ANNUAL REPORT OF
THE ASEAN-JAPAN CENTRE
FOR FISCAL YEAR 2019:
RESULTS AND IMPACT ANALYSIS

ANNUAL REPORT OF
THE ASEAN-JAPAN CENTRE
FOR FISCAL YEAR 2019:
RESULTS AND IMPACT ANALYSIS

2019 HIGHLIGHTS« I would like to thank the ASEAN-Japan Centre and the team behind the organizationof this event for inviting me and giving me this chance to be with you ... to share not
only the progress the ASEAN Member States have made in integrating their markets
to form the ASEAN Economic Community but also my thoughts and insights on thepartnership between ASEAN and Japan ... »H.E. Dato Lim Jock Hoi, Secretary-General of ASEAN, at the ASEAN-Japan: Partnership for Growth
Seminar, Tokyo, 15 May 2019.

« The ASEAN-Japan Centre has truly played an instrumental role in fostering thevaluable relationship between ASEAN and Japan. I also believe that the AJC serves
as a useful bridge to facilitate the flow of cooperation coming from this strategic
partnership. »H.E. Haji Shahbudin Haji Musa, Ambassador Extraordinary and Plenipotentiary of Brunei Darussalam
to Japan, in the letter addressed to the Secretary General of AJC, dated 31 March 2020.

« The great support from the ASEAN-Japan Centre made the (Lao Investment) mission
successful, and I was very much impressed by the professionalism and devotion ofyour staff. »H.E. Dr. Kikeo Chanthaboury, Vice Minister, Ministry of Planning and Investment of Lao PDR,
at the opening of the Laos Economy and Investment Dialogue, Okayama, 28 October 2019.

« I believe that our MSMEs have benefitted from their participation in these programmes
through the exposure, knowledge, and the networking opportunities the programmes
have provided them. I hope that the partnership between the ACCMSME and the AJC
continues to strengthen in our efforts to produce globally competitive, innovative andresilient MSMEs. »Ms. Destry Anna Sari, Chair of ASEAN Coordinating Committee on Micro, Small and Medium
Enterprises (ACCMSME), in the letter addressed to the Secretary General of AJC, dated 1 July 2019.

« The AJC has been very supportive of the ASEAN Tourism Agenda and has aligned
itself effectively to the ASEAN Plus Three Tourism Cooperation Work Plan. Malaysia as
the country coordinator has experienced great synergy in working with AJC to makethis program a success. »Hon. Datuk Mohamaddin Bin Ketapi, (then) Minister of Tourism, Arts and Culture of Malaysia,
at the opening of the ASEAN-Japan Tourism Investment Seminar, Osaka, 23 October 2019.

ii

ASEAN-JAPAN CENTRE ANNUAL REPORT FOR FISCAL YEAR 2019: RESULTS AND IMPACT ANALYSIS« I would like to express my high evaluation and appreciation for the past andongoing cooperation between AESAN-Japan Centre and the Ministry of Tourism of
Cambodia ... »H.E. Mr. Pak Sokhom, Secretary of State of Tourism, High Representative of H.E. Dr. Thong Khon,
Minister of Tourism of Cambodia, at the opening of the Advanced Training on Japanese Language
Skills for Tourism Professionals in Cambodia, Phnom Penh, 9 September 2019.

« I would like to express my sincere thanks to AJC for organizing this important seminarfor business people in Cambodia. Value chains through business linkages are criticalfor development of industry in Cambodia, it helps not only to develop the production
but also to facilitate trade and attract additional investment. »H.E. Bun Chanthy, Undersecretary of State Ministry of Commerce of Cambodia, at the opening of theworkshop on Benefitting from Value Chains through MSME Linkages, Phnom Penh, 29 January 2020.

« By focusing on the issues behind-the-border would help promoting trade in this (healthand social services) area. This is also consistent with AJC’s policy recommendations
proposed in the study. »Mrs. Achara Soontawnkrut, Minister (Investment Promotion), Thailand Board of Investment Tokyo
Office, at the Services Trade Forum in Tokyo 2019 – Health and Social Services, 26 November 2019.

« Malaysian Investment Development Authority (MIDA) with close collaboration with
AJC had organised various activities ... throughout 2019. Through these collaboration,
MIDA is able to provide accurate and comprehensive information on business
opportunities ... We are looking forward to continuously working together with AJC to
support the expansion of Japanese companies in Malaysia as a launch pad into other
ASEAN and global markets. »Mr. Riduan Rahman, Director, Malaysia Investment Development Authority (MIDA) Tokyo Office,at the opening of the Trade and Investment Mission to Japan, Tokyo, 29 November 2019.

ANNUAL REPORT FOR FISCAL YEAR 2019: RESULTS AND IMPACT ANALYSIS ASEAN-JAPAN CENTRE

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CALENDAR FOR FY2019
MAJOR SUBSTANTIVE ACTIVITIES

1 April
2019

PARLIAMENTARY ACTIVITIES
15 April, Hiroshima, JapanThe 13th Meeting among the Secretaries General of ASEAN-China
Centre, ASEAN-Japan Centre and ASEAN-Korea Centre

High-level Dialogue between ASEAN High-Ranking
Officials and Japanese Investors(throughout the year)
Ministerial-level Policy Dialogue for CLMV
(throughout the year)
Networking with Japanese Investors
in Local Cities of Japan (throughout the year)
Business Promotion Seminars (throughout the year)

23 April, Tokyo, JapanThe 1st Executive Board Meeting for FY2019

ASEAN Regional Programs: Topical Lecture Series(throughout the year)

4 June, Hanoi, Viet Nam
AJC hosted a session of Aging Population and New business
opportunities under ASEAN-Japan Day 2019

Participation in Tourism Events(throughout the year)

11 June, Tokyo, JapanThe 2nd Executive Board Meeting for FY2019

ASEAN Tourism Awards Japan 2019
(throughout the year)
ASEAN Japan Day, Viet Nam (4 Jun.)
Seminar on Educational Travel to ASEAN,
Japan (5 Aug.)ASEAN 52nd Anniversary Symposium, Japan (26 Aug.)“Tourism for All” Accessible Tourism Workshop,
Thailand (15-18 Sep.)
Advanced Training on Japanese Language Skills for
Tourism Professionals, Cambodia (9, 11 & 12 Sep.)

FISCAL YEAR 2019

ASEAN Introductory Classes at Elementary Schools(throughout the year)

Tourism Investment Seminar in Osaka, Japan(23 Oct.)

Technical Workshop on Gastronomy Tourism,
Japan (17-23 Nov.)
CLMV Support Program: Export Capacity Building,
Viet Nam (18-20 Nov.)

8 October, Tokyo, JapanThe 3rd Executive Board Meeting for FY2019
10 October, Bogor, Indonesia
AJC session at the 75th Meeting of the ASEAN Coordinating
Committee on Investment (CCI)
23 October, Manila, the Philippines
AJC Session at the 94th Meeting of the ASEAN Coordinating
Committee on Services (CCS)
13 & 15 January, Bandar Seri Begawan, Brunei Darussalam
ASEAN Tourism Forum (ATF)

16 January, Bandar Seri Begawan, Brunei Darussalam
The 14th Meeting among the Secretaries General of ASEAN-China
Centre, ASEAN-Japan Centre and ASEAN-Korea Centre

ASEAN Services Trade Forum 2019 in Tokyo,
Japan (26-27 Nov.)

20 February, Tokyo, JapanThe 4th Executive Board Meeting for FY2019

Inbound Promotion: Technical Visit to Chichibu City,
Japan (22 Jan.)

30 March, Tokyo, JapanThe 39 th Annual Meeting of the Council by Correspondense

Benefiting from Value Chains though MSME Linkage
Workshop, Cambodia (29-30 Jan.)The 39th Council Directors’ (CD) Meeting, chaired by H.E. Mr. Myint
Thu, Council Director for the Republic of the Union of Myanmar andAmbassador of Myanmar to Japan, was organized by correspondence
in March 2020 due to the COVID-19 pandemic.

Training Program on Interpretation,
Myanmar (9-12 Feb.)

Seminar on Japanese Market to Promote Exports
from CLMV, Cambodia (13-14 Feb.)

15 August, Kuala Lumpur, Malaysia
AJC session at the 74th Meeting of the ASEAN Coordinating
Committee on Investment (CCI)

Tourism Ministers, National
Tourism Organizations’representatives and tourism
stakeholders of the ASEAN
Member States and others,
including China, Japan, and theRepublic of Korea, participatedin the meeting.

Good Design Award Exhibition Inspection
at Tokyo Mid-Town, Japan (31 Oct.)ASEAN-Japan Women Entrepreneurs’ Linkage
Program (AJWELP), Brunei Darussalam(10-13 Feb.)

19 June, Kuala Lumpur, Malaysia
AJC session at the 93rd Meeting of the ASEAN Coordinating
Committee on Services (CCS)31
31 March
March
2020
2017

The tabled agenda items were limited to the election of the bureau
and the budget for FY2020; and all member states provided fullor provisional approval to the tabled items. It was agreed that theremaining agenda items as well as those with provisional approval to
be discussed at the ad-hoc Council which would be convened at alater date.

ANNUAL REPORT FOR FISCAL YEAR 2019: RESULTS AND IMPACT ANALYSIS ASEAN-JAPAN CENTREv

TABLE OF CONTENTS

2019 HIGHLIGHTS

ii

CALENDAR FOR FY2019v

I. DEFINING THE NEW CENTRE

1

II. RESULTS AND IMPACT ANALYSIS

4PROGRAMMES:
1. Multi-Disciplinary Research on ASEAN for Sustainable Development
2. Value Chains, SMEs and AEC
3. Promoting Services Trade
4. New Forms of Trade between Japan and ASEAN
5. ASEAN Information Map
6. Study on Japanese Market to Promote Exports from CLMV
7. Benefiting from Value Chains through MSME Linkages
8. Pilot Programme on Linking ASEAN SMEs with Japanese Companies
9. Promoting Trade in Creative Industries
10. CLMV Support Programme: Export Capacity Building
11. Outsourcing Business Promotion (non-equity modes)
12. Knowledge-Building for Company Strategy-Making Process
13. Investment Policy Analysis for Institutional Capacities
14. Dissemination and Outreaching
15. Workshop on Sustainable Tourism
16. Training Programme on Interpretation
17. Theme-based Tourism Promotion
18. Outreach/Tourism PR Activities
19. CLMV Tourism Promotion
20. ASEAN Tourism Investment Seminar
21. Exchange Programme for Women
22. Exchange Programme for Youth

4
6
8
10
12
14
16
18
20
22
24
26
28
30
32
34
36
38
40
42
44
46

PR ACTIVITIESASEAN NATIONAL ACTIVITIES

48
55

III. USE OF FY2019 BUDGET

57

ANNEXES58

Annex A. List of Council Directors and Executive Board Representatives
Annex B. Centre’s Organogram in FY2019

58
60

ANNUAL REPORT FOR FISCAL YEAR 2019: RESULTS AND IMPACT ANALYSIS ASEAN-JAPAN CENTRE

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I. DEFINING THE NEW CENTRE:KNOWLEDGE INSTITUTE
Over the past five years of reform, the Centre set its strategic vision and operational strategies(box 1) and has undertaken restructuring both administratively (in terms of organization,
hierarchy, and operational procedure) and substantively (in terms of work programmes). This
resulted in a new structure for the Centre effective September 2018. Since then, the Centre
has moved towards achieving its vision. This fiscal year (April 2019–March 2020) covers a fullyear of the reform results, though the last one to two months were seriously affected by the
COVID-19 pandemic.
The Centre has completed 22 substantive programmes and 2 public relations activities for
FY2019. All of the substantive programmes were undertaken by one or more clusters, eachof which is discussed in subsequent sections in light of the Centre’s core values of relevance,
quality, efficiency and effectiveness/impact (box 1).

BOX 1.

