渋谷区 Shibuya City Preface Preface

In October 2016, Shibuya City established the Shibuya City Basic Concept with the goal of becoming

a mature international city on par with London, Paris, and New York. The goal is to use diversity as a

driving force, with our vision of the future: 'Shibuya—turning difference into strength'. One element

of the Basic Concept is setting a direction for the Shibuya City Long-Term Basic Plan of 'A city with

businesses unafraid to take risks', which is a future vision of industry and tourism unique to Shibuya City.

Each area in Shibuya City has its own unique charm with a collection of various businesses and shops, and a

great number of visitors from inside Japan and overseas, making it a place overflowing with diversity. With the

Tokyo Olympic and Paralympic Games being held this year, 2020 is our chance for Shibuya City to become a mature

international city. In this regard, I believe we must make even further progress in industry and tourism policies for the

future of the city. To accomplish this, I believe a plan that further details the policies in the Long-Term Basic Plan is

necessary, which is why the Industry and Tourism Vision has been established.

Industry and tourism in Shibuya City faces a wide range of challenges that must be tackled, including

environmental improvements and safety issues for accepting inbound tourism and industry. In order to

further revitalize the shopping districts and small to medium sized businesses in the city, I also believe

it is important to take on new challenges such as building a startup ecosystem and nighttime economy.

With the establishment of this Vision, thorough data analysis to provide clear numbers on Shibuya City's

characteristics is being conducted along with interviews and discussion with the Shibuya City Industry and Tourism

Vision Review Committee, which consists of persons from academic, industry, and tourism related groups. Additionally,

the valuable opinions of persons who live, work, and go to school in Shibuya City have been incorporated in the Vision.

Based on the Vision, we aim to become a mature international city that Japan can be proud of, developing industry

and tourism promotion unique to Shibuya. We thank you for your continued understanding and support going

forward.

April 2020 Ken Hasebe, Mayor of Shibuya City

2 Shibuya City Contents

｜Preface Concept

Introduction｜Concept Background and Goals P4

Chapter 1｜The Present The Present of Shibuya City Industry and Tourism 1：Shibuya City Urban Characteristics P8 2：Shibuya City Industry Characteristics P12 3：A Collection of Startups P16 4：Features of People Gathered in Shibuya City P18 The Present 5：Entertainment and Nightlife P22 6：Area Features Identified by Social Media Post Location P23 7：Inbound Foreign Tourism to Shibuya City P24 8：Accommodation, Eating and Drinking Service Industries in Shibuya City P27 Current State of Industry and Tourism and Future Challenges P28

Chapter 2｜The Future The Future of Shibuya City Industry and Tourism ■：Core Policies P30 The Future 1：A city where one can take on challenges. A city where one can create new business. A city where one can spread one’s wings. P32 2：A City Where Shopping Districts and Small to Medium Size Businesses Shine P34 3：A City that Always Creates New Culture and Entertainment P36 4：A Prosperous, Energetic City Anyone Can Enjoy in Comfort, Safety, and Security P40 ■：Future Map of Shibuya City P42

｜Appendices Appendices ・Review Committee List P44 ・Data Sources/Glossary P45 SHIBUYA INDUSTRY and TOURISM VISION

3 Introduction Position and Plan Period Concept

❶Position The Shibuya City Industry and Tourism Vision (hereafter referred to as "the Vision") is a sectoral plan for moving forward with industry and tourism promotion as a way to achieve the goals and resolve the challenges of the 0 Shibuya City Basic Concept and the Shibuya City Long-Term Basic Plan. Background and Goals The establishment of policies requires coordination and consistency with plans in each area (Shibuya City Urban Development Master Plan, etc.) while keeping in mind the principles of the previously mentioned plan.

❷Vision Plan Period The plan period for the Vision is the 10 fiscal years from 2020 to 2029.

❸Vision Makeup The Vision consists of two chapters, the Present and Future of industry and tourism in Shibuya. Chapter 1 shows the Present state of Shibuya City by providing data analysis on industry and tourism in the city along with input from experts which identifies the characteristics, current state, and challenges of the city. Chapter 2 establishes the Future of industry and tourism Shibuya City is aiming for based on solving the challenges and strengthening the characteristics shown in Chapter 1.

❹Vision Establishment Process The vision establishment process is shown in the following figure (■Shibuya City Industry and Tourism Vision Establishment Process).

■Shibuya City Industry and Tourism Vision Establishment Process

Present data analysis of Shibuya City industry and tourism

Quantitative analysis Qualitative analysis (data analysis) (input from experts)

Individual input from experts

Expert committee

Shibuya City Industry and Tourism Vision established (Present policy core ideas and specifics)

4 Shibuya City ❺Main Related Plans Concept ◆Shibuya City Basic Concept and Shibuya City Long-Term Basic Plan In 2016, Shibuya City established the Shibuya City Basic Concept, showing the future vision of prospects 20 years in the future. The Shibuya City Long-Term Basic Plan 2017-2026 indicating the direction of policies required to achieve the future vision of the Basic Concept was also established in the same year. The Vision is established based on the core concept of a city with businesses unafraid to take risks, while keeping in mind related fields in culture and entertainment for achieving a city that continues to create new cultures.

Shibuya City Basic Concept https://www.city.shibuya.tokyo.jp/kusei/shisaku/koso/index.html The Present

■Shibuya City Basic Concept

■Shibuya City Long-Term Basic Plan 2017-2026

◆Shibuya City Urban Development Master Plan In the process of thinking about the future vision of each industry and tourist area in Shibuya, the Vision incorporates the future urban structure shown in the Urban Development Master Plan, and the policies which will be introduced are established to coordinate with the urban plan. The Future Shibuya City Urban Development Master Plan https://www.city.shibuya.tokyo.jp/kankyo/toshi_keikaku/machi_mas.html Appendices

■Shibuya City Urban Development Master Plan SHIBUYA INDUSTRY and TOURISM VISION

5 Concept

❻Global Trends in Industry and Tourism ■The Fourth Industrial Revolution ■Tokyo Amongst the World Innovation (see p. 45) on a massive scale called the Fourth Industrial Revolution Although Tokyo ranks third after London and New York in the Global Power City (see p. 45) is now under way across the globe thanks to developments in Index 2019, there is a wide gap from the top position, and it is not even the ICT (information and communications technologies), AI (artificial intelligence), most prominent city in Asia. For example, when viewing leading global cities in IoT (see p. 45) and big data. Social implementation of these new technologies innovation with the best startup environments, European cities such as Berlin, continues to move forward, with ICT introduced into conventional social and Stockholm, and London are rated highly, with Singapore in fourth place and economic systems such as infrastructure, various systems, organizations, and Tokyo in 18th place Asian cities. There are various factors that attract people production methods. Such innovation in social and economic systems to ensure and businesses to such cities, including the location of companies, regulations, utilization of ICT is resulting in massive changes. prices, culture, language, a collective of creative individuals, and the support Specific examples include the development of new services and coordination of municipalities. In order to achieve economic growth and bolster Tokyo's with other industries thanks to utilization of production data analysis, the shift to international competitiveness, it is important to focus on such in developing an a sharing economy (see p. 45) where people use things when needed instead environment that will attract a diverse set of people and companies from around of owning them, utilization of AI and robots, and the development of fintech the globe, as well as supporting new technologies to catch up with other global (see p. 45). Such elements are driving the Fourth Industrial Revolution, which cities in areas such as ICT and cashless payments. will likely drastically transform the structure of industry itself. In order to maximize benefits, revitalize industry, and solve social challenges, the ability to promote innovation, apply ICT, and enhance the human capital which supports it is vital.

■Globalization ■Tourism as an Industry Thanks to globalization (see p. 45), which has rapidly advanced since the According to forecasts from UNWTO Tourism Towards 2030 (United Nations 1980s, the times have changed dramatically, with capital and labor moving World Tourism Organization), the global number of international tourist arrivals across national borders. Cities with the magnetic force to attract and accumulate is predicted to increase by 3.3% per year between 2010 and 2030, reaching people, things, money, and information bring about appealing diversity, which in 1.8 billion by 2030. Tourism as an industry does not end simply with travel, turn is the catalyst for a variety of innovations (see p. 45). This type of positive lodging, and transportation businesses, but encompasses a wide range of chain reaction promotes further urban development, becoming the driving force industries including the restaurant, retail, amusement, advertising, agricultural, behind enhanced national strength and setting the pace for the rest of the world. forestry, fishery, manufacturing, and construction industries, causing many economic ripple effects and creating employment. For example, cities engaged in promoting nighttime economies contribute not only to economic effects but also creation of employment.

When looking ahead at the next 10 years, change is occurring that was unthinkable in the past. It is important for the administration to proactively utilize urban data while keeping an eye on worldwide trends and advances in technology in order to create a clear vision. Comprehensive initiatives to promote industry and tourism will enhance the charm of Shibuya City and attract a diverse range of people, creatives, and businesses.

6 Shibuya City ❼The Purpose and Goals of the Shibuya City Industry and Tourism Vision Concept

Become a city where everybody can find places and people to love.

Become a city that continues to create new cultures.

Become a city with businesses unafraid to take risks.

In order to achieve the basic concept and specifics of

the Medium to Long-Term Urban Development Vision of Shibuya City,

we must understand the challenges and possibilities of our city, The Present

and create effective scenarios.

The driving force behind making Shibuya City a mature,

international city is the strength of the people.

Meeting and engaging with a diverse spectrum of people

with various ethnicities, sexual identities, ages, disabilities,

and values bring about innovation in various facets of everyday life,

continuously creating new culture, industries, and communities. The Future

The policies in this Vision will help

Shibuya City to become the most creative,

mature international city in Japan. Appendices SHIBUYA INDUSTRY and TOURISM VISION

7 Chapter 1 1Shibuya City Urban Characteristics

Shibuya City Urban Characteristics and Roles

The Present In consideration of plans for the industry and tourism sectors to make Shibuya City a mature, international city, it is important to first identify its current urban characteristics. With this in mind, the Japan Power Cities index (Mori Memorial Foundation) was used for analysis. Japan Power Cities analyzes the main cities 1 of Japan including the 23 wards of Tokyo in the six functions of city power The Present of Shibuya City (Economy & Business, Research and Development, Cultural Interaction, Daily Life & Livability, Environment, and Accessibility) and 83 indicators identifying the Industry and Tourism strengths and weaknesses of cities. In the total score for the 23 wards of Tokyo, the survey ranks Shibuya City in fifth place overall, fourth place in the functions of Economy & Business, Cultural Interaction, and Accessibility, and fifth place in Daily Life & Livability, whereas it ranks low in ninth place for Research & Development (see table at top and figure at bottom of p. 9). Furthermore, when narrowing down the viewpoints for industry and tourism and looking at the deviation scores in each indicator group, groups such as Business Vitality, Business Environment, and Financial Affairs in Economy & Business are ranked highly as shown in the figure on the top of page ten. Even among these areas, indicators such as Ratio of New Businesses and Density of Flexible Workplaces are strong (see table on bottom of p. 10). Also, as shown in the figure in the middle of page ten, in Cultural Interaction, groups such as Volume of Interaction, Volume of Communication, and Intangible Resources are strengths. In particular indicators such as Weekend Visitor Population, Volume of People Visiting for Tourism or Sightseeing, and Workers in Creative Industries (see p. 45) are ranked particularly high (see table on bottom of p. 10). Shibuya City - A Superb Business Environment and Spot for Tirelessly Creating Unique Culture

With this data in mind, one can see that Shibuya City is a great place for launching new businesses, it offers a business environment for diverse working styles, and tirelessly creates appealing new culture, all factors that contribute to attracting many people. In order to expand its power as a city in the future, Shibuya must further bolster its unique strengths and characteristics, as well as maintain and push forward its diverse values and environment for attracting creative types. In line with this, the Economy & Business indicator group of Intra-regional Gross Expenditure and Cultural Interaction indicators of Active Approach to Scenic Town Planning, Number and Rating of Events, and Number of Accommodation Facilities must be improved (see table on bottom of p. 10). Also, it is important to undertake initiatives with other related indicators in mind such as Garbage Problems and Security and Safety. This chapter covers the Present of Shibuya City through Enhancing the city power of Shibuya will help improve the ranking of Tokyo in an analysis of industry and tourism data and input from international inter-city competitiveness even after the Olympic and Paralympic experts, identifying the characteristics, current status, and Games. This role falls upon Shibuya City (see p. 11). challenges of the city.

