In December 2015, the Cool Japan Public-Private Partnership Platform (CJPF) was established in response to recommendations from the "Cool Japan Strategy Promotion Council" (Cool Japan Strategy Public-Private Collaboration Initiative). Its purpose was to deepen the Cool Japan strategy and strengthen collaboration between the public and private sectors as well as among different industries in this field. The platform brought together a wide range of stakeholders involved in related fields, both in Japan and abroad.
Since its establishment, CJPF has hosted numerous seminars and matchmaking forums to promote collaboration between public and private sectors and across industries, fostering the creation of new business opportunities.

At the CJPF General Assembly in 2021, the platform set its strategic direction to further leverage Japan’s globally renowned food and food culture as a hub to promote the country’s rich cultural and traditional strengths on an international scale. To achieve this, it focused on strengthening public-private collaboration strategies and enhancing outreach efforts.
Building on this, CJPF has worked on refining and promoting Japan’s local attractions, particularly food and sake, expanding successful case studies of overseas Cool Japan (CJ) projects, developing a structured framework, and organizing events such as the CJPF AWARD to discover key players, share information, and build momentum.

As Japan moves into a new phase post-pandemic, the environment surrounding Cool Japan has undergone significant changes.

Japan already possesses a wealth of intellectual properties (IP) in a broad sense, including content, diverse and delicious cuisine, and the natural and traditional heritage of various regions. By leveraging these IP assets to drive innovation, it is crucial to offer high-value experiences to the growing and increasingly diverse global community of Japan enthusiasts.
To further advance these efforts, in June 2024, the "New Cool Japan Strategy" was formulated (approved by the Intellectual Property Strategy Headquarters on June 4, 2024), outlining the vision and fundamental direction for future efforts.

Going forward, CJPF will continue its activities by utilizing its extensive network of Cool Japan stakeholders to further revitalize Cool Japan-related industries and expand the global fanbase of Japan.