STRATEGIC VISION AND OPERATIONS OF THE CENTRE

VisionA regional centre of excellence in trade, investment, tourism and exchanges of persons
Mission Statement
Trade, investment, tourism and person-to-person exchanges for sustainable development in
ASEAN and Japan
Operational Strategies
One team: Work as one; Deliver as one
Strategic approaches: Core-product-oriented approach; IT-enhanced approach; Network
approachPrinciples of intervention: Core competence; Ahead of the curve; Demand-driven
Core values: Relevance; Quality; Efficiency; Effectiveness/impact

Although we need more time to see whether the reform has produced concrete results, if
the success of the reform is measured by impact and outcome, various indicators show some
improvement. The number of media clippings about the Centre reached 1,760 in FY2019,
2.4 times higher than in FY2015 when the current reform started. Moreover, as a result of theefforts to raise the Centre’s profile in ASEAN Member States, foreign media accounted for 42%of the Centre’s total media exposure in FY2019, the highest achieved in the last five years, andthis shows a more balanced outreach between Japan and ASEAN. The number of visitors to theCentre’s website also rose significantly after we renewed the website in FY2018 aiming to reach
the wider public. In fact, the number doubled in FY2019 to over 18,000/month compared to theprevious year. The number of activities undertaken in this fiscal year was 172, 19 more than in
FY2015 despite the months lost to the pandemic.
When the Centre achieves its vision and implements its activities with operational strategies inmind as described in box 1, it will have evolved to become a knowledge-based and expertisefilled institute. The Centre must continuously demonstrate its usefulness in responding torequests from its member states and be accountable to the stakeholders and taxpayers of
all member states. The Centre must distinguish itself from other national and internationalorganizations of a similar nature. Being small in terms of both human resources and financial
resources, which will constrain the number and the volume of activities, the Centre should focus

ANNUAL REPORT FOR FISCAL YEAR 2019: RESULTS AND IMPACT ANALYSIS ASEAN-JAPAN CENTRE

1

more on knowledge-intensive activities than on event-oriented activities, which do not produce
an accumulation of assets within the Centre and its stakeholders. What the Centre should aim tobecome is a knowledge institute.
A knowledge institute uses mainly knowledge and expertise when offering services. Eachactivity should be more focused, requiring specialized skills: both knowledge and expertiseon the subject (trade, investment and tourism), and the creativity to conceptualize and produce
activity based on human capital and information technology. Such an institute requires
knowledge workers.
Knowledge workers are high-level workers who apply theoretical and analytical knowledge
to develop products and services,1 relying more on human capital and its best combination
with physical capital (e.g. materials, manuals). Such knowledge can be acquired through formal
training and through experience. Therefore, knowledge is a created asset of the Centre.
In order for the Centre to become a knowledge-based organization, two important strategies
come forward: one for communications and one for human resources. These two strategies
will be developed by the Centre’s administration over the course of the next fiscal year. In themeantime, all staff members of the Centre will work and deliver as one on the basic understandingthat it will become a knowledge institute comprising knowledge workers. How knowledge
can be utilized efficiently and effectively depends on how human resources are utilized andmanaged. As the Centre accumulates expertise and knowledge, they are used to build humanand institutional capacity.
Communications strategy. The Centre should be a communicating organization. Relevant
information should be provided in a timely fashion to policymakers, the private sector, academic
and research organizations, parliamentarians and the wider public through traditional means aswell as e-tools, including social media, as a two-way interaction rather than a one-way delivery
and dissemination of information. This basic stance towards communication is important for
cultivating a knowledge-based organization. If the Centre is strategically different from othernational and international organizations, it needs to focus on enhancing the visibility, quality
and credibility of the Centre’s activities. As the Centre moves from event-dominated activities toissues-based activities, the communications strategy should also reflect the results and impactsof these activities.
The Centre’s communications strategy should also reflect the Centre’s mandate that thesubstantive department is working under. With the reform, the Centre is now flexible enoughto tackle emerging issues faced by ASEAN and Japan, particularly in response to requests fromthe Council of Directors and Executive Board to work on activities that contribute to diplomatic
initiatives between ASEAN and Japan, and to challenges and opportunities faced by ASEAN.
The communications strategy should enhance the Centre’s visibility and the impact of its
activities through integrated methods of modern engagement and dissemination, and welltargeted outreach. It is important for the Centre to let stakeholders and the general public knowthat the Centre is changing to become a more useful and impactful organization.
Human resources management (HRM) strategy: HRM operationalizes staff to utilize theirknowledge and competency best to benefit the Centre. The HRM of the Centre can be definedas the administrative discipline of hiring and developing knowledge workers so that they
can best contribute and become more valuable to the knowledge-based organization. HRM
includes recruitment and selection of staff, performance management, staff development andlearning, and staff well-being. For the future of the Centre, as knowledge workers who constitutea knowledge institute, managing knowledge is a central theme of HRM.

1

2

Peter Drucker, The Landmarks of Tomorrow, 1959.

ASEAN-JAPAN CENTRE ANNUAL REPORT FOR FISCAL YEAR 2019: RESULTS AND IMPACT ANALYSISHRM deals with people and the workplace. HRM no longer plays a traditional personnel role only.
It is expected to add value to the use and deployment of employees and increase the impact for
the Centre. Knowledge workers are expected to exercise more impact than manual labourers
or desk clerks. Recruiting and avoiding high turnover of knowledge workers and qualified
staff will ensure the availability, access and sharing of knowledge. This will help maintain thecompetitiveness and enhance the productivity of the Centre.
Knowledge can be explicit or tacit, and individual or collective. Various forms of knowledge
should be well communicated externally and managed well in-house. The former requires acommunications strategy and the latter an HRM strategy. Both are inseparable for the strategic
direction of the future of the Centre. They become more important as the Centre moves towards
becoming a knowledge-based organization with an increasing number of knowledge workers.

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II. RESULTS AND IMPACT ANALYSISPROGRAMME 1:
Multi-Disciplinary Research on ASEAN for Sustainable
Development
This project aims to increase awareness on the various ASEAN issues with a multi-disciplinary
approach. The Centre invites ASEAN ambassadors in Japan to share their views on multifaceted issues related to ASEAN with Japanese business community by organizing a series ofAmbassador lectures.
The Centre also provides secretariat services for the ASEAN Study Group in Tokyo, a groupof ASEAN experts including academia, businesspersons, and government officials to discusssocio-economic topics in ASEAN. The number of members reached 160. In addition, the Centre
addresses emerging issues in ASEAN, such as environmental, social and governance (ESG)
investment, by conducting analytical work and organizing seminars.

Activities implemented and outputs in FY2019• Six ASEAN Study Group meetings were organized with each session attended by around30-50 people. The participants discussed the current issues on ASEAN economy such as
labour mobility from ASEAN to Japan, impact of US-China trade disputes on ASEAN, and etc.
• Three Ambassador (Viet Nam, Myanmar and Cambodia) lectures were organized and around
400 people joined in total. At the lectures, the latest economic situation and information wereshared with Japanese businesspersons.
• Organized a session in the ASEAN-Japan Day in Viet Nam. In session 4, “Aging population andnew business opportunities”, where the Centre was a moderator, the participants as well as
the presenters shared the business opportunities in the aging societies.
• ASEAN 52nd Anniversary Symposium was organized with the ASEAN Committee in Tokyoand the ASEAN Secretariat, which focused on the active ageing in ASEAN. The Symposium
was attended by 177 people including ASEAN policymakers and diplomats, ASEAN Centres
in China and Korea, Japanese businesspersons, and people from academia and media. Dr.
Aladdin Rillo, Deputy Secretary-General (DSG) of ASEAN, delivered keynote speech on the
progress of AEC Blueprint 2025. ​• ADBI-AJC joint conference on ESG Investment was organized and 79 academia andbusinesspersons joined the Conference.

Ambassador lecture for Viet Nam (His Excellency Mr. VU Hong Nam at
the podium)4

Ambassador lecture for Myanmar (His Excellency Mr. Thurain Thant Zin
at the podium)

ASEAN-JAPAN CENTRE ANNUAL REPORT FOR FISCAL YEAR 2019: RESULTS AND IMPACT ANALYSIS

CORE VALUES
Relevance• In support of ASEAN’s efforts to continue to raise the profile and awareness of ASEAN, the Centre
provides the avenue for ASEAN Ambassadors to deliver first-hand information on ASEAN [In linewith APSC Blueprint 2025, A.1.5.iii, C.2.2.v., D.2.2. Raise the presence and awareness of ASEAN.
AEC Blueprint 2025, C.90.v, D.5.].
• The project also organizes the meetings for the study groups to discuss and to provide theopportunities for stakeholders to learn and acquire knowledge on the subject areas [In line with
ASCC Blueprint 2025, E. Dynamic.].
• The Centre conducts a research on ESG issues to reflect the increase demand for ESG related
investments.

Quality• The quality of the ambassador lectures is ensured by working closely with embassy staff andoptimizing available resources.
• The quality of the study group is ensured by the profile and reputation of participating members.
• The quality of the ESG report is ensured by consultation with stakeholders.

Efficiency
The Centre works closely with ASEAN embassies and relevant stakeholders in Japan and jointly
organize events as much as possible.

Effectiveness and Impact• The Centre works closely with ASEAN embassies in Japan and other stakeholders including ADBI
to implement the project. The participants acquire first-hand information on ASEAN. The activities
enhance the reputation of the Centre as a knowledge hub for ASEAN.
• The Centre organized a session in the ASEAN-Japan Day in Viet Nam: “Aging population and new
business opportunities”. In the session, participants (stakeholders) in ASEAN countries including
Viet Nam had a better understanding of the recent aging society in ASEAN and how to take theadvantage of it.
• The report of ESG Investment was utilized at ADBI-AJC Joint Conference on ESG Investment inNovember 2019.
• Discussion on the progress of AEC Blueprint 2025 with Dr. Aladdin Rillo, DSG of ASEAN Secretariat,
was organized at the ASEAN Study Group in August 2019.

Ambassador lecture for Cambodia (His Excellency Mr. UNG Rachanaat centre right)

ASEAN Japan Day in Viet Nam (panelists at the session organized by
the Centre)

ANNUAL REPORT FOR FISCAL YEAR 2019: RESULTS AND IMPACT ANALYSIS ASEAN-JAPAN CENTRE

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PROGRAMME 2:
Value Chains, SMEs and AEC
The Centre aims to provide insights into the relevance, impact and patterns of value added tradeand global value chains (GVCs) across ASEAN and its Member States and in selected industries.
For this purpose, the GVC database was launched in FY2016 by the Centre in cooperation
with other organizations such as Eora and the United Nations Conference on Trade andDevelopment (UNCTAD), and it has been continuously updated. Sixteen technical reports arescheduled for publication over a few years: one paper on each Member State (10 in total); fiveon industries (automobile, electronics, textiles and clothing, agribusiness, and tourism) and one
on the region as a whole. Ten papers (a regional perspective, Brunei Darussalam, Cambodia, thePhilippines, Singapore, Thailand, tourism, automobiles, textiles and clothing, and agribusiness)have been published as of 31 March 2020. Some of the findings and policy recommendations
have been presented at ASEAN meetings including the ASEAN Coordinating Committee on
Investment (CCI).

Activities implemented and outputs in FY2019• The Centre was invited to participate in the CLMVT Forum in Thailand in June 2019, as a resultof the Centre’s seminar on GVC in Thailand held in Bangkok in FY2018. Around 120 people
joined the Forum including Thai Prime Minister.
• Some of the findings and policy recommendations in the reports have been presented at the75th CCI in Indonesia, which was participated by around 30 people. After the presentation,
participants requested for follow-up presentations on GVCs.
• The Centre was invited to Thailand as a presenter and panel discussant in Regional Conference
on Navigating the New Normal in ASEAN Plus Three Economies and presented Trade War andits Impact on ASEAN+3 GVC, which was attended by around 50 people.
• GVC on tourism and automobiles industries and the Philippines were presented at the 76th CCI
on 25 February in Yangon, Myanmar.
• Three GVC technical papers on automobiles, textiles and clothing, and agribusiness werecompleted.
• The Centre was invited to the High-level Symposium on Intra-ASEAN Trade and Investment on
10 January 2020 to make a presentation on GVCs in ASEAN.
• The Centre organized a seminar on GVC in Textile and Clothing Industry in February 2020 inCambodia. 70 people attended.

