Joining Startale Labs: Leading Soneium Blockchain Project with Sony Group
I’m excited to share that Soneium, a blockchain jointly developed by Sony Group and Startale Labs, has been officially announced.
With my recent move to join Startale Labs, I’m driving the Soneium project forward as the Project Manager.
Sony’s Press Release: Development of Blockchain "Soneium™"
I have long said that Web3 is entering the phase of social implementation, and I believe we are now in a period of transformation.
For instance, the growth curve of cryptocurrency holders and Ethereum wallet addresses resembles that of internet users up until 2000. As more builders/companies, even from traditional industries, are seriously entering the Web3 space, the timing is perfect for Web3 to experience significant growth.
At this transformative moment, I’ve decided not to remain just an investor but to become an entrepreneur and builder(creator), driving implementation myself. After considering various options, I made the decision to join Startale Labs.
What is Startale Labs?
Startale Labs is a Web3-focused company established in Singapore in 2023.
Founded by Sota Watanabe, the founder of Astar Network, Startale Labs is a corporation designed to manage and operate multiple businesses over the long term, unlike Astar, which was a project and organization focused on a group of blockchains.
The company has grown rapidly, now comprising about 70 members across 20 countries. Our team is spread across Asia (Singapore, Japan, South Korea, China, India, etc.), Europe (UK, Spain, France, Belgium, Croatia, etc.), North America (US, Canada), South America, and Oceania.
One unique aspect of Startale Labs is that it has raised funds from global industry leaders like Sony, Samsung, and UOB (a leading bank in Singapore).
Startale Labs raises $3.5 million from UOB, Samsung in extended seed round
As a core contributor to Astar, Startale has been involved in both development and business promotion. Additionally, we provide a suite of tools under Startale Cloud Services necessary for blockchain product development. Though somewhat technical, we plan to expand these features in the future, offering RPC nodes, developer APIs, and more for various blockchains.
In August 2024, after more than a year of discussions and development, Soneium, a blockchain co-developed by Sony Group and Startale Labs, was finally announced.
As Project Manager, I will be leading this project from the front.
Why Startale Labs?
When considering what to do after Emoote, I began to think more deeply about what to dedicate the next ten years of my life to. The most important factor when committing to such a long-term endeavor is the “people.” Even as an investor, the most critical aspect when evaluating a company was always its people(entrepreneur).
I first met Sota Watanabe when I started Emoote and moved to Singapore. We’ve known each other for about three years now. While we have co-invested in projects, we’ve never worked on a project together directly. However, being in the same office, we often went out for meals or had deep conversations in the sauna.
His constant smile and grand visions always left a strong impression on me. Even during challenging times for Astar, Sota always maintained a positive outlook and spoke with unwavering confidence about the future. This ability to remain optimistic and continue to set high goals, regardless of circumstances, is a remarkable talent. Having founded and managed several companies myself and seen many entrepreneurs as an investor, I understand just how difficult it is to stay positive and maintain high ambitions in all situations. I wanted to build the next era alongside someone with these talents that I do not possess.
Moreover, the rest of the team is equally diverse and talented, with members from around 20 countries worldwide. Many are core contributors to Astar, while others hail from leading tech companies like Microsoft, Google, Amazon, as well as Web3 giants like Polygon, Binance, Polkadot, Chainlink, and OnFinality.
Since starting Emoote, I’ve always wanted to be part of a global movement without being confined to one country. I also wanted to leverage my connections and context as a Japanese person. I’m convinced that Startale Labs offers the ideal environment for this.
I’m more interested in how technology changes people’s lives than the technology or industry itself. When asked why I’m committed to Web3, I would cite the following two reasons:
First, I want to promote the creator economy. On a personal note, when I launched the Esports business, I witnessed the creation of a new industry where skilled gamers became athletes, competitions attracted enthusiastic fans, and sponsors fueled large prize pools. It was an incredibly inspiring experience. Expanding on this, I believe Web3 can enable everyone, not just professionals, to become creators who can inspire others and drive economic activity. The creator economy aligns well with Web3’s philosophy and technology, empowering individuals to take initiative and build their own communities and economies. We intend to create examples of this.
