Cool Japan Initiative July 2014 Cool Japan Initiative Severe economic environment. ( i. e. Decrease in domestic demand) Change the appeal of Japanese culture, lifestyle and clothing food and housing and contents ( anime, drama and music) into additional value (Commercialization of the Japanese appeal) in addition to the traditional industry such as cars, home electronics and devices, Achieve Japanese economic growth (vitalization of the Japanese enterprises / Job creation) by capturing vibrant overseas demand. The role of METI：Linking “Cool Japan Initiative” to private business and spreading them out to the world. The global market scale of the creative industries Images Content 1000 ９３２．４ Fashion 900 42.3 800 ■Media・ Content 700 Appox. double ■Food・ Beverage 600 etc. ４６３．９ 682.8 ■Fashion Local products, etc. Inbound 500 Clothing/food/housing industry 22.7 Tourists seeking 400 authenticity visit Japan Services 300 339.2 200 ■Tour guides for 100 207.3 foreign tourists ■Experiencing the charming, 102 （Unit：Trillion yen） (Akihabara) traditional Japan (Kyoto) 0 2009 2020 Gain momentum of Japanese enterprises which embody The source：Cool Japan relevant market by AT Kearney “Cool Japan” via developing and expanding demand overseas. 1 1. Present condition of the Creative industry 2 ①Evaluation of Japan Japan was evaluated as the most creative country in the world. Tokyo was evaluated as the most creative city in the world. More people abroad evaluated them as “creative” than the interior Note：Survey of 1000 people over 18 years old of US, UK, Germany, France and Japan Survey of 5000people Japan is the most creative country in the world Tokyo is the most creative city in the world Creative country Seen from Japan U.S. Germany French UK Others U.S. 34% 47% 5% 5% 1% 8% French 37% 20% 8% 25% 5% 5% The source ：state of create study U.K. 40% 10% 6% 3% 35% 6% （April 2012 Adobe） Germany 40% 15% 27% 7% 3% 8% Japan 26% 39% 12% 16% 3% 4% 3 ②The potential of the Japanese contents The popularity of contents of Japan, Korea , US and Europe in major cities in Asia Which country’s animation or mange do Which country’s drama do you Which country’s music do you listen Which country’s movie do you you watch the most often? the most often? like the best? 1% like the best? Taipei 41% 34% 61% 11% 45% 34% 67% 17% 28% 92% 10% Japan 1% Hong Kong 6% 33% 34% 42% 23% 70% 16% 48% 38% 21% 10% US/ 2% Europe Bangkok 28% 10% 10% 32% 27% 47% 26% 18% 3% 12% In Taipei and 9% Very popular Korea Shingapore, 4% especially in Shanghai 23% 42% 21% 22% music of the 27% 43% 30% 25% 8% Eastern 25% 18% US and Asia. 3% Especially Europe are Jakarta 0% 4% 5% 1% 16% 36% 2% US and 19% 6% Korean 1% popular 5% dramas are Europe 2% 11% popular movies are Singapole 17% 11% 39% 27% 6% 57% 10% 10% 66% 17% popular 2% Ho Chi Minh 13% 12% 14% 60% 48% 1% 25% 11% 4% 67% 32% In India, the domestic contents are Mumbai 4% 1% 3% 7% popular whereas foreign contents stay unfamiliar. Reference:Hakuhodo Global HABIT survey Jul.2011 （Sample survey： 15-54years old MF6591(MA）） The events for Japanese content in US/Europe Hollywood movies originally made in Japan 【JAPAN EXPO】 Box-office Title Original Theatre sales Release JAPAN EXPO visitors that French private organization hosts every year had （$100thousand） 230 thousand visitors in the 14th event in 2013. Japanese