Three GVC technical papers (automobiles, textiles and clothing, and agribusiness)

6

ASEAN-JAPAN CENTRE ANNUAL REPORT FOR FISCAL YEAR 2019: RESULTS AND IMPACT ANALYSIS

CORE VALUES
Relevance• The project is relevant to the mandates of the Centre to promote trade, investment, tourism, andexchange of people through research and policy analysis.
• The project is also relevant to the realization of ASEAN Economic Community Blueprint 2025 andsustainable and inclusive development.

Quality• The project quality is assured by experts, researchers, and government officials, especially fromboth ASEAN and Japan.
• The quality of data and information is assured through the usage of well-established database ofother research institutes and international organizations, namely OECD, UNCTAD, to name a few.
• The Centre’s database is established in collaboration with the Eora and UNCTAD.

Efficiency• The project efficiently utilizes the database compiled by the Centre’s staff members.
• The Centre’s database is established in collaboration with the Eora and UNCTAD.
• All activities are carried out by a few staff members of the Centre and a few experts.
• Results of the GVC papers are discussed at ASEAN meetings to maximize the impacts among
ASEAN countries.

Effectiveness and Impact• Proposed evidence-based and policy-oriented country reports that contain policy recommendations
on how to maximize benefits from and minimize negative effects associated with greater
participation in GVCs.
• Consultation meetings and seminars were organized for government officials and private sectors in
the countries concerned.
• The Centre was invited to the CLMVT Forum in June 2019 in Bangkok, as a result of Centre’s seminar
on GVC in Thailand in FY2018.
• The Centre shared the research result of GVC in textile and clothing industry with exporters in
Cambodia and government officials of CLMV at the seminar in Cambodia in Feb 2020.
• The report of GVC in Cambodia and GVC Regional was distributed at the workshop for SME linkage
in Feb 2020.

Regional Conference on Navigating the New Normal in ASEAN Plus Three Economies in Thailand

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PROGRAMME 3:
Promoting Services Trade
In view of the fact that services trade is important for the further integration of ASEAN, by theend of FY2019 the Centre completed nine technical papers and organized six seminars on nineservice sectors, namely trade in professional services, R&D services, telecommunication services,computer and related services, courier services, transport services, tourism services, and two social
services - education services and health and social services. The technical papers on promoting
trade in respective services, including policy recommendations discussed at the seminars, havecontributed to the ASEAN Economic Community process in the area of the ASEAN Framework
Agreement on Services (AFAS) and ASEAN Trade in Services Agreement (ATISA). Many of themwere discussed at ASEAN meetings including Coordinating Committee on Service (CCS).

Activities implemented and outputs in FY2019• Held two Seminars on Trade in Services at the 93rd CCS in Malaysia and the 94th CCS in thePhilippines. The seminars were joined by more than 100 policymakers in total from 10 ASEAN
countries. After the presentations, participants requested for follow up presentations on
trade in services.
• Organized ASEAN Services Trade Forum 2019: Health Services (Tokyo). 107 participants,
including 26 ASEAN officials, participated in the Forum aiming to increase Japanese private
sector’s interests in investing in health services in ASEAN.​• Two technical papers on services trade on education services and health and social services
were completed.

Two papers on promoting social services trade(education services and health and social services)

The 94th Coordinating Committee on Services in the Philippines

8

ASEAN-JAPAN CENTRE ANNUAL REPORT FOR FISCAL YEAR 2019: RESULTS AND IMPACT ANALYSIS

CORE VALUES
Relevance
Two technical papers on services trade on educational services and health and social services areclosely linked to the Japan-ASEAN initiatives, such as Japan-ASEAN Environment Cooperation
Initiative and the Asia Human Well-Being Initiative.

Quality
The quality of the technical reports and seminars are ensured by working closely with external expertson respective industries, relevant ministries both in Japan and ASEAN, as well as ASEAN Secretariat.

Efficiency• The technical papers are produced based on the thorough research on existing studies on the topic.
• The Centre works closely with ASEAN Secretariat to present the findings of the study at CCS to
optimize the dissemination of findings as well as maximize the project’s impact.

Effectiveness and Impact• The Centre works closely with other international organizations such as UNCTAD and ASEAN
Secretariat to collect relevant data on trade in services.
• The Centre works together with relevant organizations in Japan, including the governments, private
sectors and research institutes in order to align its research activities with the Japanese policy
priorities and interests of private sectors.
• 100% of the participants in the meetings where the Centre’s policy recommendations werediscussed reported that they are either “very useful” or “useful” to further liberalize trade both ineducation and health and social services.

Services Trade Forum in Tokyo

Services Trade Forum in Tokyo

ANNUAL REPORT FOR FISCAL YEAR 2019: RESULTS AND IMPACT ANALYSIS ASEAN-JAPAN CENTRE

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PROGRAMME 4:
New Forms of Trade between Japan and ASEAN
Non-equity modes (NEM) of trade are becoming a new trend in global trade. As this type ofoperation by firms intensifies regional integration, the Centre promotes this new form of trade bymeasuring its scale, understanding the phenomenon and providing policy suggestions on how
to maximize benefits from and minimize risks with NEM operation between the ASEAN Member
States and Japan. The focused NEM modes are international subcontracting, international
franchising, contract farming and licensing. Since 2018, five country papers on NEM havebeen published. The outputs and results are shared with all stakeholders including the ASEAN
Coordinating Committee on Investment (CCI), resulting in increasing awareness towards NEM
and formulating appropriate policies on NEM in trade.

Activities implemented and outputs in FY2019• The Centre’s work on NEM was discussed at the 74th CCI in Malaysia where 30 policymakers
from 10 ASEAN countries discussed the role of NEM.
• Three NEM technical papers on Cambodia, Lao PDR and Myanmar were published in FY2019.

NEM on Cambodia, Lao PDR and Myanmar

The 74th Coordinating Committee on Investment in Malaysia

10

ASEAN-JAPAN CENTRE ANNUAL REPORT FOR FISCAL YEAR 2019: RESULTS AND IMPACT ANALYSIS

CORE VALUES
Relevance
The project collects data on NEM activities and develops mechanisms to facilitate NEM markets in key
industrial sectors, which contributes to a comprehensive policy framework in ASEAN that supports the
expansion of trade in the ASEAN region.

Quality
The quality of the technical reports and seminars are ensured by working closely with external expertson respective industries, relevant ministries both in Japan and ASEAN, as well as ASEAN Secretariat.

Efficiency• The technical papers are produced based on the thorough research on existing studies and fieldwork on this topic.
• The Centre works closely with line ministries in respective country and ASEAN Secretariat to present
the findings of the study at CCI to optimize the dissemination of findings as well as maximize theproject’s impact.

Effectiveness and Impact• The latest NEM related issues are identified by all stakeholders to find possible solutions to consider.
• The Centre works together with stakeholders in respective country to collect relevant data on NEM trade.

The 74th Coordinating Committee on Investment in Malaysia

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PROGRAMME 5:
ASEAN Information Map
The Centre produces ASEAN information map, which is a statistical booklet that provides
up-to-date and essential information and data covering trade, investment, tourism and peopleto-people exchanges, to keep stakeholders informed of the evolution of ASEAN integration.

Activities implemented and outputs in FY2019• The map was distributed to more than 1,000 business persons, government officials andacademia/students with total distribution of more than 31,000 since its launch in FY2014.
• Updated version of ASEAN Information Map was completed, and 6,600 copies were printed.

ASEAN Information Map

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CORE VALUES
Relevance• The project is relevant to the mandates of the Centre to promote trade, investment, tourism, andexchange of people through data dissemination.
• The project is also relevant to the realization of ASEAN Economic Community Blueprint 2025.

Quality• The project quality is assured by experts, researchers, and government officials, especially fromboth ASEAN and Japan.
• The quality of data and information is assured through the usage of well-established database ofother research institutes and international organizations, namely the World Bank, UNCTAD, IMF toname a few.

Efficiency• The project efficiently utilizes the past database compiled by the Centre staff members. The project
also mainly utilizes the high-quality secondary data and information.
• More than 200 indicators and diagrams over 30 years are compiled by only a few staff members.
• A series of briefing session have been done with nearly zero costs.

Effectiveness and Impact• Since the launch in FY2014, cumulatively more than 31,000 copies have widely been distributed
to academics, businesspersons, academia and government officials in Japan, ASEAN, and othercountries.
• The Centre receives good testimonials continuously from businesspersons as well as academia
about the usefulness of the ASEAN Information Map.

ASEAN Information Map

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PROGRAMME 6:
Study on Japanese Market to Promote Exports from
CLMV
The Centre launched a new programme this year to conduct a market study as well as an analysis
on rules and requirements on how to export selected products with high export potential from
CLMV (Cambodia, Lao PDR, Myanmar and Viet Nam). It aims to facilitate information sharing
between Japanese importers and potential exporters in CLMV, and introduce new export
opportunities from CLMV to Japan through workshops.

Activities implemented and outputs in FY2019• The result of the Revealed Comparative Advantage (RCA) analysis was shared with CLMV governments at the workshop in Viet Nam, which was attended by around 40 people from CLMV.
• A more detailed presentation covering exports of HS 61 and 62 products from CLMV was sharedwith 70 people from the textile and clothing industry in Cambodia, as well as government
officials from Trade Promotion Organizations (TPOs) of CLMV to address issues such as sourcing
of inputs and product design capacity for the export of textile and clothing products.

Seminar on Export Potential from CLMV to Japan

Seminar on Export Potential from CLMV to Japan

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CORE VALUES
Relevance
Knowledge shared under this project enhances practical and institutional capacities for CLMV
private sectors and provides opportunities to deepen relationships and mutual cooperation between
the Japanese private sector including Japanese importers and potential exporters in CLMV.

Quality• The project quality was assured by experts from both CLMV and Japan. The quality of data andinformation is also assured through CLMV’s relevant ministries, resource persons and the Japanese
private sector including an importer association in Japan.
• About 70% of participants increased their satisfaction with the questionnaire at the seminar for
Viet Nam in February.

Efficiency• The project efficiency was ensured by using the latest data information compiled by the Centre.
The project mainly utilizes quality secondary data and information.
• Cooperation between the Centre and relevant agencies/organizations is ensured through seminars
and consultation meetings.
• The outputs of the project are effectively integrated with other projects of the Centre such as CLMV
Export Capacity Building (programme 10) and Investment Policy Analysis for Institutional Capacities
by TI (programme 13).

Effectiveness and Impact• The Centre worked together with stakeholders to collect relevant data on textile and clothingwhich were selected by RCA as high export potential products from CLMV to Japan. CLMV
companies with better understanding and knowledge about Japanese markets can process andimplement better export strategies.
• The Centre shared a result of RCA research with exporters in Viet Nam and government officialsof CLMV at the workshop.
• The Centre will share the data with Japanese importers at the request of CLMV.

Technical visit to Garment Manufacturers Association in Cambodia

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PROGRAMME 7:
Benefiting from Value Chains through MSME Linkages
This is a multi-year programme specifically designed for MSME in CLMV (Cambodia, Lao PDR,
Myanmar and Viet Nam) countries to take advantage of value chain opportunities in theirrespective countries to:a. Help develop the domestic industry by upgrading local start-up MSMEs meet international
standards;b. Deepen the MSME involvement and strategic interest of transnational corporations (TNCs)
established in the country;c. Encourage local procurement by TNCs and facilitate import substitution when possible;
d. Provide policy advice on improving the environment for sustainable business linkages; ande. Share effective international business linkage strategies with various stakeholders.

