ANNUAL REPORT OF
THE ASEAN-JAPAN CENTRE
FOR FISCAL YEAR 2020:
RESULTS AND IMPACT ANALYSIS

ver. 2021.21.1©2021 ASEAN JAPAN CENTRE

ANNUAL REPORT OF
THE ASEAN-JAPAN CENTRE
FOR FISCAL YEAR 2020:
RESULTS AND IMPACT ANALYSIS   

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2020 HIGHLIGHTS« The Embassy of Malaysia would like to thank the Secretary General of AJC, Mr.
Masataka FUJITA and his team, for the opportunity to share insights on the latest
business/economic trends in Malaysia amid the coronavirus pandemic and also thankall the participants who were actively engaged throughout the lecture. »H.E. Dato’ Kennedy Jawan, Malaysian Ambassador to Japan on SNS post addressed to the Secretary
General of the Centre, 5 November 2020.

« Thank you for sending the collection of papers which ASEAN-Japan Centre publishedin FY2020, which are very useful. It appears that the Centre will engage in research
topics involving RCEP in FY2021, and it will be a pleasure to cooperate in various ways. »Mr. Kazushi Shimizu, professor of Kyushu University, Faculty of Economics, Department ofInternational Economic Studies and Business Administration, International Economy Analysis(served as the facilitator of the Resilience GVC webinar) in an email, dated 9 April 2021.

« Moreover, there are also Filipino companies that have existing production capacities
which you can partner with through various production manufacturing agreements.
These companies have been undertaking these manufacturing arrangements withJapanese partner-companies and have demonstrated their capability to deliver. Thisis the reason why I truly value the recommendation of the ASEAN-Japan Center thru its
Secretary General, Fujita-san, on Non Equity Modes (NEM) of investment. »Dr. Ceferino Rodolfo, Undersecetary of the Philippine Department of Trade and Industry at openingof the Corporate Recovery and Tax Incentives for Enterprises (CREATE) Bill and Strategic Investment
Priority Plan (SIPP), 25 March 2021.

« I commend the ASEAN-Japan Centre for advancing the role of youth in addressing
marine plastic waste and providing a platform for future leaders to engage indiscussions on global environmental issues. »H.E. Dato Lim Jock Hoi, Secretary-General of ASEAN in the letter to the Secretary General of
the Centre, dated 17 September 2021.

« The Ministers commended the vital roles played by the ASEAN-China Centre, ASEANJapan Centre and ASEAN-Korea Centre in promoting tourism, people-to-people andcultural exchanges between ASEAN and the Plus Three countries throughout 2020. »Joint Media Statement from the 20 th Meeting of ASEAN Plus Three (China, Japan and Republic ofKorea) Tourism Ministers held on 5 February 2021.

« We commended the ASEAN-Japan Centre for its significant role in promoting trade,investment, and tourism, people-to-people exchanges between both sides. »Chairman's Statement of the 23rd ASEAN-Japan Summit Viet Nam, 12 November 2020.

ii

ASEAN-JAPAN CENTRE ANNUAL REPORT FOR FISCAL YEAR 2020: RESULTS AND IMPACT ANALYSIS« Department of Trade Promotion of the Lao government acknowledges that many
programs and projects that AJC has supported and provided technical assistance over
the years have significantly contributed to the development of the Lao PDR's trade. For
years 2020-2021, under the coronavirus (COVID-19) outbreak, AJC has also continued
to support technical assistance, especially "Programme Linking Lao Micro, Small &Medium Enterprises (MSMEs) with Transnational Corporations (TNCs) including
Japanese Companies in the Value Chain"...The program has produced a strategic
paper for the government to formulate own program to integrate MSMEs into Value
Chains business linkage programme that will be developed under AJC assistance. »Mr. Xaysomphet Norasingh, Director General of Department of Trade Promotion, Ministry ofIndustry and Commerce of Laos in the letter addressed to the Secretary General of the Centre,
dated 12 April 2021.

« With great support provided by ASEAN-Japan Centre, the Webinar and Online
business matching: Promoting Japan-Vietnam Trade on the 9th September, 2020 was
successfully organized with the participation of nearly 270 Japanese Enterprises and
10 Vietnamese Industrial Parks and has created the opportunities for these enterprises
to meet and discuss the co-operation opportunities in doing business. The program
has also received positive responses from enterprises of the two countries participatingin this event. »Mr. Vu Ba Phu, Director General, Vietnam Trade Promotion Agency, in the letter addressed to
the Secretary General of the Centre, dated 14 September 2020.

« VINASA and VJC would like to express our thanks and gratitude to you for spending
your precious time helping us to organize this event. We believe that your kindness
and support are huge contribution to the whole program’s success, immensely helping
promoting business cooperation in the software industry and IT services among
enterprises in Vietnam and Japan. You are truly appreciated. »Mr. Le Quang Luong, Chairman, Vietnam – Japan IT Cooperation Committee, in the letter addressedto the Centre, dated 17 November 2020.

« We commended the efforts of the ASEAN-China Centre, ASEAN- Japan Centre and
ASEAN-Korea Centre to promote trade, investment, tourism, culture and people-topeople and cultural exchanges between ASEAN and the Plus Three countries. We
were pleased to note that the three Centres had established regular consultation
meetings and called for the Centres to enhance linkages among them by exploring
possible joint projects in areas of common interests. »Chairman's Statement of the 23rd ASEAN Plus Three Summit
Viet Nam, 14 November 2020.

ANNUAL REPORT FOR FISCAL YEAR 2020: RESULTS AND IMPACT ANALYSIS ASEAN-JAPAN CENTRE

iii

CALENDAR FOR FY2020
MAJOR SUBSTANTIVE ACTIVITIES

1 April
2020

21 September Online
52nd ASEAN National Organisations (NTOs) Meeting(Consultation Session with External Parties)

SME Business Promotion (throughout the year)
Knowledge-Building for Company Strategy-Making
Process (throughout the year)

14 October, Online
ASEAN National Tourism Organisations (NTOs) Meeting on
the Mid-Term Review (MTR) of the ASEAN Tourism Strategic Plan
(ATSP) 2016-2025

Travel Promotion for Consumers (throughout the year)
ASEAN Introductory Classes at Elementary Schools/
Online (throughout the year)

22 October, Online
The 15th Meeting among the Secretaries General of ASEAN-China
Centre, ASEAN-Japan Centre and ASEAN-Korea Centre

ASEAN Tourism Materials Webinars and otherwebinars for tourism industry (throughout the year)

November, by Correspondence
The ad-hoc 39 th Annual Meeting of the Council for FY2019 byCorrespondence

ASEAN 53rd Anniversary Online Symposium (20 Aug.)
Webinar and Online Workshop on Japan’s Good
Design Award Evaluation Process (16 Sep.)

9 December, Online
AJC Session at the 96th Meeting of the ASEAN Coordinating
Committee on Services (CCS)

Online Training Program on Interpretation(5, 6 & 9 Oct.)

