{"id":598,"date":"2024-01-16T12:41:51","date_gmt":"2024-01-16T03:41:51","guid":{"rendered":"https:\/\/cjpf.jp\/?post_type=live&#038;p=598"},"modified":"2024-01-16T14:30:07","modified_gmt":"2024-01-16T05:30:07","slug":"live04","status":"publish","type":"live","link":"https:\/\/cjpf.jp\/en\/live\/live04\/","title":{"rendered":"Rediscovering essences of Japan"},"content":{"rendered":"<div class=\"live-lead\">\n    <h2 class=\"live-lead__title\">Worldwide Acceptance and Recognition of Japanese Features<\/h2>\n    <p class=\"live-lead__text\">The CJPF Awards 2023 were set up to award Cool Japan initiatives that highlight the attractionss of Japan. The winning initiatives were selected from among 289 entries in the Movie Category and 124 entries in the Project Category. The 4th CJPF Live session was held on March 9, 2023, with judges from both categories coming together to discuss from what viewpoints they judged and assessed the entries, as well their expectations for future CJPF Awards and any areas to improve on. In addition to a strong realization of how Japanese features are accepted and recognized around the world in diverse fields, we also gained a clear picture on the future expectations and hopes for Cool Japan.<\/p>\n<\/div>\n\n<div class=\"live-youtube\">\n    <div class=\"live-youtube__main\">\n        <h2 class=\"live-youtube__title\">\n            <span>Japan and Its Regions Are Home to<\/span><span>Diverse Attractions.<\/span><span>The Question Is How to Communicate Them.<\/span><span>Movie Category Part 1<\/span>        <\/h2>\n        <div class=\"live-youtube__youtube\"><iframe loading=\"lazy\" width=\"560\" height=\"315\" src=\"https:\/\/www.youtube.com\/embed\/2JqneBoouWA?si=O7AUdtERmmvpJo0d\" title=\"YouTube video player\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div>\n    <\/div>\n    <p class=\"live-youtube__text\">In Part 1 of the session, participants discussed from what viewpoints they judged the CJPF Awards entries.<br \/>\nThe discussions progressed based on a keyword or concept that each judge prioritized in the judging process.<br \/>\nFacilitating the discussion was Kenichi Watanabe, director of the Cool Japan Public-Private Partnership Platform.<br \/>\nHead of the judging committee was Yoshiki Tsuji, and his keyword was \u201ccuriosity.\u201d<br \/>\nHe says that he based his decisions on whether the entries piqued his curiosity and drove him to want to learn more as an international citizen.<br \/>\nKazutaka Sato, representative of the International Otaku Expo Association and director at Circle.ms, chose \u201cdiverse variations.\u201d<br \/>\nIn the world of manga and anime, for example, there are many common variations.<br \/>\nWhile these are of course important, Sato says that it is the diverse variations in the genre of manga and anime that are further enhancing the appeals of the common variations.<br \/>\nHe says, \u201cJapan\u2019s regions boast a diverse range of unique appeals.<br \/>\nI focused on entries that prominently highlighted these appeals.\u201d<br \/>\nLaetitia Da Costa, meanwhile, who is product manager at Japan Experience, selected \u201cpeople, cultures, and regions.\u201d<br \/>\nShe says that she examined whether the entry showed a complete triangle of these three elements.<br \/>\nThat is, did it make her want to visit the region, experience its cultures, and meet its people.<br \/>\nTomoe Makino is a digital strategy advisor at the Japan National Tourism Organization. His keyword was \u201cvideo production.\u201d<br \/>\nHe says that he was intrigued by the entirely new methods that were used to create the movies, such as the cinematic techniques and video game collaborations.<br \/>\n\u201cWhile of course unique ideas are important to ensuring that video productions stand out among many others, the method of communication is paramount.