8 Shibuya City ■〇〇〇〇〇〇分野別ランキング：2019（2018）

Shibuya City Characteristics Among 23 Wards of Tokyo 4th "Japan Power Cities 2019" Economy & Business

70 4th 61 9th Shibuya City Deviation Score and Rank by Function Research & Concept ■ Accessibility 50 Development

30 60 47 10

40 63 20th 4th Cultural Environment Interaction 61

■指標グループ別偏差値 5th Daily Life & Livability

■Shibuya City Indicator Group Deviation Score

Ease of Mobility Economic Scale The Present E ility con Employment and Human Resources City Accessibility sib om es y & cc 70 B ■〇〇〇〇〇〇分野別ランキング：2019（2018） A us Diversity of Human Resources Inner-City Transport in e s s 50 t Business Vitality Comfortability n e m n Business Environment Natural Environment o 30 r i v 4位（4位） D

n R e Financial Affairs E Environmental Performance v e 10 経 済・ビ ジ ネ ス e s

e l

o

a p

r Academic Resources m

Lifestyle Affluence Economy / c

h

e

&

Business n t Living Facilities Research Achievement 70 Tangible Resources Living Environment 60.8 4位D （4位） 9位（8位） a il n Intangible Resources Civil Life and Welfare 交 通・アy ク セ ス io 研 究・開 発 L 50 t i c fe ra Traffic / access & te ResearchAttractiveness / to Visitors Childcare and Education L In iva al Development bi 30tur 59.6lity Cul Volume of Interaction Health and Medical Care 46.6 Volume of Communication Security and Safety 10

2019 Indicator Group Deviation Score The Future Deviation Score 50 Line 40.0 62.5 20位（19位） 4位（5位） 環境 文 化・交 流

Environment 61.3 Culture / ■Rank by Function Communication

Research & Economy & Business Cultural Interaction Daily Life & Livability Environment Accessibility Total Score Development 5位（4位） City Score City Score City Score City Score 生 活・居City 住 Score City Score City Score Chiyoda Chiyoda Life / Residence 1 City 437 1 Bunkyo City 86 1 Minato City 216 1 City 375 1 Koto City 144 1 Chuo City 225 1 Chiyoda City 1,410 Shinjuku Chiyoda Chiyoda 2 Minato City 397 2 City 75 2 City 194 2 Chuo City 370 2 Chuo City 141 2 City 220 2 Minato City 1,353 Shinjuku Edogawa 3 Chuo City 346 3 Meguro City 69 3 City 179 3 Bunkyo City 342 3 City 128 3 Minato City 209 3 Chuo City 1,248

Shibuya Minato City Shibuya Minato City Minato City Shibuya Shinjuku City 4 City 313 4 66 4 City 175 4 338 4 128 4 City 204 4 1,160 Appendices Shinjuku Chiyoda Taito City Shibuya Chiyoda Shinagawa 5 City 286 5 City 58 5 171 5 City 337 5 City 127 5 City 202 5 Shibuya City 1,139 Shibuya Shibuya - - - 9 City 14 - - - - - 20 City 96 ------

Source: Japan Power Cities 2019 (Institute for Urban Strategies, The Mori Memorial Foundation) SHIBUYA INDUSTRY and TOURISM VISION

9 100 Chiyoda City Minato City Chuo City Shinjuku City Shibuya City (The values in the graph are the ranks for Shibuya City from among the 23 wards)

80

The Present ■Economy & Business: Deviation Score by Indicator Group

100 Chiyoda City 2Minato City Chuo City Shinjuku City Shibuya2 City 60 (The values in the graph are the ranks for Shibuya4 City from among the 23 wards) 6 5 8 80 40 Research and development results 2 2 60 4 20 6 5 8

40 Research and development results 0 Economic Scale Employment and Diversity of Human Resources Business Vitality Business Environment Financial Affairs Human Resources 20

0 Economic Scale Employment and Diversity of Human Resources Business Vitality Business Environment Financial Affairs Human Resources ■Cultural Interaction: Deviation Score by Indicator Group

90 Chiyoda City Minato City Chuo City Shinjuku City Shibuya City

80 (The values in the graph are the ranks for Shibuya City from among the 23 wards)

70 1 60 4 90 5 Chiyoda City Minato City Chuo City Shinjuku City Shibuya City 6 8050 9 (The values in the graph are the ranks for Shibuya City from among the 23 wards)

7040 1 6030 4 5 6 5020 9

4010

300 Tangible Resources Intangible Resources Attractiveness to Visitors Volume of Interaction Volume of Communication 20

■10Shibuya City Strengths and Weaknesses by Indicator (Economy & Business, Cultural Interaction)

0 Shibuya City Strengths Shibuya City Weaknesses Tangible Resources Intangible Resources Attractiveness to Visitors Volume of Interaction Volume of Communication

Function Indicator Group Indicator Names Function Indicator Group Indicator Names

Business Vitality Ratio of New Businesses Economic Scale Intra-regional Gross Expenditure Economy & Economy & Business Density of Flexible Workplaces* Diversity of Ratio of Foreign Workers Business Environment Business Human Resources Financial Affairs Financial Capability Index Business Vitality Number of Certified Special Zones

Weekend Visitor Population Tangible Resources Active Approach to Scenic Town Planning Volume of Cultural Interaction Cultural Volume of People Visiting for Tourism or Sightseeing Intangible Number and Rating of Events Interaction Interaction Resources Intangible Attractiveness to Resources Workers in Creative Industries Visitors Number of Accommodation Facilities

*Based on the definition in the Institute for Urban Strategies, The Mori Memorial Foundation's Japan Power Cities, Source: Japan Power Cities 2019 (Institute for Urban Strategies, The Mori Memorial Foundation) the number of cafes and coworking spaces are each divided by the urbanized zone area and indexed.

10 Shibuya City Economy Research & Development Cultural Interaction Livability Environment Accessibility 2019 Score

London 1669.1

New York 1543.2

Tokyo 1422.2

Paris 1387.7

Singapore 1262.9

0 500 1,000 1,500 2,000

Tokyo City Power Compared to Major Global Cities "Global Power City Index 2019" Economy 経 済・ビ ジ ネ ス

交 通・ア ク セ ス 研 究・開 発 New York Research & Accessibility Concept NEWYORK ■Deviation Score by Function for Top 3 Cities Development

TOKYO Tokyo

100 75 50 25 100 75 50 25

LONDON London

Environment Cultural Interaction

環境 文 化・交 流

Daily Life 生 活・居 住 The Present

■Top 5 Cities for Total Score

Economy Research & Development Cultural Interaction Livability Environment Accessibility 2019 Score

London 1669.1

New York 1543.2

Tokyo 1422.2

Paris 1387.7 The Future Singapore 1262.9

0 500 1,000 1,500 2,000

■Rank by Function

Economy Research & Development Cultural Interaction Livability Environment Accessibility Total Ranking City Score City Score City Score City Score City Score City Score City Score Economy 1 New York 358.5 1 New York 224.5 1 London 382.7 1 Paris 371.8 1 Zurich 242.5 1 Paris 247.1 1 London 1669.1 経 済・ビ ジ ネ ス 2 London 331.4 2 London 187.8 2 New York 254.1 2 Amsterdam 365.5 2 Stockholm 232.4 2 London 239.1 2 New York 1543.2

3 Beijing 288.4 3 Tokyo 166.2 3 Paris 252.2 3 Madrid 364.4 3 Copenhagen 222.8 3 New York 226.6 3 Tokyo 1422.2 交 通・ア ク セ ス 研 究・開 発 Accessibility New York Research & NEWYORK Development 4 Tokyo 286.6 4 Los Angeles 163.1 4 Tokyo 241.9 4 Vancouver 364.3 4 Helsinki 218.9 4 Shanghai 225.7 4 Paris 1387.7 Appendices 5 Zurich 269.4 5 Seoul 146.5 5 Singapore 204.3 5 Berlin 361.8 5 Sydney 216.0 5 Frankfurt 223.7 5 Singapore 1262.9 TOKYO Tokyo ------11 Tokyo 343.3 23 Tokyo 176.2 8 Tokyo 208.0 - - - 100 75 50 25 100 75 50 25 Source: Global Power City Index 2019 (Institute for Urban Strategies, The Mori Memorial Foundation) London

LONDON SHIBUYA INDUSTRY and TOURISM VISION

Environment Cultural Interaction 11 環境 文 化・交 流

Daily Life 生 活・居 住 2Shibuya City Industry Characteristics

The Present Trends in Number of Businesses and Workers in Shibuya City Since 2012, the number of businesses and workers in Shibuya City has tended to increase. Also, when looking at the scale of workers, 98% of businesses have less than 100 people, and 90% have less than 30 people.

40,000 600,000 40,000 600,000

500,000 500,000 30,000 30,000 400,000 400,000

20,000 500,000 20,000 500,000 Number of Workers Number of Workers Scale of Workers per Business

Number of Businesses 400,000

Scale of (people) Workers Number of Workers per Business

Number of Businesses 400,000 100 or more

10,000 (people) Workers Number of 100 or more 10,000 100,000 50 - 99 50 - 99 100,000 30 - 49 30 - 49 0 0 10 - 29 0 2009 2012 2014 20160 10 - 29 2009 2012 2014 2016 1 - 9 1 - 9 1～9人 10～29人 30～49人 50～99人 100人以上事業所数 Source: Created based on Economic Census for Business Activity by the Statistics Bureau, Ministry of Internal Affairs and Communications 1～9人 10～29人 30～49人 50～99人 100人以上事業所数

Number of Businesses by Category in Shibuya City When comparing the number of businesses by industry for 2009 and 2016, industries such as Information and Communications, Wholesale and Retail Trade, Accommodations, Eating and Drinking Services, Living-Related and Personal Services and Amusement Services are growing. On the other Number of Businesses 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 hand, however, the manufacturing industry is shrinking. Number of Businesses Agriculture and0 Forestry1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 2009 Agriculture and Forestry Fisheries 2009 2016 Mining and QuarryingFisheries of Stone and Gravel 2016 Mining and Quarrying of Stone and GravelConstruction

ConstructionManufacturing

Electricity, Gas,Manufacturing Heat Supply and Water

Electricity, Gas, HeatInformation Supply and and Water Communications

Information and CommunicationsTransport and Postal Services

Transport and WholesalePostal Services and Retail Trade

Wholesale and RetailFinance Trade and Insurance

Real EstateFinance and and Goods Insurance Rental and Leasing Scientific Research, Professional and Technical Services Real Estate and Goods Rental and Leasing Accommodations, Eating and Drinking Services Scientific Research, Professional and Technical Services Living-Related and Personal Services and Amusement Services Accommodations, Eating and Drinking Services Education, Learning Support Living-Related and Personal Services and Amusement Services Medical, Health Care and Welfare Education, Learning Support Compound Services Medical, Health Care and Welfare Services, n.e.c. Compound Services

Source: Created based Services,on Economic n.e.c. Census for Business Activity by the Statistics Bureau, Ministry of Internal Affairs and Communications

12 Shibuya City Number of Workers and Workers in Creative Industries Concept Although Shibuya City is home to the least number of workers out of the 1,000,000 40 1,000,000 960,000 five central wards in the Tokyo Metro area, it has the second highest ratio (people) （%） of workers in creative industries after Minato City, with approximately 20% 34% of all workers in Shibuya City. 800,000 770,000 30 670,000 27% 600,000 24% 530,000 24% 渋谷区渋谷区 千代田区千代田区 中央区中央区 港区港区 新宿区新宿区 21% 万人万人 20 400,000 100100 12%12% Workers in Creative Industries: The Mori Memorial Foundation 12%12% 22%22% independently20%20% defines "Creative Industries" based on reports from the United 14%14% 5050 Nations Development Programme (UNDP), United Nations Educational, 200,000 Scientific and Cultural Organization (UNESCO) and the Tokyo Metropolitan 21% 10 00 5252Government Bureau of Industrial and9494 Labor Affairs, extracting 44 industrial7676 9999 6565 万人万人 万人万人 万人万人 万人万人 万人万人 subcategories from the Statistics Bureau, Ministry of Internal Affairs and 12% 20% 12% 14% Communications 2016 Economic Census for Business Activity. The ratio is 0 calculated by dividing the total number of workers from the applicable 44 Shibuya City Chiyoda City Chuo City Minato City Shinjuku City

subcategories indicated in the Businesses Totals by the Number of Workers The Present (all industries A - R (excluding S public services)) in the same survey. All Workers Workers in Creative Industries 0 Shibuya City Minato City Chiyoda City Chuo City Shinjuku City 全従業者全従業者 クリエイティブ産業従業者クリエイティブ産業従業者

Ratio of New Businesses Ratio of Foreign Workers Shibuya City is home to the highest Ratio of New Businesses of the five Shibuya City is number three out of the five metropolitan wards for the Ratio metropolitan wards. of Foreign Workers.

