CJPF AWARD 2025 Award Result
Outline
We have selected and awarded outstanding works and initiatives in two categories: movies that showcase Japan's appeal to the world, and projects that create and expand new value and appeal for Japan internationally.
As we enter the post-COVID era, the environment surrounding Cool Japan has changed significantly. The number of foreign tourists visiting Japan exceeded 36 million last year, marking an all-time high, and travel expenditures hit an all-time high of approximately 8.1 trillion yen. In the content sector, anime and manga continue to lead, while live-action films, music, and dramas have gained popularity worldwide. Additionally, various industries such as food, fashion, and beauty are attracting international attention, further driving economic expansion.
In June last year, the "New Cool Japan Strategy" (*1) was decided, outlining efforts to further expand Cool Japan-related industries overseas and increase the number of fans of Japan. To achieve these goals, in addition to expanding the quantity and scope of initiatives, we will also promote high-value-added efforts that focus on providing high-quality experiences.
To advance the Cool Japan strategy by promoting and expanding Japan's appeal globally, the Cool Japan Public-Private Partnership Platform (CJPF) held the CJPF Awards 2025 Ceremony on Wednesday, March 5, 2025 (Reiwa 7), and recognized 18 outstanding award-winning initiatives.
*1:The "New Cool Japan Strategy" was developed as an action plan to effectively respond to changes in the environment surrounding Cool Japan. While maintaining the fundamental concepts and approaches outlined in previous Cool Japan strategies, it also includes strategic measures for the core content industry.
Video category
award results
“ Breath of Nagano 'Mizuhiki' -Creativity birthed from restrictions " is an outstanding piece that conveys the culture and spirituality of Nagano Prefecture through Mizuhiki. It carefully portrays both the technical aspects and the underlying values of thoughtfulness and consideration for others, and aims for a strategic enhancement of international expansion through multilingual support in four languages and effective social media utilization. Additionally, local events in France and Italy, in addition to collaboration with related websites, have proven to be impactful, making this a model example of regional branding that bridges tradition and modernity.
We would like to express our heartfelt gratitude to Norishige Takahashi, Masatoshi Ishikawa, Chiyomi Sakuma, Takuya Higa, Taiga Abe, Yuko Yamada, Misano Nakajima, Satomi Muraoka, and Tsunao Yamai for their tremendous efforts in creating this film. Thank you so much! The spirit of "Tenka Taihei" (universal peace), which is deeply embedded in Noh, is needed in the world, now more than ever. We sincerely hope that this film will serve as a catalyst for spreading the "Heart of Noh" worldwide and among Japanese people as well. We are truly grateful!
" The Heart of Noh -English Edition-" conveys the Komparu school’s philosophy of "Tenka Taihei" (universal peace) to the world, set against the backdrop of Italy's historic architecture. With its visual impact and English adaptation, it effectively expresses the universal value of Japanese culture, while also showcasing strong collaboration with local institutions. A masterpiece that encapsulates the depth of traditional performing arts and their contemporary significance in a short timeframe.“
At Akashiura Japan Fisheries Cooperative, we conduct a rare form of "seri" using live fish. This video encapsulates the craftsmanship, precision, and passion of the fishermen, co-op staff, and wholesalers — bringing to life the charm of Japan’s primary industries. Our traditional yet cutting-edge techniques, including the art of ikejime (a method for preserving freshness), are a source of great pride. Encouraged by this award, we will continue to strive for a future where we can pass on the bounty of the sea to the next generation.
This short documentary allows viewers to experience the pride of Akashi through the lives and culture of the local people, as well as the dedication of the professionals involved in the "seri" auction, a unique aspect of Japanese culture artfully introduced in this film. While the difference in pacing between the opening 16 seconds and the rest of the video stood out to me, creating a separate promotional video featuring an alternative opening could further expand its potential.
We are truly honored to receive this prestigious award. This work portrays Uji as a city where history and culture from various eras, including the Heian period, have accumulated over time, weaving together the past and present, showing what has changed and what remains unchanged. Through this film, we hope to share the charm of Uji with people of all ages, across generations.
Congratulations on your award. This film beautifully captures the charm, history, and excitement of Uji through the medium of animation — a form of expression that is now universally recognized as a symbol of Japan. The production quality is exceptionally high, and the story, told without dialogue but accompanied by music, allows the history and culture of Uji to resonate with people of all backgrounds and nationalities. The fact that this work was created locally by Kyoto Animation, one of the world’s finest studios, further enhances its significance.