2 February, Online
The 53rd Meeting of ASEAN National Tourism Organisations (NTOs),
ASEAN Tourism Forum (ATF)

Webinar on Establishing a Good Design Award
Platform in Cooperation with Japan G-Mark (12 Nov.)
High-level Investment Policy Presentation of Myanmar
Minister of Investment and Foreign Relations (23 Dec.)“Resilient Global Value Chains for ASEAN” Webinar(25 Jan.)Philippine Ambassador Lecture (9 Feb.)
Hybrid Workshop on Business Linkage Program
Development for Lao PDR, Lao PDR (16-17 Feb.)

FISCAL YEAR 2020

Malaysian Ambassador Lecture (5 Nov.)AJWELP eMasterclass(11, 16, 19 & 30 Nov. and 11 Dec.)

PARLIAMENTARY ACTIVITIES

3 February, Online
The 1st Executive Board Meeting for FY2020
4 February, Online
The 24th ASEAN Tourism Ministers’ Meeting, ASEAN Tourism Forum(ATF)

18 March, Online
The 40 th Annual Meeting of the Council for FY2020

ASEAN-Japan Online Forum on Tradein Environment Services (24-25 Feb.)
Global Talk Session (in conjunction with LED Kansai),
Osaka (8 Mar.)
High-level Investment Policy Presentation of Thailand
Secretary General of Board of Investment (11 Mar.)
High-level Investment Policy Presentation of Vietnam
Director General of Foreign Investment Agency(12 Mar.)

24 March, Online
AJC Session at the 97th Meeting of the ASEAN Coordinating
Committee on Services (CCS)

Launch of Future Leaders’ Declaration on ASEANJapan Cooperation on Marine Plastic Waste (16 Mar.)

24 March, Online
The 16th Meeting among the Secretaries General of ASEAN-China
Centre, ASEAN-Japan Centre and ASEAN-Korea Centre

High-level Investment Policy Presentation of Brunei
Minister of Finance and Economy (17 Mar.)
Indonesian Ambassador Lecture (23 Mar.)
High-level Investment Policy Presentation ofPhilippine Department of Trade and Industry
Undersecretary and Board of Investment
Managing Head (25 Mar.)ASEAN Design Products Webinar (29 & 31 Mar.)31
31 March
March
2021
2017

ANNUAL REPORT FOR FISCAL YEAR 2020: RESULTS AND IMPACT ANALYSIS ASEAN-JAPAN CENTREv

TABLE OF CONTENTS
2020 HIGHLIGHTS

ii

CALENDAR FOR FY2020v

I. CREATED ASSETS THAT DETERMINE ATTRACTIVENESS ANDCAPABILITY OF THE CENTRE

1

II. K
 EY PERFORMANCE INDICATORS (KPI) OF WORK PROGRAMMESFOR FY2020

3

III. RESULTS AND IMPACT ANALYSIS

8

Programmes:
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. Capitalizing Value Chains for CLMV MSMEs
8. CLMV Business Linkage Model Development Program
9. Promoting Trade in Creative Industries
10. CLMV Support Programme: Export Capacity Building
11. (i) ASEAN 2020 and Support to Promote Regional Integrationin ASEAN: ASEAN Symposium
11. (ii) ASEAN 2020 and Support to Promote Regional Integrationin ASEAN: Future Leaders’ Declaration on ASEAN-Japan
Cooperation for International Marine Plastic Waste
12. SME Business Promotion
13. Knowledge-Building for Company Strategy-Making Process
14. Investment Policy Analysis for Institutional Capacities
15. Information Dissemination and Outreach
16. Workshop on Sustainable Tourism (Tourism Crisis Management)
17. Training Programme on Interpretation
18. Theme-based Tourism Promotion
19. Outreach/Tourism PR Activities
20. CLMV Tourism Promotion
21. ASEAN Tourism Awards Japan
22. Exchange Programme for Women
23. Exchange Programme for Youths
PR ACTIVITIESASEAN NATIONAL ACTIVITIES

8
10
12
14
16
18
20
22
24
26
28
30
32
34
36
38
40
42
44
46
48
50
52
54
56
60

IV. USE OF FY2020 BUDGET

61

ANNEXES

62

Annex A. List of Council Directors and Executive Board Representatives
Annex B. Centre’s Organogram in FY2020

62
64

ANNUAL REPORT FOR FISCAL YEAR 2020: RESULTS AND IMPACT ANALYSIS ASEAN-JAPAN CENTRE

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I. CREATED ASSETS THAT DETERMINEATTRACTIVENESS AND CAPABILITY
OF THE FUTURE CENTRE
How can the Centre continue to demonstrate its strength? What are its strategic assets? These
are the questions which the administration of the Centre has been trying to answer for the past
six years under the incumbent Secretary-General. Stakeholders always request the Centre to
conduct reforms to make it more relevant, more efficient and more impactful by implementing
quality activities. The Centre has responded to such requests and introduced three types ofreforms – administrative reform, substantive reform and structural reform – over the past six
years.1 We are finding an answer to these questions. It is created assets that determine theusefulness and the future of the Centre. The previous Annual Report calls for the Centre to
become a knowledge institute. Knowledge is a created asset. Created assets are the key to aknowledge-based institute and the survival of the Centre.
The competitive advantages of the Centre should derive from the capability to supply and/or efficiently utilize assets not easily available elsewhere or not available as cheaply. “Assets”
refer to resources capable of generating a stream of future beneficial impactful activities. These
are two kinds. The first are natural assets, which comprise natural or given endowments suchas unskilled labour and resource endowments. The second are created assets which derivefrom the upgrading of these natural assets. These latter assets may be tangible or intangible
and include knowledge, experiences, as well as those pertaining to skilled manpower such asprofessional, managerial, technological and entrepreneurial skills.
The ownership of such assets alone does not lend itself to formulation and implementation ofquality activities. In order to derive benefits from such assets the Centre must utilize them inconjunction with both intangible created assets (such as managerial and technical manpower)
and tangible created assets (such as manuals, publications and data). The evolution of thecompetitive advantages rests on the extent to which it is possible to create or acquire new
assets, or more effectively utilize existing assets.
As in the international economic transactions, clients of and people interested in the Centre
use and work with the Centre to find new or expanding existing markets, and gain efficiency
in their work and businesses, as well as a better understanding of each other through cultural
exchanges between ASEAN and Japan. They are increasingly looking for the Centre’s intangible
assets such as knowledge, ideas, concepts, communications, coordination, networks, rather
than financial resources and activities based on such resources. This is also a reflection of thegeneral trend in aid countries towards smaller official development assistance (ODA) and grants
which can be well substituted by the investment and the involvement of the private sectors.
Created assets for the Centre refer to those which are created newly and added on to theexisting tangible and intangible assets, and those which are not easily replicable by otherorganizations. These assets include those inherited in the institute and those accumulated
in human capital and resources. The Centre as a would-be knowledge institute produced anumber of intellectual works, which are presented by more than 40 publications, all of which areevidence-based and policy-oriented papers. Over the past six years, the Centre has produced
7-8 publications every year, providing concrete policy recommendations for all member statesof the Centre, particularly in the following areas:1

In the past five annual reports, this reform path was explained in the Introduction under the titles of“The overall setting: transition to a new Centre” (FY2015 Annual Report), “Transition to a new reality”(FY2016 Annual Report), “Facing the reality” (FY2017 Annual Report), ”Centre’s reform: creative
destruction for a new Centre” (FY2018 Annual Report), and “Defining the new Centre: knowledge
institute” (FY2019 Annual Report).