4040 88 （%）（%） （%）（%） 34%34% 77 6.2%6.2% 3030 66 27%27%

24%24% 24%24% 55 4.8%4.8% The Future 21%21% 2020 44

33 2.5%2.5% 2.2%2.2% 2.3%2.3% 1010 22

11

00 00 ShibuyaShibuya CityCity MinatoMinato CityCity ChiyodaChiyoda CityCity ChuoChuo CityCity ShinjukuShinjuku CityCity ShibuyaShibuya CityCity MinatoMinato CityCity ChiyodaChiyoda CityCity ChuoChuo CityCity ShinjukuShinjuku CityCity

Ratio of New Businesses: The ratio calculated by dividing the Number of New Businesses by the Total Ratio of Foreign Workers: The ratio calculated by dividing the number of foreign workers over 15 years Number of Businesses from Business Totals in the Statistics Bureau, Ministry of Internal Affairs and of age by the population of workers between 15 and 64 years of age in Basic Complete Tabulation on Communications 2014 Economic Census for Business Frame. Labour force (Workforce Status, Worker Industry and Profession, etc.) from the Statistics Bureau, Ministry of Internal Affairs and Communications 2015 National Census. Appendices

Source: Japan Power Cities 2019 (Institute for Urban Strategies, The Mori Memorial Foundation) SHIBUYA INDUSTRY and TOURISM VISION

13 Scientific Research, Professional and Real Estate and Wholesale and Retail Trade Technical Services Goods Rental and Leasing Eating and Drinking Places, Information and Food Take Out and Communications Other Totals Delivery Services 0 20 40 60 80 100（%）

Shibuya Station A B C D E H area

I J K L N O

Retail Trade (Woven Fabrics, Apparel, Retail Trade Miscellaneous Apparel Accessories and Notions) (Food and Beverage) Wholesale Trade Miscellaneous Retail Trade Wholesale Trade Other Totals (Textile and Apparel) Living-Related and Personal Services and Amusement Services

0 20 40 60 80 100（%）

Daikanyama- Ebisu- A B F C D H Hiroo area

I J L K N O

Medical, Health Care and Welfare

0 20 40 60 80 100（%）

Yoyogi Uehara- Yoyogi Hachiman- A B F E G H Sangubashi area

J K I L N O

0 20 40 60 80 100（%）

Sasazuka- Hatagaya- A B F E G H Hatsudai- Honmachi area K J I N M O Wholesale Trade (Machinery and Equipment)

The Present Area Characteristics (Top 5 industries by number of businesses in each category) 0 20 40 60 80 100（%） Wholesale and Retail Trade occupies the most positions in each area of Shibuya City. When looking at a breakdown (subcategory) of this category, one can Yoyogi- see that many fashion-related businesses such as Retail Trade (Woven Fabrics, Apparel, Apparel Accessories and Notions) and Wholesale Trade (Textile and Sendagaya- A C B D E H Harajuku- Apparel) are located in the Yoyogi-Sendagaya-Harajuku-Jingumae area. Also, another characteristic of the Yoyogi-Sendagaya-Harajuku-Jingumae area is the Jingumae area high level of Scientific Research, Professional and Technical Services. I L J K N O

Scientific Research, Professional and Real Estate and Wholesale and Retail Trade A■Wholesale and Retail Trade Technical Services Goods Rental and Leasing B■Eating and Drinking Places, Food Take Out and Delivery Services Eating and Drinking Places, Information and Food Take Out and Communications Other Totals C■Scientific Research, Professional and Technical Services Delivery Services 0 20 40 60 80 100（%） D■Information and Communications E■Real Estate and Goods Rental and Leasing Shibuya Station A B C D E H F■Living-Related and Personal Services and Amusement Services area G■Medical, Health Care and Welfare

H■Other Totals I J K L N O

Retail Trade (Woven Fabrics, Apparel, Retail Trade Miscellaneous Wholesale Trade I■Retail Trade (Woven Fabrics, Apparel, Apparel Accessories and Notions) Apparel Accessories and Notions) (Food and Beverage) J■Miscellaneous Retail Trade Miscellaneous Retail Trade Wholesale Trade Other Totals (Textile and Apparel) K■Retail Trade (Food and Beverage) Living-Related and Personal Services and Amusement Services L■Wholesale Trade (Textile and Apparel) 0 20 40 60 80 100（%） M■Wholesale Trade (Machinery and Equipment) Daikanyama- Miscellaneous Wholesale Trade N■ Ebisu- A B F C D H O■Other Totals Hiroo area

I J L K N O

Medical, Health Care and Welfare

0 20 40 60 80 100（%）

Yoyogi Uehara- Yoyogi Hachiman- A B F E G H Sangubashi area

J K I L N O

0 20 40 60 80 100（%）

Sasazuka- Hatagaya- A B F E G H Hatsudai- Honmachi area K J I N M O Wholesale Trade (Machinery and Equipment)

0 20 40 60 80 100（%）

Yoyogi- Sendagaya- A C B D E H Harajuku- Jingumae area I L J K N O

Source: Created based on 2016 Economic Census for Business Activity by the Statistics Bureau, Ministry of Internal Affairs and Communications

A■Wholesale and Retail Trade B■Eating and Drinking Places, Food Take Out and Delivery Services 14 Shibuya City C■Scientific Research, Professional and Technical Services D■Information and Communications E■Real Estate and Goods Rental and Leasing

F■Living-Related and Personal Services and Amusement Services

G■Medical, Health Care and Welfare

H■Other Totals

I■Retail Trade (Woven Fabrics, Apparel, Apparel Accessories and Notions) J■Miscellaneous Retail Trade

K■Retail Trade (Food and Beverage) L■Wholesale Trade (Textile and Apparel) M■Wholesale Trade (Machinery and Equipment)

N■Miscellaneous Wholesale Trade O■Other Totals Tokyo Office Rent Market Concept When comparing office rent in the main areas of Tokyo, one can see that the standard is quite high in the Shibuya-Dogenzaka area for all office sizes, from large scale offices to small buildings. Also the Sakuragaoka-Nanpeidai area, and Ebisu-Hiroo area have an even higher standard of large-scale office rent than the Shibuya-Dogenzaka area.

■Rent index for all scales when Shibuya & Dogenzaka = 100 (base date: December 1, 2019)

Large Scale Large Medium Sized Building Small Sized Building Ward Area (200 tsubo or more per floor) (100 - 199 tsubo per floor) (50 - 99 tsubo per floor) (20 - 49 tsubo per floor)

Rent Index Rent Index Rent Index Rent Index Shibuya City Shibuya & Dogenzaka 100 100 100 100 Sakuragaoka & Nanpeidai 111 97 91 80 Yoyogi & Sendagaya 84 76 83 73 Ebisu & Hiroo 105 93 93 79 Hatsudai, Honmachi, & Sasazuka 54 51 61 55 Chiyoda City Marunouchi & Otemachi 124 110 73 108 Kojimachi & Bancho 81 70 83 66 The Present Uchi Kanda & Kajicho 84 68 73 59 Soto Kanda & Iwamotocho 95 63 62 57 Iidabashi & Kudan 76 53 70 61 Chuo City Kyobashi, Yaesu, & Nihonbashi 97 92 89 79 Ginza 93 84 97 90 Nihonbashi Honcho & Muromachi 84 71 70 72 Tsukiji, Shintomi, & Kayabacho 74 72 63 62 Higashi Nihonbashi & Shinkawa 59 55 61 54 Minato City Shimbashi & Toranomon 94 78 79 72 Akasaka & Aoyama 97 77 86 84 Roppongi & Azabu 90 71 73 80 Hamamatsucho & Takanawa 80 67 73 64 Shibaura & Kaigan 75 66 67 58 Shinjuku City Nishi Shinjuku 84 73 79 78 Shinjuku & Kabukicho 88 60 67 68 Yotsuya & Ichigaya 80 62 58 57 Takadanobaba & Okubo 63 54 57 55 The Future Waseda & Kagurazaka 75 59 55 49 Shinagawa City & Ota City Gotanda & Osaki 78 61 66 60 Kita Shinagawa & Higashi Shinagawa 56 44 54 50 Omori & Kamata 46 47 46 45

Source: Created based on Office Rent Data 2020 by Sanko Estate Co., Ltd. New Office Supply Volume in Tokyo When looking at divisions of the new office supply volume from 2020 to 2023, Minato City has the most, followed by Chiyoda City and Chuo City. On the other hand, one can see that Shibuya City has an extremely small supply.

0 50,000 100,000 150,000 200,000 250,000 300,000 (tsubo) Shibuya City Chiyoda City Chuo City Minato City Appendices Shinjuku City Shinagawa City

Source: Created based on New Office Supply Volume 2020 by Xymax Real Estate Institute Corporation SHIBUYA INDUSTRY and TOURISM VISION

15 3A Collection of Startups

The Present Startup Companies and VC/CVCs in the 23 Wards of Tokyo Shibuya City is home to the largest collection of startup companies (1,651) in the 23 wards of Tokyo. When looking at each area, many can be found in Shibuya (340), Jingumae (163), and Dogenzaka (146), however, one can also see a certain number located in the Yoyogi Uehara-Yoyogi Hachiman- Sangubashi area and the Sasazuka-Hatagaya-Hatsudai-Honmachi area as well. Also when looking at the location of venture capital (VC) and corporate venture capital (CVC) entities (see p. 45) which support the growth of startup companies in the 23 wards of Tokyo, most are found in Minato City, Chiyoda City, and Chuo City, with Shibuya City in fourth place. Furthermore, there are also substantial coworking spaces (see p. 45).

■No. of Startups in 23 Wards of Tokyo ■No. of VC/CVC/Coworking Spaces in 23 Wards of Tokyo

2,0002,000 (no.)(no.)6060 CVCCVC VCVC CoworkingCoworking SpacesSpaces 11,651,651 11,586,586 5050 1,5001,500 4040 11,106,106 1,0001,000 3030 758758 662662 620620 2020 500500 406406 1010 221221 207207 167167 166166 00 00

ChuoChuo City City TaitoTaito City City ChuoChuo City City MinatoMinato City City MinatoMinato City CityChiyodaChiyoda City City MeguroMeguro City CityBunkyoBunkyo City City ChiyodaChiyoda City City BunkyoBunkyo City City ToshimaToshima City City ShibuyaShibuya City City ShinjukuShinjuku City City ToshimaToshima City CitySetagayaSetagaya City City ShibuyaShibuya City City ShinjukuShinjuku City City SetagayaSetagaya City City ShinagawaShinagawa City City OtherOther 13 13 Wards Wards ShinagawaShinagawa City City

■Location of Startups in Shibuya City

Honmachi Yoyogi MedicalMedical andand HealthcareHealthcare 00 200200 400400 600600 800800 11,000,000 11,200,200 OtherOther Industries*Industries*66%% Sendagaya 33%% LondonLondon Finance,Finance, InsuranceInsurance Hatagaya Hatsudai andand RealReal EstateEstate NewNew YorkYork

44%% Sasazuka ComputersComputers SanSan FranciscoFrancisco Yoyogi Kamizonocho (software)(software) Nishihara LosLos AngelesAngeles 2222%% Motoyoyogicho SaoSao PauloPaulo ConsumerConsumer ServicesServices Oyamacho Jingumae andand SalesSales IndustryIndustry SingaporeSingapore Uehara Jinnan Tomigaya ParisParis 2121%% ComputersComputers (IT(IT services)services) Kamiyamacho BerlinBerlin

2424%% UdagawachoTorontoToronto BusinessBusiness ServicesServices Shoto HongHong KongKong 2020%% Dogenzaka Shibuya Shinsencho MaruyamachoTokyoTokyo Legend Sakuragaokacho University/Junior College Nanpeidaicho Higashi CVC Uguisudanicho Hiroo VC Hachiyamacho Daikanyamacho

Startup Sarugakucho Ebisunishi

Ebisu Source: Startup Database (as of December 2, 2019) (INITIAL, Inc.), VC, CVC Member List (as of December 13, 2019) Ebisuminami (Japan Venture Capital Association), Coworking Japan (Egglay Inc.), Digital National Land Information - School Data (Ministry of Land, Infrastructure, Transport and Tourism)

16 Shibuya City 2,000 (no.) 60 CVC VC Coworking Spaces 1,651 1,586 50 1,500 40 1,106 1,000 30 758 662 620 20 500 406 10 221 207 167 166 0 0

Chuo City Chuo City Taito City

Minato City Concept Minato CityChiyoda City Meguro CityBunkyo City Chiyoda City Bunkyo City Toshima City CharacteristicsShibuya City of Startup IndustriesShinjuku City in ShibuyaToshima City CitySetagaya City Shibuya City Shinjuku City Setagaya City Shinagawa City Other 13 Wards Shinagawa City When looking at the startup industries in Shibuya City, one can see that many consist of Computers (software), Computers (IT services), Business Services, and Consumer Services and Sales. On the other hand, industries such as Medical and Healthcare, Biotechnology, and Semiconductors/Other Electronic Components and Products are comparatively few.

