NEW Article
2026.05.21
FY2025 Fifth CJPF LAB: Growing Cool Japan Together — ‘The Japan We Want to Share’ Through the Eyes of International Talent
2026.05.21
FY2025 Fourth CJPF LAB: The Current State of Global Expansion in Fashion and Beauty
2026.05.21
FY2025 Third CJPF LAB: The Current State and Future of Enhancing Value Through Collaboration with IP
2026.05.21
FY2025 Second CJPF LAB: The Potential of Sports × Cool Japan
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Cool Japan Frontier toward 2033
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“FY2025 First CJPF LAB: Exploring the Potential of Nighttime Cool Japan Through Technology”
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CASE STUDY
We will introduce examples of initiatives that convey the appeal of Japan to the world.
35 “From Cross-Border E-Commerce to Sharing Japanese Culture with the World — ICHIGO’s Vision for Creating Experiences That Connect Japan and the World —”
38 Turning Dispersed Regional Resources into Collective Value
39 Expanding Globally Together with Fans Worldwide: How the Bandai Namco Group Leverages Data to Drive Global Growth
37 From Sunagawa, Hokkaido to the World: How SHIRO Is Building a Global Beauty Brand Through Regional Co-Creation and Sustainable Growth
Spreading the charm of the region to the world. We will be delivering videos of conversations between CJPF and the challengers it has met.
FY2025 Fifth CJPF LAB: Growing Cool Japan Together — ‘The Japan We Want to Share’ Through the Eyes of International Talent
Speakers & Presentation Topics Adam Fulford, CEO of Fulford Enterprise Co., Ltd., who has lived in Japan for more than 40 years and has long worked on translation and supervision for Japanese television programs related to English language education, spoke about one of the “invisible assets” of Japanese culture: the spirit of consideration for others and cooperation with those around you. He explained that this mindset of “caring for others” is becoming less common overseas and is perceived by many foreigners as a uniquely valuable aspect of Japanese culture. Mr. Fulford pointed out that regional areas of Japan—where traditional Japanese culture and ways of thinking remain especially strong—hold tremendous potential for attracting inbound tourism. He outlined three major benefits that foreign visitors can bring to local communities. First is the direct economic impact through tourism consumption. Second is exposure to highly skilled and specialized individuals. By welcoming visitors with perspectives and expertise rarely encountered in everyday local life, regional communities can gain new inspiration and opportunities. Third, he emphasized the advantage local communities have in being able to “selectively adopt outside ideas with flexibility.” Regions do not need to accept every suggestion brought from abroad; instead, they can choose and incorporate only the ideas that best fit their local vision. He described this ability to “take the best parts” as one of the unique advantages of inbound tourism. At the same time, Mr. Fulford highlighted challenges in Japan’s intercultural communication. Although Japan possesses a culture centered on consideration for others, he argued that many translations seen in regional areas are not truly created “with the audience in mind.” While translations may be grammatically correct in Japanese terms, they are often written from a Japanese perspective and therefore fail to resonate with international audiences. He stressed the importance of transforming such language into words that genuinely “speak to the hearts” of people from the perspective of the intended audience. Finally, he introduced the concept of “contribution-based tourism” as a framework for co-creation with international visitors. Rather than tourists simply consuming local attractions, he proposed organizing decentralized international conferences in which participants stay for several days in different regional communities, discovering both local strengths and challenges. At the end of the journey, all participants would gather to share ideas and proposals, some of which could potentially be adopted as valuable contributions to regional development. Mr. Fulford suggested that such initiatives could help […]
We are looking for and will award films that convey the charms of Japan and projects that enhance the experiential value of those charms.
The works and initiatives awarded with the CJPF AWARD 2025 are now available. Past award-winning works are also available here.
The CJPF Awards will accept and award entries in two categories: Movies and Projects, which will showcase the appeal of Japan in a wide range of fields, including food and food culture, tourism resources, manufacturing and content (entertainment, manga, anime, etc.), and the use of cutting-edge digital technology.
ABOUT CJPF
COLUMN
This is a column that allows you to rediscover the charm of Japan from various angles.
COLUMNAbout CJPF
We will explain the Cool Japan Public-Private Partnership Platform and its objectives and activities.
About CJPF