12 CJPF LAB #3 – The Current State of the Cool Japan Emerging Market in Africa

CJPF regularly hosts CJPF LAB (study sessions) as a platform for companies and experts interested in overseas expansion strategies for Cool Japan industries to share information and exchange ideas. By involving public-private partnership platform members and CJPF producers, the CJPF LAB fosters knowledge-sharing through insights from pioneers in various Cool Japan fields and successful global case studies. The goal is to support business expansion for those involved in Cool Japan and create collaboration opportunities among industry professionals. In the third session, three experts provided insights into the current state of Africa, an emerging market attracting increasing attention.

11 CJPF LAB #2 – Exploring the Potential of Japanese Food Culture

CJPF regularly hosts CJPF LAB (study sessions) as a platform for companies and experts interested in overseas expansion strategies for Cool Japan industries to share information and exchange ideas. By involving public-private partnership platform members and CJPF producers, the CJPF LAB fosters knowledge-sharing through insights from pioneers in various Cool Japan fields and successful global case studies. The goal is to support business expansion for those involved in Cool Japan and create collaboration opportunities among industry professionals. In the second session, four food specialists provided insights into the appeal of Japanese cuisine from an international perspective.

10 CJPF LAB #1 ~ What is the Overseas Expansion Strategy of the General Discount Store Don Quijote?

CJPF regularly hosts CJPF LAB (study sessions) as a platform for companies and experts interested in overseas expansion strategies for Cool Japan industries to share information and exchange ideas. By involving public-private partnership platform members and CJPF producers, the CJPF LAB fosters knowledge-sharing through insights from pioneers in various Cool Japan fields and successful global case studies. The goal is to support business expansion for those involved in Cool Japan and create collaboration opportunities among industry professionals. In the first session, Mr. Kazuhiro Watanabe, Executive Officer and Head of Overseas Business MD Strategy at Pan Pacific International Holdings, and Mr. Kenichi Hiyama, General Manager of the Fresh Food Overseas Business MD Strategy Division, delivered a lecture on the company's overseas expansion strategy.

13 Second CJPF Workshop Verbalizing the Appeal and Story of “Local Communities” and “Your Own Business” to Explore New Experiential Value Through Regional and External Collaboration –

This is the second installment of the workshop aimed at refining business storytelling (the first session was held on March 13, 2024. LINK:https://cjpf.jp/live/ri01/). The Cabinet Office’s Cool Japan Public-Private Partnership Platform (CJPF) and Keio SDM (Graduate School of System Design and Management, Keio University), with the cooperation of the Aichi "Fermented Food Culture" Promotion Council, organized a workshop titled "Considering Aichi’s Fermentation Tourism through Regional Collaboration." Using the Business Story Refinement Framework, participants worked on linking business stories with regional narratives and developed tourism proposals that leverage the region’s unique characteristics and appeal. Through this upgraded and more practical workshop, participants gained valuable insights.

09 The Charm of Bishu Wool Discovered by an Overseas CJ Producer

The Cool Japan Public-Private Partnership Platform (CJPF) is a public-private collaborative initiative aimed at promoting the appeal of Japan to overseas markets and expanding the number of fans. The theme for this episode is “Japanese Textiles.” CJ producers, who are from overseas, will introduce the appeal of “Mitsuboshi Keito,” a woolen textile manufacturer in the Bishu region of Japan that has attracted the attention of luxury brands around the world. Please watch the following video that was taken from the producers’ unique perspective.

Minami-Kanto

34 Inheriting Over 100 Years of Passion and Tradition in Watchmaking: Partnering with a Diverse Range of Traditional Crafts to Bring Japan’s Sense of Beauty to the World

In 2021, Seiko, one of Japan’s leading watch companies, celebrated its 140th anniversary. Its origins date back to 1881 when Kintaro Hattori founded the Hattori Tokeiten retail store. In 1892, he established the watch factory Seikosha, and in 1913, the company introduced Japan’s first domestically produced wristwatch, the Laurel. Since then, Seiko has continued to create numerous world-first and Japan-first products. Among its diverse lineup, including Grand Seiko, King Seiko, Prospex, Astron, 5 Sports and Lukia, there is one collection that has recently gained attention and acclaim not only in Japan but also internationally — Presage. The name Presage, derived from the French word meaning “premonition,” embodies the desire to have people enjoy the richness of time by merging Seiko’s long history with Japan’s unique aesthetic sensibility. As a mechanical watch collection infused with Japan’s craftsmanship, traditions and wisdom, Presage carries a deep and authentic story from its inception to the present day.