Medical and Healthcare 0 200 400 600 800 1,000 1,200 Other Industries* 6% Shibuya City Minato City Chiyoda City 3% 2,000 Computers (software)London (no.) 60 CVC VC 356Coworking Spaces309 223 Finance, Insurance 1,651 Computers (IT services)New York 391 334 219 and Real Estate1,586 50 1,500 Business Services 337 327 228 4% Computers San Francisco (software) Consumer40 Services and Sales 350 238 119 1,106 Los Angeles Finance, Insurance and Real Estate 1,000 22% 30 69 88 87 758 Medical and HealthcareSao Paulo 662 56 93 66 Consumer Services 620 20 Industrial and Energy 16 31 26 500 and Sales Industry406 Singapore 221 Semiconductors/Other10 Electronic Components and Products 15 38 41 The Present % 207 167 166 Paris 21 Computers Environment 10 33 17 0 (IT services) 0 Berlin Computers (hardware) 8 15 14

ChuoBusiness City Services 24% Biotechnology Toronto Chuo City 3 22Taito City 14 Minato City Meguro CityBunkyo City Minato CityChiyoda City Bunkyo City Chiyoda City Shinjuku City Toshima CitySetagaya City Shibuya City Shinjuku City Setagaya CityToshima City Shibuya City Shinagawa City Communications and Networking Shinagawa City 20% Other 13 Wards Hong Kong 3 10 14 Other 36 48 38 Tokyo Total 1,650 1,586 1,106 *Other Industries: Industrial and Energy, Semiconductors/Other Electronic Components and Products, Environment, Computers (hardware), Biotechnology, Communications and Networking, Other ■No. of Startups Launched in Global Cities for Past 3 Years

Medical and Healthcare 0 200 400 600 800 1,000 1,200 Other Industries* 6% Global City3% Startups London TheFinance, number Insurance of startups in Tokyo is fewer than in other global cities, and and Real Estate New York when comparing the average number of annual startups launched for 4% Computers San Francisco the most recent three years, Tokyo is significantly(software) behind the over 1,000 The Future Los Angeles companies launched annually in London and22 New% York with approximately 50 companies. This is due to various issues such as the lack of supply Sao Paulo Consumer Services in regard to demandand Sales for officeIndustry space, the high standard of office rent, Singapore language support including various procedures involved in launching a Paris 21% Computers startup, and regulations on foreign startups. (IT services) Berlin

Business Services 24% Toronto 20% Hong Kong Tokyo

Source: Companies|Crunchbase (Crunchbase) Appendices SHIBUYA INDUSTRY and TOURISM VISION

17 4Features of People Gathered in Shibuya City

The Present When looking at the average number of people gathering in Shibuya City for one year, the areas around Shibuya Station and Shinjuku Station are extremes, with a large number also gathering near Ebisu Station, Harajuku and Omotesando. On the other hand, the population concentration is relatively low in the northwestern area, which has comparatively more residences, with blank population areas in Yoyogi Park and Meiji Jingu Shrine in the center of Shibuya City. Also, one can see a well balanced range of ages when looking at people in Shibuya City. There are also an approximately equal number of men and women, and this lack of bias in age and sex shows that a diverse range of people live, work, and visit Shibuya City. When looking at the movement of people by area and time slot, one can see significant feature differences. This is due to the fact that Shibuya City is home to two major terminal stations, Shibuya Station and Shinjuku Station, and the sudden, large influx of workers and visitors to the Shibuya Station area and Yoyogi-Sendagaya-Harajuku-Jingumae area from 6:00 A.M. to 3:00 P.M. Later, after work time is over, the number of people drops drastically. On the other hand, because there are no real changes during the day in the Yoyogi Uehara-Yoyogi Hachiman-Sangubashi and Sasazuka-Hatagaya- Hatsudai-Honmachi areas, it shows that daytime population concentrations at Shinjuku Station and Shibuya Station are not spreading to those areas. The following area categories are used as a base while referencing the Urban Development Master Plan to calculate totals for each area.

■Area Classification by Name

Sasazuka-Hatagaya-Hatsudai- Honmachi area Yoyogi Kamizonocho area

Honmachi Yoyogi Sendagaya

Hatagaya Hatsudai

Sasazuka Yoyogi Kamizonocho Nishihara Motoyoyogicho

Oyamacho Jingumae

Uehara Tomigaya Jinnan Yoyogi-Sendagaya- Kamiyamacho Udagawacho Harajuku-Jingumae area Shoto Shibuya Dogenzaka Shinsencho Maruyamacho Yoyogi Uehara-Yoyogi Hachiman- Sakuragaokacho Nanpeidaicho Sangubashi area Uguisudanicho Higashi Hachiyamacho Hiroo Daikanyamacho Sarugakucho Ebisunishi Shibuya Station area Ebisuminami Ebisu

Daikanyama-Ebisu-Hiroo area

18 Shibuya City ■Ratio by Age

70 and over 15 - 19

6% 4% Concept 60 - 69 10% 20 - 29 21% 50 - 59 Women Sex Men Age 14% Note: Self-professed 49% sexual identity 51%

30 - 39 40 - 49 24% 21%

70 and over 15 - 19 ■Ratio by Sex

6% 4%

60 - 69 20 - 29 10% The Present 21% 50 - 59 Women Sex Men Age 14% Note: Self-professed 49% sexual identity 51%

30 - 39 40 - 49 24% 21%

■Movement of Persons per Day by Area (24-hour movement with 12:00 A.M. as the base for no. of people) 120,000 Shibuya Station area (people) The Future 100,000

80,000

Yoyogi-Sendagaya- Harajuku-Jingumae area 60,000

40,000

Sasazuka- Daikanyama- Hatagaya- Ebisu-Hiroo area Hatsudai- 20,000 Yoyogi Park- Honmachi area Meiji Jingu Shrine area

0 Appendices Yoyogi Uehara-Yoyogi Hachiman- Source: Created based on Mobile Space Statistics © - Domestic Resident Distribution Statistics Sangubashi area by DOCOMO InsightMarketing, Inc. -20,000 The domestic resident distribution statistical data for 2018 was used to calculate the annual average number of persons per hour (calculated as 1 point per 50 people), with a random number sampling placed in a 250 m mesh. 00:0002:0004:0006:0008:0010:0012:0014:0016:0018:0020:0022:0024:00 SHIBUYA INDUSTRY and TOURISM VISION

19 The Present People Movement on Weekdays When looking at the movement of people by time slot on weekdays, the population begins to increase suddenly around 7:00 A.M., reaching its peak between 2:00 to 4:00 P.M. Later, it gradually begins to decrease, decreasing somewhat more around 7:00 P.M. In each area, the Shibuya Station area and Yoyogi-Sendagaya-Harajuku-Jingumae area stand out, with people staying particularly around the Shibuya Station area late at night. Many people also visit the Daikanyama-Ebisu- Hiroo area during the day. On the other hand, because much of the Yoyogi Uehara-Yoyogi Hachiman-Sangubashi and ■6:00-7:00 Sasazuka-Hatagaya-Hatsudai-Honmachi are residential areas, not much movement of people is seen throughout the day compared to the Shibuya Station area. (people) 600,000 (people) 70 and over 600,000 7060 and- 69 over 500,000 6050 - 6959 500,000 5040 - 5949 30 - 39 400,000 40 - 49 ■12:00-13:00 20 - 29 400,000 30 - 39 2015 - 2919 300,000 15 - 19 300,000 200,000 200,000 100,000 100,000 ■18:00-19:00 0 0 01:00 03:00 05:00 07:00 09:00 11:00 13:00 15:00 17:00 19:00 21:00 23:00

01:00 03:00 05:00 07:00 09:00 11:00 13:00 15:00 17:00 19:00 21:00 23:00

People Movement on Holidays There are somewhat fewer people in Shibuya on holidays compared to weekdays, with an even more gradual increase in people in the morning than on weekdays. Also, unlike weekdays, the number begins to drop gradually right after the peak. By area, people are concentrated around Shibuya and Shinjuku stations during weekdays, however, between 12:00 and 6:00 P.M. on holidays, one can see that people gather across a comparatively wide area of Ebisu, Shibuya, ■6:00-7:00 Harajuku-Omotesando, and Shibuya.

(people) 600,000 (people) 70 and over 600,000 7060 and- 69 over 500,000 6050 - 6959 500,000 5040 - 5949 400,000 4030 - 4939 20 - 29 400,000 30 - 39 ■12:00-13:00 2015 - 2919 300,000 15 - 19 300,000 200,000 200,000 100,000 100,000

0 ■18:00-19:00 0 01:00 03:00 05:00 07:00 09:00 11:00 13:00 15:00 17:00 19:00 21:00 23:00

01:00 03:00 05:00 07:00 09:00 11:00 13:00 15:00 17:00 19:00 21:00 23:00

20 Shibuya City People Movement During Events ❶: Countdown Concept Peak concentration of people from New Year's Eve to New Year's Day is from 11:00 P.M. to 12:00 A.M. at the scramble crossing on December 31, where people only gather around the Shibuya Station area. When looking at people's movement by time slot around the crossing the number of people does not decrease, however, it gradually begins to drop after midnight.

■11:00 P.M. - 12:00 A.M. December 31, 2018 ■Wave of People at Scramble Crossing from December 31 to January 1

50,000 50,000

40,000 40,000

30,000 30,000

20,000 20,000The Present

10,000 10,000

0 0

1:00 3:00 5:00 7:00 9:00 1:00 3:00 5:00 7:00 9:00 13:00 15:00 17:00 19:00 21:00 23:00 11:00 13:00 15:00 17:00 19:00 21:00 23:00 11:00

People Movement During Events ❷: Halloween The number of people in the area around the scramble crossing begins to increase rapidly from around 6:00 P.M. on October 31, reaching its peak around 9:00 to 10:00 P.M. Late at night, it drops rapidly. Compared to the countdown, a large number of people gather in Shibuya for a short time on Halloween. Because people spontaneously gather in a localized spot in such a short period of time, this gathering raises safety concerns. The Future

■9:00 P.M. - 10:00 P.M. October 31, 2018 ■Wave of People at Scramble Crossing from October 31 to November 1

50,000 50,000

40,000 40,000

30,000 30,000

20,000 20,000

10,000 10,000 Appendices

0 0

1:00 3:00 5:00 7:00 9:00 1:00 3:00 5:00 7:00 9:00 13:00 15:00 17:00 19:00 21:00 23:00 11:00 13:00 15:00 17:00 19:00 21:00 23:00 11:00 Source: Created based on Mobile Space Statistics © - Domestic Resident Distribution Statistics by DOCOMO InsightMarketing, Inc. SHIBUYA INDUSTRY and TOURISM VISION

21 5Entertainment and Nightlife

The Present In Shibuya City, nightlife facilities such as bars and clubs are concentrated in the Shibuya Station area, and other cultural facilities such as art and other museums, leisure facilities, and concert halls can be found across the city. There are plenty of ways to enjoy each area depending on one's purpose.

Shinjuku Sta. Hatsudai Sta.

Yoyogi Sta.

140 8,000 130 （室） （件） 119 7,000 120 110 6,782 Harajuku Sta.

6,000 100 5,689 5,810 5,000 80

4,000 60 3,000 Sasazuka Sta. 40 2,000 Shibuya Sta.