<br \/>\nThis is where I felt the most developments had been made,\u201d says Makino.<br \/>\nThe movies submitted this year were of incredibly high quality, but what changes must be made to aim even higher?<br \/>\nYoshiki Tsuji and Laetitia Da Costa both believe that further importance should be placed on careful storytelling and context.<br \/>\nKazutaka Sato says a slightly different approach could be beneficial: \u201cInstead of directing the videos at large global audiences of different generations and regions, creating videos that deeply resonate with specific targets could be very interesting.\u201d<\/p>\n<\/div>\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1022\" height=\"480\" src=\"https:\/\/cjpf-renewal.kakunin.jp\/wp-content\/uploads\/2023\/12\/live-image01-2.png\" alt=\"\" class=\"wp-image-508\" srcset=\"https:\/\/cjpf.jp\/wp-content\/uploads\/2023\/12\/live-image01-2.png 1022w, https:\/\/cjpf.jp\/wp-content\/uploads\/2023\/12\/live-image01-2-300x141.png 300w, https:\/\/cjpf.jp\/wp-content\/uploads\/2023\/12\/live-image01-2-768x361.png 768w\" sizes=\"auto, (max-width: 1022px) 100vw, 1022px\" \/><\/figure>\n\n\n<div class=\"live-youtube\">\n    <div class=\"live-youtube__main\">\n        <h2 class=\"live-youtube__title\">\n            <span>Highlighting Not Only Japan\u2019s Beauty<\/span><span>But Also Its Many Other Attractions.<\/span><span>Movie Category Part 2<\/span>        <\/h2>\n        <div class=\"live-youtube__youtube\"><\/div>\n    <\/div>\n    <p class=\"live-youtube__text\">In Part 2, participants discussed their future expectations for the CJPF Awards in the Movie Category, as well as areas they wished to improve on.<br \/>\nAs the digitalization of society progresses, approximately eight billion people on earth can access to information on Japan.<br \/>\nIn this sense, there is huge potential for the representation and communication of Cool Japan initiatives in various places.<br \/>\nMoving forward, how can videos be used to bring further energy to Cool Japan initiatives?<br \/>\nIn this area, Da Costa\u2019s key concept was \u201cnational and international co-creation.\u201d<br \/>\nShe says, \u201cIn an era in which social media has such a major impact on society, the role of influencers is key.<br \/>\nIt would be great to have influencers come to Japan from abroad and create unique videos.<br \/>\nWe could even have collaborations between Japanese directors and directors from overseas.<br \/>\nAn increase in productions like this could be very interesting.\u201d<br \/>\nFor Sato, the key concept was \u201ctarget-oriented planning.\u201d<br \/>\nHe says, \u201cInstead of taking the main route and communicating widely to people across the world, I look forward to productions that resonate deeply with smaller targets and that develop a genuine desire to visit Japan among the viewers.\u201d<br \/>\nMakino\u2019s keyword was a straightforward \u201cCool Japan\u201d.<br \/>\nMakino believes that in addition to Japan\u2019s traditions and cultures, many people are interested in the Japan of today. He says, \u201cWhether it\u2019s anime, robots, conveyor-belt sushi, or maid cafes, it might be a good idea to show off the more modern aspects of Tokyo and other regions in Japan.<br \/>\nProductions that express ideas without focusing on a single format, such as anime or puppet shows, could be a true representation of Cool Japan.\u201d<br \/>\nTsuji\u2019s concept was \u201chumanity, humor, innovation, and learning.\u201d He summarized by saying, \u201cI want to communicate Japan\u2019s many different aspects, not only its beauty.\u201d<br \/>\nFinally, Watanabe chose three Es, \u201centertainment, encouragement, and empowerment.