Ministry of Economy, Trade and Industry
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kansei initiative -from Material Fulfillment to Emotional Fulfillment Kansei Japan Design Exhibition

Kansei Design Showcase


The concept of “kansei” is attracting attention as a new dimension of value in manufacturing. Kansei involves the idea of skillfully incorporating a new economic value into manufacturing
- value that becomes perceivable when a product appeals to consumers’ sensibilities in a way that impresses them, or encourages them to empathize with it. This is expected to be an additional strength of Japanese products, which have traditionally been recognized for features such as advanced functionality, reliability, and reasonable pricing.

In FY 2010, the “Kansei Design Showcase” is held in Kanazawa and Hong Kong to mark the third year of the “Kansei Value Creation Years.” The exhibition in Kanazawa took place in October at the 21st Century Museum of Contemporary Art, Kanazawa, which has captured the spotlight as a next-generation museum. The subsequent exhibition will be held at Business of Design Week,* a world-class design event bringing together leading design industry professionals from around the globe. Together these events will showcase the future of Japanese design.

Title: Kansei Design Showcase
Concept: Resonance-Designing Experience and Story
Executive Producer: Mr. Akiomi HIRANO, Spatial media producer, CEO of the Institute of Esthetic Research

Kanazawa exhibition
Date:  Saturday, October 16 to Sunday, October 24, 2010
Venue: 21st Century Museum of Contemporary Art, Kanazawa
Organized by: Ministry of Economy, Trade and Industry, Japan (METI), Organization for Small Medium Enterprises and Regional Innovation, JAPAN (SMRJ)

Hongkong exhibition
Date: Thursday, December 2 to Saturday, December 4, 2010
Venue: Hong Kong Convention & Exhibition Center
Organized by: Ministry of Economy, Trade and Industry, Japan (METI), Japan External Trade Organization (JETRO)

*Business of Design Week (BODW)BODW is Asia’s leading international convention focusing on design, and attracts as many as 50,000 visitors. The event consists primarily of the Design Forum, an international convention attracting renowned designers and business leaders from around the world, and Inno Design Tech Expo, which is an international trade fair on innovation, design, and technology. BODW has yielded major results as a platform for publicizing designs worldwide; it also acts as a gateway to China and other Asian markets. As a partner country, Japan provides extensive support for BODW in 2010.

Website: Site Link


Resonance-Designing Experience and Story

The theme of this exhibition is “Resonance-Designing Experience and Story” and it serves as the frame of reference for new trends of Japanese design. Resonance means people and products responding each other. When a person comes in contact with a certain product, he or she undergoes a “chemical reaction” that generates expectation and excitement. These emotions, in turn, cast a new light on that product. The feelings of empathy and attachment draw nearer to each other and within this mutual relationship, the product stimulates the person’s senses again. This cyclical process of mutual reactions between people and products is what we call “resonance”.

When we feel that something will create new experiences, lead to new possibilities, allow us to discover a new part of ourselves, or create new memories, we come to believe that we want keep that thing close to us, that it has value that cannot be exchanged for money and that we want to treasure it forever. This is the relationship on which we are focusing.

Products that expand a user’s experiences and turn them into stories…
Products that lead us to “new experiences” and “new stories...”
This is what we mean by “Designing Experience and Story”.The focus of this project is to introduce these products.

We envisage the following three realms where resonance between people and products manifests itself.

Kanazawa  Exhibition -

October 16 to October 24, 2010
@ 21st Century Museum of Contemporary Art, Kanazawa

photo:Kanazawa Exhibition

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Creative Industries Promotion Office
Ministry of Economy, Trade and Industry (METI) JAPAN
Tel : +81-3-3501-1750
Fax : +81-3-3501-6782
E-mail : cool-japan@meti.go.jpMail Link

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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