Minami-Kanto

33 The Potential of Japan’s Content Industry in the Global Market

The “New Cool Japan Strategy,” which was decided in June 2024, sets a goal of 50 trillion yen in foreign consumer spending (including exports and inbound tourism) across four key sectors—Food & Food Culture, Content, Fashion and Cosmetics, and Inbound Tourism—by 2033. Among these, the Content sector holds particularly high expectations, with a target of 20 trillion yen. Japan's content industry, spanning anime, manga, and games, has earned widespread acclaim overseas. We spoke with entertainment sociologist Atsuo Nakayama about growth strategies, challenges, and key factors for success in global expansion.

Kita-Kanto

32 Utilizing the 200-year-old technique of ‘hammered copperware,’ the seventh-generation successor that transformed it into a globally acclaimed brand

Niigata Prefecture's Tsubame City is known as one of Japan's leading "manufacturing towns." Since the Edo period, the metalworking industry has flourished here, and traditional techniques are still being passed down to this day. Founded in 1816, Gyokusendo is a long-established maker of Tsuiki Douki (hammered copperware), crafted by shaping a single sheet of copper through hammering. Starting in 2003, Gyokusendo began expanding overseas by exhibiting at international trade fairs, including one in Frankfurt. Their collaboration with KRUG, a Champagne maison under the LVMH Group, on a custom-made wine cooler garnered worldwide attention. Currently, 90% of their sales come from directly managed stores, with 50% of these purchases being made by inbound foreign tourists, attracting customers from both Japan and abroad. To preserve traditional techniques, Gyokusendo continues to innovate without being bound by conventional thinking, staying true to the path they believe in.

Minami-Kanto

31 Leveraging over 40 years of cultivated expertise in discernment × collaboration with the local community to curate and share the appeal of traditional Japanese culture and regional charm!

Founded in 1976, BEAMS has continued to exert a significant influence throughout Japan as a select shop that proposes not only apparel but also a wide range of lifestyle products, including interior goods, miscellaneous items, and furniture. In 2016, BEAMS JAPAN was launched to leverage the expertise in discernment that BEAMS has cultivated over the years and to share the appeal of Japanese ‘monozukuri’ (craftsmanship) and cultural experiences with the world. Building upon BEAMS JAPAN, the BEAMS JAPAN GATE STORE is a regional co-creation store development project that focuses on collaboration with local businesses in attractive regions across Japan, including famous landmarks and scenic spots, to develop souvenirs and operate stores. How has Japan’s regional appeal been reimagined through the lens of BEAMS? How does it appear in the eyes of international visitors? You may just discover a new side of Japan’s craftsmanship and culture that you never knew before.

Kinki

30 Ancient Rice, Yeast, and Fermentation Creating new value through the power of science with traditional Japanese techniques and ingredients.

SIROK Inc. has been developing web services and products that continuously respond to people's needs, rather than merely following temporary trends. In 2017, the company launched "N organic", a skincare brand that has become highly popular among women in their 20s to 40s. Sirok's next goal is global expansion. With a desire to share Japan's long-standing techniques and culture with the world and to create a brand that will be cherished for generations to come, the company turned its focus to fermentation. Starting with the search for raw materials, the first phase of the project took four years, culminating in the release of "FAS" in October 2023. FAS stands for Fermentation and Science, embodying the concept of a fermentation-based anti-aging skincare brand. FAS was born through Sirok’s vision and passion, as well as collaborations with professionals from various fields. Now, one year after its launch, 20% of the visitors to its flagship store in Kyoto, Higashiyama are inbound tourists. The passion of its creators are undoubtedly beginning to spread worldwide.