20 1,000 Legend Yoyogi-uehara Sta. Nightlife 0 0 ArtH22 and Other MuseumsH26 H30

客室数Concerts and Shows宿泊施設 Leisure Facilities

■No. of Entertainment and Nightlife Facilities

500 (no.) Ebisu Sta. 400

300

200

100

0 Shibuya City Minato City Shinjuku City Chiyoda City Chuo City

Nightlife Art and Other Museums Concerts and Shows Leisure

Nightlife: Bars, Clubs, Karaoke Bars, Night Tours, Pub Tours, Clubs and Discos, Jaz Clubs & Bars, Wine Bars, Cigar Bars, etc. Art and Other Museums: Art Galleries, Specialized Art Museums, Art Museums, History Museums, Science Museums, Observatories and Planetariums, Natural History Museums, etc. Concerts and Shows: Theaters, Shows and Performances, Dinner Shows, Jazz Clubs & Bars, Comedy Clubs, Concerts, etc. Leisure Facilities: Game and Leisure Facilities, Play Areas, Sports Complexes, Movie Theaters, Bowling Alleys, etc.

Source: TripAdvisor LLC

22 Shibuya City 6Area Features Identified by Social Media Post Location

Text from social media posts within Shibuya City for the entire year of 2018 was extracted from the type of location where the post was made, divided into Concept six areas and tallied. This shows that many posts related to live music venues and CD shops were made in the Shibuya Station area, with music, event space, shopping mall, and leisure related posts in the Yoyogi-Sendagaya-Harajuku-Jingumae area. Many food and beverage related posts such as coffee shop, cafe, and bakery content was posted from Uehara and Tomigaya in the Yoyogi Uehara-Yoyogi Hachiman-Sangubashi area. On the other hand, the Sasazuka-Hatagaya-Hatsudai-Honmachi area was where many posts about curry rice, ramen, Italian, and Chinese food restaurants were made. Also, in the Daikanyama-Ebisu-Hiroo area, many leisure related posts were made around the Ebisu Station area, with food and beverage posts elsewhere.

Sasazuka-Hatagaya- Crossings Hatsudai-Honmachi area Theaters Cafes Yoyogi Kamizonocho area Noodle Shops Opera Houses Fast Food Restaurants Music Related Offices Live Restaurants Coffee Shops Department Stores Tunnels Event Spaces Music Venues Shrines Station Platforms CD Shops Hobby Shops General Travel Spas Nightclubs Chinese Concert Halls Restaurants Salons/Barber Shops Noodle Shops Noodle Shops Curry Shops Italian Restaurants Bus Terminals Japanese Convention Centers Gyms Cafes Restaurants Bus Terminals Japanese BBQ Coffee Shops Other Events Cafeterias Gyms/Fitness Centers Noodle Shops Gyms/ Cafes Noodle TV Stations Service Areas The Present Bowling Alleys Ramen Shops Chinese Fitness Centers Shops Event Spaces Exercise & Sports Offices Italian Restaurants Restaurants Coffee Shops Dog Parks Crossings Bridges Convenience Japanese Other Evening Gardens Coffee Shops Station Shopping Malls Restaurants Japanese Post Youth Stores Temples Entertainment Offices Parks Japanese Crossings Hostels Restaurants Mini Theaters Japanese Pubs Restaurants General Parking History Museums Restaurants Entertainment Lots Lakes and Marshes Toy and Game Stores Platforms Station Platforms Noodle Shops Coffee Student Centers Houses of Worship Shrines Asian Restaurants Gyms Spas Bus Terminals Mosques University Gyms Cafes Entertainment Halls Clothing Stores Shops Gym Pools Crossings Japanese Stadiums Fast Food Restaurants Station PlatformsCafes Restaurants Motorcycle/Scooter Shops Youth Hostels Concert Halls Shopping Malls Noodle Shops Dessert Event Spaces Event Spaces Shops Scandinavian Cafes Butcher Other Events Salons/Barber Shops Shops CD Cafes Cafes Restaurants Noodle Shops Yoyogi Uehara- Fast Food Restaurants Book Yoyogi-Sendagaya- Bakeries Chinese Stores Buildings Restaurants Shops Event Yoyogi Hachiman- Japanese Japanese Noodle Video Shops Nightclubs Harajuku-Jingumae area Sangubashi area Restaurants Pubs Shops Spaces Japanese Live Music Venues Arcades Restaurants Noodle Shops Japanese Music Other Events Nightclubs Restaurants Related Nightclubs Noodle Station Hobby Shops Japanese Platforms Bars Shops Restaurants Live Music Cafes Music Shopping Nightclubs Music Malls Legend Related Bars Related Venues Crossings Category No. of Posts Buildings Coffee Shops Buildings Japanese Live Music Nightclubs Cafes Bridges Pubs Leisure Ramen Shops Cinema Complexes Bars Cafes Hospitals Nightclubs Live Music Venues Food and Beverage Venues Coffee Event Universities Noodle Shops High Shops Spaces Ramen Shops

Book Universities The Future Shopping Stores Japanese Convention Pubs Centers Crossings Live Music Lounges Art Museums Japanese Sightseeing Restaurants Venues Live Music Venues Japanese Japanese Transportation Facilities Shibuya Station area Noodle Shops Restaurants Restaurants Parks Coffee Shops Bars Italian Restaurants Lodging Japanese Shopping Malls Health & Restaurants Cafes Music Related Beauty Services Daily Living Services Nightclubs Convenience Fast Food Restaurants Offices Stores Buildings Other Low Noodle Shops

Source: Social Media Analysis Data (Nightley Inc.) Daikanyama-Ebisu-Hiroo area The location was extracted from the text of social media posts in Shibuya City for the entire year of 2018, then divided into six areas on page 18 and tallied. After making the volume of text and character size proportionate, the words were then placed on the appropriate location of the map. Appendices SHIBUYA INDUSTRY and TOURISM VISION

23 7Inbound Foreign Tourism to Shibuya City

The Present Trends in No. of Foreign Visitors to Japan and Tokyo In 2018, 31 million people visited Japan from overseas, showing sudden 35 (Million people) growth. There is also an upward trend in the number of foreign visitors to Tokyo, 31 35 with 14 million also in 2018. 30 (Million people) 31

30 25

25 20

20 15

10 14 15 10 8 6 10 14 10 5 8 7 6 5 4 7 5 0 5 2004 2008 2013 2018 4 No. of Foreign Tourists Visiting Japan No. of Foreign Tourists Visiting Tokyo 0 2004 2008 2013 2018 Source: Created based on 2018 Survey on Number of Tourists Visiting Tokyo by the Tokyo Metropolitan Government No. of Foreign Tourists Visiting Japan No. of Foreign Tourists Visiting Tokyo

Places in Tokyo Visited by Foreign Tourists Shibuya is counted as one of the top five destinations that foreign tourists in Japan visit in the Tokyo Metropolitan area along with the Harajuku-Omotesando- Aoyama and Ebisu-Daikanyama areas also in the top, showing that Shibuya City 0 10 20 30 40 50 60（％）

is an established destination for foreign tourists. Shinjuku & Okubo 0 10 20 30 40 50 60（％） Ginza Shinjuku & Okubo Asakusa Ginza Shibuya 44.3% Asakusa Akihabara TokyoShibuya Station area, Marunouchi, & Nihonbashi 44.3% Akihabara Ueno Tokyo Station area, Marunouchi, Harajuku,& Nihonbashi Omotesando, & Aoyama 34.3% Ueno Odaiba & Tokyo Bay Harajuku, Omotesando, & Aoyama Roppongi & Akasaka 34.3% Odaiba & Tokyo Bay Ikebukuro Roppongi & Akasaka Tsukiji Ikebukuro Shinagawa Tsukiji Shimbashi & Shiodome Shinagawa Ebisu & Daikanyama 6.8% Shimbashi & Shiodome Kichijoji & Mitaka ・・・・・・（n=12,893） Ebisu & Daikanyama 6.8% Kichijoji & Mitaka ・・・・・・（n=12,893）

Source: Created based on 2018 Survey on Foreigner Behavior Characteristics by Country by the Tokyo Metropolitan Government

24 Shibuya City Singapore Other Republic of Korea 3.1% 16.7% 14.7%

United Kingdom 3.3% People's Republic of China France 14.5% 3.7% Thailand United States 4.4% of America Hong Kong 13.9% Taiwan Australia 8.8% Nationality6.3% Ratio of Foreigners10.6% Visiting Shibuya City ■Ratio of Countries and Regions Concept The top 15 nationalities of foreign visitors staying in Shibuya City for the year

in 2018 were the Republic of Korea, the People's Republic of China, the United Singapore Other Republic of Korea 3.1% States of America, Taiwan, Hong Kong, Australia, Thailand, France, the United 16.7% 14.7% Kingdom, Singapore, Canada, Indonesia, Malaysia, Philippines, and Italy, United Kingdom showing that people from various countries and regions such as Asia, North 3.3% People's Republic of China France America, and Europe, visited Shibuya. 14.5% 3.7% Thailand United States 4.4% of America Hong Kong 13.9% Australia Taiwan United Kingdom 3.3% 8.8% 6.3% 10.6% People's Republic Republic of Korea 14.7% of China France 14.5% 3.7% United States of America Taiwan 10.6%

13.9% The Present Thailand 4.4% Hong Kong 8.8% Source: Created based on Mobile Space Statistics © - Foreign Visitors to Japan Distribution Singapore 3.1% Australia 6.3% Statistics by DOCOMO InsightMarketing, Inc. Foreign visitors to Japan distribution statistical data for 2018 was used to calculate the annual average number of persons per hour. Operation data quantity: approximately 9 million foreign visitors to Japan (2018 figures) Other 16.7% (Figures expanded from the Statistical Survey on Legal Migrants from the Ministry of Justice).

Areas of Stay and Favorite Spots Among United Kingdom 3.3% Foreign Visitors to Japan People's Republic Republic of Korea 14.7% Meiji Jingu of Shrine China (12%) The figure shows foreign visitors who stayed in France 14.5% 3.7% United States of America Shibuya City during the year of 2018 for two or Taiwan 10.6% 13.9% more hours (excluding residents). Although most Thailand 4.4% Hong Kong 8.8% Yoyogi Park people visit the Shibuya Station area and Harajuku- Singapore 3.1% (7%) Australia 6.3% Omotesando area, few foreign visitors to Japan visit the west side of Yoyogi Park. Also, according to a The Future Other 16.7% survey conducted among foreign visitors to Shibuya in 2019, favorite spots included the scramble crossing MEGA Harajuku (13%) and the Hachiko Statue/Hachiko Square, with nearly Don Quijote Shibuya (6%) Omotesando & 50% of respondents mentioning these places. Center-Gai (3%) Aoyama (2%)

Scramble Crossing (30%) Legend

0 - 200

201 - 400 Nowhere in Particular (5%) Hachiko Statue/ 401 - 600 Hachiko Square

601 - 800 (15%) Shibuya Scramble Square (2%) 801 - 1000 Appendices

Source: Created based on Mobile Space Statistics © by DOCOMO InsightMarketing, Inc. and the 2019 Business Plan Formulation Support Utilizing Marketing - Shibuya Marketing Fact Finding Survey by the Tokyo Convention & Visitors Bureau*. *Survey sample: 4,074, survey period: November 6 - December 4, 2019, survey language: English, comments: It should be kept in mind that these are the results of survey respondents and may differ from the reality of foreign visitors to Shibuya City. SHIBUYA INDUSTRY and TOURISM VISION