ANNUAL REPORT FOR FISCAL YEAR 2020: RESULTS AND IMPACT ANALYSIS ASEAN-JAPAN CENTRE

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Services trade. There are ten sectors: Trade in Professional Services; Trade in Research &Development Services; Trade in Telecommunication Services; Trade in Computer and Related
Services; Trade in Courier Services; Trade in Maritime, Air, Rail and Road Transport Services;
Trade in Tourism Services; Trade in Health Related and Social Services; Trade in Education
Services; and Trade in Environmental Services.
Global value chains (GVCs). There are 17 papers altogether. A series of 16 papers dealing with
GVCs in each ASEAN member state and five sectors (Automobiles; Electronics; Textiles andClothing; Agribusiness; and Tourism) as well as one regional paper for ASEAN as a whole. One
special paper on resilient GVCs was prepared in response to COVID-19.
Non-equity mode (NEM) of operations. Transnational corporations (TNCs) are engaged in not
only equity investment (foreign direct investment), but also the non-equity mode of investment,
the latter of which has potential in ASEAN and needs to be within a proper policy framework
for trade and investment. Ten papers have been prepared, one for each ASEAN Member State.
Trade, investment and tourism for sustainable development. The Centre has mainstreamed
sustainable development for the past six years in all activities. Among these activities, theCentre has specifically identified and devoted its efforts to investment in SDGs and sustainable
tourism. The former includes investment in ESG (environment, society and governance) and
impact investment, and leads to investment in low carbon economies. The latter is a handbook
on interpretation for sustainable tourism.
All of these research and policy areas are strategically chosen. In the area of trade, services
rather than goods face challenges regarding further liberalization, while the trade of this sector
has potential to grow within ASEAN and between ASEAN and Japan. GVCs have become adeterminant in furthering economic development as emphasized in the ASEAN Economic
Community Blueprint 2025. With increasing globalization and regionalization in ASEAN, TNCs
expand means of international transactions beyond conventional means of trade and investment
and venture into the non-equity mode of operations. At the same time, ASEAN has to pay more
attention to sustainable development.
While created assets can be produced through publications which epitomize and reveal theCentre’s intellect, these assets can be also accumulated within human resources. Centre’s staff
members have acquired knowledge and expertise that can be passed over to Member States
as technological and skill transfers. These activities include capacity building projects targeting
particularly CLMV (Cambodia, Lao PDR, Myanmar and Viet Nam) countries in order to narrow thedevelopment gap between these countries and other ASEAN countries. Institutional capacity
building is realized by directly working with the governmental institutions to input the elements
essential for stronger organizations. Knowledge and expertise gained through experience andresearch accumulated into resources of staff members is a powerful tool for the Centre. Createdassets provide the means of the Centre to survive and become stronger.
The Centre is full of expectations and at the same time full of challenges. Challenges include
implementation of activities under tighter budgets because of shortages of public funds dueto the pandemic, and fatigue of globalization that results in diversion of the public attention
to domestic affairs. These challenges affect both the number and the quality of activities, andchange the contents of activities to be implemented.
These challenges can be turned into opportunities and provide thrust for the future of the Centre
at a level higher than before. Assets created and experience gained over the past 40 years
through its activities determine the value of the Centre. Holding its unique position as one of thesectoral ministerial bodies for ASEAN as stipulated in the ASEAN Charter provides the Centre
with opportunities to continue to work with all Member States to overcome the challenges.

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ASEAN-JAPAN CENTRE ANNUAL REPORT FOR FISCAL YEAR 2020: RESULTS AND IMPACT ANALYSISII. KEY PERFORMANCE INDICATORS(KPI) OF WORK PROGRAMMESFOR FY2020
TITLE

KPI (IMPACT INDICATORS)WORK PROGRAMME 1:• Three ASEAN Ambassador lectures were organized attracting
around 500 people. On average, 93% of feedback survey
respondents rated the lectures as “useful” or “very useful”.

Multi-disciplinary Researchon ASEAN for Sustainable
Development
WORK PROGRAMME 2:

Value Chains, SMEs and AEC• Four ASEAN Study Group meetings were organized, which wereattended by 50 members, on average.
• Five evidence-based and policy-oriented studies on global value
chains (GVCs) – Lao PDR, Myanmar, Viet Nam, electronics, and a
special report on resilient GVCs – were produced.
These papers were presented at the ASEAN CCI (Coordinating
Committee on Investment) meetings.
• The Resilience GVC paper was presented in a webinar attended byaround 200 participants with 98% of feedback survey respondents
rating the webinar as “useful” or “very useful”.
• There were 1,441 total downloads of GVC papers for FY2020.

WORK PROGRAMME 3:

Promoting Services Trade• Produced a technical report on environmental services with
policy options and recommendations that were given an
average feasibility rating of 6.5 (on a range of 1 to 10) by ASEAN
government representatives. This was presented to the ASEAN CCS(Coordinating Committee on Services) together with the report on
the health services forum held in FY2019.
• The FY2020 ASEAN Services Trade Forum on Environmental
Services featured: (i) the participation of about 60 government
representatives from 10 ASEAN Member States; (ii) the
participation of about 100 Japanese companies; and (iii) 19
government-to-business meetings participated in by 8 Japanesecompanies. 93% of feedback survey respondents rated the forum
as “useful” or “very useful”.

WORK PROGRAMME 4:• The two country papers on NEM covering Indonesia and Malaysia
were finalized for publication and the first drafts of the NEM papers
covering Brunei Darussalam and Singapore were completed toprovide policy recommendations to individual ASEAN Member
States and the CCI.

WORK PROGRAMME 5:• About 1,400 copies of the ASEAN Information Map were
distributed including downloads. Three videos on the Map werecompleted in FY2020.

New Forms of Trade between
Japan and ASEAN

ASEAN Information Map

WORK PROGRAMME 6:

Study on Japanese Market toPromote Exports from CLMV• (Subsumed in work programme 12: SME Business Promotion.)

WORK PROGRAMME 7:• One hybrid workshop was organized on 16-17 February 2021 andan online meeting with the Lao government was conducted on
23 March 2021, based on the study on the programme linking
Lao MSMEs with TNCs including Japanese companies. 93% ofparticipants felt that they were more aware of the importanceof MSME linkages and value chain participation; and 87% ofparticipants are now considering linking with a Japanese foreigncompany.

Capitalizing Value Chains for
CLMV MSMEs…/

ANNUAL REPORT FOR FISCAL YEAR 2020: RESULTS AND IMPACT ANALYSIS ASEAN-JAPAN CENTRE

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TITLEKPI (IMPACT INDICATORS)WORK PROGRAMME 8:• Two online meetings (15 February 2021 and 26 March 2021) with
Cambodian government officials were organized to discuss theway forward for establishing the linkage programme in Cambodia.
Both meetings were based on the study report entitled: “Industrial
Linkages in Cambodia”. Cambodia considered initiating a pilot
programme for industrial linkage for agribusiness.