\u201d<br \/>\nWatanabe says that videos should be fun and exciting.<br \/>\nHe also has a strong desire to continue supporting the efforts of entrants and their projects and bring people together to give Japan a competitive advantage.<br \/>\nAnother key part of this discussion was the frequency of comments on the importance of an international perspective.<br \/>\nDa Costa\u2019s \u201cnational and international co-creation\u201d is one such example. Meanwhile, Sato says, \u201cAs long as we think that our own project is ordinary, we won\u2019t find the true value that it holds.<br \/>\nI\u2019d love to see promotional videos on Japan that incorporate external perspectives through collaborative production, or even videos that are made by people from overseas with international perspectives.\u201d<br \/>\nMakino adds, \u201cI think it\u2019s important to look at how to incorporate external perspectives and how to utilize them effectively.\u201d<br \/>\nTsuji has another suggestion, \u201cWe have to always be aware of the fact that the Japan that we want to communicate might not necessarily be the Japan that people from abroad want to see.<br \/>\nThis is why it\u2019s important to showcase many different aspects of Japan.\u201d In this way, an international perspective could be essential to Cool Japan initiatives in the future.<\/p>\n<\/div>\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1022\" height=\"480\" src=\"https:\/\/cjpf-renewal.kakunin.jp\/wp-content\/uploads\/2023\/12\/live-image02-3.png\" alt=\"\" class=\"wp-image-509\" srcset=\"https:\/\/cjpf.jp\/wp-content\/uploads\/2023\/12\/live-image02-3.png 1022w, https:\/\/cjpf.jp\/wp-content\/uploads\/2023\/12\/live-image02-3-300x141.png 300w, https:\/\/cjpf.jp\/wp-content\/uploads\/2023\/12\/live-image02-3-768x361.png 768w\" sizes=\"auto, (max-width: 1022px) 100vw, 1022px\" \/><\/figure>\n\n\n<div class=\"live-youtube\">\n    <div class=\"live-youtube__main\">\n        <h2 class=\"live-youtube__title\">\n            <span>Local But With a Global Perspective.<\/span><span>Protecting Japan\u2019s Unique Attractions.<\/span><span>Project Category Part 1<\/span><span>In Part 1, judges of the Project Category discussed the<\/span>        <\/h2>\n        <div class=\"live-youtube__youtube\"><iframe loading=\"lazy\" width=\"560\" height=\"315\" src=\"https:\/\/www.youtube.com\/embed\/jbNVlo-6fI0?si=zrxZJYdAKvsFfVvD\" title=\"YouTube video player\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div>\n    <\/div>\n    <p class=\"live-youtube__text\">In Part 1, judges of the Project Category discussed the viewpoints that they prioritized when judging the CJPF Awards entries.<br \/>\nThe facilitator for this discussion was Sakiko Yamada, president of the Academy of Gastronomy Japan.<br \/>\nTakeshi Natsuno was head of the judging committee for the Project Category, and says, \u201cThere were many initiatives that made me realize that it\u2019s no longer necessary to separate the global and Japanese markets.\u201d<br \/>\nHis keyword was \u201cborderless.\u201d<br \/>\nTak Umezawa, chairman of A.T. Kearney Japan, selected \u201cunique Japanese cultures that are loved the world over\u201d as his key concept.<br \/>\nHe says, \u201cI\u2019ve seen how it\u2019s possible to extend ekiben, Japanese snacks, and other unique cultures that have developed in Japan to other countries just as they are.\u201d<br \/>\n\u201cNew experiences\u201d was the concept chosen by Shujiro Kusumoto, CEO of the Cafe Company.<br \/>\nHe says, \u201cWith ekiben, anime, and particularly the Nindo Project, the lineup this year really showed how experiences can directly lead to new value and the launch of new businesses.\u201d<br \/>\nLauren Rose Kocher, representative at the Vegas PR Group, picked \u201cchallenge\u201d as her keyword. \u201cI thought the level of quality was much higher than in previous years.