Activities implemented and outputs in FY2019• A 3-day workshop was held in Cambodia: “Entrepreneurship Development for Business
Linkages” Workshop, 29-30 January 2020 with 92 participants; and the “Creating
Environment for Linking MSMEs with Japanese Companies” Workshop, 31 January 2020
with 100 participants.
• Eight information sharing sessions were organized on global value chains (GVCs), criteria toform a successful business linkage with Japanese companies, Japan’s investment strategies,
and best practices from Malaysia's government business linkage programme.
• Three Cambodian TV media organizations covered the event (TVK, CNC, and Bayon TV).

Workshop in Cambodia

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CORE VALUES
Relevance• This programme is based on the research conducted on GVC (programme 2).
• AEC 2025 is envisioned to increase ASEAN’s competitive edge in moving the region up the GVCs
into higher technology and knowledge-intensive manufacturing and services industries.
• Enhance the internationalization of MSMEs by developing support schemes for market access andintegration into GVCs including promoting partnership with TNCs to increase market access andopportunities.

Quality• The quality is assured by having experienced and knowledgeable speakers from the government,international organizations and private sector, including the Centre, GIZ, JETRO, Chamber ofCommerce and Japanese companies.
• “Entrepreneurship Development for Business Linkages” Workshop, 29–30 January 2020
• Questionnaire result on the quality of the workshop: Very satisfied (74%), Satisfied (26%).
• “Creating Environment for Linking MSMEs with Japanese Companies” Workshop• Questionnaire result on the quality of the workshop: Very satisfied (72%), Satisfied (28%).

Efficiency• The workshop provided knowledge for both government officials and entrepreneurs on GVCs andbusiness linkage.
• The back-to-back workshop minimized cost and maximized the impact.
• Based on the questionnaire provided after each workshop:- 63% of the local companies (MSMEs) said they want to participate in government-supporting
business linkages with Japanese companies- 62% agreed they would like the Cambodian Government to create a linkage program to support
business linkage between MSMEs and Japanese companies.
- 40% of Japanese companies expressed willingness to provide technical support and training to
MSMEs to strengthen their capacity or linkage ability once the government-supporting linkage
program is created.

Effectiveness and Impact• The programme encouraged the Cambodian Government to consider establishing the industrial
linkage programme in consultation with local SMEs and foreign companies, in particular Japanesecompanies.
• The Centre will work with the Cambodian Government to develop a suitable business linkage
program for FY2020.

Workshop in Cambodia

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PROGRAMME 8:
Pilot Programme on Linking ASEAN SMEs withJapanese Companies
This programme identified Malaysia’s successful business linkage programme as a suitable
example for CLMV countries. The report developed will outline:a. The best practices of business linkages in Malaysia; andb. A general business linkage model between Japanese companies and local SMEs for CLMV
countries.

Activities implemented and outputs in FY2019• Review of the business linkage programme and policies in Malaysia to identify a suitablebusiness linkage program for CLMV countries.
• Report on Business Linkage Models in Malaysia for SMEs, covering a policy-making structure,
types of programme to support Malaysian SMEs and a general model of a business linkage
model for CLMV to customize.

Report on Business Linkage Models in Malaysia for SMEs

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CORE VALUES
Relevance
The business linkage programme is a derivative from work on GVCs (programme 2). Weak interrelation
between foreign companies and local companies is one of the main causes of weak GVC participation
by SMEs in many ASEAN Member States. Hence, it would be useful to do groundwork for creating abusiness linkage model for ASEAN Member States wishing to develop their own national businesslinkage program.

Quality
Malaysia’s linkage programme is among the most advanced in ASEAN. Malaysia’s linkage programme
is appropriate for knowledge-sharing with other countries in the region.

Efficiency• Research and the study were conducted by an appropriate Malaysian researcher.
• The deliverable work is maximized within the available budget.

Effectiveness and Impact• The report produced will be utilized for the FY2020-related programme.
• The outcome from the programme will be combined to provide technical assistance to CLMV
countries so they can develop their own national business linkage programs.

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PROGRAMME 9:
Promoting Trade in Creative Industries
In cooperation with the Japan Institute of Design Promotion (JDP) that organizes the Good
Design Award (commonly known as “G-Mark”), the programme aims to promote creative
industries in ASEAN through the use of “good design” and encourages MSMEs to enhance theirproduct/service designs to create new value that increase the marketability of ASEAN products
in Japan.
In FY2017, the Centre made a preliminary selection of products/services in each ASEAN
Member State. In FY2018, 22 products/services were awarded the “Good Design: ASEAN
Design Selection Award 2018”. In FY2019, the Centre encouraged the establishment of national
design award platforms to promote design innovation and development in six ASEAN Member
States (Brunei Darussalam, Cambodia, Lao PDR, Malaysia, Myanmar, and Viet Nam).

Activities implemented and outputs in FY2019• Provided continued support to the 22 winners of the “Good Design: ASEAN Design Selection
Award 2018” to access the Japanese market.
- The four winners from the Philippines merited recognition at the inauguaral Philippines
National Good Design Award. Subsequently, the Design Centre of the Philippines (DCP) with
the Centre’s assistance produced promotional videos for their products to promote them to
the Japanese business community.
- Yayasan Spedagi Lestari, Indonesia visited Ecology Diversity Synergy (EDS) to collaborate inenhancing the production of their 2018 Gold Award winning product: bamboo bikes.
-NSF and One Tech from Malaysia recorded sales at the International Furniture Fair/InteriorLifestyle Living Tokyo (IFFT) 2019 amounting to US$212,800 and had 46 business meetings
with Japanese companies.
- MAD Travel from the Philippines introduced its services through seminars and participation
at the Tourism Expo 2019.
• Encouraged the establishment of national design award platforms to promote design
innovation and development in six ASEAN Member States (Brunei Darussalam, Cambodia,
Lao PDR, Malaysia, Myanmar, and Viet Nam)
- Established formal cooperation between the Centre, JDP and the six ASEAN Member
States via separate MoUs before providing relevant assistance in establishing the national
design award.
• Reviewed Philippines Good Design Award- A recognition link between the Philippines Good Design Award and G-Mark is missing due
to the differences in criteria and methods for screening and evaluating winners. An MoU
between the Centre, JDP and DCP was necessary to begin the mutual recognition process
between JDP and DCP.

Promotional video of four winners from the Philippines

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CORE VALUES
Relevance
In support of the AEC Blueprint 2025 and the Five Principles of Japan-ASEAN Diplomacy; to increase
and promote trade and investment, including flows of goods, money, people, and services.

Quality
Create business opportunities by achieving a global standard quality of design through this project.

Efficiency
Ensure cooperation between each ASEAN Trade Promotion Offices and JDP:
a. MoU between Ministry of Industry and Commerce Lao PDR, JDP and AJC on Establishing a Platformfor Design Development, effective on 27 March 2020b. MoU between Design Center of the Philippines, JDP and AJC effective on 27 March 2020 (to createa recognition link between the Philippines Good Design Award and G-Mark)

Effectiveness and Impact
Based on the feedback received from the 22 winners of the Good Design: ASEAN Design Selection
Award 2018 as of December 2019:a. Twelve winners (55%) answered that annual sales including exports increased 4–50% after receiving
the G-mark in FY2018.
b. The average sales increase of 12 winners (55%) was 20.3% as of December 2019, together with anincrease in job creation and value-added for the winning products.
c. Seven winners (32%) made innovations and improvements to the products.
d. Two winners (9%) have successfully accessed the Japanese market.

Launching event of Philippines National Good Design Award

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PROGRAMME 10:
CLMV Support Programme: Export Capacity BuildingThis is a four-year regional programme launched in FY2016 to support the private sectors in CLMV
(Cambodia, Lao PDR, Myanmar and Viet Nam) by strengthening their product development andknowledge on how to export to Japan. This programme also aims to:- Increase the export capacity within CLMV private sectors;- Provide CLMV companies with the knowledge necessary for international trading; and- Enhance the competitiveness of CLMV products in the international market by proposing
marketing strategies.
In FY2016, the Centre implemented the project on agriculture/food-related products in
Cambodia, followed by Lao PDR on agro products in FY2017. In FY2018, the project was
implemented in Myanmar, inviting exporters from the textile and handicraft industries. In FY2019,the final workshop was held in Viet Nam in November 2019. Based on market research andanalysis, the workshop focused on textiles and garments. Besides, trade promotion seminars
for Japanese importers and businesspeople were also conducted, where the latest information
on export products and on the possibility of exporting in CLMV countries was disseminated.

Activities implemented and outputs in FY2019• A coordination meeting with CLMV trade promoting officers: 19 November 2019.
- CLMV officers reviewed the outcome of previous workshops and proposed new focusedareas for each country. Cambodia and Viet Nam would focus on the digital business, whereas
Lao PDR would so so on agro products and Myanmar on SMEs.
• A one-and-a-half day workshop focusing on textiles and garment was held in Ho Chi Minh
City, Viet Nam: 18–19 November 2019
- 35% of participants reported that they would increase exports to Japan afterward.
- 80% of participants acquired a better understanding on how to export to Japan and productdevelopment/Japanese market requirements.
• Two trade promotion seminars were organized at the ASEAN-Japan Hall
- Myanmar Trade Promotion Seminar, 12 December 2019, with 62 participants and 98%
satisfaction level with the overall program.
- Viet Nam Trade Promotion Seminar, 17 February 2020, with 57 participants and 98%
satisfaction level with the overall program.
(CLMV Trade Promotion Seminars planned in FY2019 at the ASEAN-Japan Hall was postponeddue to COVID-19.)

Workshop on export capacity building in Viet Nam

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CORE VALUES
Relevance
Providing the latest export knowledge to CLMV countries to strengthen their export capacity to reducethe development gap in ASEAN.

Quality
A survey was conducted at the end of each program to ensure the objectives of the programme were
met. The level of participant satisfaction with the overall program was 94%.

Efficiency
Close collaboration between the Centre and CLMV Trade Promotion Organizations. For the seminar inViet Nam, the Centre collaborated with VietTrade, Ministry of Industry and Trade of Viet Nam.

Effectiveness and Impact
Outcomes reported 6 and 12 months after each workshop:- Cambodia: 1 company (rice crackers) signed a contract with a Japanese company, and 1 company(pepper) reported it had increased its export volume to Japan.

- Lao PDR: 2 coffee producers reported they increased their export volume. In total 18% of thecompanies that participated in the program have expanded exports or started to export to Japan.
- Myanmar: 16% of the participating companies recorded increased exports to Japan.

- Viet Nam: Participating companies did not record any increase in sales due to the spread of
COVID-19.

Myanmar Trade Promotion Seminar

Viet Nam Trade Promotion Seminar

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PROGRAMME 11:
Outsourcing Business Promotion (non-equity modes)
As a derivative of the NEM project, this is a new programme launched in FY2019 that aims todevelop new modes of trade that promote complementation among ASEAN and Japanesemanufacturers. In this programme, bilateral promotional seminars will be organized on specificoutsourcing sectors based on individual ASEAN Member State’s competitive advantages.

Activities implemented and outputs in FY2019• Eight outsourcing-related business promotion seminars and meetings on seven specificsectors were organized with a total of 611 participants.
• More than 350 business meetings were conducted.
• Five planned seminar and business meetings were canceled due to COVID-19.

Lao PDR’s promotion of coffee contract farming

24

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CORE VALUES
Relevance• The High-Level Task Force on ASEAN Economic Integration (HLTF-EI) acknowledges the need tointegrate industries across the region to promote regional outsourcing.
• Intensified economic integration across the ASEAN Member States can be seen as the key todelivering increased ASEAN efficiency and attractiveness for outsourcing activities designed to
exploit ASEAN’s proximity to large emerging regional markets.
• Accelerated implementation of the AEC should mean ASEAN could offer Japan the opportunity
to source in one region “the full package” of goods and services across the whole value-added
spectrum.

Quality• The quality of seminars and business meetings is ensured by working closely with ASEAN Trade
Promotion Officers and optimizing available resources.
• The quality is also assessed by questionnaires surveys by participants and testimonials from ASEAN
Member States.

