A Luso-Canadian businessman wants to make pastel de nata known all over the world and launches a virtual bakery-pastry project.

“It’s an old dream, to make pastel de nata as famous as cannoli and sushi. It’s basically like going to our phone and having an emoji of a pastel de nata that doesn’t exist,” Jason Carvalho, 37, a bakery owner in north Toronto, told Lisa.

Son of emigrants from Braga and Barcelos, where he lived from 10 to 24 years, the businessman acquired the commercial establishment at the start of the pandemic, in March 2020.

To design the traditional Portuguese candy, Jason Carvalho is creating a virtual bakery and the project will be launched at the Art Basel fair in Miami on December 4, with the intention of “recreating the experience of dining, baking- pastry, cultural events”, thus being able to “create a new environment” for the sector.

Nata$World is the first auto-generated NFT (non-fungible ‘token’) and DAO (internet community sharing bank account) bakery that sells virtual land and NFT art to its community, allowing members to participate in various experiences social services online and to have reduced prices and advantages at the store of real pastéis de nata.

“This project is a new reimagining of the dining experience, it’s about having that and so much more, a virtual library, educating people about what Portugal is, discoveries, eventually the government can team up with us, to be able to sell more trips and promote Portuguese culture,” he added.

It will be the first platform for a bakery in this new “metaverse” with a DAO vision where customers can enjoy “tokens” and “virtual land”, but also later in the real store.

“A lot of people wonder if it is possible to carry out this project. There is nothing like it in this industry. Let’s be the first,” he added.

The entrepreneur António Trincão, executive director of YouCan Galaxy, is also part of this project.


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