We are truly honored to receive this award.
This video was created with the desire to introduce Okinawa City to a wider audience, inspired by the city’s first-ever hosting of the global tournament, the FIBA Basketball World Cup 2023.
Even within Okinawa Prefecture, Okinawa City stands out with its unique atmosphere and streetscape, which vividly reflect the history of post-war Okinawa. We are delighted to have the opportunity to share the city's charm with audiences both in Japan and around the world.
I greatly appreciated the strategic approach of featuring an NBA player to effectively target a specific audience. This was one of the few submissions that leveraged a well-known foreign influencer, making it a great example of successful promotional content. The focus on Okinawan cuisine was also unique and made me genuinely want to visit and try the food. Congratulations on your award!
We are truly honored to receive this award! This video series captures the real-life efforts of elementary school students from New York and Iriomote Island as they transcend cultural and language differences to take action and shape the future. We hope that their passionate efforts will reach even more people through this award and inspire many more people to take action. Please listen to the real voices of these children and join them in making a difference!
This project, which connected schools in New York and Japan, effectively conveys a powerful message for the future through its compelling concept and visual storytelling. Addressing social challenges across borders and collaborating with the next generation are crucial actions for the future of the Cool Japan strategy. The film’s composition and execution are well-paced, meticulously crafted, and professionally polished to a high standard.
Matsuura City in Nagasaki Prefecture has leveraged its position as Japan’s top horse mackerel producer to declare itself the Aji Fry Holy Land and promote the city through various initiatives.
This video is designed to tap into the universal appeal of food cravings, instinctively making viewers think, "I want to eat Matsuura’s Aji Fry!" Moving forward, we will continue to refine our regional resources and build an even more attractive city under our motto: "Aji Fry to all of Japan! To the world! Aji fry! FLY!“
As a Cool Japan strategy, this initiative is highly valuable not just for promoting Matsuura as the Aji Fry Holy Land, but also for highlighting Japan’s primary industry — fishing. Japan’s primary industries are gaining international attention, and by spreading awareness, we anticipate further growth in inbound tourism and exports in the future.
We are truly honored to receive this award. Choco Monaka Jumbo is an ice cream known for its unique combination of crispy monaka and chocolate. To ensure its signature crispiness, we focus on freshness by shipping the product within five days of production to prevent the ice cream's moisture from softening the monaka. We created this video to introduce overseas visitors to a flavor experience that can only be found in Japan.
This video masterfully combines humor and entertainment while portraying elements of Japanese tradition and history, including ninjas, samurai, and Yamato Nadeshiko, leaving a lasting impression on international audiences. It brilliantly highlights the delicate quality and craftsmanship of Japanese sweets — an iconic aspect of Cool Japan — as well as the uniqueness of Japan’s convenience store culture.
The landscape painting depicted in the film represents the back side of the Dragon Palace 100 years from now. It was created using marine debris by eco-artist Ayami.
The sea around Enoshima is beautifully maintained, thanks to the efforts of local residents. However, its cleanliness makes it easy to overlook the presence of micro-waste. Through this experience, we realized the importance of rethinking how we deal with even the smallest waste.
We are truly honored to receive such a prestigious award. We hope that as many people as possible will see this film, think about it, and feel inspired by its message.
This film deeply engages with the vision of eco-artist Ayami, who travels across Japan creating art from locally discarded materials.
It conveys a strong sense of urgency about the current state of the world and a passionate message for change. The film presents a thought-provoking question: What kind of future society embodies the Expo 2025 theme, "Designing a Future Society for Our Lives"?
Unlike typical promotional content showcasing beautiful landscapes, food, or traditional arts to attract inbound tourism or expo visitors, this film takes a different approach. Instead, it carries a profound message that aligns with the Expo’s core theme — one of sustainability, interconnectedness, and mutual recognition among all living beings.
This powerful message resonates with the vision of Expo 2025 Osaka, Kansai, and we believe it will inspire interest and engagement with the event. For this reason, we have selected it for this special award.