Efficiency
The Centre works closely with ASEAN Trade Promotion Officers and relevant stakeholders in Japanand jointly organizes events as much as possible.

Effectiveness and Impact• ASEAN and Japan have a better understanding on new business opportunities in global andregional outsourcing available and the means to access them.
• Forge non-equity business-to-business relationships with entities open to collaborating withlocal ASEAN companies and correctly positioning themselves within the local ASEAN businessecosystem.

Business matching meeting in Malaysia

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PROGRAMME 12:
Knowledge-Building for Company Strategy-Making
Process(1) ASEAN REGIONAL PROGRAMMESThe Centre presents up-to-date information on the ASEAN Economic Community and its subregions at the ASEAN-Japan Hall. In addition, the Centre also conducts lectures on current
ASEAN issues and challenges, such as logistics, fintech, taxation, markets, human resources,
legal systems and dispute settlement, the environment, information and communications
technology (ICT), halal products, and FDI for inclusive and sustainable development.

Activities implemented and outputs in FY2019• Eighteen seminars and lectures on current ASEAN issues were organized with a total of morethan 2,000 people participating.
• Three seminars and lectures were canceled due to COVID-19.

(2) NETWORKING WITH JAPANESE INVESTORS IN LOCAL CITIESThe programme provides opportunities for ASEAN officials to further enlarge their network
linkages with relevant business organizations and investors in local cities of Japan. Informationon the latest ASEAN trade and investment policies is directly disseminated to local business
communities. Supporting activities such as business meetings and local company visits further
develop these relations.

Activities implemented and outputs in FY2019• Eight seminars, dialogue meetings, and networking events were carried out with ASEAN
officials to further expand their networks with relevant business associations and investors inlocal cities across Japan.
• Two seminars, dialogue meetings, and networking events were cancelled due to COVID-19.

Seminar on Business Opportunities in Malaysia with MIDA
(H.E. Dato’ Azman Mohamad, CEO of MIDA)

26

Myanmar Ambassador networking in Sendai City, Miyagi Prefecture(Mr. Shinya Endo, Vice Governor of Miyagi Prefecture (left) and
H.E. Ambassador Myint Thu (right))

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CORE VALUES
Relevance(1) ASEAN REGIONAL PROGRAMMES• Up-to-date information on ASEAN economic integration and business information is directly sharedwith the Japanese business community including SMEs.
• ASEAN-themed events are linked with: AEC Blueprint 2025 II. A. 1. Trade in Goods, A. 4. Financial
Integration, Financial Inclusion, and Financial Stability, B.3. Strengthening Intellectual Property
Rights Cooperation, B.8. Sustainable Economic Development, B. 9. Global Megatrends andEmerging Trade-Related Issues, C. 1. Transport, Information and Communications Technology,
III. C. Communications 90. i. ii. iii. & v., regional projects and events contribute to investment
promotion and regional economic integration of ASEAN.
(2) NETWORKING WITH JAPANESE INVESTORS IN LOCAL CITIES• Establishment of networks in Japan for ASEAN Member States to find new potential investors
and know what Japanese investors are looking for in line with AEC Blueprint 2025 III. C.
Communications 90. ii.
• Through discussion and networking with local investors, ASEAN Member States’ high-ranking
officials could share the potential and problems in order to enhance their investment environment,
and this contributes to AEC 2025 II. A.3. Investment Environment 15. iv.

Quality• The quality of seminars, business meetings, dialogue meetings and networking is ensured byworking closely with ASEAN Trade Promotion Officers and optimizing available resources.
• The quality is also assessed by questionnaire surveys from participants and/or from ASEAN
Member States.

Efficiency• Close collaboration between the Centre, ASEAN Member States and the ASEAN Secretariat.
• Provision of up-to-date information to the local Japanese business community.
(1) ASEAN REGIONAL PROGRAMMES• Cost performance of organizing themed events at the ASEAN-Japan Hall.
• Timing and reliability of the activity conducted.
(2) NETWORKING WITH JAPANESE INVESTORS IN LOCAL CITIESFocus on specific and new policy information sharing to avoid duplication of similar seminars
organized by other agencies, such as JETRO and JCCI.

Effectiveness and Impact
The activities enhance the reputation of the Centre as a knowledge hub for ASEAN matters.
(1) ASEAN REGIONAL PROGRAMMES

Presentation of official information on AEC and ASEAN business environment as well as knowledge ofexperts directly to the Japanese business communities.
(2) NETWORKING WITH JAPANESE INVESTORS IN LOCAL CITIESDelivery of official information directly to the Japanese local business community and establishment ofofficial linkages between ASEAN and the Japanese local business communities.

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PROGRAMME 13:
Investment Policy Analysis for Institutional Capacities(1) HIGH-LEVEL POLICY DIALOGUE MEETINGS BETWEEN ASEAN
HIGH-RANKING OFFICIALS AND JAPANESE INVESTORS
High-level bilateral policy dialogue meetings provide an opportunity for high-ranking ASEAN
officials to present the latest investment policies, incentives and opportunities directly to
Japanese stakeholders including potential and existing investors and SMEs. These dialogue
meetings also provide an opportunity for ASEAN officials to better understand Japanese
investors’ expectations and challenges. The programme aims to develop strategic policy
proposals for specific ASEAN investment policies that will facilitate Japanese investment
in ASEAN.

Activities implemented and outputs in FY2019• Two high-level policy dialogue meetings between ASEAN high-ranking officials and Japanese
investors were organized with a total of more than 500 participants.

(2) MINISTERIAL-LEVEL POLICY DISCUSSION PROGRAMME FOR CLMVWith the objective of narrowing the development gap in ASEAN, the Centre allocates
additional resources specifically for CLMV (Cambodia, Lao PDR, Myanmar and Viet Nam) toorganize bilateral ministerial policy dialogue meetings with Japanese government officials
and business-related entities focusing on specific industries or/and investment policies. Policy
recommendations are then prepared after each policy dialogue meeting and provided to therespective CLMV countries.

Activities implemented and outputs in FY2019• Four high-level policy discussions between ASEAN high-ranking officials and Japanese
investors were organized with of a total of more than 800 participants.
• Two high-level policy discussions and two-way interaction were cancelled due to the spreadof COVID-19.

Singapore Investment and Dispute Resolution Forum with
Ms. Lim Seok Hui, Chief Executive Officer of the SIAC (far left)

28

Malaysia High-Level Trade and Investment Dialogue with
H.E. Dato’ Azman Mohamad, CEO of MIDA (center)

ASEAN-JAPAN CENTRE ANNUAL REPORT FOR FISCAL YEAR 2019: RESULTS AND IMPACT ANALYSIS

CORE VALUES
Relevance• High-ranking ASEAN officials are able to better understand the perspective of Japanese investors
regarding the industrial and investment policies of ASEAN Member States.
• Initiated a focused policy discussion on what improvements are necessary to enhance ASEAN’s
attractiveness as an investment destination in line with the AEC Blueprint 2025 II. A.3. Investment
Environment 15. iv.
• Encouraged bilateral policy discussions between ASEAN and Japanese investors to promote
ASEAN’s integration initiatives and how businesses can benefit from these initiatives, in line with
AEC 2025 III. C. Communications 90. ii.

Quality• The quality of policy dialogue meetings is ensured by working closely with ASEAN Investment
Promotion Officers and optimizing available resources.
• The quality is also assessed by questionnaires surveys from participants and testimonials fromhigh-ranking officials from ASEAN Member States.

Efficiency• The Centre works closely with ASEAN Investment Promotion Officers and relevant stakeholders inJapan.
• Focus on specific/new industrial and investment policies in order to avoid duplication of similarseminars organized by other agencies, such as JETRO and the Japan Chamber of Commerce andIndustry (JCCI).

Effectiveness and Impact• Policy recommendations by participating stakeholders for the ASEAN high-ranking officials.
• Official up-to-date information was given directly to the Japanese business community.
• Close collaboration between the Centre and ASEAN Member States.
• The activities enhance the reputation of the Centre as a knowledge hub for ASEAN.

Lao Investment Dialogue and Networking inviting H.E. Dr. Kikeo Chanthaboury, Vice Minister of Ministry of Planning andInvestment (fourth from left in the front row)

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PROGRAMME 14:
Dissemination and Outreaching
The Centre continuously updates the ASEAN trade and investment information on its website
and publications in an effort to further boost awareness and promote exports from ASEAN to
Japan and investment opportunities in the ASEAN Member States.

Activities implemented and outputs in FY2019• Disseminate information regarding ASEAN trade and investment-related events through anemail magazine distribution database with more than 20,000 subscribers.
• The Centre has supported 28 trade and investment related events organized by other agencies
through circulation in the email magazines and providing staff assistance.
• Five lectures on different requested topics by the Trade and Investment cluster staff members
for the association members of Japan Scientific Instruments Association (JSIA), Osaka
Prefectural Manufacturing and Industrial Association (OPMIA) and Japan-Myanmar Economy
and Investment Centre (JMEIC).

ASEAN Update seminar series “Myanmar Outlook 2020”(H.E. Mr. Ichiro Maruyama, Japanese Ambassador to Myanmar (right) and Prof. Toshihiro Kudo of GRIPS (left))

30

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CORE VALUES
Relevance• Dissemination of relevant information on ASEAN Member States such as trade and investment
policies and incentives and relevant laws and regulations updates.
• Promoting awareness through regular updates on economic activities and opportunities using
online communication, print and other media mechanisms, including social media, in line with
AEC Blueprint 2025 on Communications.

Quality• The quality of website information is ensured by working closely with ASEAN Trade and Investment
Promotion Officers and utilizing available resources.

Efficiency• Cost performance of website.
• Reliability of dissemination of materials.

Effectiveness and Impact• Reaching out to stakeholders via the website and dissemination of materials.
• By accessing the Centre’s website, investors have the benefit of up-to-date official information andvarious web linkages to relevant FDI agencies in ASEAN.
• Notification via the Trade and Investment cluster’s email magazine subscription with more than
20,000 subscribers.

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PROGRAMME 15:
Workshop on Sustainable Tourism
Under this programme, the Centre provides opportunities for management-level tourism
stakeholders in the ASEAN Member States to update their knowledge of Japanese sustainable
tourism. The Centre has implemented the programme under the themes of community-based
tourism, accessible tourism, and agritourism in recent years. In FY2019, the programme focusedon gastronomy tourism and invited tourism stakeholders in the ASEAN Member States to
Wakayama Prefecture from 17 to 23 November 2019.

Activities implemented and outputs in FY2019• Gastronomy Tourism Workshop from 17 to 23 November 2019 in Wakayama, Japan.
The participants learned about successful cases of gastronomy tourism in Wakayama, Japanthrough visits to different sites in Wakayama to develop a deeper understanding of the area’s
gastronomy tourism attractions. The programme was also aimed at diversifying tour products
and vitalizing communities in the ASEAN Member States by discussing ways to develop theirgastronomy tourism and to preserve their unique food culture and environment.
- Number of participants: 12- Number of lectures/presentations/activities: 14- Number of instances of media coverage: 144

Gastronomy workshop in Wakayama prefecture

Gastronomy workshop in Wakayama prefecture

32

ASEAN-JAPAN CENTRE ANNUAL REPORT FOR FISCAL YEAR 2019: RESULTS AND IMPACT ANALYSIS

CORE VALUES
Relevance• To support the ASEAN Tourism Strategic Plan (ATSP) 2016–2025.
• Raise the capacity and capability of human capital of ASEAN Member States.
• Joint declaration on Gastronomy Tourism by ASEAN Tourism Ministers (January 2018).

Quality• Arranged qualified experts to deliver presentations during the workshop.
• The programme was prepared and implemented with the full support of the Wakayama Prefectural
Government and Wakayama University.

Efficiency• Used the Centre’s network with government and industry stakeholders to arrange the programme.
• Worked closely with ASEAN NTOs to select the suitable participants.

