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.

Minami-Kanto

29 Japan’s Culture: A Unique and Unparalleled Fantasy The Past, Present and Future of the Captivating World of Japanese Anime

The full-scale production of animation in Japan began in the 1960s. Following that, throughout the 1980s and 1990s, a number of iconic works that remain widely cherished today emerged, achieving immense popularity to the point where mass media referred to the phenomenon as an “anime boom.” Around the same time, Japanese anime began airing in regions such as North and South America, Southeast Asia and Europe, increasing its global recognition. A key figure deeply involved in this flourishing era of Japanese animation with legendary works, famous titles and notable creators, is Masahiko Otsuka, the President and CEO of Trigger Inc. In pursuit of originality and a stronger connection with fans, Otsuka founded Trigger Inc. in 2011 with three colleagues from his previous studio. In 2013, the studio produced Little Witch Academia, which was highly acclaimed by fans overseas. Always mindful of global markets and devoted fans, Otsuka — who holds a deep love for the craft of animation — shares his thoughts on the past, present and future of Japanese anime.

Hokkaido

28 Crossing borders, an initiative uniting the public and private sectors. A nighttime activity that will captivate the world is born in the forests of Lake Akan.

In July 2019, Kamuy Lumina, the world’s first experiential night walk of its kind, was launched in Akan-Mashu National Park. Based on an Ainu epic poem and brought to life using the latest digital technology, participants are able to experience the culture of the Ainu people and their harmony with nature, while walking through the forests of Akan. A 2023 exit survey showed that 92% of participants were highly satisfied. While Taiwanese visitors have traditionally accounted for the majority of international visitors, there has been an increase in visitors from Hong Kong, Malaysia, and Europe. The birth of Kamuy Lumina is also a story of how many stakeholders from different positions and countries came together to make Akanko Hot Springs the world’s best hot spring resort.

Hokkaido

27 The “Outside Looking in” Challenge for the Global Market: Paving the Way for Japan’s Adventure Tourism

Adventure Travel (AT) is gaining attention worldwide as a tourism sector with high added value and is defined as travel consisting of two or more of activities related to exploring nature or cultural experiences. This style of travel allows tourists to enjoy interactions with local people through these experiences while also learning more about the culture of the land. The market is expanding, especially among the wealthy in Europe, America, and Australia. According to the Japan Adventure Tourism Association, the estimated global expenditure for adventure tourism, excluding domestic markets in major regions such as North and South America, Europe, and Australia, is around $683 billion (approximately 76.5 trillion yen). Leading Japan's AT movement is the Tsuruga Group, which has been working on promoting the Japanese AT market to the world. In 2018, Tsuruga Group opened the "Tsuruga Adventure Base SIRI" in order to create AT experiences unique to Akan, continuing to attract customers with a high repeat visitor rate of 45% over the six years since its opening. The number of European, American, and Australian guests they target has steadily grown.

Minami-Kanto

26 Product Development Leveraging “Unique Technology and Untapped Resources × Design” A new business strategy for bringing Japan’s four seasons to the world.

TRINUS Co., Ltd., whose name means "trinity" in Latin, is a D2C brand with the mission of "bringing valuable resources to modern life." By connecting three elements—unique Japanese technologies and untapped resources, design, and end-users—the company has consistently created new value. Among their standout products, the "Flower Colored Pencils" released in 2017 garnered acclaim for their design and originality, becoming a hit both in Japan and abroad. While continuing to develop various products, TRINUS aims to establish its unique brand identity. What have they gained from their business journey so far? And what is their new strategy for bringing “Japan's four seasons" to the world? These endeavors offer many valuable insights and know-how.

Minami-Kanto

25 A watch that wouldn’t break even if dropped —this concept ultimately evolved into the globally acclaimed G-SHOCK brand.

Over 40 years ago, in 1981, the story of G-SHOCK began with a single phrase written in a project plan: “A durable watch that won’t break even if dropped.” The developer, Mr. Kikuo Ibe, is known worldwide by fans as the “Father of G-SHOCK”. After nearly two years of trial and error, the first G-SHOCK model, DW-5000C, launched in stores on April 12, 1983. In the late 1990s, a massive G-SHOCK craze swept through Japan, but as the boom subsided, the brand faced a period of stagnation. To recapture its essence of “shock resistance (toughness),” G-SHOCK underwent a transformation, rebranding itself as a "cool" global brand through strategic global marketing. Today, the brand boasts a diverse fan base ranging from teenagers to individuals in their 60s, and aims to grow as a lifestyle brand. This case study delves into how a small product born in Japan rose to become a world-renowned brand, uncovering its strategies and secrets.