Project category
award results
チームラボ《Floating Flower Garden: 花と我と同根、庭と我と一体》©チームラボ
チームラボ《人と共に踊る鯉によって描かれる水面のドローイング - Infinity》©チームラボ
チームラボ《あおむしハウスの高速回転跳ね球》©チームラボ
チームラボ《あおむしハウスの高速回転跳ね球》©チームラボ
We are truly honored to receive this prestigious award. teamLab Planets TOKYO was launched in July, 2018 in Toyosu, Tokyo, as a “museum where you enter the water.” In January 2025, we expanded our space by approximately 1.5 times, unveiling over 20 works, including educational projects such as "Athletics Forest" and "Learn & Play! Future Park."
Moving forward, we will continue to offer visitors from around the world the opportunity to fully immerse themselves in the world of art.
As a pioneer of immersive art museums, teamLab Planets TOKYO has further enhanced its appeal through large-scale expansions in recent years, solidifying its position as one of Japan’s leading art museums. Frequently rated as Japan’s top destination for inbound visitors, it has also set an official Guinness World Record as “the most visited museum dedicated to a single art group in the world.” Its achievements are truly remarkable.
The Anime Times Company aims to expand Japanese anime to the Global South and other international markets, starting with India.
Beyond language adaptation, we are committed to a broader approach to localization, incorporating real-world collaborations with local stores and developing original works tailored to regional audiences.
We hope this initiative marks the first step in transforming anime from a cultural phenomenon into a core industry.
Beyond the Amazon Prime Video streaming business jointly operated by 13 companies, I appreciate the initiative’s potential in strengthening Japanese cultural influence through anime by organizing events across India and expanding the Anime Times STORE globally.
The business model effectively combines real-world events with online streaming to engage local fan bases, demonstrating significant potential for long-term success.
We are honored to receive this award and are grateful for the opportunity to share our project. This initiative celebrates individuals who have walked both the Kumano Kodo and the Way of St. James, both recognized as UNESCO World Heritage sites. Through their pilgrimages, Dual Pilgrims experience diverse faiths and cultures, fostering international communication and contributing to world peace.
The branding of this project using the term Pilgrim effectively conveys its profound meaning. Additionally, the inclusion of exclusive gifts crafted from local wood enhances the experience, making repeated pilgrimages even more enjoyable.
We are deeply honored to receive this prestigious award.
The Attack on Titan in Hita — Attack on Hita project began as an initiative inspired by Hajime Isayama’s heartfelt connection to his hometown. Today, it has grown into a public-private collaboration, drawing attention as a new tourism asset for Hita City. We will continue to develop initiatives that inspire more people to become fans of both Attack on Titan and Hita City.
Anime-related exhibitions, such as manga replica art exhibits, have now become a common sight, with the market reaching 3.78 billion yen in 2023. However, most of these events take place in major urban areas. Hita City’s initiative stands out because it is not just any location — it is the hometown of Hajime Isayama. The project explores why such an unprecedented and visionary story was born in this "walled-off" rural setting. Moreover, the initiative has successfully generated an economic impact of 5.5 billion yen, making it a unique and outstanding case in both storytelling and real-world achievements.
The art of Japanese sword-making originated approximately 800 years ago, and its techniques continue to thrive today, making Seki City one of the world's leading centers of blade production.
The Honsekito Project blends the traditional craftsmanship of 26th-generation swordsmith Fujiwara Kanefusa with the innovative design of Swiss firm atelier oï. By symbolizing the unbroken lineage of swordsmithing through a DNA-inspired spiral motif, we have created a new design that carries the legacy of the Japanese sword into the future and shares it with the world.
This project successfully incorporates international perspectives while preserving centuries-old traditional techniques and cultural heritage. By collaborating with local manufacturers, it has resulted in a globally competitive product.
The team’s dedication over six years to bring this vision to life without giving up demonstrates Japan’s high level of craftsmanship. Additionally, their willingness to break away from Japan’s traditional culture of uniformity in favor of global innovation is highly commendable.
We are truly honored to receive this prestigious award.Through sumo entertainment, we provide international visitors with a new way to experience Japanese culture. Since our opening in May of last year, we have welcomed guests from approximately 90 countries, reinforcing our belief that the charm of sumo is spreading worldwide.
Moving forward, we will continue to promote sumo culture and contribute to the tourism industry, creating a space where even more people can enjoy Japan’s national sport.
