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METI Releases Concept Book: A Compilation of Traditional Japanese Value as the Foundation of Commodities and Services under the Cool Japan Initiative Wonder Nippon!

As the 2020 Tokyo Olympic and Paralympic Games approach, worldwide interest in Japan appears to be growing. In response, the Ministry of Economy, Trade and Industry (METI) released a concept book, aiming to convey Japan’s unique sensibilities and values to the rest of the world as the foundation of commodities and services provided under the Cool Japan Initiative.

1. Background

METI has been holding discussions concerning Japan’s culture and values, aiming to establish Japanese brands through the re-evaluation of craftsmanship (monodzukuri) and services that are strongly grounded in unique aspects of the country’s identity.

As the 2020 Tokyo Olympic and Paralympic Games approach, worldwide interest in Japan appears to be growing. To better convey Japan’s unique sensibilities and values to the rest of the world, METI established the Japan Brand Working Group, which held discussions concerning traditional Japanese sensibilities and values as the foundation of commodities and services under the Cool Japan Initiative, including contents, lifestyles, food and services, and compiled the discussion results into a concept book.

2. Outline of the concept book

The book describes traditional Japanese concepts derived from people’s view of relationship with nature, and also identifies some keywords representing Japanese people’s sensibilities, such as terms implying “Pondering seriously,” “Learning,” “Establishing ‘harmony’,” “Respecting the source” and “Extending concern and affection .”

3. Future policy

METI will seek to distribute the concept book broadly, including to overseas embassies in Tokyo, the Government of Japan and government-related organizations, municipalities, and private sector stakeholders. Moreover, METI has been holding discussions concerning the future distribution of a digitalized concept book free of charge.

Appendix

Release date

March 8, 2017

Division in Charge

Creative Industries Division, Commerce and Information Policy Bureau

Ministry of Economy, Trade and Industry1-3-1 Kasumigaseki, Chiyoda-ku, Tokyo 100-8901, Japan Tel: +81-(0)3-3501-1511
Copyright Ministry of Economy, Trade and Industry. All Rights Reserved.