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.
Speakers & Topics
Mr. Joji Sato – Executive Director, JETRO Nairobi Office
Africa’s population is expected to surpass that of China and India in the 2020s and reach one-quarter of the world’s population by 2050, making it an increasingly important emerging market for Cool Japan. One of the most distinctive features of the African market is its young average age. Events such as Ota Matsuri, organized by African youth who love Japanese anime, are already taking place. Mr. Sato also introduced examples from South Korea, such as collaborations between K-POP artists and African musicians, while discussing key areas Japan should focus on in the future.
Mr. Naoki Tamaki – Visiting Fellow at Chatham House
Mr. Tamaki provided an analysis of the African market from a geopolitical perspective. Countries surrounding the Indian Ocean are expected to experience rapid population growth, which will drive market expansion but also amplify challenges such as resource depletion. He shared his views on how Cool Japan-related industries could contribute to such markets.
Mr. Shogo Ishida – CEO, EMURGO Middle East & Africa
Drawing from his experience working in Africa since 2005, Mr. Ishida shared real-life insights from the region. In Kenya, for example, it has become a status symbol for young entrepreneurs to celebrate their business success by dining at local sushi restaurants, demonstrating the growing interest in Japan. Additionally, there is high demand for Japanese content such as anime, but at the same time, Japanese content does not rank highly on major SVOD (Subscription Video On Demand) platforms, indicating an imbalance between supply and demand. He pointed out that the expansion of Cool Japan-related industries in Africa often relies on local community efforts and emphasized the need for a more strategic approach in expanding into the African market.