WORK PROGRAMME 9:• In addition to Lao PDR and the Philippines, Brunei Darussalam
signed the MoU between the Centre, the Japan Institute of Design
Promotion (JDP), and their lead government agencies responsible
for creative industry in this FY.

CLMV Business Linkage Model
Development Program

Promoting Trade in Creative
Industries• An online workshop on the good design evaluation process anda webinar on establishing a Good Design Award Platform withparticipants of 42 and 70, respectively, contributed to establishingcountry’s design awards.
• Four ASEAN Design Products Webinars conducted in March 2021
through coordination with design centers in the Philippines, Indonesia,
and Malaysia disseminated best practices to 125 participants in total,
including eight instances of coverage in the media.
WORK PROGRAMME 10:
CLMV Support Program:
Export Capacity Building• The Hybrid seminar on Development on Export Business inthe Digital Era for Viet Nam in October 2020, including online
consultation on e-commerce business attracted 125 participants.
85% of participants achieved their objectives by attending theworkshop. It also provided a handbook on e-commerce in the
Vietnamese language.
• One webinar for Japanese importers to promote CLMV nontraditional products was conducted in August 2020. The Online
workshop on Strengthening Tourism and Related Industry Value
Chain for Myanmar planned to implement on 5 March 2021 wascancelled due to technical difficulties.

WORK PROGRAMME 11 (I):ASEAN 2020 and Support toPromote Regional Integrationin ASEAN: ASEAN Symposium• The 53rd ASEAN Anniversary Symposium “Beyond COVID-19:
Moving into The New Normal”, co-organized with the ASEAN
Committee in Tokyo and the ASEAN Secretariat, was participated inby more than 400 people with 98% of respondents being satisfied
with the Symposium.
• H.E. Dato Lim Jock Hoi, Secretary General of ASEAN, delivered the
keynote address focusing on ASEAN’s response to the COVID-19
pandemic.

WORK PROGRAMME 11 (II):ASEAN 2020 and Support toPromote Regional Integrationin ASEAN: Future Leaders’
Declaration on ASEAN-Japan
Cooperation for International
Marine Plastic Waste• The Future Leaders’ Declaration on ASEAN-Japan Cooperation forInternational Marine Plastic Waste was launched on 16 March 2021
by 22 students selected from Japan and all 10 ASEAN Member
States with the ASEAN Secretary General giving the welcome
remarks and the 2015 Nobel Laureate in Physics, Professor Takaaki
Kajita, an inspirational message. The Declaration Ceremony
attracted 160 public viewing participants on the day itself andreached around 660 by the end of FY2020. 98% of the feedback
survey respondents rated the Declaration Ceremony as “useful” or“very useful” and 91% stated that the event enhanced their interestin marine plastic waste and other environmental issues.
• To assist the fellows in the preparation of the declaration, three
webinars were held on November 14 and 21 and December 12,
2020 with Professor Kajita, Professor Atsuhiko Isobe of Kyushu
University, and representatives of the Japanese Ministry ofEnvironment, Japan International Cooperation Agency (JICA),
Japan Clean Ocean Material Alliance (CLOMA), and Kitakyushu Asia
Low Carbon Society as resource speakers.
…/

4

ASEAN-JAPAN CENTRE ANNUAL REPORT FOR FISCAL YEAR 2020: RESULTS AND IMPACT ANALYSISTITLEKPI (IMPACT INDICATORS)WORK PROGRAMME 12:• Five bilateral promotional online seminars were organized for
Brunei Darussalam (food), Indonesia (coffee and sea food),
Singapore (e-commerce) and Viet Nam (medical/health sanitary
products). Six online business meetings were organized on specificsectors for Indonesia (coffee, seafood, palm oil), Philippines(manufacturing), Singapore (e-commerce) and Viet Nam (medical/
health sanitary products), resulting in more than 185 businessmatches. The webinars had over 1,000 participants. On the
average, more that 92% of feedback survey respondents rated theactivities as “useful” or “very useful”.

SME Business Promotion• Six trade feasibility studies were conducted for Cambodia (pepper),Lao PDR (cassava powder), Malaysia (food for the elderly), Myanmar(coffee), Philippines (animation) and Thailand (ready-to-eat foods).
WORK PROGRAMME 13:• Eleven online seminars on ASEAN regional issues such as ASEAN
Economic Community, digitalization, fintech, E-commerce,
entomophagy, politics and economy, and 19 online seminars on
specific topics in ASEAN Member States such as taxation, city
development, political and economic scenarios were conducted toincrease knowledge for a total of about 6,000 participants so they
can undertake overseas business. On average, more than 96% offeedback survey respondents evaluated the webinars as “useful” or“very useful”.

WORK PROGRAMME 14:• Six online high-level policy discussions (Brunei Darussalam,
Malaysia, Myanmar, Philippines, Thailand, and Viet Nam) wereorganized with a total of about 1,250 participants.

Knowledge-Building for
Company Strategy–Making
Process

Investment Policy Analysis for
Institutional Capacities

WORK PROGRAMME 15:

Information Dissemination andOutreach• 14 sectoral investment feasibility reports (including Brunei:aquaculture; Laos: Green energy, Manufacturing, Agriculture,
Urban business in Vientiane, IoT, E-commerce; Cambodia: New
industries with high value-add products, SMEs in all sectors,
Agro-industrial production, Agriculture, Tourism, Textile, Industries
serving regional production lines) as well as one impact investment
report on ASEAN were produced to promote investment onsustainable development.
• The Centre’s officers participated in four lectures on trade andinvestment between ASEAN and Japan as resource speakers.
• The Centre supported 22 trade and investment related events.
• The Centre updated the database on ASEAN Special Economic
Zones (SEZs).
• Email magazine subscribers increased by 3,000, from some 20,000
to over 23,000 to which 79 e-invitations were sent.

WORK PROGRAMME 16:
Workshop on Sustainable
Tourism (Tourism Crisis
Management)• The Centre supported a webinar on tourism crisis management,
jointly organized by the Japan Tourism Agency and the UNWTO
Regional Support Office for Asia and Pacific on 25 February 2021.
The ASEAN Secretariat delivered the keynote speech at the webinar
by the Centre’s invitation. The webinar was viewed by 150 people.
79% of survey respondents answered that it had deepened theirunderstanding of tourism crisis management of ASEAN.

…/

ANNUAL REPORT FOR FISCAL YEAR 2020: RESULTS AND IMPACT ANALYSIS ASEAN-JAPAN CENTRE

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TITLEKPI (IMPACT INDICATORS)WORK PROGRAMME 17:• One online 3-day training programme on interpretation wasorganized for site managers of heritage sites and officers fromnational tourism offices from eight ASEAN Member States. Afterthe training, 100% of questionnaire respondents stated that they
understood interpretive guiding.