<br \/>\nInstead of choosing common, simple methods, many of the entries took on completely new challenges,\u201d says Kocher.<br \/>\nOya Koc is representative director and president of Oyraa.<br \/>\nShe chose \u201cpotential to resonate with people from overseas\u201d as her key concept, and says, \u201cIt was great to see how even those outside of Japan were creating platforms and opportunities to enjoy Japanese culture in their everyday lives.\u201d<br \/>\nFinally, Sakiko Yamada selected \u201cglocal.\u201d<br \/>\n\u201cLocal but with a global perspective.<br \/>\nBy this I mean that I want to protect Japan\u2019s unique appeals,\u201d says Yamada.<\/p>\n<\/div>\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1022\" height=\"480\" src=\"https:\/\/cjpf-renewal.kakunin.jp\/wp-content\/uploads\/2023\/12\/live-image03-1.png\" alt=\"\" class=\"wp-image-510\" srcset=\"https:\/\/cjpf.jp\/wp-content\/uploads\/2023\/12\/live-image03-1.png 1022w, https:\/\/cjpf.jp\/wp-content\/uploads\/2023\/12\/live-image03-1-300x141.png 300w, https:\/\/cjpf.jp\/wp-content\/uploads\/2023\/12\/live-image03-1-768x361.png 768w\" sizes=\"auto, (max-width: 1022px) 100vw, 1022px\" \/><\/figure>\n\n\n<div class=\"live-youtube\">\n    <div class=\"live-youtube__main\">\n        <h2 class=\"live-youtube__title\">\n            <span>High-quality and Long-tailed Japanese Culture.<\/span><span>The Increasing Importance of<\/span><span>Communication Methods<\/span><span>and Capabilities. Project Category Part 2<\/span>        <\/h2>\n        <div class=\"live-youtube__youtube\"><\/div>\n    <\/div>\n    <p class=\"live-youtube__text\">In Part 2, the participants discussed their expectations for the future of the Project Category in the CJPF Awards, as well as the points where they hoped to see improvements.<br \/>\nNatsuno selected \u201cambition\u201d as his keyword.<br \/>\n\u201cThere is no doubting the fact that there is a huge market focusing on Japanese culture.<br \/>\nI\u2019d love to see more ambitious, surprising entries,\u201d he says.<br \/>\n\u201cJapan\u2019s precious cultures and rich natural surroundings have high added value.<br \/>\nUsing this added value I\u2019d love to provide luxurious experiences across Japan, particularly in its outlying regions,\u201d says Umezawa, who chose \u201cluxury\u201d as his keyword. Kusumoto, on the other hand, selected \u201cprice increases.\u201d He says, \u201cRecently, Japan has a reputation for its cheap, delicious food.<br \/>\nWhat I want to focus on is not the \u2018cheap\u2019 aspect, but the \u2018delicious\u2019.<br \/>\nThis is why we have to roll out initiatives to increase value in Japan,\u201d says Kusumoto.<br \/>\nKocher chose \u201cimagination,\u201d and says, \u201cNext year, I look forward to entrants further using their imagination to come up with never-before-seen, surprising initiatives.\u201d<br \/>\nKoc believes that there are many countries and locations where understanding of Japan\u2019s many appeals have yet to take root. Her key concept was to \u201cincrease Japan fans.\u201d<br \/>\nShe says, \u201cI hope to see mechanisms that deliver Cool Japan initiatives to niche areas.\u201d<br \/>\nYamada, meanwhile, selected \u201cdiversification over internationalization\u201d as her key phrase.<br \/>\n\u201cI believe it is now the time that people from overseas can now accept and recognize Japanese culture as one of the world\u2019s diverse cultures,\u201d she says<br \/>\nUmezawa has used the phrase \u201cHigh-quality and Long-tail aspects\u201d to describe Japanese culture.<br \/>\nWith many individuals, such as creators, with a craftsman-like spirit, he believes it is now the time for Japan to confidently yet carefully engage in worldwide promotion of the outstanding quality it has developed.