History of Cross Media Ltd.

1987 Cross Media Ltd. was founded in London as a publishing company, and published the inaugural issue of the annual Red Directory; a lifestyle guide for the UK Japanese community, introducing Japanese businesses and services based in the UK. 1998 Leading the Japanese food and drink boom in London at the time, the company began producing publications on Japanese food and 2001 drink. Cross Media established the Eat-Japan brand to promote Japanese food and drink in the UK, and began publishing a quarterly magazine for consumers and an annual trade directory for food 2005 sector professionals. Cross Media started the Sushi Awards sushi making competition, an event where sushi chefs from around the world were invited to vie 2010 for the accolade of creating the world’s best sushi. Cross Media inaugurated the HYPER JAPAN Japanese culture event. Events PR Activities Online Activities

HYPER JAPAN SAKE EXPERIENCE Supporting exhibits at trade fairs Planning familiarization trips

INTERNATIONAL UMAMI SUMMIT Organizing tourism Local media advertising FOOD TRADE FAIR summits Since 2010, Cross Media has been planning and running Cross Media acts as a PR window for Japanese national Utilising the online network of our own HYPER JAPAN HYPER JAPAN, with the 15th event taking place in summer and regional governmental bodies and companies in the event, we provide an effective promotional service to 2017. It is the UK’s largest exhibition and retail event allowing UK, supporting with media relations and press tours. In companies’ products and services. Using our network of visitors to sample for themselves the delights of Japanese particular, they plan tourism seminars and local fans of all things Japanese, we disseminate products, culture and service. The company also uses the familiarization trips aimed at UK-based travel agencies, information via social media, newsletters etc., analyse know-how gained to plan and execute other events on behalf of as well as exhibiting at the World Travel Market, data, conduct surveys and carry out advertising Japanese governmental bodies and companies that promote Europe’s biggest B-to-B travel trade fair, and dealing campaigns. Japanese culture, food etc. with UK media. HYPER JAPAN Event Overview

■ What is HYPER JAPAN?

The aim of the event is to bring to a European audience a true sense of Japan right now, from a multitude of angles including food, music, fashion, technology, travel, traditional culture, video games, manga and anime, via live performances and exhibitor stands. In 2017, the events attracted over 130,000 attendees from all across Europe, making them the largest events specialising in Japanese culture in the UK.

HYPER JAPAN Festival HYPER JAPAN Winter In summer is themed Is based around traditional around the traditional culture, food and travel Japanese Festival. promotion

HYPER JAPAN has a different theme each time, and each year exhibitors and stage performers are chosen with that theme in mind. In winter in particular, the city of London is firmly in the Christmas season, and it is the most important time of year for consumer spending. With that in mind, the event caters for the needs of visitors to buy Christmas presents and do other seasonal shopping.

HYPER JAPAN Festival 2019 ❖ Organizer Cross Media Ltd. ❖ Entry fee £18-23 per session

Details ❖ Dates Friday 12-Sunday 14 July 2019 ❖ No. of exhibitors Around 200 ※2018 actual figure

※Details may be subject to change ❖ Venue Olympia London ❖ No. of visitors Around 80,000 ※2018 actual figure HYPER JAPAN Event Overview

■ A diverse cultural event showcasing the best of Japan right now

■ CONTENT-Section ■ ART-Section

In addition to Japan’s An exhibit of Japanese celebrated gaming and art with a different cutting-edge technology, theme each year. There video and CG animation is always a wide variety will also be showcased. コンテンツ アート on display, from As well as the CONTENT ART traditional pieces to the demonstration area and very latest modern

screening theatre for artworks. HYPER JAPAN Christmas 2017 visitors to enjoy, we also “Illuminight” Curated by Office Migoto invite representatives from the content and entertainment industries.

