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cool japan strategy

Monday 24 March, 2014

I attended this event @ the Japan Society, “The ‘Cool Japan’ strategy:  sharing the unique culture of Japan with the world” featuring Tomoni Inada, the minister in charge of the strategy.  “Cool Japan” is a phrase used to describe Japanese commodities, contents, & cultural products that are considered “cool” by non-Japanese people.  It features films & TV programs, characters like Hello Kitty, video games, & fashion items.  The Japanese contents market is flat or shrinking.  A low % (3%) of Japanese contents revenue comes from overseas.  Japan seeks to increase the # of visitors to Japan from 10M in 2013 to 30M in 2030.

Until now, cooperation has been insufficient.  It is vital to work together to convey the appeal of Japan’s outstanding culture & products to the world & turn these into an engine of economic growth.  Inada was appointed a cabinet level ministerial position to implement this strategy & head up the Cool Japan Promotion Council.  The council has 7 private sector members, such as a lyricist, critic, & designer.  A subcommittee was formed to more effectively convey Japan’s culture from young people’s perspective.

An action plan has been created to move this forward with these action items:

  • promote cooperation among food, fashion, manufacturing, & contents sectors
  • utilize the Cool Japan fund of $485M public sector funds & $97M private funds
  • promotion by prime minister
  • encourage broad participation of Japanese people

In June, 2013 the strategy was rebranded @ the highest levels of government as a national strategy called the “Japan Revitalization strategy:  Japan is back.”  It includes food, sake, fashion, manufacturing, contents, & traditional culture.  The 1st event where this was implemented was @ the Tokyo International conference on African development (TICAD), which was attended by African heads of state.  It was also introduced @ the Tokyo Crazy Kawaii in Paris in September, 2013.  There is also a regional approach to promote boxed-lunch (Bento) culture & traditional textile art (nishijin-ori).

Design is being highlighted in porcelain, lacquer, digital signage, fashion, castles, & sky trees.

my $02:  Japan needs to start promoting this strategy online.  When I searched for it, very little relevant information showed up.

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