Japan Bitcoin Industry Co., Ltd. (JBI) has introduced Aurora, a new self-custodial Bitcoin payments platform designed to help Japanese content producers reach fans around the world, especially those unable to access traditional payment services.
Bitcoin Asia debut for Aurora
JBI formally announced the launch of Aurora during the Bitcoin Asia conference held in Hong Kong this week. The platform targets international fans of Japanese anime, manga, and games, aiming to address payment challenges that have limited access to Japanese digital content.
Demand for Japanese content continues to grow worldwide, but many international consumers still encounter obstacles when trying to purchase subscriptions, exclusive drops, and merchandise due to restrictions and complexity in cross-border payments.
How Aurora works
Aurora enables customers outside Japan to pay with Bitcoin through the Lightning Network, an off-chain scaling solution allowing fast and low-cost transactions. Japanese merchants can use Aurora’s point-of-sale interface or integrate its API for handling invoicing, payment tracking, and platform integration.
Mini dictionary: Lightning Network — A payment protocol layered on top of Bitcoin, the Lightning Network enables near-instant transactions and lowers fees by conducting most transactions off-chain before settling on the main Bitcoin blockchain.
JBI emphasized that Aurora’s design ensures the company itself never holds client funds. Merchants run their own self-custodial Bitcoin Lightning nodes, receiving payments directly from overseas customers.
JBI stated that this self-custodial approach gives businesses direct control of assets and reduces regulatory risk. The company said it will handle technical operations like maintaining node uptime, managing liquidity, and supporting accounting and audits, which have previously been barriers to enterprise Bitcoin adoption.
Aurora’s self-custody structure means merchants receive Bitcoin directly, while JBI oversees technical and operational aspects like node management, liquidity, and fiat conversion.
Sector growth and market potential
According to JBI, the global market for Japanese anime content outside Japan grew 26% year-over-year, reaching ¥2.17 trillion in 2024. Many fans, however, remain unable to access content or collectibles due to payment system limitations.
| Year | Market Value (¥ Trillion) | Year-over-Year Growth (%) |
|---|---|---|
| 2023 | 1.72 | – |
| 2024 | 2.17 | 26% |
JBI noted that Aurora is built on insights gained from the company’s UseBitcoin.jp platform, which has provided Lightning-based payments for digital gift card purchases since 2024. These cards include popular options such as au PAY, V-Preca, and Kyash.
Mini dictionary: Japan Bitcoin Industry Co., Ltd. (JBI) — A Japanese company specializing in Bitcoin payment solutions for businesses and consumers. JBI aims to facilitate crypto adoption by providing regulatory compliant and user-friendly platforms.
With Aurora, international fans can buy Japanese digital products directly with Bitcoin, while merchants retain full control of their funds throughout the process.
Industry outreach and future plans
JBI is inviting media, merchants, and wallet providers to engage with its team at Bitcoin Asia 2026 in Hong Kong to explore the platform’s capabilities and potential collaborations.
By creating a pathway for smoother international payments, the company seeks to increase the accessibility of Japanese content worldwide for a growing base of global fans.
Anime and manga producers, digital merchandise sellers, and overseas fans stand to benefit from the expanded reach and simplified payment experience that Aurora offers through Bitcoin and the Lightning Network.