Training Programme on
Interpretation• 94% of the participants assessed the Centre’s newly published“Workbook on interpretive planning for ASEAN Tourism andConcept of Interpretation” and the previous year’s “Interpretive
Guide for Sustainable Tourism” as “very useful” for them and tourist
guides as well as site managers.
• The number of downloads of the workbook in FY2020 was 60.
WORK PROGRAMME 18:
Theme-based Tourism
Promotion• The Centre organized six webinars for tourism industry in Japan
about the latest tourist development in ASEAN. On average, 80% of
the participants replied they will consider organizing tours to Brunei
Darussalam, Cambodia or Viet Nam post COVID-19.
• The Centre produced 6 short video clips of drone-shot ASEAN
destinations. The videos were viewed 21,249 times (from 20 Nov.
2020 – 31 March 2021).
• The Centre also produced 10 videos to introduce noodles dishes of
ASEAN countries, which were viewed 3,170 times in total (from 17
Feb. - 31 March 2021).
• 1,000 copies of booklet on educational travel to CLMV were
distributed to middle/high school teachers.

WORK PROGRAMME 19:
Outreach/Tourism PR
Activities• Ensuring Japan’s importance as tourism sources, ASEAN’s views
were taken into account in the future formulation of tourism
projects during four significant online-tourism-related meetings.
• The Centre delivered a presentation during “New Normal in
Tourism and Creating Travel Bubble” a webinar organized by
ASEANTA (ASEAN Tourism Association) on 25 June 2020, viewed
by about 4,000.
• A webinar to introduce the nature of Sabah, Malaysia was organized
to the Japanese general public on 29 November 2020. 92%
of questionnaire survey respondents agreed the webinar had
deepened their understanding of the nature of Sabah.

WORK PROGRAMME 20:
CLMV Tourism Promotion• A Mekong travel event at the Umeda Tsutaya Books was organizedin Umeda (Osaka) from 14 - 27 September 2020. The event reached
13,737 people, with 205 engagements on Instagram. The event
information was also sent to 102,866 email subscribers of T-card
holders, and 24,022 accessed to the Centre’s Instagram account,creating 61 engagements.
• CLMV segment-specific survey was conducted on Japanese
females in 20s-30s. The findings from the survey provided
information useful for CLMV tour product developers as well as
stakeholders in CLMV for their promotion.
…/

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ASEAN-JAPAN CENTRE ANNUAL REPORT FOR FISCAL YEAR 2020: RESULTS AND IMPACT ANALYSISTITLEKPI (IMPACT INDICATORS) (Concluded)

WORK PROGRAMME 21:• A series of ASEAN webinars named “ASEAN tourism material
webinar” was organized for the Japanese tourism industry to provide
information on new attractions of ASEAN Member States and
COVID-19 measures taken in the respective countries in December
2020 for 1,254 persons in total. According to the questionnaire
survey, 93% answered that they were able to better understand
ASEAN Member States’ tourism material and 74% said they would
like to plan/sell package tours to ASEAN when travelling abroad
becomes possible again. 91% answered they understood the ASEAN
Member States’ measures taken against COVID-19.

ASEAN Tourism Awards Japan• Through digital promotion (daily posts on Instagram), the IG
followers increased to 3,151 (as of 31 March) from 927.
• 1,040 responses from Japanese people were collected for the
ASEAN overseas travel awareness survey. The findings from thesurvey provided information useful for ASEAN tour products
developers as well as stakeholders in AMS for their promotion.
WORK PROGRAMME 22:
Exchange Programme for
Women• A total of five industry-specific special online training sessions“AJWELP eMasterclass” for past AJWELP (ASEAN-Japan Women
Entrepreneurs’ Linkage Programme) participants and womenstartups in ASEAN Member States and Japan were organized. A
total of 159 women entrepreneurs participated in the programme.
95% said they found the training sessions would be helpful for theirpursuit of entrepreneurship.
• Three ASEAN female entrepreneurs representing the AJWELP
alumnae presented remotely at the global talk session “A new daywith ASEAN women startups” in conjunction with LED Kansai.
LED Kansai is a prominent women startups support event
co-organized by Osaka Business Development Agency and METI
Kansai, that attracted a 638-strong audience on the event day
and 3,600 views on YouTube. 93% of the talk session live viewers
answered there were positive learnings from the programme, andprovided feedback via the questionnaire.

WORK PROGRAMME 23:
Exchange Programme for
YouthsPR• ASEAN introductory classes were conducted in 14 schools(including seven online classes, and one outside of Kanto area) for
1,522 students in total.
• Two online events were conducted with the Japan Student Tourism
Association with a total of 208 participants.
• There were a total of 1,776 instances of media coverage. Foreign
media comprised 49% of the Centre’s total media exposure,
resulting in a balanced proportion with domestic media, and thehighest share the Center has achieved in the last five years.

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III. RESULTS AND IMPACT ANALYSISPROGRAMME 1:
Multi-Disciplinary Research on ASEAN for Sustainable
Development
PROGRAMME DESCRIPTIONThis programme aimed to increase awareness of the various ASEAN issues with a multidisciplinary approach. The Centre invited ASEAN ambassadors in Japan to share their views on
multi-faceted issues related to ASEAN with the Japanese business community by organizing aseries of Ambassador Lectures.
The Centre also collaborated closely with the ASEAN Study Group in Tokyo, a group of about
160 ASEAN experts which included members of the academia, businesspersons, and government officials, to discuss socio-economic topics in ASEAN.

ACTIVITIES CONDUCTED IN FY2020• One online Ambassador Lecture by Malaysian Ambassador to Japan, H.E. Dato’ Kennedy
Jawan, on “COVID-19: Challenges and Way Forward – Malaysia’s Challenges and Prospects
in Corona” had around 200 attendees; 6 participated in the one-on-one question and answer(Q&A) session with the Ambassador after the webinar.
• One online Ambassador Interview with Philippines Ambassador to Japan, H.E. Jose C. Laurel V,on the Philippines-Japan Relations had 114 attendees; four participated in the one-on-one
Q&A session with the Ambassador after the interview.
• One online Ambassador Lecture by the Indonesian Ambassador to Japan, H.E. Heri Akhmadi,
on “Omnibus Law on Job Creation: New Investment Opportunities for Japanese Business
People” with 200 attendees; seven participated in the one-on-one Q&A session with theAmbassador after the webinar.
• Four online meetings of the ASEAN Study Group were organized. Topics discussed included
AEC, COVID-19, Thailand’s Political Economy and RCEP.

ASEAN Ambassador Lecture Series: Malaysia (H.E. Dato’ Kennedy Jawan)

8

ASEAN Ambassador Lecture Series: Philippines (H.E. Jose C. Laurel V on
the right)

ASEAN-JAPAN CENTRE ANNUAL REPORT FOR FISCAL YEAR 2020: RESULTS AND IMPACT ANALYSIS

CORE VALUES
Relevance• The Centre provided the avenue for ASEAN Ambassadors to deliver first-hand information on
ASEAN in support of ASEAN’s efforts to continue to raise the profile and awareness of ASEAN [Inline with 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 programme also organized study groups for organizations/researchers in Japan to provide theopportunities for stakeholders to learn and acquire knowledge on the subject areas [In line with
ASCC Blueprint 2025, E. Dynamic.]

