Basically, the company wants to start a Cryptocurrency Exchange, where you can trade different cryptocurrencies like bitcoin, ethereum, and XRP. And, to do so, it will use the IJJ token to power the Exchange itself.
Unfortunately, I can't say if it'll increase the price, that wouldn't be appropriate of me to do so. However, there is positive sentiment at least in the short to mid-term. Additionally it provides funding to help start the exchange, per the ijjcoin website,
"Funding Objective:
Soft Cap set at $2 million USD.
Soft Cap is divided into 2 tranches:
$1,600,000 for infrastructure building with 32 million ERC-777 (includes Bounty Program)
$400,000 for Media and Consultant Services with 8,000,000 ERC-773 (no Bounty).
Soft Cap token issuance are intrinsic to the Buyback Campaign supported with the executed mandated provision."
So the news is tomorrow, he will announce which current exchange will have its IJJ coin listed to eventually buy soon.