Pop culture (mainly Godzilla ※ Godzilla 3,310 136.3 1998 contents) was exhibited and received good fame. The Ring The Ring 2,927 129.1 2002 The Grudge The Grudge 3,348 110.3 2004 【Anime Expo】 Shall We Dance “Shall We Dance” 2,542 57.8 2004 Eight Below Eight Below 3,122 81.6 2006 A large event of Japanese anime and mange hosted by private One Missed Call One Missed Call 2,240 26.8 2008 organization since 1992in Los Angeles. In 2013, 6 thousand visitors came Yomigaeri － － TBD to the event (gross 160 thousand visitors) reaching a new record. In North Death Note － － TBD America, although the sales of mange and anime are decreasing the MONSTER － － TBD potential market is growing. ※Office earner of original Japanese movie”Godzilla 2000” 2111theares／$1000thousand Reference：”Japanse movie global business”,HP：from Box office Mojo 4 ③Fashion/Makeup Japan is popular, especially in Hong Kong, Taiwan and China in the attitude survey “Which country influences you the most in fashion and makeup”. On the other hand, Korean is more influential than Japan among the young generation (15-29yrs old) in Southeast Asia(Ho Chi Minh City etc). Countries which have influence in fashion/cosmetics F15-29 F15-59 Hong Kong香港 香港 Hong Kong Taipei台北 Taipei台北 Guangzhou広州 Guangzhou広州 Shanghai Shanghai上海 上海 メトロマニラManila Manilaバンコク Bangkokバンコク Bangkok北京 Beijing Beijing北京 メトロマニラ Seoulソウル 欧米 Seoul US/Europe シンガポール 欧米 Singaporeシンガポール 韓国Korea Singapore US/Europe ソウル 韓国Korea Kualaクアラルンプール Lumpur 日本Japan Kuala Lumpur 日本Japan Ho Chiホーチミンシティ Minh City Hoクアラルンプール Chi Minh Jakartaジャカルタ ジャカルタCity Mumbaiムンバイ ホーチミンシティJakarta デリー Delhi Mumbaiムンバイ 0.0% 20.0% 40.0% 60.0% 80.0% 100.0% Delhiデリー 0.0% 20.0% 40.0% 60.0% 80.0% 100.0% In China, Japanese fashion magazines are populer 5 Japanese fashion magazines Sample：F15-29 rank in China’s most popular Sample（MF15-59 ) 8646s (Each citiy 500-900） 10 fashion magazine. Survey period：End of May-Beginning of Aug.2011 Reference：Hakuhodo GLOBAL HABIT 5 ④Evaluation of the Japanese food Restaurant in Japan is highly esteemed among experts around the world: the most restaurant with stars of Michelin in the world. Not only Japanese dishes, but also French and Italian cooked by Japanese chef are also highly esteemed. Y2013 TOKYO Michelin Guide Y2013 KYOTO/OSAKA/KOBE Michelin Guide ☆☆☆ ２７ restaurants ☆☆☆23/27 Japanese Food restaurants （※） ☆☆ 110 restaurants 454/565 Japanese Food restaurants（※） ☆ 428 restaurants ※ Japanese Food：Tavern, Eel, Oden, Sukiyaki, Vegetarian food, Sushi, Soba-noodle, Teppanyaki, Tempura(deep-fried), Yakitori (Grilled-Chiken) etc. Ranking of cities based on the number of the Michelin star winning restaurants. 1st Kyoto/Osaka/Kobe/Nara (300 restaurants) 2nd Tokyo/Yokohama/Shonan (293 restaurants) 3rd Paris (64 restaurants) 4th New York (62 restaurants) ■Evaluation from overseas Michelin Guide France 2013 of the Japanese Chefs ☆☆☆ 1 restaurants Japanese chefs have received high praise in the world of French cuisine. ☆☆ 12 restaurants It demonstrates Japanese good dietary sense deriving to food culture . 