Implementation Policy and Logo for the Premium Friday Campaign Decided

The Premium Friday campaign is an initiative for encouraging the public to take opportunities to enrich personal experiences for happiness and fun, e.g., shopping, family dining-out and tourism, or to create private time for these purposes, thereby producing the following effects:

1. Creating opportunities for changing life-styles through which people are able to find a sense of fulfillment and satisfaction in their lives;
2. Contributing to encouraging local communities to increase their productivity and foster their sense of togetherness; and
3. Increasing momentum to aid in changing the deflation tendency, rather than merely offering bargains.

Under the framework of public-private collaboration, the council was established to promote the campaign, aiming to continue to broaden the campaign across Japan. On December 12, 2016, the council held its first meeting, determined an implementation policy and decided on a logo and other subjects for the campaign. Along with efforts for advancing the campaign, the Ministry of Economy, Trade and Industry (METI) will also endeavor to promote working-style reform and other reform initiatives which may change the lifestyles of Japanese citizens.

1) Date

February 24 (Fri.), 2017

(The second and subsequent rounds of the campaign will be held centered around the last Friday of each month.)

2) Organizers

Local business and public societies, communities, companies and other entities are expected to consider ways to provide products, services or events related to shopping, tourism, volunteering and leisure activities through which large numbers of people will be able to find a sense of fulfillment and happiness in their lives.

3) Target regions and industries

The campaign will be held across Japan regardless of industry.

4) Period of time

The period of the campaign will be flexibly set, with the last Friday of each month as the focus, e.g., for three days from Friday to Sunday.

Companies and other entities that are interested in the campaign will be able to download the campaign logo free of charge from the website run by the secretariat of the council, as an effort for promoting the campaign. Use of the logo is permitted free of charge upon satisfying certain criteria for use. The secretariat will propose a variety of possible occasions where the logo may be useful.

Campaign logo

URL of the secretariat’s website:

• http://premium-friday.go.jp/

Under the framework of public-private collaboration, the council was established as a base for the campaign in which members will discuss an implementation policy and other issues in order to promote the campaign as a national campaign which fosters togetherness and will also carry out activities for raising public awareness of the campaign (For the members of the council, see the Appendix (in Japanese)).

December 12, 2016

Distribution and Logistics Policy Division, Commerce, Distribution and Industrial Safety Policy Group