■ TRAVEL-Section ■ EAT-Japan 旅行 食 TRAVEL EAT As well as booths As well as the main stars introducing major tourist of Japanese cuisine such destinations around as sushi and sake, street Japan, there are food such as takoyaki and experiential attractions karaage are also on sale. such as craft workshops In addition, in the using local specialities, workshop space there are and tourism seminars for カルチャー ステージ lectures and UK-based travel agents. CULTURE SHOW demonstrations.

■ CULTURE-Section ■ SHOW-Section

An introduction to and exhibition of This area showcases the traditional Japanese arts. There are talents of Japanese musicians, workshop spaces where people can idols and traditional artists. experience things for themselves, Many of these rarely perform and understand the high level of skill in the UK, and therefore the involved. By allowing people to look section attracts much at, touch and create the works, we attention from the media can engender an interest, and elsewhere. understanding and love of Japanese culture. HYPER JAPAN Festival 2019 Event Details

A Festival of Japan Culture

HYPER JAPAN is the largest and only comprehensive exhibition and sale show in the UK where visitors can experience all the attractions of Japanese culture, products and services at the same time. In addition to Japanese cuisine, which is so popular in the UK, the event is packed with pop culture such as animation, manga, games, Kawaii fashion and J-pop, as well as traditional culture such as crafts and martial arts. Most of the visitors are Brits who are interested in Japan, including not only young people, but also families. Because it is a paid-for event, it is a good opportunity to target PR at those with disposable income. This year in particular, we will focus on inbound publicity through various projects for the 2019 Rugby World Cup and the 2020 Tokyo Olympic Games. The Friday event also offers opportunities for press events and B-to-B networking, where you can discuss the needs of local consumers with business partners. In addition, this time we are planning to expand the EAT-JAPAN area, which will include the second Japan Food Show, a B-to-B expo sponsored by major food import company Harro Foods Ltd., which was staged for the first time last year. There will also be a sake tasting attraction, and presentations on the theme of food education. It will be a festival of Japanese food that will appeal not only to Japan fans, but also UK consumers who are interested in food and in particular healthy eating, as well as a way to approach buyers and media representatives who want the very latest information. HYPER JAPAN Festival 2019 Event Details

B to B and B to C Japanese Food Area Area

An EAT-JAPAN Area, promoting Japanese Appeal to sports-loving, well-off families HYPER JAPAN-organized anime contest cuisine, will be organised at HYPER JAPAN, with the aim of attracting UK food lovers. Kids’ Sports Zone HYPER ANIME CONTEST The event will provide an all-round expo of Japanese food and drink, featuring a varied food court, a B-to-B exhibition held in conjunction with Ahead of the 2019 Rugby World Cup and HYPER JAPAN attracts not only anime major food importers, the Sake Experience sake the 2020 Tokyo Olympic Games, there’s and manga fans, but also creatives who tasting attraction, and a demonstration stage with an opportunity to leverage interest in want to showcase themselves and the theme of food education. sport to encourage travel to Japan. original works. In 2019, we launch a It’s a festival of Japanese food that offers the In addition to hard-core sports fans, we HYPER Anime Contest for opportunity to directly approach food- and health- will invite students from MEXT-affiliated independently-produced anime. We will obsessed UK consumers, as well as buyers and Japanese schools and pupils and parents decide on a theme and invite media on the lookout for new information. from Kensington & Chelsea schools. submissions. We plan to screen selected Because this is the 16th HYPER JAPAN event to These are a good match with target winning entries at the event. be held in the UK, a country with a global impact groupings for inbound PR relating to In addition to the contest, we aim to when it comes to trend dissemination, we are sure travel and municipalities within Japan. provide networking opportunities for the the EAT-JAPAN Area will contribute to an UK anime and video industries. expansion in popularity of Japanese cuisine.