6 ⑤Tourism Japan won 2 categories in ranking of an attractive sightseeing city carried out by the major newspapers in U.K. ①Long Haul country: 1st Japan ②City category: 1st Japan Ranking by the US major travel magazine; st th → Asia city category: 1 Kyoto, 7 Tokyo Guardian Travel Awards Guardian Travel Awards Condé Nast Traveler 2011 Favourite Long Haul Country Favourite Overseas City Cities in Asia １位 Kyoto １位 Japan １位 Tokyo ２位 Bangkok ２位 Sydney ２位 Maldives ３位 Hong Kong ３位 Cape Town ３位 Peru ４位 Chiang Mai ４位 San Francisco ５位 Ubud ４位 New Zealand ５位 New York ６位 Singapore ５位 Vietnam ７位 Tokyo ８位 Luang Prabang ９位 Thimphu １０位 Shanghai The source：※１ 「Guardian Travel Awards 2011」 ※２ 「Condé Nast Traveler 2011」 7 ⑥Trade in Creative industries Import excess in creative industries except for game. Trade volume in Creative industry Unit : hundred million yen Fashion Game Makeup （Textile） Movie Music Book Magazine Copyright Tourism Total Export 1,292 (receipt) 2,930 376 46 22 73 43 1,317 8,752 14,851 Import 1,674 (Payment) 21 18,516 408 240 217 72 7,007 21,716 49,871 Balance Of 2,909 △382 △18,140 △362 △218 △144 △29 △5,690 △12,963 △35,019 payments ※Source Game・Movie・Music・Book・Magazine：Foreign trade statistics（products only, excluding online) Music2005, others: 2011 Copyright・Tourism：Bank of Japan Balance of Payment statistics 2011 Fashion：Fiber Hand book2009 8 2. Cool Japan Policy 9 Cool Japan Initiative ＜Current Status＞ Japan’s creative industry such as content, fashion, animation has been gaining popularity worldwide. However, those Japanese industries cannot fully transform the attractiveness into business. The bottlenecks are a lack of: ・funding risk money by banks and investors ・successful experience overseas ・overseas bases for launching businesses mainly for SMEs, etc. ＜Support for Overseas Expansion＞ ② Business Development ① Japan boom Overseas ③Consuming in Japan Overseas Overseas expansion Increasing overseas base Increasing foreign of Japanese content for launching business tourists (1)The support for Localization (1)Product development and ○Promoting information and Promotion of contents collaborating with partners transmission overseas ・J-LOP ・Promotion collaboration between (2)Promoting information enterprises and producers transmission overseas ・Cool Japan Matching Grand Prix ・Co Festa (2)Business matching ・Project of inviting Influencers with local companies (3)Test Marketing (4)Providing risk money ・Cool Japan Fund 10 (Ref.1) Overall Image of the Cool Japan Initiative to Make Large Profits １．Creating a Japan ２． ３． Mechanism for boom Making profits locally Consuming (Logistics & commercial (Distribution & broadcasting in incubation though bases) Cool Japan-related products media) Japan cross-industrial (that have large markets) 【in Japan】 (Inbound) collaboration ○ ○Stores (Character goods, etc.) Animation ○ ○Event and live concert venues ○Akihabara 【For Otaku】 Content Music programs ○Provision of risk money ○ ○Appearance in CMs Information when companies intend to (Personalities) programs, etc. conduct overseas businesses ○Dance classes, game centers, etc. ＜Consumer goods（BtoC）＞ to make large profits in ○Ginza specified fields ○ ○Stores (Clothes, nail salons) Fashion 【For mature ladies】 Fashion ○EC sites ○Planning of the programs ○Shibuya 【Kawaii】 ○ ○Fashion shows, etc. overall strategy and Dramas, etc. ○Harajuku ○ Fashion, apparel miscellaneous 【Street fashion】 ○ Beauty and cosmetic administrative services for individual companies ○Cooking ○Stores and restaurants ○Tsukiji 【Sushi】 Food programs ○Supermarkets and convenience ○ Noda 【Soy sauce】 ○Dramas, etc.