2) - 1 “Cool Japan Strategy: Singapore Program” Partner country: Singapore Field: Content

This project will expand exposure to Japanese content by matching local enterprises with Japanese enterprises. It will position Japanese content as a tool for Japanese companies to communicate with local young people and, through this process, build opportunities for content businesses to receive regular exposure and secure earnings overseas. It will also put “Cool Japan” in vogue by bringing together all Cool Japan-related businesses operating in Singapore.

Project outline The growing popularity of South Korean content is causing a corresponding decline in Japan’s image among young people who determine popularity in Singapore and other Asian nations. In order to reverse these trends, this project will work with a consortium comprised primarily of Japanese companies that are alarmed by the current situation, to secure opportunities for regular exposure of Japanese content and for consortium members to acquire overseas earnings.

Project items and description Participating enterprises

1) Expanded exposure to Japanese content The project will increase exposure of Japanese content by matching local enterprises with ○ Dentsu, Toyota Tsusho, SOZO Japanese enterprises, and position Japanese content as a tool for Japanese companies to communicate with local young people. It will also build schemes for content businesses to secure ○ Toyota Motor Asia Pacific, Kirin Singapore, RE&S regular exposure and earnings overseas through this process. 2) Establishment of sales bases for Japanese products centered on ○ Toshiba Asia Pacific, Panasonic Asia Japanese content The project will aim to increase the influence of Japanese content-related goods (Japan-made ○ Far East, MediaCorp, ANIMAX, ODEX, etc. products) under the AFA brand, which is beginning to gain a foothold in Singapore. 3) PR and advertising that link Cool Japan-related businesses

Main event schedule

○ October 6: Cool Japan kickoff event ○ Oct. to Nov.: COOL JAPAN EXPERIENCE (integrated promotion, including advertisement buses, event presentations, presentation of web addresses, etc.) ○ November Anime Festival Asia

1 “Cool Japan Strategy: Singapore Program” 機密性２2) - 2

Project outline Dentsu, Toyota Tsusho, SOZO

Organization, matching coordination, PR office “Feeling of crisis concerning Japan’s declining stature in Asia” “Want to expand into Asia but fear risks” Promotion “Need for new business via tie-ups with Japanese content”

SMEs (content-related) Major Japanese enterprises/local enterprises Recruit enterprises wishing to do business COOL JAPAN in Asia from among SMEs that produce Major enterprises doing business in Asia “killer content” with worldwide popularity Platform Canon, Toyota, Toshiba, Panasonic, Kirin Beer, (music, anime, characters, etc.). Participation Linkage Pokka, Isetan, Meiji Seika Product Killer content distribution/media Local distribution & media Development of business schemes Far East, WING TAI, RE&S, for visualizing Japan’s superior MediaCorp, ANIMAX, AXN, ODEX hardware and software

Output

1) Creation of exposure opportunities 4) Creating business tie-up 2) Name recognition through PR 3) Securing sales bases (matching with major Japanese opportunities (media events / outdoor advertising) (management of retail specialty shops) companies) (linkage with local partners)

Management of a specialty Sales of programs to Japanese artists invited A media party for the shop by three organizing local TV broadcasters to an event sponsored launch of Cool Japan companies; consignment (music programs, by a Japanese tying together fashion, sales of products connected Vanguard) company (Kirin J-Fest) food, and content with Japanese content, with customers’ reactions checked through questionnaires

Use of a character in major Cool Japan bus enterprise advertising A website presenting advertising and Development of drinks (Toyota Hatsune Miku) information on distribution of Japanese content featuring artists and leaflets launched independently characters (Pokka by this shop Singapore)

■ February 2012: Favorable impression of Japan will be measured and any changes from prior to the Cool Japan program will be ascertained. ■ Beginning March 2012: The platform will be up and running, and cases of matching and tie-up will increase. Continuous reports will be issued. 2