Sake Experience Food Court

We will appeal not just to anime and manga Experience area aimed at promoting Japan to fans, but also creatives and industry B-to-B Expo Demonstrations families, with rugby and new Olympic sports. stakeholders with high dissemination power. HYPER JAPAN 過去出演者

渡辺謙 & 大沢たかお

白Ａ でんぱ組.inc

高橋智隆 分島花音

YOSHIKI x TOSHI from X JAPAN

ミルキィホームズ

かむゐ

Yun*chi 石川光久＆氷川竜介

Jalu Jalu 三木聡&ふせえり

布袋寅泰 青木美沙子

May J. 藍井エイル

LOST ASH Lady Baby HYPER JAPAN Summer 2019 Venue

■ Taking place in the largest exhibition venue in central London

Olympia London

This exhibition space, built in 1886, is located in the heart of London, just to the west of the fashionable shopping district of Kensington High Street. It is a very well-known venue that was also used as part of the 2012 London Olympics.

Address: Hammersmith Rd, London W14 8UX Nearest Station Kensington Olympia Website: http://olympia.london/ HYPER JAPAN Visitors

■ Attended by Japan-enthusiasts from across Britain

✓ 50-80,000 people with an interest in Japan attend ✓ Diverse audience, centred on time-rich 20-40-somethings ✓ In addition to students from MEXT-affiliated Japanese schools, pupils from Kensington & Chelsea are invited. These are a good match with target groupings for inbound PR. ✓ They come to find out the latest about Japan ✓ People also come in order to buy Japan-related goods

Gender Age Residence

Outside UK Not UK Over 60, 50-59, Under 18, 2% Mainland 1.21% 3.90% 9.79% 0% Rest of UK 40-49, 14% 19.69% 18-21, Male Female 17.54% 48% 52% S.E. 31-39, England London 17.65% 23% 61% 22-30, 39.22% UK Visitors to Japan

■ Record numbers of Brits are visiting Japan

✓ UK visitors to Japan reached a record 310,000 in 2017 ※JNTO 2018 ✓ UK travel agents’ Japan-related tours grew by 390% ✓ Total spend is higher than average, especially on accommodation ✓ Interest in Japan is likely to spike due to the 2019 Rugby World Cup and 2020 Tokyo Olympics

UK Visitors to Japan Individual Expenses for Overseas Visitors to Japan ※※JNTO 2017 ※Japan Tourism Agency 2018

（百） Total Accommo Transpor Entertain Nights’ 3,000 Spend dation Food tation ment Shopping stay • Financial Crisis 197 • Bird Flu Global ¥148,891 ¥41,524 ¥30,503 ¥15,767 ¥9,051 ¥51,995 9.8 Average 2,500 • Tsunami 193 560 • Strong Yen ¥199,971 ¥55,601 ¥29,045 ¥ 13,165 ¥20,257 10.8 220 180 570 UK ¥81,903 2,000 24 183 185 183 570 714 175 622 1,500 567 500 547 Interview with Wendy WU Tours 178 577 2,168 Bookings for Japan-related tours have grown 1,000 500 1,822 100% year on year, and searches on our 1,450 1,286 website for Japan-related tours have increased 1,240 1,130 1,110 1,168 500 989 by 390%. Since 2016, we’ve produced a 723 Japan-only brochure. There’s real interest - across Europe in tours to Japan. 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

観光客 商用客 Left: Travel Weekly, 26 January 2017 その他 Right: Selling Travel February 2017 Media Coverage

■ Wide range of effective PR and promotional activity

Mass-media Announcements Posters and Flyers in 500 Locations in London

• Posters on buses and in underground • At major Japanese cultural events stations • At Japanese restaurants and food stores • Print and online advertising campaign Informing UK and Japanese Press Official Website and Newsletters Social Media Activity

• Approach major UK and Japan media • Announcements on the official website • Information sharing via social media outlets in conjunction with PR companies • Newsletter distribution targeting UK consumers • Also announced on our sister site Eat- Japan.com