25 The Present Survey Results for Foreign Visitors to Shibuya 60 and over 3.7% More than 9 - 10 hours More than 10 hours 19 and under 10 times People in the age range of 20 - 39 make up more than 70% of visitors, and rather than50 repeat- 59 visitors, most are First Time visitors. For time spent in Shibuya City, 2.7% 5.2% 3.3% 8.4% 8 - 9 hours most stayed for 3 - 4 hours at 18%, followed by 2 - 3 hours (17%), 4 - 5 hours (15%), 6.5%5 - 6 hours (12%), and less than 2 hours (10%). For5 -money 9 times spent, most used Up to 5.1% 2 hours 5.5% 7 - 8 hours 10,000 - 20,000 yen at approximately 25%, followed by less than 5,000 yen, from 20,000 - 50,000 yen, and from 5,000 to 10,000 yen, each at approximately 20%. 9.7% Few foreign visitors lodged in Shibuya City at only 15%. 6% 40 - 49 2 - 3 hours 3 - 4 times An issue faced by many foreign visitors was English language support, with many pointing out that store staff English language ability, in-store, facility, menu, and 13.4% 20 - 29 No. of First Time 6 - 7 hours 16.8% 13.2% Length of transportation facility English signage were insufficient. Others mentioned issues such as handling of cashless Agepayments and Wi-Fi availability. Visits to 8.8% 40.3% Shibuya 54.6% Stay Twice 5 - 6 hours 3 - 4 hours 60 and over 3.7% More than 30 - 939 - 10 hours More than 10 hours 19 and under 10 times 12.3% 18.4% 50 - 59 31.8%2.7% 5.2% 18.3% 4 - 5 hours 3.3% 8.4% 8 - 9 hours 6.5% 5 - 9 times Up to 15.1% 5.1% 2 hours 5.5% 7 - 8 hours 9.7% 6% More than 100,000 yen 7.9% 40 - 49 2 - 3 hours 3 - 4 times 50,000 - 100,000 yen 7% 13.4% 20 - 29 No. of First Time 6 - 7 hours 16.8% Yes 13.2% Length of Less than Age Visits to 8.8% 5,000 yen 15.2% 40.3% Shibuya 54.6% Stay 5 - 6 hours 21.8% 30 - 39 Twice 3 - 4 hours 12.3%20,000 - 18.3% 50,000 yen Total 18.4% 31.8% 4 - 5 hours Amount Lodging 19.8%15.1% Spent 5,000 - 10,000 yen No 18.9% 10,000 - 84.8% More than 100,000 yen 7.9% 20,000 yen 50,000 - 100,000 yen 7% Yes 24.6% Less than 5,000 yen 15.2% 21.8% 20,000 - 50,000 yen Total Amount Lodging 19.8% Spent 5,000 - 10,000 yen No 18.9% 10,000 - 84.8% 20,000 yen 24.6%

■Opinions (Results obtained from multiple responses among prepared options in the survey) ◆English support: Insufficient store staff English ability, insufficient in-store/facility 0 200 400 600 800 1,000 (no.) English signage, insufficient English menus, insufficient transportation facility English English support signage

◆Transportation: Train boarding location (location of boarding station on train line) Transportation unclear, in-station information unclear, first and last train information unclear, City facilities information on train delays unclear Tourism information ◆City facilities: Not enough0 coin-operated200 lockers400 in the 600city or station,800 insufficient1,000 (no.) city information/directions unclear, unclear/unable to find tourist information center, Information technology where to obtainEnglish information support unclear Other ◆Tourism information:Transportation Unclear which site to access for information, guide maps lacking content, guided tours lacking content, Shibuya town info site lacking content City facilities ◆Information technology: Poor town Wi-Fi, not enough/can't find charging spots, cashlessTourism payment information support lacking

◆Other:Information Difficult technology to find/can't find currency exchanges, crowds make sightseeing Source: Created based on 2019 Business Plan Formulation Support Utilizing Marketing - Shibuya tiring/not good for walking, other Other Marketing Fact Finding Survey by the Tokyo Convention & Visitors Bureau*. *Survey sample: 4,074, survey period: November 6 - December 4, 2019, survey language: English, comments: It should be kept in mind that these are the results of survey respondents and may differ from the reality of foreign visitors to Shibuya City.

26 Shibuya City 8Accommodation, Eating and Drinking Service Industries in Shibuya City

Accommodation, Eating and Drinking Service Industry Sales No. of Lodging Facility Guest Rooms Concept Annual sales for the Accommodation, Eating and Drinking Service Industries in the Minato City is home to the highest number of lodging facility guest rooms in the Tokyo Metropolitan area are highest in Minato City, with Shibuya City in fifth place. 23 wards of Tokyo, with Shibuya City having the least out of the five central wards.

(Million yen) (rooms) 0 200,000 400,000 600,000 0 20,000 40,000 60,000 80,000 (Million yen) (rooms) Minato City 589,797 Minato City 28,579 0 200,000 400,000 600,000 0 20,000 40,000 60,000 80,000

MinatoChuo City 448,699589,797 MinatoChuo City 19,14628,579

ChiyodaChuo City 446,813448,699 ChiyodaChuo City 16,70419,146

ShinjukuChiyoda City 382,497446,813 ShinjukuChiyoda City 16,70419,724

ShinjukuShibuya City 277,470382,497 ShinjukuShibuya City 6,782 19,724

Other ToshimaShibuya City 193,275 Shibuya City 70,146 277,470 18 Wards 6,782 The Present Other ShinagawaToshima City 167,321193,275 70,146 18 Wards Source: Created based on 2018 Annual Report (welfare and health administration statistics) (Tokyo Metropolitan Government) ShinagawaTaito City 159,336167,321

SetagayaTaito City 134,188159,336

SetagayaKoto City 132,435134,188

Koto City Source:132,435 Created based on 2016 Economic Census for Business Activity by the Statistics Bureau, Ministry of Internal Affairs and Communications

Trends in No. of Lodging Facilities and Guest Rooms in Shibuya City The number of lodging facilities in Shibuya City stayed mostly flat from 2010 to 2014, however, the number of guest rooms increased significantly in 2018. (rooms) (no.) 8,000 140 130 The Future (rooms) (no.) 119 8,000 140 130 120 110 6,782 6,000 119 120 110 100 5,689 5,810 6,782 6,000 80100 5,689 5,810 4,000 6080 4,000

4060 2,000

2040 2,000

0 020 2010 2014 2018 Appendices Guest Rooms Lodging Facilities 0 0 2010 2014 2018 Guest Rooms Lodging Facilities

Source: Created based on 2010, 2014, 2018 Annual Report (welfare and health administration statistics) (Tokyo Metropolitan Government) SHIBUYA INDUSTRY and TOURISM VISION

27 Current State of Industry and Tourism and Future Challenges

Based on quantitative and qualitative analysis, the current state of industry and tourism in Shibuya as well as the strengths and issues have been identified.

The Present Chapter 1 (pp. 8 - 27)

Field Shibuya City Strengths Challenges

□Increasing office rent □Lack of office space □Address = Shibuya City brand power □Few world-class firms □Inclusivity accepting diverse range of people □Few startups from a global viewpoint □City that is always on and off □Lack of startups with significant growth □High concentration of startups □Lack of coordination with education/research institutions □Location of major IT firms Industry □Insufficient multilanguage support □Comparatively high concentration of VC/CVC □Shrinking number of unique, appealing individual shops □Many coworking spaces □Uneven regional distribution of spots to visit □High ratio of workers in creative industries □Consultation and support system for small to medium businesses □High concentration of fashion/IT firms directly after launching □Well known in and outside of Japan □Coordination with government, commerce and industry groups, universities and corporations

□Support for digitization

□Safety and security issues where too many people gather in a specific spot □Many visitors □Lack of places where many people can gather □Hilly geography and many alleys are charming □Poor movement, skewed behavior patterns □Diverse range of ages and sexes among visitors □Link between no. of people and economic effects □Concentration of nightlife industries □Locations needed for people to gather, showcase music and art (Udagawacho, Dogenzaka, Maruyamacho, Ebisu) □Lack of lodging facilities Tourism □Many unique streets and shopping districts □Lack of nighttime transportation □Unique changed city image □Lack of souvenirs □Well known in and outside of Japan □Insufficient environment for receiving inbound tourism, such as multilanguage support □Good transportation system Trash and smoking manners to deal with so many visitors (5 railways and 17 stations in Shibuya City) □ □Different personality and charm needed for each area □Branding required from tourism viewpoint

28 Shibuya City Industry and Tourism Vision Ideals Concept

Developing an advanced living, learning, and working environment across a wide area enables more opportunities for creating culture, industry, and community.

Highly unique streets will bring in and Promoting exchange between The Present create new trends along with the times, the diverse companies and startups resulting in a more diverse area. collected in Shibuya City will support A Shibuya City style regional experimental projects and development model will promote the creation of new city services, exchange between areas, so a model and we must develop a framework must be built that leads to a safer, more to produce companies that will lead secure city and economic growth. society from now on. The Future

Becoming a Mature International City Appendices SHIBUYA INDUSTRY and TOURISM VISION

29 Chapter 2 Becoming a Mature International City that Represents Japan The Future ■Core Policies

2 1 A city where one can take on challenges. The Future of Shibuya City A city where one can create new business. P32 Industry and Tourism A city where one can spread one’s wings.

2 A City Where Shopping Districts and Small to Medium Size P34 Businesses Shine

3 A City that Always Creates P36 New Culture and Entertainment

4 A Prosperous, Energetic City Anyone Can Enjoy in Comfort, P40 Safety, and Security

This chapter introduces the core policies in developing industry and tourism in Shibuya City based on the analysis in Chapter 1.

30 Shibuya City ■Elements for Moving Forward

Educating Visitors Enhanced Tourism Make work fun. on Manners Information Create an attractive Volunteer Framework living environment. Overtourism

Countermeasures Concept

A Prosperous, Emergency and Disaster Countermeasures Energetic City Improved Exchange Between Support for Foreign Anyone Can Enjoy Movement Startups and Communities Firms and Foreign in Comfort, Safety, Entrepreneurs and Security

A city where one can Promote Collaboration take on challenges. Universal Tourism Initiatives Between Tourist A city where one can Information Centers create new business. A city where one can Business Matching spread one’s wings. Adding Lodging and Test Fields Inbound Tourism Facilities Support The Present

Developing Economic Ripple Coworking Spaces Effects for Nearby and Exchange Spaces Commercial Areas Utilizing Yoyogi Park Becoming as an Emergency Hub a Mature Training Entrepreneurial Personnel via International Coordination Between City Industry, Government, Making Favorite Local and Academia Spots Popular Among Visitors

Operational Support Coordinated with Promoting A City that Always The Future Distinctive Industry Related Groups the Nighttime Creates New Culture Development Economy and Entertainment

Revitalizing Cultural and Shopping Multifunctional Districts Use of Yoyogi Park Utilizing New A City Where Technology Shopping Districts and Small to Medium Size Businesses Shine Create and Communicate Culture Securing Employment, using Roads, Walls, Adding Entertainment Supporting Personnel and Parks Facilities, Sharing and Training, and Collaboration Consolidating Information Between Industry,

Government, and Promote Streamlined Event Implementation Appendices Academia Support Digitalization Business Operation via Utilizing Public Spaces and Support of Small to Medium Sharing Economy Size Businesses SHIBUYA INDUSTRY and TOURISM VISION

31 1A city where one can take on challenges. A city where one can create new business. A city where one can spread one’s wings. The Future ❶Fundamental Goal Tokyo is home to the largest concentration of startups in Japan, with most in Shibuya City. Many venture capital and corporate venture capital firms that support startups are also located here, along with a concentration of many coworking spaces. The most important aspect, a diverse range of people, also gather in Shibuya. Shibuya City is also home to an environment and climate that creates startups, forming what one could call a good base for straightforward growth from the time of inception until they start bearing fruit. On the other hand, when looking at the rest of the world, there are fewer startups in Japan, and still few that have grown significantly. There are far fewer students that desire to start a company compared to the rest of the world, and there are various challenges including the right environment for growth after launching a company, and difficulties faced by foreigners in starting companies. When looking at startups that have grown considerably, they are concentrated in specific areas such as Silicon Valley in the U.S. and Shenzhen in China. There is a high level of awareness regarding startups in these places, known for concentrations of entrepreneurs, engineers, and investors as well as opportunities for creating diverse exchange among people and businesses, and a culture of taking on the next challenge if one fails. They form a startup ecosystem which create many firms that experience significant growth. In order to further enhance its strengths, Shibuya City must develop a framework that makes it easier for younger generations to take on the startup challenge, promote collaboration between startup companies, universities, and other companies, and provide a place for entrepreneurs to solve social challenges with cutting edge technology. Through various levels and types of policies, we must build a system so that a diverse range of startups only possible in Shibuya City can be created and grow significantly. New businesses will be created in Shibuya, grow with the city, spread their wings wide and far, and return to Shibuya. This will revitalize both industry and the region. We will implement policies that promote the development of such a city along with developing branding that makes people want to start new businesses in Shibuya.