Effectiveness and Impact• The participants deepened their understanding of gastronomy tourism in Wakayama.
- Results of questionnaire surveys on participants (immediate): 92% replied that the workshop
was useful for deepening their understanding of gastronomy tourism.
- Results of the follow-up questionnaire survey on participants: 19 measures had been taken
after the program, and 80% replied that more gastronomy tourism products and services havebeen created.

Visit to fish market

ANNUAL REPORT FOR FISCAL YEAR 2019: RESULTS AND IMPACT ANALYSIS ASEAN-JAPAN CENTRE

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PROGRAMME 16:
Training Programme on Interpretation
Interpretation is a communication approach that addresses management needs and resource
considerations to offer an essential guideline for the development of quality visitor services
at heritage sites or facilities, and can be described as a strategic tool for operation andmanagement of the sites. Since FY2017, the Centre has been conducting a training programme
on interpretation in ASEAN Member States. In FY2019, it was conducted in Bagan, Myanmar
in February 2020 for site managers of heritage sites and/or management-level officers fromnational tourism organizations in the ASEAN Member States with the following objectives:a. To provide information on how interpretation can improve the sustainability of the sites andto attract more visitors, while preserving and protecting heritage sites.
b. To provide information on how to practice interpretation: a handbook on interpretation was
distributed to stakeholders to further disseminate information on interpretation.

Activities implemented and outputs in FY2019• One Interpretation Training Session in Bagan, Myanmar.
- Number of participants: 17 participants from site managers of heritage sites and officers
from national tourism offices from eight ASEAN Member States.
-The programme’s four-day training included a series of lectures on interpretation by
Japanese experts, an inspection visit to the Bagan area, and a workshop.
- Number of interpretive programs designed during the training: 11- The participants designed and presented either an interpretive programme or an action plan
aiming to apply the interpretive methods into their respective heritage sites in the ASEAN
Member States to contribute to the development of sustainable tourism.
• Interpretation Handbook “Interpretive Guide for Sustainable Tourism” was issued incollaboration with a licensed international interpretation trainer of the National Association
for Interpretation.

Training program on interpretation in Bagan34

ASEAN-JAPAN CENTRE ANNUAL REPORT FOR FISCAL YEAR 2019: RESULTS AND IMPACT ANALYSIS

CORE VALUES
Relevance• Raise the capacity and capability of human capital of ASEAN Member States (ATSP 2016–2025).
• Ensure safety and security, prioritize protection and management of heritage sites (ATSP
2016–2025).

Quality• Arranged qualified experts for the programme.
• The participants were officers in charge of the management of heritage in the respective countries.

Efficiency• Utilized the Centre’s network with industry stakeholders to arrange the program.
• Used the Centre’s handbook on interpretation effectively.
• Worked closely with ASEAN NTOs.

Effectiveness and Impact
Result of the post-activity survey:- The participants improved their knowledge on the concept and definition of interpretation.

The participants who answered “strongly agree” to the statement “I have a clear understandingof interpretation” increased to 65% from 23% after the training.

- The participants became more confident in suggesting an interpretative programme after the
training. While 17% of participants answered “strongly agree” to the statement, “I am capableof suggesting an effective interpretative programme to heritage sites” prior to the training,
100% of participants answered that they either “strongly agree” or “agree” to the same statement
after the training.

Training program on interpretation in Bagan

ANNUAL REPORT FOR FISCAL YEAR 2019: RESULTS AND IMPACT ANALYSIS ASEAN-JAPAN CENTRE

35

PROGRAMME 17:
Theme-based Tourism Promotion
The Centre conducted activities on timely topics and themes to enhance inbound and outboundtourism between the ASEAN Member States and Japan.

Activities implemented and outputs in FY2019• Seminar on Educational Travel to ASEAN on 5 August 2019 in Tokyo with 96 participants
where 8 lectures/presentations were provided.
• Tourism for All Workshop on 17 September 2019 in Pattaya (co-organized with Ministry of
Tourism and Sports of Thailand) with 95 participants where 7 lectures/presentations were
provided.
• Participated in Educational Travel Seminars in Tohoku and Nagoya.
• Technical visit to Chichibu, Saitama on 22 January 2020 with 11 participants who participatedin 5 activities.

Seminar on Educational Travel to ASEAN

36

ASEAN-JAPAN CENTRE ANNUAL REPORT FOR FISCAL YEAR 2019: RESULTS AND IMPACT ANALYSIS

CORE VALUES
Relevance• Invited relevant participants from schools and the tourism industry in Kanto area (educational travel
seminar).
• Coordinated closely with NTOs and other presenters to prepare quality presentations (educational
travel seminar).
• Arranged a qualified speaker from Japan (tourism for all).
• Worked closely with the ministry to reach the right participants (tourism for all).

Quality• Invited relevant participants from schools and the tourism industry in Kanto area (educational travel
seminar).
• Coordinated closely with NTOs and other presenters to prepare quality presentations (educational
travel seminar).
• Arranged a qualified speaker from Japan (tourism for all).
• Worked closely with the ministry to reach the right participants (tourism for all).

Efficiency• Utilized the Centre’s network with industry stakeholders to arrange program.
• Worked closely with ASEAN NTOs and ministry.
• Worked closely with ASEAN embassies and other stakeholders in Tokyo (technical visit to Chichibu).

Effectiveness and Impact• The participants learned what ASEAN can offer as an educational travel destination.
• The participants deepened their understanding of accessible tourism in the ASEAN Member States
and Japan.
• The participants became familiar with the tourism attractions of Chichibu.
• Result of questionnaire survey (seminar): 45% strongly considered ASEAN as a destination for their
future educational program / 52% replied ASEAN was one of the options.

Technical visit to Chichibu, Saitama Prefecture

ANNUAL REPORT FOR FISCAL YEAR 2019: RESULTS AND IMPACT ANALYSIS ASEAN-JAPAN CENTRE

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PROGRAMME 18:
Outreach/Tourism PR Activities
Participation of the Centre in major meetings and events, organization of events at ASEANJapan Hall, and organization of ASEAN Tourism Awards Japan with the following objectives:a. To strengthen relations with the ASEAN Secretariat and national tourism offices (NTOs).
b. To raise the Centre’s profile.
c. To highlight ASEAN’s tourism attractions to the Japanese public and the tourism industry.
d. To award excellent and quality tour products to ASEAN destinations with the aims ofdiversifying tour products and further showcasing ASEAN as an attractive tourism destination.

Activities implemented and outputs in FY2019• Attended three meetings and four events i.e. ASEAN NTOs Meeting in Cambodia in July 2019,
the Greater Mekong Sub regional Working Group Meeting in Cambodia in November 2019and ASEAN Toursim Forum in Brunei Darussalam in January 2020. It also participated in major
tourism events in Japan, i.e. Kanku Tabihaku, Cambodia Festival, Thai Festival and Tourism
EXPO Japan.
• Organized “The 2nd ASEAN Tourism Awards Japan”. There were 78 entries and 22 instancesof media coverage.
• Enhancement of the website and publications, and tourism.
• Conducted four tourism/cultural events at the ASEAN-Japan Hall.

ASEAN Tourism Awards Japan

38

ASEAN-JAPAN CENTRE ANNUAL REPORT FOR FISCAL YEAR 2019: RESULTS AND IMPACT ANALYSIS

CORE VALUES
Relevance• Intensify promotion and marketing (ATSP 2016–2025).
• Diversity tourism product (ATSP 2016–2025).

Quality• Prioritized the Centre’s participation in meetings/events with stakeholders and quality audience/
visitors.
• Approached influential stakeholders to call for quality award entries (tourism awards).
• Organized events at ASEAN-Japan Hall to align with the Centre’s mandate and reach its objectives.
• Updated website and Instagram in a timely way to deliver information on tourism attractions and theCentre’s tourism activities.

Efficiency• Maximized opportunities to have discussions with stakeholders when attending meetings.
• Worked closely with event organizers and embassies/NTOs.
• Utilized website, Instagram and press releases in an effective and timely way.

Effectiveness and Impact• The Centre’s profile was raised among tourism stakeholders in the ASEAN Member States including
the travel industry in Japan.
• Seminar participants/visitors of events became familiar with ASEAN’s tourism attractions and latest
information.
• The travel industry in Japan was motivated to produce quality tour products.
• A follow-up questionnaire survey was conducted on awarded companies.

Tourism EXPO Japan

ANNUAL REPORT FOR FISCAL YEAR 2019: RESULTS AND IMPACT ANALYSIS ASEAN-JAPAN CENTRE

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PROGRAMME 19:
CLMV Tourism Promotion
With the conviction that tourism contributes to narrowing the development gap in the ASEAN
region, the Centre promotes CLMV (Cambodia, Lao PDR, Myanmar and Viet Nam) tourism
through:Strengthening sub-regional tourism development and narrowing intra-ASEAN sub-regional
gaps; and
Providing up-to-date information on Japan’s overseas travel market and the characteristics ofJapanese travelers.

Activities implemented and outputs in FY2019• Advanced Training on Japanese Language Skills for Tourism Professionals on 9 September
2019 in Phnom Penh, 11 & 12 September 2019 in Siem Reap with 147 participants where theyreceived 9 lecturers/presentations.
• Promotion of CLMVT and the Centre Instagram at a major bookstore in Shibuya, Tokyo from
16 to 27 March 2020 (28 & 29 March had to be cancelled due to COVID-19).

CMLV promotion at TSUTAYA bookstore

Advance language training for Japanese Speaking Tourist Guides in Cambodia (Phnom Penh)40

ASEAN-JAPAN CENTRE ANNUAL REPORT FOR FISCAL YEAR 2019: RESULTS AND IMPACT ANALYSIS

CORE VALUES
Relevance• Intensify promotion and marketing.
• Raise capacity and capability of human capital (ATSP 2016–2025).

Quality• Arranged qualified speakers with good knowledge of Japanese language and Japanese travel
market/travelers.
• Recruited suitable seminar participants by working closely with the Ministry of Tourism.
• Chose a highly popular area and venue to conduct the CLMVT promotion to reach a younger
generation.

Efficiency• For the training, worked closely with the Ministry of Tourism of Cambodia.
• For the CLMVT promotion, worked closely with the event venue and advised how to project CLMVT
attractions properly to the public.

Effectiveness and Impact• Japanese language training

Stakeholders improved their knowledge and skill to cater to Japanese tourists.

- Results of questionnaire surveys: 99% participants strongly or somewhat agreed that the
programmed helped them understand better the needs of Japanese travelers.

- Result of the follow-up survey: over 95% of participants answered that they strongly agree
or agree to the statements:
1) the program helped them understand more the needs of Japanese travelers, and2) the program improved their communication with Japanese clients compared to before
the training.

• CLMVT promotion

More people were familiarized with the attractions of CLMVT and the Centre.
- The Centre’s Instagram followers increased by 25%.

Advance language training for Japanese Speaking Tourist Guides in Cambodia (Siem Reap)

ANNUAL REPORT FOR FISCAL YEAR 2019: RESULTS AND IMPACT ANALYSIS ASEAN-JAPAN CENTRE

41

PROGRAMME 20:
ASEAN Tourism Investment Seminar
This is a collaborative project between three ASEAN Centres and it was proposed by the
ASEAN Member States at ASEAN Tourism Forum, in which ASEAN Centres in China, Japan andthe Republic of Korea organized a seminar in conjunction with a major tourism event in therespective countries with the following objectives:
To present the potential of tourism investment in ASEAN to Japanese investors.
To build network and business linkages between Japanese companies and ASEAN investment
and tourism promotion officials.

Activities implemented and outputs in FY2019• Organized the ASEAN Tourism Investment Seminar in Osaka on 23 October 2019, in
conjunction with the Tourism EXPO Japan 2019 in Osaka, and there were 88 participants.
- Number of investment projects introduced: 32- Number of bilateral meetings between ASEAN Member States and Japanese investors: 15

Tourism Investment Seminar

42

ASEAN-JAPAN CENTRE ANNUAL REPORT FOR FISCAL YEAR 2019: RESULTS AND IMPACT ANALYSIS

CORE VALUES
Relevance
Attract tourism investments (ATSP 2016–2025).