Congratulations on your award! This is the first time a sumo-related project has received this recognition, which is truly remarkable. I hope this initiative continues to bring sumo closer to people around the world, ensuring that this rich tradition is preserved for generations to come. My heartfelt congratulations!
The "Ukiyoe Immersive Art Exhibition" is an unprecedented large-scale immersive art exhibition, created using cutting-edge digital technology and based on over 300 Ukiyo-e masterpieces — one of Japan’s most celebrated art forms.
Having been held in four cities worldwide, including Milan, Italy, the exhibition has received high acclaim.
With this award as motivation, we are committed to further sharing the beauty of Ukiyo-e and the depth of Japanese culture with audiences around the world.
The "Ukiyoe Immersive Art Exhibition" successfully reinterprets traditional Ukiyo-e through cutting-edge digital technology, creating an immersive experience that transcends language and generations.
Since its launch in Nagoya, the exhibition has drawn over 150,000 visitors across Kagoshima, Milan, and other cities, showcasing a new dimension of Japanese culture.
Its collaboration with regional and international partners has been outstanding, and I look forward to seeing its continued expansion.
We are delighted to receive this recognition for our dedicated efforts.
We believe that authentic tourism — allowing travelers to experience each region’s unique nature, lifestyle, and food culture through interaction with local residents and guides — is key to creating repeat visitors and ensuring the sustainability of local communities.
We will continue working together to further develop Authentic Tourism unique to Hokkaido.
Offering custom-made luxury inbound tours fosters deep engagement with local communities and enhances Hokkaido’s unique appeal.
Hokkaido is a key tourism destination, and standing out in the industry is crucial. I fully support this initiative and its innovative approach to showcasing Hokkaido’s distinctiveness.
For the past 20 years, we have been dedicated to the production of Wazuka tea and inbound tea tourism in Kyoto’s Wazuka region, with the mission of "Bringing Japanese Tea to the World."
We are truly delighted that Japanese tea is gaining global attention, especially with the increasing popularity of matcha. We hope that this award will serve as an opportunity for Wazuka to thrive again, as well as for tea-producing regions across Japan which are struggling with an aging farming population.
Wazuka, in Kyoto, is a major production center for Uji tea, yet it faces significant challenges such as an aging farming population, a shortage of successors, and an increase in abandoned tea fields.
This initiative, which welcomes and integrates interns from both Japan and abroad to tackle these local issues through global collaboration, is highly commendable.
By introducing Japanese tea as a gateway, this project encourages visitors to engage deeply with the town of Wazuka through long-term stays, agricultural experiences, and business participation. Moreover, the structured approach aims to turn these visitors into dedicated fans of Uji tea — and potentially tea field owners — strengthening their connection with the region.
Wazuka, with a population of about 3,400 residents, has also fostered a large "active community" beyond its permanent inhabitants.
I hope this highly visionary co-creation initiative will extend to other rural and depopulated areas, using Expo 2025 as a catalyst for wider adoption across Japan’s agricultural, mountain, and fishing communities.
Certificates and prizes
「CJPF AWARD 表彰状」は、約1300年の歴史をもつ日本三大和紙「美濃和紙」の製法を用いて、一枚一枚ていねいに手すきで作っていただきました。その和紙に受賞カテゴリごとに、金・銀・銅で「CJPF AWARD」のロゴを箔押しし、書道家による筆入れで仕上げました。
※表彰状の写真は昨年のものです。
受賞者に送られた賞品「CJPF AWARD ノート」は、表紙に国産のヒノキの木を薄くスライスした木の紙を、無地の中紙に再生紙を再利用し、自然環境に配慮して作られたノートです。表紙には、CJPF AWARD の金を箔押しし、中表紙には美濃和紙を使用しています。
賞状・賞品ともに職人の想いを込め、新しい「日本の伝統」を体現する仕上げにこだわって仕上げました。
美濃和紙制作 ：美濃竹紙工房（鈴木竹久氏/鈴木豊美氏）
印刷・製本・箔押し：新里製本所（新里知之氏）
Overall review
CJPF Awards 2025 Minister Comments
The Cool Japan Platform Award (CJPF Award) aims to support those actively promoting Japan’s appeal overseas by recognizing outstanding videos and projects. This initiative brings together the government, local authorities, and private businesses to advance the Cool Japan Strategy.