32 Shibuya City ❷Specific Policies Concept 1） Developing Coworking Spaces and Exchange Spaces 4） Training Entrepreneurial Personnel via Coordination Between Industry, Shibuya City is home to a diverse collection of startups along with a variety Government, and Academia of coworking spaces run by operating bodies governed by various concepts. A framework must be built that not only sparks the interest of younger Consideration is underway to create venues where anyone from different fields generations including students to start businesses and obtain the knowledge can gather, creating opportunities to meet new people, share strengths and necessary to do so, but also allows them take on such a challenge. Also a challenges, and give rise to innovation. It is also important to move forward with venue for meeting many different people so that they can move on to the next urban development that takes into consideration the demand for small-scale challenge if they fail. We are considering how to build such an environment offices so that businesses can maintain an office in Shibuya City after their through coordination between industry, the government, and academia. business gets on track. Currently many startups are concentrated in the Shibuya Station area, 5） Exchange Between Startups and Communities however, considering increasing rent, we need to form bases for entrepreneurs We must teach people in the area about startups in their community so they looking to solve social challenges using cutting-edge technologies by utilizing can support them. Also, involving startups in the community will allow them to regional resources in other areas such as the Sasazuka-Hatagaya-Hatsudai area utilize their technology to solve local challenges and foster a stronger sense of

(SasaHataHatsu) as well as nurturing and supporting startups. pride in Shibuya City. To achieve this, we will collaborate with cultural events The Present such as Social Innovation Week Shibuya (SIW), creating a venue for linking 2） Business Matching and Test Fields entrepreneurs with the local community. We must consider conducting business matching events necessary for collaborating and driving innovation between large corporations and startups 6） Make work fun. Create an attractive living environment. located in Shibuya. We are also considering how to provide a venue for social When the city is enjoyable after the work day is over, new friends are made and challenge matching and test fields for implementing new technologies as well new ideas are born. Instead of simply creating a good working environment, this as utilizing public spaces for open innovation (see p. 45). kind of environment is important for attracting more entrepreneurs who want to work in Shibuya City. Initiatives to maintain not only large, but small to medium- 3） Support for Foreign Firms and Foreign Entrepreneurs scale attractions, efforts to bring more unique businesses and stores to the city, We are considering launching an office with multilanguage support to assist and to enhance the nighttime economy. This will make people want to work, foreign entrepreneurs with various startup procedures, consulting on regulations hang out, and live in Shibuya. In this regard, we must consider how to enhance for foreigners, workspaces, and residences. coworking spaces that double as residences. We are also considering how to provide support for various living The Future environments. For example, demand for integrated work-living spaces are anticipated for single persons, so consideration is under way on how to introduce such facilities. Medical and family support are important aspects for workers accompanied by families, and work is under way to develop an environment so that a diverse range of people can feel at ease working in Shibuya City. Appendices SHIBUYA INDUSTRY and TOURISM VISION

33 2A City Where Shopping Districts and Small to Medium Size Businesses Shine The Future ❶Fundamental Goal When looking at the entirety of Shibuya City, 98% of all businesses have 100 or fewer employees (90% have less than 30), showing the high ratio of small to medium size businesses. Shibuya City is also home to the highest ratio of new businesses, and is a location where entrepreneurs want to start their companies, however, it also has the unique Metro area problem of high office rent. This is a particularly large challenge for stable operations among small to medium size businesses right after their inception. Looking at each area, there is a concentration of IT, fashion, and restaurants and there is a foundation for new companies joining the same industries looking to build a network or take part in the culture of a particular area. In order to support the unique fashion and IT industries of Shibuya and maintain the individuality of the city, we must shine a light on shops with character that exist now, and make efforts to bring more of such shops in the future. There are many charming shopping districts with their own personality in Shibuya City which serve a vital function not only in making residents' daily lives convenient, but also in the larger community. Unique shops and charming, lively shopping districts captivate residents. We must continue to support shopping districts and individual shops, and collaboration with businesses and universities, and utilize vacant shops to revitalize the community. Linking the liveliness of the city to the vitality of shopping districts and small to medium size businesses attracts such businesses with a challenging spirit to Shibuya, keeping them there and letting them grow. This in turn leads to proactive interaction between business and shopping districts grown in Shibuya, helping to build a network and to become a city that can share its resources. That is the kind of city we are aiming for.

34 Shibuya City ❷Specific Policies Concept 1） Operational Support Coordinated with Related Groups 4） Revitalizing Shopping Districts In addition to a financing arrangement system and continued management We must support the formation of communities by holding appealing, lively consulting, we are engaged in efforts to help secure employment, deal with events in each area and provide continued support for safety and security by an aging society, changing demands, and the diversifying challenges faced by installing security cameras, etc., as well as supporting cashless payments, small to medium size businesses by providing consulting centers and easy to dealing with inbound tourism and meeting the changing needs of diverse range understand services, along with exchanging information and coordinating with of visitors and consumers. We should also provide shopping district and local commerce and industry groups. individual shop information to persons living in and visiting the community as well as utilize digital technology and area maps to revitalize communities. 2） Distinctive Industry Development Analysis of data gathered during such efforts can assist in considering new In order to increase the number of unique restaurants in Shibuya City, improve policies for developing shopping districts. regional appeal, and increase consumption, we must shine a light on unique restaurants and rare items for branding and PR purposes as well as providing 5） Utilizing Public Spaces support for creating businesses and venues so people can test their skills. We are also considering initiatives to utilize public spaces for communication. Furthermore, to deal with the lack of young design talent in the characteristic This involves utilizing plazas and other public spaces for open-air markets run fashion industry in Shibuya City, we must consider collaboration between jointly by shopping districts, companies, and local residents or as places for The Present industry, the government, and academia to provide business matching continued interaction, etc. opportunities. Also, we must consider community revitalization by utilizing empty shops. 6） Promote Streamlined Business Operation via Sharing Economy Also, we should engage in unique efforts to back entrepreneurs in Shibuya We are considering promoting a sharing economy where companies, City, such as themed business creation contests, etc. organizations, and individuals share resources in order to create an environment and framework where lack of things, people, spaces, and technology can be 3） Securing Employment, Supporting Personnel Training, and Collaboration handled efficiently, and possibly back matching between supply and demand in Between Industry, Government, and Academia sharing services. In order to support employment among small to medium size businesses, business seminars will be conducted to foster the knowledge and mindset 7） Support Digitalization of Small to Medium Size Businesses required to employ diverse talent including foreigners. We must also consider a project for introducing and sharing knowledge on We must also cooperate with community economic groups such as the examples of utilizing digital technologies to handle inbound tourism and chamber of commerce and industry and corporation associations to strengthen promotions and internal controls to streamline operations at a low cost.

coordination with universities and vocational schools in Shibuya City for The Future promoting employment at businesses in the city. Appendices SHIBUYA INDUSTRY and TOURISM VISION

35 3A City that Always Creates New Culture and Entertainment Remaining a Mecca for Trends The Future ❶Fundamental Goal Shibuya City is the birthplace of unique culture, trends, and information on fashion, kawaii culture, and Shibuya-style music. Many select shops, live music venues, mini theaters, etc., can be found in Shibuya, with unique streets around the central area known for vehicle-free zones, culture, and industry. These elements have continued to captivate people, gathering diverse people to continue pushing culture and entertainment forward. Shibuya is a place that entrances people, where they gather, interact, and inspire one another. One could say this is the driving force of Shibuya City's culture and entertainment. In a Tokyo Metropolitan survey of foreign tourist behavior by country, the level of satisfaction was low for the Enjoy Nightlife item. When looking at people's movement and length of stay in Shibuya City, one can see trends in behavior patterns such as decreases from dinnertime and a comparatively low number of hours spent in the city. The economic effects of the nighttime economy are approximately 3.7 trillion yen in London and approximately 2.1 trillion yen in New York. An active nighttime has the potential to bring economic effects and expand employment. Furthermore, promotion of a nighttime economy can also attract creative talent and startups to the area. To ensure that Shibuya City remains a mecca for trends from 2020 onward, it is important to cherish the fashion, music, and local cultures from long ago, shining a light on these areas while maintaining their unique features in order to show that Shibuya overall is a place for creating culture. We must also proactively consider various ways, both tangible and intangible, to lay the foundation for creating new culture and entertainment. To do so, we need to promote the nighttime economy, utilize technologies such as 5G, use street spaces, parks, and walls for art and sports, and develop the environment so that people can gather and express themselves. Although Shibuya City has an image of catering to younger people, each area has its very own culture rooted in unique characteristics. New waves of people come, revitalizing the community, resulting in city pride. This is the type of city we are aiming for.

36 Shibuya City ❷Specific Policies Concept 1） Promoting the Nighttime Economy The following main initiatives are in progress with the goal of enjoying one's own life exactly as one pleases, both day and night, with the characteristics of commercial areas and residential areas in mind. □Safety and security: We are considering a way to ensure the safety and security of both the area and visitors based on overseas initiatives such as the Purple Flag Scheme (an accreditation system for areas with a safety management framework) □Community communication: Building a framework for dialog between local residents, shopping districts, and business operators 4） Create and Communicate Culture using Roads, Walls, and Parks □Introduction of cultural facilities: Consideration of a framework for attracting Although roads are used to convey traffic, creation of pedestrian-centric spaces live music venues, theaters, halls, and other cultural facilities (vehicle-free zones) has the potential for creating cultural hot spots. We are □PR: A framework for organizing existing assets for sharing, discovering new resources considering how to utilize roads, walls, and parks for cultural and other purposes

Multilanguage information, sharing information in easily accessible forms for visitors in order to rejuvenate communities. Creation of such new spots will allow people The Present □Transportation: Consider lobbying national and Metropolitan governments to enjoy walking around and foster movement of people concentrated around and businesses to improve nighttime transportation access as needed main stations. Roads: Public art, vehicle-free zone, pedestrian space, etc. 2） Adding Entertainment Facilities, Sharing and Consolidating Information Walls: Research on wall art We must introduce theaters, art museums, exhibition halls, and other Parks: Research on cultural use of parks entertainment facilities in order to maintain and add venues that express the culture of Shibuya that creates music, art, fashion, etc. and that will drive and 5） Making Favorite Local Spots Popular Among Visitors lead Shibuya culture and entertainment in the future. We are also considering Instead of promoting tourism for the goal of creating tourist spots, utilizing public how to communicate information on areas around entertainment facilities, spaces for purposes that are amenable to local residents, such as agriculture how to consolidate information and hold events so that a synergistic effect and food, will create places that are loved by locals, functioning as relaxation can be obtained between facilities, and how to utilize such facilities to enliven areas, finally captivating many different people and revitalizing the community. entertainment in Shibuya City and the community. 6） Utilizing New Technology The Future 3） Event Implementation and Support Advancements are under way for various technologies, such as 5G and Various cultural events including music, art, and fashion themes are held projection mapping. Advances in such technologies have the potential to throughout Shibuya City, which not only rejuvenate such industries, but develop new forms of entertainment and serve as new tourism resources. We communicate the unique culture of Shibuya to the world, captivating various must proactively conduct testing while remaining aware of regulations and people and giving birth to new culture. We must make efforts to coordinate with utilize these technologies to develop unique Shibuya City tourism resources. companies, schools, and communities to bring such benefits to the community. Appendices SHIBUYA INDUSTRY and TOURISM VISION

37 Maturing as a Tourist City The Future ❶Fundamental Goal Although many tourists visit Shibuya City from inside and outside of Japan, we face challenges in linking such success to economic effects across the entirety of Shibuya because visitors often come to take photos of the Hachiko statue or the scramble crossing, then travel somewhere else, or visit only certain areas. In order for Shibuya City to become a leading, mature international city, it must become a mature tourist city. For that to happen, we must introduce major resources to serve as hubs as well as hands-on industries and tourism hubs. We are considering introducing a new hub to Yoyogi Park, centrally located in Shibuya City. It is easily accessible from nearby stations, full of greenery, and a charming resource for Shibuya City as a place of relaxation. Further utilizing Yoyogi Park for cultural and multifunctional purposes will result in more people gathering in central Shibuya City, leading them to nearby areas as well. Directing foot traffic to central Shibuya City is expected to bring new culture and industry all around and to have a ripple economic effect, as well as dispersing people to deal with overtourism. A new stadium is being considered as a hub for culture and entertainment such as music, art, expos, sporting events, and plans are being considered to make Yoyogi Park a place that one can safely exercise at night. Expanding the functionality of a city park such as Yoyogi Park will not only create greater appeal for Shibuya City but Tokyo overall as well. In such consideration, it is important to maintain existing positive aspects such as a place of relaxation full of greenery, and incorporate elements to solve current problems, such as ensuring harmony with surrounding areas, functionality as a refuge in case of disaster, and spreading out visitors to the city. The birth of a new symbol enlivens the overall culture and industry of Shibuya City, resulting in city pride for those who live, work, and visit Shibuya. This in turn, captivates many different people and businesses. This is the type of mature tourist city we are aiming for.