Quality• The quality of the three Ambassador Lectures was measured by feedback survey results of whichmore than 93% of the respondents rated the lectures as useful or very useful.
• The quality of the study group was ensured with the participation of experts on ASEAN matters.

Efficiency• The efficiency of this programme was ensured with the Centre working directly or jointly organizing
webinars with ASEAN embassies and relevant stakeholders in Japan.
• The three ASEAN Ambassador lectures were attended by around 500 people.

Effectiveness and Impact• The Centre worked closely with ASEAN embassies in Japan and other stakeholders in implementing
the programme. The participants acquired first-hand information on ASEAN through an online
platform. The programme enhanced the reputation of the Centre as a knowledge hub for ASEAN
and Japan matters.
• From Malaysian Ambassador to Japan, H.E. Dato’ Kennedy Jawan - “The Embassy of Malaysia
would like to thank the Centre for the opportunity to share insights on the latest business/
economic trends in Malaysia amid the coronavirus pandemic and also thank all the participants who
were actively engaged throughout the lecture.”• From the Philippine Deputy Head of Mission Robespierre L. Bolivar – “I wish to extend our appreciation
for giving us the opportunity to promote trade, investment, tourism and infrastructure developmentusing Ambassador Jose C. Laurel V’s extensive business experience and personal ties to Japan”.
• From Indonesian Ambassador to Japan H.E. Heri Akhmadi – “First and foremost, I would like to thankthe ASEAN-Japan Centre for inviting me to deliver a lecture in the presence of such a distinguishedaudience. Let me also take this opportunity to reaffirm the embassy’s commitment to working closelywith the ASEAN-Japan Centre to further promote mutually beneficial ties between Japan and theSouth-East Asian countries.”• Matters discussed at the ASEAN Study Group were integrated and reflected into the Centre’s
programmes helping to keep the Centre ahead of the curve.

SDG CONTRIBUTION
Contributed to the achievement of the SDG number 17 (Partnerships for the Goals) byforging cooperation with ASEAN embassies in Japan and the ASEAN Study Group topromote trade and investment in ASEAN which are essential for growth in the region.

ASEAN Ambassador Lecture Series: Indonesia (H.E. Mr. HERI Akhmadi at the center)

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PROGRAMME 2 :Value Chains, SMEs and AEC
PROGRAMME DESCRIPTION
The Centre aimed to provide insights into the relevance, impact and patterns of value-added
trade and global value chains (GVCs) across ASEAN and its Member States and in selectedindustries. For this purpose, the GVC database was created in FY2016 and is continuously
updated. It was built upon efforts made by other organizations such as Eora and the United
Nations Conference on Trade and Development (UNCTAD). Based on the database, 16 technicalreports will be produced over a few years: one paper for each country; five industry papers(automobile, electronics, textiles and clothing, agribusiness, tourism) and one paper on theregion as a whole. Four papers (Lao PDR, Myanmar, Viet Nam, and electronics) were completed
in March 2021. In response to the spread of COVID-19, the Centre has produced an additional
paper on GVC that provides resilience against the crisis and contributes better to the sustainable
development of ASEAN.

ACTIVITIES CONDUCTED IN FY2020• Published the “Resilient Global Value Chains for ASEAN and its Relationship with Partner
Countries” in October 2020. Presentations on the paper were made during the “PhilippinesJapan Business Investment Virtual Forum 2020” and the “Philippine 2020 National Export
Congress”. An online seminar was conducted on 25 January 2021 to share the results of thisresearch with businesspersons in ASEAN and Japan to help them build resilient supply chains.
• Published GVC paper on Viet Nam in May 2020.
• Published GVC Myanmar paper in February 2021
• Published GVC Lao PDR paper in March 2021
• Published GVC Electronics paper in March 2021
• The first drafts of the GVC papers on Indonesia and Malaysia have been completed.

Webinar on “Resilient Global Value Chains for ASEAN and its Relationship with Partner Countries”(Upper row from left) SG Fujita, Dr. Kazushi Shimizu, Professor of Kyushu University, Mr. Koichi Ishikawa, Research Fellow, Asia University)(Bottom row from left) Dr. Seiya Sukegawa, Professor of Kokushikan University, Mr. Ryan Patrick Garcia-Evangelista, Philippines Country Director andSoutheast Asia Regional Coordinator of the Center for International Private Enterprise (CIPE) and Chairperson of the Corporate Governance Committeeof the Philippine Chamber of Commerce and Industry (PCCI), Mr. Hideaki Fujisawa, Director, Trade Policy Bureau, Asia and Pacific Division, Ministry of
Economy, Trade and Industry Japan

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CORE VALUES
Relevance• The programme was relevant to the mandates of this Centre to promote trade, investment, tourism,and exchange of people through research and policy analysis.
• The programme was also relevant to the realization of the AEC Blueprint 2025 and sustainable andinclusive development.
• GVC papers were presented at the meeting of the ASEAN Coordinating Committee on Investment (CCI).
• The ASEAN Secretariat requested the Centre to write a paper on GVC Resilience.

Quality• Quality was assured by the participation of high-level experts, researchers, and government officials,
especially from both ASEAN and Japan.
• The quality of data and information was assured through the usage of well-established databases ofother research institutes and international organizations, such as OECD, UNCTAD, to name a few.
• The Centre’s database was established in collaboration with the Eora and UNCTAD.

Efficiency• The programme efficiently utilized the database compiled by Centre’s staff members.
• All activities were carried out by a small number of members of the Centre and experts.
• The Resilience GVC paper was presented in a webinar attended by around 200 participants.
• There were 1,441 total downloads of GVC papers for FY2020.

Effectiveness and Impact• Evidence-based policy recommendations on how to maximize benefits from and minimize negative
effects associated with greater participation in GVCs were proposed and discussed in consultation
meetings and webinars with relevant government officials and private sectors in ASEAN Member
States.
• 98% of feedback survey respondents rated the webinar as useful or very useful.
• The paper on resilient GVCs provided policy recommendations on how to build resilient GVCs
particularly during this time of the COVID-19 pandemic.
• From Professor Kazushi Shimizu, Professor, Kyushu University Faculty of Economics, Department ofInternational Economic Studies and Business Administration, International Economy Analysis (whoserved as the facilitator of the Resilience GVC webinar) – “Thank you for sending the collection of
papers which ASEAN-Japan Centre published in FY2020, which are very useful. It appears that theCentre will engage in research topics involving RCEP in FY2021, and it will be a pleasure to cooperate
in various ways.”

SDG CONTRIBUTION
Contributed to the achievement of the SDG number 12 (Responsible Consumption
and Production) by providing policy recommendations on how ASEAN governments,
businesses and industries can help build more efficient production and supply chains.

Five GVC technical papers published in FY2020 (Resilient GVC, Viet Nam, Myanmar, Lao PDR and Electronics)

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PROGRAMME 3:
Promoting Services Trade
PROGRAMME DESCRIPTION
In view of the fact that services trade is important for the further integration of the ASEAN, theCentre continued to produce technical papers on promoting trade in services. The technicalpapers which included policy recommendations discussed at the seminars, have contributed
to the AEC process in the area of the ASEAN Framework Agreement on Services (AFAS) and
ASEAN Trade in Services Agreement (ATISA). Many of them were discussed at ASEAN meetings
including ASEAN Coordinating Committee on Services (CCS).