<br \/>\nEffective marketing and branding will be key to doing so.<br \/>\nNatsuno finishes by saying, \u201cInstead of forcefully setting lower prices, it will be important to market the history and stories.\u201d<br \/>\nWe are no longer in an era in which good products sell themselves.<br \/>\nMoving forward, it will be increasingly important to prioritize Japan\u2019s soft aspect and examine the best ways to communicate its attractions.<\/p>\n<\/div>\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1022\" height=\"480\" src=\"https:\/\/cjpf-renewal.kakunin.jp\/wp-content\/uploads\/2023\/12\/live-image04.png\" alt=\"\" class=\"wp-image-511\" srcset=\"https:\/\/cjpf.jp\/wp-content\/uploads\/2023\/12\/live-image04.png 1022w, https:\/\/cjpf.jp\/wp-content\/uploads\/2023\/12\/live-image04-300x141.png 300w, https:\/\/cjpf.jp\/wp-content\/uploads\/2023\/12\/live-image04-768x361.png 768w\" sizes=\"auto, (max-width: 1022px) 100vw, 1022px\" \/><\/figure>\n\n\n<div class=\"presenter-profile\">\n    <h2 class=\"presenter-profile__title\">\u767b\u58c7\u8005\u30d7\u30ed\u30d5\u30a3\u30fc\u30eb<\/h2>\n    <ul class=\"presenter-profile__list\">\n                    <li class=\"presenter-profile__item\">\n                                    <div class=\"presenter-profile__image\"><img decoding=\"async\" src=\"https:\/\/cjpf.jp\/wp-content\/uploads\/2023\/12\/movies-profile_tusji.png\" alt=\"\"><\/div>\n                                <h3 class=\"presenter-profile__name\">\u3010Movie Category\u3011Yoshiki Tsuji<\/h3>\n                <p class=\"presenter-profile__text\">School Headmaster, Tsuji Culinary Institute; Chairman, Tsujicho Group<\/p>\n            <\/li>\n                    <li class=\"presenter-profile__item\">\n                                    <div class=\"presenter-profile__image\"><img decoding=\"async\" src=\"https:\/\/cjpf.jp\/wp-content\/uploads\/2023\/12\/movies-profile_satou.png\" alt=\"\"><\/div>\n                                <h3 class=\"presenter-profile__name\">\u3010Movie Category\u3011Kazutaka Sato<\/h3>\n                <p class=\"presenter-profile__text\">Representative Director, International Otaku Expo Association Representative Director, Circle.ms<\/p>\n            <\/li>\n                    <li class=\"presenter-profile__item\">\n                                    <div class=\"presenter-profile__image\"><img decoding=\"async\" src=\"https:\/\/cjpf.jp\/wp-content\/uploads\/2023\/12\/movies-profile_watanabe.png\" alt=\"\"><\/div>\n                                <h3 class=\"presenter-profile__name\">\u3010Movie Category\u3011Kenichi Watanabe<\/h3>\n                <p class=\"presenter-profile__text\">Director, Cool Japan Public-Private Partnership Platform \/ XPJP Inc.<\/p>\n            <\/li>\n                    <li class=\"presenter-profile__item\">\n                                    <div class=\"presenter-profile__image\"><img decoding=\"async\" src=\"https:\/\/cjpf.jp\/wp-content\/uploads\/2023\/12\/movies-profile_dakosuta.png\" alt=\"\"><\/div>\n                                <h3 class=\"presenter-profile__name\">\u3010Movie Category\u3011Laetitia Da Costa<\/h3>\n                <p class=\"presenter-profile__text\">Product Manager, Japan Experience<\/p>\n            <\/li>\n                    <li class=\"presenter-profile__item\">\n                                    <div class=\"presenter-profile__image\"><img decoding=\"async\" src=\"https:\/\/cjpf.jp\/wp-content\/uploads\/2023\/12\/movies-profile_makino.png\" alt=\"\"><\/div>\n                                <h3 class=\"presenter-profile__name\">\u3010Movie Category\u3011Tomoe Makino<\/h3>\n                <p class=\"presenter-profile__text\">Chairman, Foundation for Meta Tourism Digital