Quality• Arranged a presentation to provide practical information by closely communicating with ASEAN
Member States.
• Partnered with influential organizations to implement the seminar efficiently and effectively.

Efficiency
Worked closely with Malaysia, the lead country coordinator of the seminar, and other ASEAN Member
States.

Effectiveness and Impact
Provided practical information to potential investors in the Osaka area.

Tourism Investment Seminar (YB Datuk Mohamaddin bin Ketapi, former Minister of Tourism, Arts and Culture of Malaysia (center of the front row),
and representatives of National Tourism Organizations/government agencies of the ASEAN Member States, ASEAN-China Centre and ASEANKorea Centre)

ANNUAL REPORT FOR FISCAL YEAR 2019: RESULTS AND IMPACT ANALYSIS ASEAN-JAPAN CENTRE

43

PROGRAMME 21:
Exchange Programme for Women
The Centre launched the ASEAN-Japan Women Entrepreneurs Linkage Program (AJWELP) in
FY2016. This programme is designed to present various approaches for empowering women
entrepreneurs, as well as provide them with a platform for meeting up with private companies
that could become their supporting companies, mentors and/or technical/academic partners,
and help them support each other by sharing knowledge and resources. Ten selected finalists
from the ASEAN Member States make presentations and forge linkages with these supporting
companies to help them realize their potential, in addition to receiving practical advice
directly from mentors. This programme is designed to enhance people-to-people exchanges;
to encourage women empowerment; and to strengthen partnership and cooperation withmembers of MSMEs through relevant means of support.

Activities implemented and outputs in FY2019• The 4th AJWELP in Brunei Darussalam from 10 to 13 February 2020, co-organized with
Darussalam Enterprise (DARe).
Provided customized two-day workshop to participants during the period as well.
- Number of participants: 23- Number of cases of support offered to finalists: 80- Number of instances of media coverage: 88Workshop44

ASEAN-JAPAN CENTRE ANNUAL REPORT FOR FISCAL YEAR 2019: RESULTS AND IMPACT ANALYSIS

CORE VALUES
Relevance• In support of AEC Blueprint 2025, D1 Strengthening the role of MSMEs.
• Paragraph 69. V. Promote entrepreneurship and human capital development particularly for the
youth and women.
• In support of ASEAN Strategic Action Plan for SME development (SAPSMED) 2016–2025.

Quality
Coordinated with relevant organizations to select quality participants.

Efficiency
Worked closely with stakeholders and partners.

Effectiveness and Impact• Provided opportunity for ASEAN entrepreneurs to exchange views and establish a network.
• Evaluation by participants as to whether they are able to overcome challenges and set to grow.
• In the post-activity survey, more than 95% of participating entrepreneurs answered that the AJWELP
experience was “extremely/very helpful” to pursue their entrepreneurship, and also said AJWELP is“extremely/very helpful” for ASEAN women entrepreneurs.

Presentation by finalists

Participants of the 4th AJWELPANNUAL REPORT FOR FISCAL YEAR 2019: RESULTS AND IMPACT ANALYSIS ASEAN-JAPAN CENTRE

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PROGRAMME 22:
Exchange Programme for YouthThe Centre continued to focus on youth exchange by organizing various activities, including
ASEAN introductory classes for Japanese elementary school students with the following
objectives:a. To enhance exchanges of persons among ASEAN-Japan youth.
b. To provide opportunities for Japanese children to learn the culture and other basic facts of
the ASEAN Member States.
c. To popularize knowledge on ASEAN from the children of Japan’s new generation to create
mutual understanding and to promote an international way of thinking in Japan.

Activities implemented and outputs in FY2019• ASEAN introductory classes at elementary schools in Kanto area.
- Number of schools: 19- Number of students who took classes: 2,289• “ASEAN Travel University” with TABIPPO, online travel media focusing on youth travelers.
• “Outbound Project: Let’s go to Thailand” with JSTA (Japan Student Tourism Association).
• Participated in “Summer Homework & Research” event.
• Trained lecturers on ASEAN introductory classes.
• Participated in university events.
• Organized the ASEAN travel contest for university students.

“ASEAN Travel University” with TABIPPO

46

ASEAN-JAPAN CENTRE ANNUAL REPORT FOR FISCAL YEAR 2019: RESULTS AND IMPACT ANALYSIS

CORE VALUES
Relevance
In support of ATP ASEAN Work Plan on Youth 2016–2020, Sub-goal 3: Enhance awareness andappreciation of ASEAN community through mutually beneficial people-to-people exchange
programme.

Quality• ASEAN students to deliver impactful presentations or lectures at schools.
• Involved experts i.e. university professors, tourism organization representative, and airlines toprepare and implement activities.
• Highlight the ASEAN Member States as the recommended travel destination for the younger
generations.

Efficiency• Worked closely with student groups and stakeholders.
• Utilized network with ASEAN students in Japan.

Effectiveness and Impact• Provided opportunities for Japanese elementary school students to know about the ASEAN Member
States directly from ASEAN nationals.
• Encouraged Japanese elementary school students to learn more about the ASEAN Member States.
• The Centre received numerous letters from students.
• Number of instances of media coverage: 7 including a TV program by NHK World.
• Encouraged Japanese university students to choose the ASEAN Member States as their travel
destination.

Lecturers of ASEAN ClassASEAN ClassANNUAL REPORT FOR FISCAL YEAR 2019: RESULTS AND IMPACT ANALYSIS ASEAN-JAPAN CENTRE

47

PR ACTIVITIES
1. MEDIA COVERAGE
Extensive media coverage of the Centre’s
activities has enhanced the visibility of the Centre
and its activities among the wider public, both inJapan and ASEAN Member States. Thirty-sevennewspaper articles, 4 TV programs, 13 magazine
articles, 1,706 websites and other media resources
featured the Centre or its activities a total of
1,760 times during FY2019.

Samples of media coverage in FY 2019

One highlight of the Centre’s media exposure in FY2019 was a TV program on ASEAN-Japan
relations produced by NHK International in association with ASEAN broadcasters. The program
featured an interview with Secretary General Fujita and introduced one of the Centre’s activities:
ASEAN Introductory Classes in Japanese Elementary Schools. Broadcast by NHK World-Japanin November 2019 in around 160 countries and regions worldwide, the program contributed
greatly to raising the profile of the Centre.
Further to promoting its activities, the Centre regularly issues press releases. In FY2019, a totalof 39 (Japanese: 24, English: 15) were issued. In addition, as part of efforts to reach out to ASEAN
media organizations and the public to raise the Centre’s profile in the region, the Centre placed
advertorials in the Bangkok Post in November 2019 and the Viet Nam News in January 2020; in
FY2019, foreign media comprised 42% of the Centre’s total media exposure, the highest level offoreign media exposure the Center has achieved in the last five years.

NUMBER OFNumber
TIMES COVEREDTHE MEDIAof timesBYcoveredby the media
2 000

1 760

1 800

1 542

1 600
1 400
1 200
1 000

800

958

1 158

732

600
400
200
0

48

FY2015FY2016FY2017FY2018ASEAN-JAPAN CENTRE ANNUAL REPORT FOR FISCAL YEAR 2019: RESULTS AND IMPACT ANALYSISFY2019

INSTANCES OF MEDIA COVERAGE
Number of times covered by the media
Media source
Newspaper
TV & Radio
Magazine
Website & Others
Total

FY2015
120
17
23
572
732

FY2016
95
9
16
838
958

FY2017
66
26
12
1 054
1 158

FY2018
84
3
16
1 439
1 542

FY2019
37
4
13
1 706
1 760

FY2016
18
3
1
150
172

FY2017
15
4
0
259
278

FY2018
14
2
0
363
379

FY2019
5
4
3
733
745

Number of times covered by foreign media
Media source
Newspaper
TV & Radio
Magazine
Website & Others
Total

Share of foreign media (%)

FY2015
5
10
4
35
54
7.4

18.0

24.0

24.6

42.3

Note: Does not include the articles/reports mentioning AJC as a supporter of the event for FY2015-2017. Only those which are
identified by AJC.

2. VISUAL COMMUNICATION AND BRANDING

Website and SNS
The number of visitors to the website doubled in FY2019 (over 18,000/month) compared to theprevious fiscal year since the Centre strengthened the use of its website by renewing the top
page design and started to use social media more actively in FY2018. As for the use of social
media (Facebook, Twitter, LinkedIn and YouTube), the Centre collaborates with other relatedorganizations to reach out to a wider audience and to gain recognition.

Promotional tools
The Centre produced a four-minute promotional video both in English and Japanese in orderto showcase its activities efficiently. It is not only added to the website and social media page tointroduce the Centre but is also used in the activities of the Centre.

Promotional video of the Centre

ANNUAL REPORT FOR FISCAL YEAR 2019: RESULTS AND IMPACT ANALYSIS ASEAN-JAPAN CENTRE

49

As one of its promotional tools, the Centre has been
producing plastic folders to distribute to students who
visit the Centre as well as the general public at external
events. In FY2019, the Centre renewed the design of thefolders with an illustration of a cultural map of ASEAN
Member States celebrating their diversity.
The illustration was drawn by a Malaysian illustrator.

The plastic folder

Renewal of window graphics and leaflet
In FY2019, the Centre renewed its window graphics in the ASEANJapan Hall/General Information Corner and leaflet, aiming tocreate a more accessible impression of the Centre through visualcommunication. The design includes 11 graphic motifs, eachsymbolizing a national flag of ASEAN Member States and Japan.

The same graphic design is used for the window and leaflet cover

50

ASEAN-JAPAN CENTRE ANNUAL REPORT FOR FISCAL YEAR 2019: RESULTS AND IMPACT ANALYSIS

3. ASEAN-JAPAN HALLThe ASEAN-Japan Hall is symbolic of the partnership between the ASEAN Member States andJapan. The Centre has made efforts to fully utilize the hall for events and activities to promote
ASEAN-Japan relations. In FY2019, 27,804 people visited the hall in total, or on average
187 people per workday.
Due to the spread of COVID-19, the hall was closed from 28 February to 31 March 2020.

NUMBER OF VISITORS TO
THE ASEAN-JAPAN
Numberof visitors HALL
to the ASEAN-Japan Hall
7 000
6 000
5 000
4 000
3 000
2 000
1 000
0

Apr

May

Jun

Jul

Aug

Sep

FY2017Oct

Nov

FY2018

Dec

Jan

Feb

Mar

FY2019

Year

Apr

May

Jun

Jul

Aug

Sep

Oct

Nov

Dec

Jan

Feb

Mar

Total

FY2017

1,730

2,515

2,116

2,286

1,778

1,976

4,320

2,907

3,027

1,083

1,995

2,928

28,661FY2018

1,873

1,894

2,811

1,573

2,679

2,376

5,461

3,690

2,966

2,063

6,209

4,055

37,650FY2019

2,001

3,396

3,530

2,021

3,253

2,471

2,529

3,094

2,868

1,379

1,262*

0*27,804*Closed partly or fully due to the pandemic of COVID-19.

4. SUPPORTING EVENTSThe Centre also supported 98 activities organized by other agencies in FY2019. The Centre has
proactively involved itself in many of these activities, recognizing that they indicated part of thedirection the Centre should consider taking in the future.

ANNUAL REPORT FOR FISCAL YEAR 2019: RESULTS AND IMPACT ANALYSIS ASEAN-JAPAN CENTRE

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5. HOSTING GROUP VISITSThe Centre has been hosting group visits for years as part of promotional
activities. It has provided various learning programs on ASEAN and theCentre for these visitors. For example, the Centre has devised a learning
program on ASEAN matters for Japanese young people, using the pamphlet“ASEANPEDIA.” The program has become popular among Japanese
schools. As a result, the Centre hosted 54 groups, a total of 842 visitors,
from throughout Japan in FY2019. The Centre believes that hosting group
visits can effectively promote ASEAN and the Centre to young people,
including those in smaller towns in Japan, and thus it would strengthen
the partnership further.