ACTIVITIES CONDUCTED IN FY2020• Presentation to the 96th CCS Meeting held on 9 December 2020 of the results of the ASEAN
Services Trade Forum on Health and Social Services.
• Technical report on Environmental Services completed.
• Conducting of the Services Trade Forum on Environmental Services on 24 and 25 February2021.
• Presentation to the 97th CCS Meeting held on 24 March 2021 of the technical report on
Environmental Services and the results of the ASEAN Services Trade Forum on Environmental
Services.

Day 1 of Online Trade Services Forum on Environmental Services including SG Fujita andvarious government representatives from the ASEAN Member States

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CORE VALUES
Relevance• The programme was closely linked to the Japan-ASEAN initiatives, such as the Japan-ASEAN
Environment Cooperation Initiative and the Asia Human Well-Being Initiative.

Quality• The quality of the technical reports and seminars was ensured by working closely with external
experts in respective industries, and relevant ministries both in Japan and ASEAN as well as theASEAN Secretariat.
• 93% of feedback survey respondents rated the Environmental Services Forum as useful or very
useful.

Efficiency• The technical papers were produced based on thorough research on existing studies and new data.
• The Centre worked closely with the ASEAN Secretariat to present the findings of the study at CCS to
optimize the dissemination of findings as well as maximize the programme’s impact.
• The Environmental Services Forum was attended by 60 government representatives from all
10 ASEAN Member States and 100 Japanese companies, and generated 19 government-to-businessmeetings with eight Japanese companies.

Effectiveness and Impact• The Centre worked closely with other international organizations such as UNCTAD and ASEAN
Secretariat to collect relevant data on trade in services.
• The Centre worked together with relevant organizations in Japan, including the government, private
sector and research institutes in order to align its research activities with the Japanese policy
priorities and interests of the private sector.
• The policy options and recommendations in the technical report on Environmental Services were
given an average feasibility rating of 6.5 (on a range of 1 to 10 with six being possible to implement
within certain period of time) by ASEAN government representatives.

SDG CONTRIBUTION
Contributed to the achievement of the SDGs number 6 (Clean Water andSanitation) and 11 (Sustainable Cities and Communities) by providing
ASEAN Member States with policy recommendations on how to takeadvantage of market access opportunities made available through free
trade agreements (FTAs) and facilitate actual trade flows in environmental
services to improve delivery of safe and affordable drinking water, improve
sanitation and waste disposal and contribute to the attainment of a moresustainable environment.

Conducting Trade Services Forum on Environmental Services online

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PROGRAMME 4:
New Forms of Trade between Japan and ASEAN
PROGRAMME DESCRIPTION
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 promoted this new form of tradeby measuring 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 were international subcontracting,international franchising, contract farming and licensing. The outputs and results were sharedwith all stakeholders including the ASEAN Coordinating Committee on Investment (CCI),
resulting in an increasing awareness towards NEM and the formulating of appropriate policies
on NEM in trade.

ACTIVITIES CONDUCTED IN FY2020• Two country papers on NEM covering Indonesia and Malaysia have been finalized for
publishing.
• The first drafts of the NEM papers on Brunei Darussalam and Singapore have been completed.

“Promoting New Forms of Trade between Japan and
ASEAN Paper 3: Indonesia”

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CORE VALUES
Relevance• The programme collected data on NEM activities and developed mechanisms to facilitate NEM
markets in key industrial sectors, which contributed to a comprehensive policy framework in ASEAN
that supports the expansion of trade in the ASEAN region.

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

Efficiency• The technical papers were produced based on thorough research on new data and field work.
• The Centre worked closely with line ministries in respective countries and the ASEAN Secretariat topresent the findings of the study at CCI to optimize the dissemination of findings as well as maximize
the programme’s impact.

Effectiveness and Impact• The policy recommendations in promoting NEM as new ways to increase trade and investment were
evidence-based.
• The Centre worked together with stakeholders in respective countries to collect relevant data on
NEM trade and operations.
• Testimonial from the Philippine Department of Trade and Industry Undersecretary Ceferino Rodolfo:“Moreover, there are also Filipino companies that have existing production capacities which you
can partner with through various production manufacturing agreements. These companies havebeen undertaking these manufacturing arrangements with Japanese partner-companies and havedemonstrated their capability to deliver. This is the reason why I truly value the recommendation of
the ASEAN-Japan Centre through its Secretary General, Fujita-san, on Non-Equity Modes (NEM) ofinvestment.”

SDG CONTRIBUTION
Contributed to the achievement of the SDGs number 8 (Decent Workand Economic Growth) and 9 (Industry, Innovation and Infrastructure) bypromoting alternative modes to increase trade and investment in ASEAN
and providing new employment opportunities.

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PROGRAMME 5:
ASEAN Information Map
PROGRAMME DESCRIPTION
The Centre produced the 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 exchange, to keep stakeholders informed of the evolution of ASEAN integration.

ACTIVITIES CONDUCTED IN FY2020• Three videos completed (ASEAN Video Lecture Series 1, 2 & 3)
• Printed 6,600 copies of ASEAN Information Map• 1,400 copies distributed including downloads

ASEAN Video Lecture Series 1: ASEAN-Japan Relations

ASEAN Video Lecture Series 2: ASEAN Economy and Capital

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CORE VALUES
Relevance• The programme was relevant to the mandates of the Centre to promote trade, investment, tourism,and exchange of people through data dissemination.
• The programme was also relevant to the realization of AEC Blueprint 2025.

Quality• The programme quality was assured by experts, researchers, and government officials, especiallyfrom both ASEAN and Japan.
• The quality of data and information was assured through the usage of well-established databases ofother research institutes and international organizations, such as the World Bank, UNCTAD, IMF, toname a few.

Efficiency• The programme efficiently utilized the past database compiled by the Centre’s staff members. The
programme also mainly utilized high-quality secondary data and information.

Effectiveness and Impact• 1,400 copies of the ASEAN Information Map have been distributed to the general public, academics,
businesspersons, and government officials in Japan, ASEAN and other countries.

SDG CONTRIBUTION
Contributed to the achievement of the SDG number 9 (Industry, Innovation andInfrastructure) by providing useful information that will help ASEAN and Japanesestakeholders make evidence-based trade and investment decisions.

ASEAN Video Lecture Series 3: ASEAN Market and Enterprises

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PROGRAMME 6:
Study on Japanese Market to Promote Exports from
CLMV
PROGRAMME DESCRIPTION
The programme aimed 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 to Japan.
Programme subsumed in Programme 12: SME Business Promotion

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PROGRAMME 7:
Capitalizing Value Chains for CLMV MSMEs
PROGRAMME DESCRIPTIONThis is a multi-year programme specifically designed for MSME in CLMV (Cambodia, Lao PDR,
Myanmar and Viet Nam) to take advantage of value chain opportunities in their respective
countries with the following objectives:a. to assist CLMV MSMEs to integrate into value chains associated with Japanese transnational
corporations (TNCs);b. to deepen business linkages between Japanese TNCs and CLMV MSMEs; andc. to increase CLMV MSMEs‘ competitive edge by the GVCs and increase opportunities inenhancing partnerships with Japanese TNCs.