Second, I believe crypto will become an international infrastructure, starting with finance. In developed countries like Japan, where nearly everyone can verify their identity (KYC) to open a bank account and obtain credit cards, the need for crypto isn’t as pressing. However, in countries across Southeast Asia and Africa, more than half of the population doesn’t have a bank account, and credit cards are rare. Throughout history, groundbreaking technologies have often started as toys. Even in scenarios that seem impossible today, Web3 will become a reality, and we will be the ones to build it.
Lastly, I’m simply passionate about the philosophy of Web3—the decentralized thinking, composability, non-anonymity culture, and the communities that form around it.
How Will We Do It?
So, how will Startale Labs make this happen?
First, we are tackling the challenge of vertically integrating blockchain. Existing blockchains have different players for each layer. While decentralization is a positive, it also creates friction for developers and users. Startale Labs will start from the lowest blockchain layer, expand into layers of developer tools like RPCs, and move further upstream to provide developers and users with the best blockchain experience. Globally, only a handful of companies, such as Coinbase (Base) and ConsenSys (MetaMask/Linea), are attempting this challenge.
Second, we are collaborating with players who have distribution channels.
Web3 hasn’t yet broken out of its niche. While the infrastructure is steadily being built and use cases are increasing, distribution channels are still lacking. Creating our own channels is important, but so is leveraging existing ones. For example, Instagram became popular as a photo editing app by utilizing existing social media channels like Facebook and Twitter. When something new becomes a standard, using existing channels is a common strategy.
Soneium, the blockchain we are co-developing with Sony Group, is a prime example. Sony is a global brand known to all, with numerous assets and customer touchpoints. There is no other company with top-tier products across such a wide range of industries globally—games, music, movies, anime, electronics, sensors, finance, and more. We will continue to pursue such collaborations in Soneium and other ventures.
This is a major challenge that only Startale Labs, with its deep understanding of Web2 and unparalleled Web3 expertise, can undertake.
What Will I Be Doing?
Finally, let me share what I will be doing.
Currently, I am working as the Project Manager for Soneium.
My primary responsibilities include strategic planning and execution, business development, marketing, and community building. I also serve as the liaison with Sony Group to drive the business forward.
My base will remain in Singapore.
While Soneium is being launched by Sony Group and Startale Labs, it is a decentralized public blockchain built on Ethereum Layer 2 with OP Stack, guided by a decentralized philosophy and technology.
Our vision is to "Realize the Open Internet that Transcends Boundaries," embracing diversity and creating a truly open internet.
Our core values are “Emotion,” “Creative,” and “Go Mainstream.” We aim to create a place where creators and fans alike can feel inspired. Everyone has the potential to become a creator, bringing color to the world. Through this, we will deliver an ecosystem where individuals and organizations around the globe can take ownership. This is what Soneium stands for.
In line with our vision, we’ve redefined GM (typically shorthand for “Good Morning” in the crypto community) to mean "Go Mainstream."
Our Launch Partners:
Astar, operating Astar zkEVM, which has announced its migration to Soneium
Alchemy, providing tools used by Web3 developers globally
Chainlink, delivering globally standard Web3 oracles
Circle, offering the globally standardized stablecoin USDC
Optimism, providing the OP Stack, the most adopted technology stack in Ethereum Layer 2
The Graph, an industry-standard indexer
While many blockchains are being launched these days, it is rare and incredibly fortunate to have the support of such leading Web3 players from Day 1.
The recent Soneium brand launch received extensive media coverage, particularly in the United States, and has already generated significant interest. The testnet is set to be released soon, and we have several initiatives planned to build a strong community.
As a member of Startale Labs, I’m incredibly excited about the opportunity to create products and ecosystems that will be used worldwide! I’ll be drawing on my extensive experience of taking projects from 0 to 1 as an entrepreneur, as well as my deep involvement with world-class Web3 projects as an investor, and I’m committed to giving my all to this endeavor.
I look forward to collaborating with all our partners to build and grow the ecosystem. If there’s any way we can work together, please don’t hesitate to reach out.
Startale is actively recruiting talented individuals to help us use new technologies to change society. We are looking for blockchain engineers, infrastructure engineers, product managers (PdM), and DevRel professionals, among other positions. If you’re interested, please check out our careers page:
https://startale.com/en/career
Let’s pave the way for a new world together! Go Mainstream together!!
Follow me: https://x.com/yujikumagai