Since the establishment of its predecessor, the Matching Award, in 2016, approximately 2,000 submissions have been received, with around 100 outstanding works being recognized to date.
This year, the Movie Category received 268 entries, while the Project Category received 103 entries. A total of 18 works, including three Grand Prize winners, were selected. I would like to express my sincere gratitude to all the applicants, the judges, and everyone involved in making this award possible.
Among the Grand Prize winners in the Movie Category, "Breath of Nagano 'Mizuhiki' -Creativity birthed from restictions" beautifully captures the history and spirit embedded in local culture while showcasing the potential for global expansion of traditional industries.
"The Heart of Noh -English Edition-” masterfully conveys the spiritual essence of Noh and its fusion with international cultures through exceptional cinematography.
In the Project Category, "teamLab Planets TOKYO" was recognized for its significant contribution to enhancing the value of Japanese art through digital technology. Despite the challenges of the COVID-19 pandemic, the exhibition expanded its space and continued to generate strong inbound tourism demand.
The winning works will be widely promoted through the Cool Japan Public-Private Partnership Platform website, in collaboration with relevant ministries and Japanese diplomatic missions abroad. Additionally, these works will be featured at the upcoming 2025 World Expo (Osaka-Kansai Expo), set to open on April 13, further expanding the global community of Japan enthusiasts.
Moving forward, the government, local authorities, and private businesses will continue working together to vigorously promote the Cool Japan Strategy.
Judges
Message from the Chair of the Judging Committee for the Video Category
Thank you to everyone who submitted entries for the CJPF Award 2025 (Movie Category).
Once again, this year, we received a wide range of video works showcasing Japan’s diverse appeal. As judges, we were reminded of the vast menu of attractions that Japan has to offer.
Overall, we observed a notable shift towards freer expressions of Japan’s appeal, rather than being constrained by traditional or stereotypical images of the country.
The two Grand Prize-winning works effectively conveyed their stories through traditional Japanese themes — "Mizuhiki" and "Noh". At the same time, they explored new possibilities by integrating these traditions with global cultures and markets.
Additionally, we saw a variety of creative approaches that enhanced the "communicability" of Japan’s charm, such as using anime and internationally renowned figures to engage audiences.
Film is an essential tool for promotion. I look forward to seeing more outstanding video works that effectively convey the authentic beauty of Japan in the future.
Message from the Chair of the Judging Committee for the Project Category
This year, we received over 100 entries. The project category covered a wide range of fields, including anime, manga, games, food, fashion, art, traditional culture, traditional industries, and tourism. The high quality of submissions made the selection process both exciting and rewarding.
Two notable trends stood out this year: an increase in projects aimed at inbound tourism and a growing number of high-end initiatives. While strengthening Japan’s global presence through Cool Japan remains crucial, I also see this shift as an important step toward developing and nurturing profitable creative industries.
I sincerely hope for the continued success and growth of all the award recipients and participants.
Organizer and Supporters
Cool Japan Public-Private Partnership Platform (CJPF)
The CJPF, which is administered by the Cabinet Office’s Intellectual Property Strategy Headquarters, was established in December 2015 to pursue the Cool Japan Strategy via collaborative efforts that bring together the public and private sectors as well as numerous industries. Currently, CJPF members include many government agencies and organizations, and private-sector companies, organizations, institutions and individuals. All members provide support for information sharing and new business-project creation.
Agency for Cultural Affairs／Ministry of Agriculture, Forestry and Fisheries／Ministry of Economy, Trade and Industry／Japan Tourism Agency／Ministry of the Environment／Cool Japan Fund Inc.／Japan External Trade Organization（JETRO）／Japan National Tourism Organization.（JNTO）／Japan Business Federation／the Japan Chamber of Commerce and Industry／The Tokyo Chamber of Commerce and Industry／Visual Industry Promotion Organization（VIPO）／Japan Association of Travel Agents（JATA）
Cabinet Office Intellectual Property Strategy Headquarters
We are honored to receive such a prestigious award. We sincerely appreciate the support of everyone who contributed to this work, which is part of a series intended to promote products unique to Shinshu around the world. Rather than simply advertising products, we aimed to convey the underlying essence of Shinshu—its nature, climate, and the spirituality of its people. Encouraged by this award, we will continue our efforts to share the brand value of Nagano Prefecture with an even wider audience.