With the aim of promoting industries under the concept of “Cool Japan,” METI brought together leading-edge experts in related fields and government officials from related ministries to organize the Public-Private Expert Panel on Creative Industries (Chair: Yoshiharu Fukuhara^*1, Honorary Chairman, Shiseido Co., Ltd .; Deputy Chair: Seigow Matsuoka^*2, Director , Editorial Engineering Laboratory^*3 ). Since November last year, the Panel has held eight meetings to discuss specific strategies to expand sectors such as monodzukuri (manufacturing), regional development, food, fashion and design into overseas markets.

A proposal on the Cool Japan Strategy was developed based on discussions by the Panel.

• *1 http://www.shiseido.co.jp/e/e9705grp/html/grp00159.htm
• *2 http://www.impressholdings.com/info/pdf_en/eng1031-13_eel.pdf (PDF:330KB)
• *3 http://www.eel.co.jp/ (in Japanese)

The Panel focused on overseas expansion strategies mainly for six sectors in the first half of the term: (1) apparel and fashion, (2) monodzukuri and regional products, (3) food, (4) content, (5) tourism and (6) home. In the latter half, discussions were held in greater depth on Japan’s fundamental sense of values and sense of beauty, including the basic notions and lifestyles constituting the Cool Japan concept.

In the wake of the Great East Japan Earthquake on March 11, the Panel also examined how the strategies should be modified in consideration of the post-disaster conditions and reconstruction.

Taking account of these perspectives, the report presents proposals in the following areas with two underlying messages窶鐀(1) Return to the traditional Japanese lifestyle and industrial structure that are environmentally conscious, energy efficient, and pursue creation and evolution; (2) Support “hard working front-line people” and “small and medium-sized businesses and the young seeking success on the world stage.”

1. Extensive publicity of Japanese brands
2. Contribution to recovery from the Great East Japan Earthquake
3. Establishment of the base for creative activities
4. Overseas expansion of creative industries (Cool Japan)

The report and related documents are available on the following website:
http://www.meti.go.jp/committee/kenkyukai/k_7.html (in Japanese)

• Proposal of the Public-Private Expert Panel on Creative Industries (Summary) (PDF:268KB)
• Creating a New Japan - Tying together “culture and industry” and “Japan and the world” (PDF:641KB) Updated on June 10, 2011

May 12, 2011

Creative Industries Promotion Office, Manufacturing Industries Bureau