Ministry of Economy, Trade and Industry
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【METI Mobile】The secret side of Cool Japan

Japanese regional products

What does the phrase Cool Japan mean to you? Perhaps it makes you think of anime and Japanese comics, known as manga. Maybe robots come to mind. Or super-cool, gadget-laden toilets. But there is another, hidden side of Cool Japan waiting to be explored, showcasing the best regional products from across the country.

Discover 500 new treasures
The logo of The Wonder 500
With all these products competing for attention in a crowded market, it’s hard for regional cool to make itself heard. So a project to promote 500 goods from across Japan with a single voice, The Wonder 500, was launched in August 2015. There are three categories: Goods, Foods and Travel Experiences. Some were picked by producers with networks for expanding sales overseas, and others were invited to apply.
Bottling up a neat idea
A bottle of rice called Kotaki White
The Wonder 500 spotlights tradition and sophisticated ideas. Kotaki White, pictured above, is made in the Kotaki district of Sakae, Nagano. It contains Kotaki rice, not alcohol: rice packaged in a smart, upmarket bottle and sold as a gift idea. The novel concept and design are drawing attention.
Exhibitions in New York, Paris and Hong Kong
Fully-fledged overseas exhibitions and PR activities will travel to Hong Kong, Taipei, New York, Paris, and other major cities from January 2016, to raise awareness of the products and support expansion of sales channels overseas.
Last updated: 2016-01-27
Ministry of Economy, Trade and Industry
1-3-1 Kasumigaseki, Chiyoda-ku, Tokyo 100-8901, Japan Tel: +81-(0)3-3501-1511
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