38 Shibuya City ❷Specific Policies Concept Cultural and Multifunctional Use of Yoyogi Park □Culture, Entertainment, and Sports Hub □Economic Ripple Effects for Nearby Commercial Areas We are considering adding a stadium or arena inside the park to serve as a Efforts are also under way to channel people to surrounding areas to enjoy smart venue (multifunction complex exchange facility) by utilizing the vitality Shibuya City's diverse attractions, create a walking route to channel people of the private sector, which will serve as a hub for entertainment and cultural to fun, unique shops, and introduce new related industries instead of people and sporting events. It is also being considered as a place to make use of the simply heading to the station to go home after enjoying some entertainment vitality of the private sector. or sports. Increased foot traffic will also revitalize shopping districts, improve □Emergency Hub street appeal, and create new culture. We are also considering including functionality as an emergency hub for use as an emergency evacuation shelter, emergency supplies storage, and training facility during non-emergencies. □A Place for Everyone to Exercise Considerations are also under way to develop the surrounding area so that

anyone can exercise safely at any time of the day. This could also create new The Present sports and other related industries. The Future Appendices SHIBUYA INDUSTRY and TOURISM VISION

39 4A Prosperous, Energetic City Anyone Can Enjoy in Comfort, Safety, and Security The Future ❶Fundamental Goal Many people from around Japan and the world visit Shibuya City, making it a vibrant place. With the Olympic and Paralympic Games in the future, even more people are expected to visit, however, earnest efforts to ensure the safety and security of the people who want to visit, work, and live in the city are important. Although more visitors make the city livelier, efforts must be taken to curb bad manners that adversely affect the lives of residents, shopping district scenery, and safety. Other challenges include countermeasures to prevent overtourism and disasters, multilanguage support and universal tourism (see p. 45) for dealing with tourists. When looking at the behavior of visitors, they spend a comparatively short time in the city, and one can see reduced numbers after dinnertime and a bias in patterns of movement such as visiting certain areas, resulting in lower consumption in the lodging and restaurant industries compared to neighboring cities. Discovering tourist resources as well as unique and charming areas is useful for linking visiting tourists to economic effects in the area, however, we must enhance the dissemination of local information and make efforts to strengthen connections between the area around major stations and neighboring areas. Having people of different nationalities, ages, genders, and physical abilities experience the charming diversity of Shibuya City while enjoying a stroll, shopping, and eating will create fans who will talk about their experiences, drawing more visitors. This will rejuvenate the city and its shopping areas. To make this happen, we aim to proactively collect city data and become a data-driven (base decision and actions on data) industrial city, resulting in a positive cycle.

40 Shibuya City ❷Specific Policies Concept 1） Educating Visitors on Manners 7） Inbound Tourism Support We must post Shibuya City manner notices in a multilanguage format in various Consideration is in progress in order to improve free Wi-Fi convenience for locations to ensure the safety and security of the city, and so that visitors will visitors. This includes efforts to provide information on where free Wi-Fi is follow rules regarding garbage, smoking, alcohol consumption, and noise. available and how to use it, working with private contractors and applying advances in communications technologies. 2） Overtourism Countermeasures In order to ensure the safety of individuals and the community, we are 8） Adding Lodging Facilities considering countermeasures such as providing necessary information and how Initiatives are in place to increase the number of lodging facilities so that to disperse people in collaboration with the police and relevant organizations people will stay in Shibuya City for longer periods of time, leading to increased for situations such as Halloween and the New Year's countdown where people consumption in the city. There are also initiatives to educate guests on manners concentrate in specific areas in a short period of time. when staying at vacation rentals and to introduce examples of reinvigorating Even during normal times, educating visitors on manners in certain areas local communities by having guests interact with their hosts and locals, where people congregate, and conducting PR and branding will improve experiencing the charms of the area. movement between areas. The Present 9） Universal Tourism Initiatives 3） Emergency and Disaster Countermeasures We must promote the development of both tangible and intangible aspects of the Plans are in place to expand facilities for taking in people stranded after environment so that all visitors can feel comfortable while staying in Shibuya City. disasters, and to bolster and promote minimization of risk during disasters and It is particularly important to provide information on accessible tourist spots emergencies. Efforts are also under way to provide necessary information in and facilities and establish policies for accessible maps that provide comfortable multiple languages during disasters. travel routes to such places.

4） Enhanced Tourism Information 10） Volunteer Framework We must provide not only general tourism information, but also info on local With the 2020 Tokyo Olympic and Paralympic Games in view, the Shibuya City Shibuya City attractions and community events, etc. Also, efforts are under Volunteer Program will engage in hospitality activities for visitors, leaving a way to enhance such information and utilize multiple languages and digital legacy behind after the Games. This involves consideration of a framework that technologies to make the right information available when it is needed. not only handles tourism, but continuing volunteer activities in various areas Consideration of nighttime tourism information is also under way in order to such as sports promotion and welfare. enliven the nighttime economy. The Future

5） Improved Movement In order to strengthen the connections between the areas around major stations and neighboring areas it is necessary to develop streets that are fun to walk along and that pass by shops and cultural spots, provide guided tours, and information across a wide range of areas such as neighboring train lines to promote more tourist traffic. Consideration is also under way to provide mobility options utilizing new technologies for easier travel between areas and improved movement.

6） Promote Collaboration Between Tourist Information Centers There are a number of tourist information centers with various features in Shibuya City. However, plans are in motion to build a network between such centers enabling collaboration, provision of enhanced information sharing, promotion, Appendices and better location information for tourists. Consideration is also under way regarding unmanned tourist information centers that use digital technology. SHIBUYA INDUSTRY and TOURISM VISION

41 Future Map of Shibuya City The Future 1A city where one can take on challenges. A city where one can create new business. A city where one can spread one’s wings. ・Developing Coworking Spaces and Exchange Spaces ・Business Matching and Test Fields ・Support for Foreign Firms and Foreign Entrepreneurs ・Training Entrepreneurial Personnel via Coordination Between Industry, Government, and Academia ・Exchange Between Startups and Communities ・Make work fun. Create an attractive living environment.

2A City Where Shopping Districts and Small to Medium Size Businesses Shine ・Operational Support Coordinated with Related Groups ・Distinctive Industry Development ・Securing Employment, Supporting Personnel Training, and Collaboration Between Industry, Government, and Academia ・Revitalizing Shopping Districts ・Utilizing Public Spaces ・Promote Streamlined Business Operation via Sharing Economy ・Support Digitalization of Small to Medium Size Businesses

3A City that Always Creates New Culture and Entertainment Remaining a Mecca for Trends ・Promoting the Nighttime Economy ・Adding Entertainment Facilities, Sharing and Consolidating Information ・Event Implementation and Support ・Making Favorite Local Spots Popular Among Visitors ・Create and Communicate Culture using Roads, Walls, and Parks ・Utilizing New Technology Maturing as a Tourist City ・Cultural and Multifunctional Use of Yoyogi Park

4A Prosperous, Energetic City Anyone Can Enjoy in Comfort, Safety, and Security ・Educating Visitors on Manners ・Overtourism Countermeasures ・Emergency and Disaster Countermeasures ・Enhanced Tourism Information ・Improved Movement ・Promote Collaboration Between Tourist Information Centers ・Inbound Tourism Support ・Adding Lodging Facilities ・Universal Tourism Initiatives ・Volunteer Framework

42 Shibuya City Concept The Present The Future Appendices SHIBUYA INDUSTRY and TOURISM VISION

43 Appendices

Appendices Review Committee List

Position Name Department Title

Chairperson Hiroo Ichikawa Meiji University Professor Emeritus

AHitoshi Sato Shibuya Chapter, The Tokyo Chamber of Commerce and Industry Chairman of Shibuya Chapter Vice Chairperson

Toshiyuki Takahashi Shibuya Redevelopment Association Chief Director

Anju Ishiyama Sharing Economy Association Executive Director/Public Policy Director

Isao Uebayashi Research institute of Sports Facility CEO

Kenji Onishi Shibuya City Federation of Stores Association Chairman

Chiharu Okazaki City Planning Council Committee Member

Taisuke Alex Odajima EDGEof, Inc Co-founder and Co-CEO

Committee Member Jungo Kanayama Shibuya City Tourism Association Chairman

Yoshihito Zaitsu Keiokosan Inc. Executive Managing Director

Kenro Suto Future Design Shibuya Standing Director/Secretary General

Hiroyuki Fushitani ORIGINAL Inc. President

Tetsuya Bessho Shibuya City Tourism Association Chairman

Mika Yamamoto Airbnb Japan Head of Public Policy, Japan

44 Shibuya City Data Sources Concept

■ Shibuya City Basic Concept - Shibuya City ■ Mobile Space Statistics © - Domestic Resident Distribution Statistics - ■ Shibuya City Long-Term Basic Plan - Shibuya City DOCOMO InsightMarketing, Inc.

■ Urban Development Master Plan - Shibuya City ■ Mobile Space Statistics © - Foreign Visitors to Japan Distribution Statistics -

■ Economic Census for Business Activity - Statistics Bureau, Ministry of Internal Affairs and DOCOMO InsightMarketing, Inc. Communications ■ Startup Database - INITIAL, Inc.

■ Digital National Land Information - School Data - Ministry of Land, Infrastructure, Transport ■ VC, CVC Member List - Japan Venture Capital Association and Tourism ■ Coworking Japan - Egglay Inc. (Accessed April 1, 2019)

■ 2018 Survey on Number of Tourists Visiting Tokyo - Tokyo Metropolitan Government https://co-co-po.com/pref_search/

■ 2018 Survey on Foreigner Behavior Characteristics by Country - ■ Office Rent Data 2020 - Sanko Estate Co., Ltd. Tokyo Metropolitan Government ■ New Office Supply Volume 2020 - Xymax Real Estate Institute Corporation

■ 2010, 2014, 2018 Annual Report (welfare and health administration statistics) - ■ Social Media Analysis Data - Nightley Inc. Tokyo Metropolitan Government ■ Companies|Crunchbase - Crunchbase (Accessed July 3, 2019)

■ UNWTO Tourism Towards 2030 - United Nations World Tourism Organization https://www.crunchbase.com/ The Present

■ Japan Power Cities 2019 - Institute for Urban Strategies, The Mori Memorial Foundation ■ TripAdvisor Japan (Accessed December 19, 2019)

■ Global Power City Index 2019 - Institute for Urban Strategies, The Mori Memorial Foundation https://www.tripadvisor.jp/

Glossary

Term Meaning

Innovation The fusion of scientific discovery and technical invention with insight for developing new social and economic value.

Open Innovation A concentration of wide-ranging knowledge and technologies that go beyond the bounds of organizations in developing new technologies and products.

Corporate Venture Capital (CVC) Funds created by an organization using its own money to finance and support new, mainly unlisted companies (venture corporations).

Coworking spaces are communities composed of independent workers with shared values, offering a collaborative work style where people can share and Coworking provoke new knowledge and ideas. The Future Creative Industries Industries that originate in individual creativity, skill, and talent, creating wealth and employment through the development of intellectual property.

The phenomenon of progressive integration between open national economies, global industries, culture, and economic markets with active movement of Globalization people, money, things beyond national borders.

Sharing Economy A social framework that allows many people to share and exchange things, services, and locations.

A company with a unique technology, product, service, or business plan securing financing for growth, a business endeavoring to grow or expand, Startup or a business looking to overturn the current state of affairs (everyday life, society, economic models, technology, etc.) and bring about a new world.

Startup Ecosystem A framework for growing new, innovative companies (startups) to accelerate business.

Another word for Industry 4.0. This is the fourth time the industrial structure is transforming started by the First Industrial Revolution, which accelerated The Fourth Industrial Revolution the advancement of industrial equipment, followed by the Second Industrial Revolution, which enabled mass production through use of electricity, and the Third Industrial Revolution, which enabled automation through computers.

Nighttime Economy Economic activities that take place during the night (generally from sundown to sunrise).

Fintech A combination of the words "finance" and "technology".

Venture Capital (VC) An organization that provides funding to a new company (venture corporation) attempting to develop a market for new technologies or creative ideas. Appendices Appendices

Universal Tourism Travel that anyone can casually enjoy and participate in regardless of age or physical ability.

Abbreviation of "Internet of Things". A framework that connects appliances, facilities, and things to the internet, which share information, digitalizing things IoT on which advances in automation are made to create new value. SHIBUYA INDUSTRY and TOURISM VISION

45 Shibuya City Industry and Tourism Vision

Edited/Issued: 2020 Industry and Tourism Division, Residents' Department, Shibuya City 1-1 Udagawacho, Shibuya-ku, Tokyo, 150-8010 Phone: 03-3463-1762 (direct)

渋谷区 Shibuya City

渋谷区 Shibuya City