The pamphlet

Visit by CLMV Young Diplomats (17 February 2020)

Briefing to a JENESYS group (22 January 2020)

52

ASEAN-JAPAN CENTRE ANNUAL REPORT FOR FISCAL YEAR 2019: RESULTS AND IMPACT ANALYSIS

6. ON-SITE ASEAN LECTURESThe Centre has been conducting on-site ASEAN lectures for external organizations anduniversities, as one of its outreach efforts. In FY2019, it participated in a symposium
organized by Keizai Koho Center (Japan Institute for Social and Economic Affairs) as well as aworkshop hosted by Konrad-Adenauer-Stiftung Japan office, and also conducted lectures at
Saitama University.

Symposium by Keizai Koho Center (21 November 2019)

Lecture at Saitama university (25 April 2019)

ANNUAL REPORT FOR FISCAL YEAR 2019: RESULTS AND IMPACT ANALYSIS ASEAN-JAPAN CENTRE

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7. THE 13TH TRIPARTITE MEETING AMONG THE THREE CENTRESThe Centre hosted the 13th Tripartite Meeting among the Three Centres (the Centre, ASEANChina Centre (ACC) and ASEAN-Korea Centre (AKC)) in Hiroshima on 15 April 2019. It was
the first Tripartite Meeting among the Three Centres to be held in a regional city of Japan,
in cooperation with the Hiroshima ASEAN Association. The Centre took the opportunity tointroduce the Hiroshima ASEAN Association to ACC and AKC as a pioneering organization that
promotes cooperation among government, industry and academia to further strengthen thepartnership between a regional city and ASEAN.

Three Secretaries-general of ACC, AJC and AKC with Dr. Aladdin D. Rillo, Deputy Secretary-General of ASEAN for
ASEAN Economic Community (AEC) (second from the left) (15 April 2019)

The 13th Tripartite Meeting among the AJC, ACC and AKC (15 April 2019)54

ASEAN-JAPAN CENTRE ANNUAL REPORT FOR FISCAL YEAR 2019: RESULTS AND IMPACT ANALYSISASEAN NATIONAL ACTIVITIES (APRIL 1, 2019–MARCH 31, 2020)
Every ASEAN Member State has the authority at its own discretion to fully utilize the annual
budget under the chapter “ASEAN National Activities” for its own promotional activities, either
in Japan or in the ASEAN Member States concerned.
In FY2019, an amount of JPY4,138,800 was allocated for respective ASEAN Member States toundertake its promotional activities in consultation with the Centre as follows.
COUNTRY

PROMOTIONAL ACTIVITIESBrunei
Darussalam• Organizing a seminar and inspection on Brunei Darussalam as a potential
destination for school study tours• Organizing a seminar on promoting Bruneian products and businesses through SNS• Collection of data from the general public on Brunei Darussalam as a tourist
destination• Printing of a promotional material

Cambodia• Organizing the 2nd Cambodia Silk Festival• Organizing the Sustainable Development Goals (SDGs) in 1st Kampong Thom
Charity Marathon• Organizing a study mission program on investment facilitation and aftercare

Indonesia• Participating in the 5th International Biomass Expo 2020

Lao PDR• Enhancing the role of the Lao PDR in regional and international economic
integration• Organizing a workshop on how to gain benefits from the ASEAN-Japan Economic
Comprehensive Partnership Agreement (AJCEP)• Organizing a seminar on enhancing the development of Lao brand• Organizing a training on capacity building in tourism marketing and promotion for
tourism private sectors in Xiengkhouang Province• Organizing a training on capacity building in tourism marketing and promotion for
tourism private sectors in Champasak Provice

Malaysia• Organizing a benchmarking visit to Japan’s Centre of Innovation (COI) and Japan’s
leading companies to learn of best practices and monitoring mechanism to beemulated in Malaysia’s Industry 4.0 implementation• Organizing an individual business matching between Malaysian and Japanesecompanies in Tokyo during Trade & Investment Mission (TIM) to Japan 2019
• Organizing a business networking and promotion of Malaysia International HalalShowcase (MIHAS) 2020 at the Grand Ginza, Ginza Six, Tokyo• Participating in Malaysia Fair 2019 at Shinjuku Central Park
• Organizing the Japan Long Stay Fair and Seminar 2019
• Producing a special online information/promotion page on Melaka, Malaysia

Myanmar• Organizing a training on capacity building for public-private partnership (PPP)• Organizing a Japanese market social media campaign• Organizing a training on effective investment aftercare services strategies andinvestment agreement

Philippines• Operating the Experience the Philippine Zone at the Philippine Festival 2019
• Participating in the Global Festa 2019
• Organizing the Power Hour I: Talk on opportunities and challenges for SMEs in the
golden age of Philippine-Japan relations

Singapore• Re-printing of 46,000 copies of Japanese Singapore official guide• Implementing study project to learn the food related technology in Japan• Translation and printing of Singapore sustainable development story booklet

Thailand• Organizing a Thai coffee promotion campaign in Japan• Creating Thai agricultural cartoon characters

Viet Nam• Producing trade and investment books in Japanese version• Organizing a buying mission from Japan to Viet Nam• Supporting to organize Viet Nam trade and investment seminar and businessmatching in Sapporo, Hokkaido• Producing a VIETRADE’s leaflet in English• Producing a handbook for exporting fresh litchi to Japan

ANNUAL REPORT FOR FISCAL YEAR 2019: RESULTS AND IMPACT ANALYSIS ASEAN-JAPAN CENTRE

55

III. USE OF FY2019 BUDGET
The total amount of the budget for FY2019 was JPY557,338,764 including the special fundamounting to JPY30,077,764 which was transferred from the unappropriated balance for FY2017
by the decision of the 38th Annual Meeting of the Council.
The unappropriated balance for FY2019 was JPY69,789,285.
The annual audit for FY2019 was conducted by an external auditing firm. For detailed accountsof budget and expenditures, see the “Financial Statements for the year ended March 31, 2020”.
(https://www.asean.or.jp/ja/wp-content/uploads/sites/2/FY2019_FS_Final.pdf).
The Annual Report on Revenues and Expenditures of the ASEAN-Japan Centre for FY2019 wasapproved by the Council by correspondence on August 11, 2020.

ANNUAL REPORT FOR FISCAL YEAR 2019: RESULTS AND IMPACT ANALYSIS ASEAN-JAPAN CENTRE

57

ANNEXESANNEX A
List of Council Directors (as of March 2020)
COUNTRYNAME

POSITION

GOVERNMENTAL
ORGANIZATION

Brunei Darussalam

Dr. May Fa’ezah Ahmad Ariffin

Permanent Secretary(Economy)

Ministry of Finance and Economy

Kingdom of
Cambodia

H.E. Mr. Sim Vireak

Director-General

General Department of ASEAN,
Ministry of Foreign Affairs andInternational Cooperation

Republic ofIndonesia

Mr. Dody Edward

Director General

National Export Development(DGNED),
Ministry of TradeJapan

Mr. Hiroshi Ishikawa

Director-General

Southeast and Southwest Asian
Affairs Department,
Ministry of Foreign Affairs

Lao People's
Democratic Republic

Mr. Latsamy Keomany

Director-General

ASEAN Department,
Ministry of Foreign Affairs

Malaysia

Mr. Mohd Zahid Abdullah

Senior Director

ASEAN Economic Integration
Division,
Ministry of International Trade andIndustry (MITI)

Republic of theUnion of Myanmar

H.E. Mr. Myint Thu

Ambassador

Embassy of the Republic of theUnion of Myanmar in Japan

Republic of thePhilippines

Mr. Robespierre L. Bolivar

Deputy Chief of Mission

Embassy of the Republic of thePhilippines in Japan

Republic ofSingapore

Mr. Tan Soon Kim

Assistant Chief Executive

Enterprise Singapore

Kingdom of Thailand

Mr. Somdet Susomboon

Director General

Department of International Trade
Promotion (DITP),
Ministry of CommerceSocialist Republicof Viet Nam

Mr. Vu Ba Phu

Director General

Vietnam Trade Promotion Agency(VIETRADE),
Ministry of Industry and Trade58

ASEAN-JAPAN CENTRE ANNUAL REPORT FOR FISCAL YEAR 2019: RESULTS AND IMPACT ANALYSIS

List of Executive Board Representatives (as of March 2020)
COUNTRYNAME

POSITION

GOVERNMENTAL
ORGANIZATION

Brunei Darussalam

Mr. Ian Maidin

Second Secretary

Embassy of Brunei Darussalamin Japan

Kingdom of
CambodiaMr. Hang Sochivin

Commercial Counselor

Royal Embassy of Cambodia
in Japan

Republic ofIndonesia

Ms. Rima Cempaka

Counsellor for Economic
Affairs

Embassy of the Republicof Indonesia in JapanJapan

Mr. Mondo Yamamoto

Director

Regional Policy Division
Asian and Oceanian Affairs Bureau
Ministry of Foreign Affairs

Lao People's
Democratic Republic

Mr. Bounnhong Boutthavaong

Minister Counsellor and
Deputy Chief of Mission

Embassy of Lao People's
Democratic Republic in Japan

Mr. Niqman Rafaee M. Sahar

Director

Malaysia External Trade
Development Corporation(MATRADE), Tokyo Office

Mr. Riduan Rahman

Director

Malaysia Investment Development
Authority(MIDA), Tokyo Office

Republic of theUnion of Myanmar

Ms. Nandar Win

Economic Counselor

Embassy of the Republic of
the Union of Myanmar in Japan

Republic of thePhilippines

Ms. Leah Victoria C. Rodriguez

First Secretary and Consul

Embassy of the Republic of
the Philippines

Republic ofSingapore

Mr. Sean Ong

Regional Group Director
Japan and Korea

Enterprise Singapore, Tokyo Office

Kingdom of Thailand

Mr. Kittiwat Patchimnan

Minister (Commercial)

Office of Commercial Affairs
Royal Thai Embassy in Japan

Socialist Republicof Viet Nam

Mr. Ta Duc Minh

Commercial Counsellor

Embassy of the Socialist Republicof Viet Nam in Japan

Malaysia

ANNUAL REPORT FOR FISCAL YEAR 2019: RESULTS AND IMPACT ANALYSIS ASEAN-JAPAN CENTRE

59

ANNEX B

CENTRE’S ORGANOGRAM IN FY2019

Secretary General
Mr. Masataka Fujita

Office of General Affairs (OGA)
Secretary to Secretary General and
Officer-in-Charge of General Affairs:
Ms. Junko Nukiyama

Office of theSecretary General (OSG)
Director of Operations:
Vacant(in charge of RPA and TI Clusters)

Ms. Rozieyanahayu Abdul Rahman(in charge of CB and TE Clusters)

Senior Executive Officer:
Ms. Yuka Kubota

Operational Department

Research andPolicy Analysis(RPA) Cluster

Capacity
Building(CB) Cluster

Trade
and Investment(TI) Cluster

Tourismand Exchange(TE) Cluster

Assistant Directorand Headof RPA Cluster:
VacantAssistant Directors
and Headsof CB Cluster:
Mr. Chhau Somethea
Ms. Ani Aziz

Assistant Directors
and Heads
of TI Cluster:
Mr. Yasushi Ishida
Ms. Ani Aziz

Assistant Directorand Headof TE Cluster:Ms. Mizuho Kanda(as of 31 March 2020)

60

ASEAN-JAPAN CENTRE ANNUAL REPORT FOR FISCAL YEAR 2019: RESULTS AND IMPACT ANALYSIS

(ASEAN Promotion Centre on Trade, Investment and Tourism)
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Tokyo 105-0004, JAPAN
Tel: +81-(0)3-5402-8002
Fax: +81-(0)3-5402-8003
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Published in April 2021

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