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  5. METI, Japan Sports Agency, JETRO and JSC to Collaborate for Popularizing Japanese Sports Overseas and Promotion of Sports Industry’s Overseas Business Development

METI, Japan Sports Agency, JETRO and JSC to Collaborate for Popularizing Japanese Sports Overseas and Promotion of Sports Industry’s Overseas Business Development

July 25, 2018

On July 25, 2018, the Ministry of Economy, Trade and Industry (METI), Japan Sports Agency, Japan External Trade Organization (JETRO) and Japan Sport Council (JSC) (hereinafter referred to as the “four organizations”) concluded a basic agreement, aiming to popularize Japanese sports overseas and to promote overseas business development of Japan’s sports industry.

1. Outline of the collaboration

The four organizations will be committed to the following four supporting efforts to popularize Japanese sports overseas and to promote overseas business development of Japan’s sports industry.

  1. Development of infrastructures to promote overseas business development of Japan’s sports industry
    The four organizations will collect and convey information to realize Japan’s Sports International Strategy. They will provide sports-related companies and municipalities with information on sports markets overseas and successful case examples of leading companies through holding nationwide seminars on international development of sports-related business and will discover companies having the potential to develop business overseas.
  2. Collaboration in further conveying Japan’s qualities and promotion of economic cooperation through the globalization of sports
    They will seek to draw global attention to the unique qualities of Japanese sports and the characteristics of Japan’s sports industry, taking opportunities of international expositions (World Expos), international sports conventions, federations, and other means involving economic collaboration and cooperation with overseas partners.
  3. Collaboration in promotion of Japan’s sports industry, such as sports-related products, services and contents, to develop business overseas
    They will support the sports industry in developing business involving Japan’s promising sports-related products and services in overseas markets by providing them with opportunities for holding business meetings with overseas companies and employing PR efforts. For example, in the beginning of 2019, they will hold an event in Manila, the Philippines, titled “Business Meeting and PR Event for Healthy and Longevity Life Expectancy in Manila,” focusing on PR and sales promotion activities by Japan’s sports industry in order to provide an opportunity for Japanese companies to develop business in the country.
  4. Collaboration in supporting municipalities and sports commissions in order to increase business attracting overseas demand to Japan, for e.g., attracting overseas tourists to Japan and investment in Japan
    They will support organizations highly motivated to promote sports tourism, including municipalities, regional commissions, and other entities, in deploying PR activities to attract overseas tourists to Japan by taking opportunities of international competitions and games.

2. Background to and purposes of the collaboration agreement

In recent years, global sports markets have been expanding against the backdrop of a growing societal interest in lifestyle health. Countries increasingly consider sport as a promising industry and as a means to vitalize regional economies.

The Investments for the Future Strategy 2018, a strategy developed by the Government of Japan and approved by the Cabinet on June 15 (Fri.), 2018, states as a goal that the four organizations should collaborate and cooperate in strategically collecting information, conveying the collected information, and supporting the sports industry in deploying sales promotion activities so as to encourage the industry to develop business involving sports-related content in overseas countries by taking advantage of qualities unique to Japan.

The four organizations will aim to contribute to fostering the sports industry into a growth industry, and to this end, they will collaboratively strive to popularize and diffuse Japanese sports abroad and encourage the industry to develop business overseas by combining networks and information in the sports industry and the capabilities of the four organizations, i.e., unique knowledge and knowhow on international business. Through these efforts, they will encourage the industry to attract overseas visitors to Japan and attract overseas demand to Japanese products and services in other countries.

Division in Charge

Service Industries Office, Service Affairs Policy Division, Commerce and Service Industry Policy Group

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