azuki ecosystem?
Zagabond: OpenSea tends to homogenize token trading, which makes sense. Many memecoins eventually launch NFTs to build more sticky communities. We, however, take the opposite approach: we build a strong community first and then launch tokens to deepen the ecosystem.
Our vision is to build an open anime world. Azuki is showcasing the possibilities of co-creation. Tokenization will be the next development direction for cultural sharing. I believe this label represents our generation.
Animecoin aims to redistribute value to fans and independent creators who have long driven the anime industry through cosplay, TikTok short videos, and fan content. They are the cultural engines but have yet to receive rewards. With Animecoin, they can have stakes and fund their own creations.
We are also building Anime.com, a platform for anime enthusiasts where people can discuss anime works, communicate with each other, and deepen their connection to anime culture. It is still in the early stages, but we believe it can empower the community.
OpenSea: What do you think all this means for the broader creator economy?
Zagabond: I am very optimistic. The tools are better than ever. You don't need expensive equipment or formal training to turn your vision into reality. AI makes it easier for people to create IP and build audiences. Look at what's happening in tech media; independent voices are now more culturally relevant than traditional media.
I see the same potential in the anime field. Independent animators and creators can launch engaging IP faster than ever, which will elevate mature artists and attract newcomers who have grown up with these tools.
OpenSea: Finally, what are Azuki's next steps?
Zagabond: Now we have laid a solid foundation in Web3 and are committed to reaching a broader audience. We recently launched the starter deck for the Azuki collectible card game, and the feedback has been excellent. We are expanding this series with more content coming soon, and a major project is in preparation for later this year.
Regarding NFTs as a whole, I think those wondering if they will 'return' are focused on floor prices, but the real evolution lies in utility. NFTs are becoming tools for expressing and building creative ideas, which excites me the most.
OpenSea: I completely agree. It is still too early; we have only scratched the surface of some possibilities.
Zagabond: That's right! We just launched a collectible short film featuring our character Mizuki, priced at $5, publicly released, with proceeds going to the creators. This is not for hype but to support art. In 2021, people might not have understood this, but we are constantly evolving and need platforms like OpenSea and brands like Azuki to drive growth in this field.
OpenSea: That's a fantastic closing remark. Thank you very much!
Zagabond: Thank you!
Note: References to tokens are for informational purposes only and do not constitute financial or investment advice.
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