Previous Media Coverage ※Selected

【イギリス】 Alt fashion、Anime News Network、ANIMETION、Auchinawa、BBC China、BBC Radio、 BBC.co.uk、Channel 4 ‘Sunday Brunch’、Chinese Business Gazette European Edition、Combat、delicious MAGAZINE、EATING EAST、Evening Standard、Guardian、Independent、londonist、Marie Claire、 moondoll、MTV Verge Magazine、METRO、NEO、Nintendo Scene、Otaku News、Parsnips article、Sunday times Style、Telegraph、The East、The Sun、Time Out、UK Anime Network、VideoGamer.Com、view London、Visit London、Visual Kei Heaven、Vogue UK、Wall Street Journal、Wild Music、WIRED、Yahoo!、 yelp、etc. 【Japan】 Asahi.com、Anime Anime、Excite News、NHK、NHK WORLD、Oricon、Natalie、Kanagawa Shinbun、Kyodo News、Kera、Cinema Today、 Sponichi、TVLife、TV Aichi (World Cosplay Summit)、Travel Journal、Nico Video、Nippon TV (ZIP!)、Nikkei Shinbun、Nikkei Entertainment、Nikkei Trendy、 News Digest、Fuji TV (Mezamashi TV)、Bunka Tsushin、Mixi News、Music Report、Yahoo Japan News、Yoshimoto News Centre、Livedoor Peachy、Yomiuri Shinbun, etc. Benefits for You

■ Exposure at HYPER JAPAN is your shortcut to overseas expansion

Mix with overseas fans and a Appeal to worldwide industry experts Exposure in UK/Japan media marketing opportunity

Staff from large Japanese and UK A wide range of media attend to HYPER JAPAN attracts fans not just entertainment companies always cover HYPER JAPAN, including UK from the UK but also from France, attend HYPER JAPAN for talent national newspapers, TV including Spain and elsewhere around Europe. spotting purposes. These include the BBC and magazines and online It’s a brilliant opportunity to interact agents dealing with major UK talent media covering music, anime, directly and understand the needs of shows such as Britain's Got Talent gaming, art, culture and more. your existing overseas fans, as well as and the X Factor, as well as Including individual interviews with a large number of people with an representatives of the Sports some of the performers, there are interest in Japanese music and Presentation Company, which puts around 200 articles published on culture on large sporting events such as the each event. Moreover, by performing badminton London Grand Prix. overseas, there is a chance to be There have been cases of performers featured in Japanese media as an being approached to audition for example of Japan’s culture being Britain’s Got Talent! promoted abroad, thereby increasing the PR effect at home. HYPER JAPAN is usually featured by major Japanese media outlets including Fuji TV, Nikkei Trendy Net and the Mainichi newspaper. HYPER JAPAN – Real Benefits Online and Offline –

■ Social media ensures a big ripple effect not only during but also before and after

Event Benefits Information Anticipated Ripple Effect Spreading

HYPER JAPAN ✓ Heightened international Website interest ✓ Get more fans after the ✓ Get more fans event ✓ Test marketing ✓ Benefit from word-of-mouth ✓ Talking point Social Media ✓ Business networking

B to C B to B

Potential Client Exhibitors Visitors TV・Magazines・Newspapers・ B to C Online, etc. Exhibitors

Potential Customer Just some of our past exhibitors, sponsors and supporters

Governmental Bodies

Okinawa Prefecture, Fukuoka City, Shizuoka City, Tokyo Convention & Visitors Bureau, Japan Foundation, CLAIR, JNTO, JETRO, Ministry of Agriculture, Forestry & Fisheries. Sponsoring Organizations

Japan Foundation, Embassy of Japan, London, CLAIR, JETRO, JNTO, PROMIC, Digital Content Association of Japan, The Association of Japanese Animations, VIPO Enquiries

CROSS MEDIA LTD.

Translation and Innovation Hub 4th Floor Central Working White City 80 Wood Lane, London W12 0BZ UK

www.hyperjapan.co.uk

[email protected] +44 (0)20-8963-9903