Strategy Advisor, Japan National Tourism Organization<\/p>\n            <\/li>\n                    <li class=\"presenter-profile__item\">\n                                    <div class=\"presenter-profile__image\"><img decoding=\"async\" src=\"https:\/\/cjpf.jp\/wp-content\/uploads\/2023\/12\/profile_natsuno.png\" alt=\"\"><\/div>\n                                <h3 class=\"presenter-profile__name\">\u3010Project Category\u3011Takeshi Natsuno<\/h3>\n                <p class=\"presenter-profile__text\">Specially Invited Professor and Director of Cyber Informatics Research Institute Kindai University<\/p>\n            <\/li>\n                    <li class=\"presenter-profile__item\">\n                                    <div class=\"presenter-profile__image\"><img decoding=\"async\" src=\"https:\/\/cjpf.jp\/wp-content\/uploads\/2023\/12\/profile_umezawa.png\" alt=\"\"><\/div>\n                                <h3 class=\"presenter-profile__name\">\u3010Project Category\u3011Takaaki Umezawa<\/h3>\n                <p class=\"presenter-profile__text\">Senior Partner at A.T. Kearney \uff0fChairperson of CIC Japan<\/p>\n            <\/li>\n                    <li class=\"presenter-profile__item\">\n                                    <div class=\"presenter-profile__image\"><img decoding=\"async\" src=\"https:\/\/cjpf.jp\/wp-content\/uploads\/2023\/12\/profile_kusumoto.png\" alt=\"\"><\/div>\n                                <h3 class=\"presenter-profile__name\">\u3010Project Category\u3011Shujiro Kusumoto<\/h3>\n                <p class=\"presenter-profile__text\">Representative Director and President, CAFE COMPANY Inc.<\/p>\n            <\/li>\n                    <li class=\"presenter-profile__item\">\n                                    <div class=\"presenter-profile__image\"><img decoding=\"async\" src=\"https:\/\/cjpf.jp\/wp-content\/uploads\/2023\/12\/profile_kochu.png\" alt=\"\"><\/div>\n                                <h3 class=\"presenter-profile__name\">\u3010Project Category\u3011Oya Koc<\/h3>\n                <p class=\"presenter-profile__text\">CEO of Oyraa<\/p>\n            <\/li>\n                    <li class=\"presenter-profile__item\">\n                                    <div class=\"presenter-profile__image\"><img decoding=\"async\" src=\"https:\/\/cjpf.jp\/wp-content\/uploads\/2023\/12\/profile_rolen.png\" alt=\"\"><\/div>\n                                <h3 class=\"presenter-profile__name\">\u3010Project Category\u3011Lauren Rose Kocher<\/h3>\n                <p class=\"presenter-profile__text\">Vegas PR Group<\/p>\n            <\/li>\n                    <li class=\"presenter-profile__item\">\n                                    <div class=\"presenter-profile__image\"><img decoding=\"async\" src=\"https:\/\/cjpf.jp\/wp-content\/uploads\/2023\/12\/profile_yamamoto.png\" alt=\"\"><\/div>\n                                <h3 class=\"presenter-profile__name\">\u3010Project Category\u3011Sakiko Yamada<\/h3>\n                <p class=\"presenter-profile__text\">Japan Representative of International Academy of Gastronomy CEO of FOOD LOSS BANK<\/p>\n            <\/li>\n            <\/ul>\n<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"featured_media":506,"template":"","class_list":["post-598","live","type-live","status-publish","has-post-thumbnail","hentry","en-US"],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/cjpf.jp\/wp-json\/wp\/v2\/live\/598","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/cjpf.jp\/wp-json\/wp\/v2\/live"}],"about":[{"href":"https:\/\/cjpf.jp\/wp-json\/wp\/v2\/types\/live"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/cjpf.jp\/wp-json\/wp\/v2\/media\/506"}],"wp:attachment":[{"href":"https:\/\/cjpf.jp\/wp-json\/wp\/v2\/media?parent=598"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}