ACTIVITIES CONDUCTED IN FY2020• One report entitled: “Feasibility on Programme Linking Lao MSMEs with TNCs Including
Japanese Companies in the Value Chains”, by a Lao expert. The report included an analysis of
the current industrial linkage scenario in Lao PDR, a proposal for a framework/programme forpossible industrial linkages and strategies for its implementation.
• One hybrid/remote workshop in Lao PDR entitled “Business Linkage Programme Developmentfor Lao PDR”, co-organized with the Ministry of Industry and Commerce, held on 16-17
February 2021. 70 representatives from the public and private sectors attended the workshop
to discuss the above report. 93% of participants felt that they are now more aware of theimportance of MSMEs linkages and value chain participation. 82% of participants agreed
with the proposed initiatives for development of business linkage programmes in Lao PDR.
89% of participants believed they could benefit from a business linkage programme. 87% ofparticipants are now considering linking with a Japanese/foreign company.
• One online meeting with Lao government officials from relevant agencies led by the
Ministry of Industry and Commerce on 23 March 2021 discussed the report’s proposals
and the workshop’s outcomes. The Department of Trade Promotion, Ministry of Industry
and Commerce of the Lao PDR decided to support the two-year assistance programme toformulate Lao’s industrial linkage for its MSMEs.

Site visit to three Japanese companies located at
the Pakse Economic Zone in Lao PDR

20“Study on Programme Linking Lao MSMEs with TNCs
Including Japanese Companies in the Value Chains”

ASEAN-JAPAN CENTRE ANNUAL REPORT FOR FISCAL YEAR 2020: RESULTS AND IMPACT ANALYSIS

CORE VALUES
Relevance• This programme was based on the research conducted by Research and Policy Analysis Cluster on
Global Value Chains in ASEAN.
• The programme also supported the AEC 2025 strategic action plan to enhance ASEAN's
participation in the global value chain with an emphasis on the development of MSMEs of CLMV tonarrow the development gap.

Quality• The programme’s quality was assured by experienced and knowledgeable speakers from theASEAN government officials, experts from the Centre and other related agencies, including
Japanese businessmen operating in CLMV.
• The participants were MSMEs and the government officials who support in MSMEs‘ domestic andinternational expansion.
• The quality was also assessed by feedback received from participants.

Efficiency• The programme was designed to provide better knowledge for both entrepreneurs (companies) andgovernment officials (policymakers) on global value chains and business linkage.
• The event was organized back-to-back (workshop and online meeting), which minimized costs andbrought a more significant impact.

Effectiveness and Impact• MSMEs developed a better understanding of how to prepare themselves for business linkages withJapanese companies, by meeting corporate requirements or international standards. Government
officials provided ideas and experiences improving or creating a better environment to support
business linkages. The participants feedback for the workshop included:- 93% of participants felt that they are now more aware of the importance of MSME linkages andvalue chain participation; and- 87% of participants are now considering linking with a Japanese/foreign company.
• The Lao government decided to support the two-year assistance programme to formulate Lao’s
industrial linkage for its MSMEs.

SDG CONTRIBUTION
Contributed to the achievement of the SDGs number 1 (No Poverty) and
8 (Decent Work and Economic Growth) through assisting the CLMV
government to develop a national industrial linkage programme to:- improve the opportunities for CLMV MSMEs‘ access to economic, newtechnology and financial services; and- achieve higher levels of economic productivity through diversification,technology and innovation.

Hybrid Seminar on How Lao MSMES Can Capitalize on Value Chains in Lao PDR

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PROGRAMME 8:
CLMV Business Linkage Model Development Program
PROGRAMME DESCRIPTIONThis project was a continuation from the FY2019 project: “Pilot Program on Linking ASEAN
SMEs with Japanese Companies”. The report produced from the FY2019 project will provide
the guidelines for this programme. Outcomes from the 2019 workshop and seminar held in
Cambodia under the project “Benefitting from Value Chains through MSME Linkages” will also
be utilized.

ACTIVITIES CONDUCTED IN FY2020• One report entitled: “Industrial Linkages in Cambodia”, prepared by an expert from Cambodia,
included the current situation of entrepreneurial development, progress of domestic MSMEs,
supporting policies related to industrial linkage and relations between domestic companies
and foreign companies (including Japanese companies). The report was completed at theend of March 2021.
• Two online meetings with government officials (including economists and relevant officials)
held on 15 February and 26 March 2021, shared the previous FY workshop’s outcomes andthe report’s recommendations. They agreed on the next way forward on how to establish a
Cambodia Business Linkage Model/Programme.

Online consultation between the Centre and Ministry of Economy and Finance of Cambodia about the development ofindustrial linkages in Cambodia

22

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CORE VALUES
Relevance• This programme was based on the research conducted by the Research and Policy Analysis Cluster
on Global Value Chains in ASEAN.
• The programme supported the AEC 2025 strategic action plan to enhance ASEAN's participationin the global value chain with an emphasis on the development of MSMEs of CLMV to narrow thedevelopment gap.

Quality• The quality of the programme was assured by up-to-date information gathered prior to theworkshop and continuous data collection, as well as participation of high-level government officials
from various ministries.

Efficiency• The Centre worked closely with CLMV MSME-related agencies in organizing the meeting andensured cost efficiency.
• The workshop involved high-level officials (policymakers), thus the discussions were expected to beeffective.
• The outcomes from the workshop on “Benefitting from value chains through MSME linkages” were
utilized to ensure efficiency.

Effectiveness and Impact• The Business Linkage models developed via this programme will be the baseline for each respective
country to enhance their participation in GVCs. The improvement of the models included aligning
the latest technology and innovation to enhance MSME productivity, thus preparing them for IR4
readiness.
• Cambodia considered initiating a pilot program for industrial linkage for agribusiness

SDG CONTRIBUTION
Contributed to the achievement of the SDGs number 1 (No Poverty) and
8 (Decent Work and Economic Growth) through assisting the CLMV
government to develop a national industrial linkage programme to:- improve the opportunities for CLMV MSMEs‘ access to economic
services, new technology and financial services; and- achieve higher levels of economic productivity through diversification,technology and innovation.

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PROGRAMME 9:
Promoting Trade in Creative Industries
PROGRAMME DESCRIPTION
In collaboration with the Japan Institute of Design Promotion (JDP, which supports the Good
Design Award, known as the ‘G-Mark’), this programme aims to promote creative industries in
ASEAN through the use of ‘good design’ and encourages MSMEs to enhance their designed
products/services to create new values that increase the marketability of ASEAN products/
services in Japan.
This was a multi-year project that started in FY2017. In FY2018, 22 products/services wereawarded the ‘ASEAN Good Design Award’. In FY2019 and FY2020, the Centre encouraged
the establishment of National Good Design Award Platforms to be associated with the JDP’s
G-mark in order to promote design innovation and development in six ASEAN Member States(Brunei Darussalam, Cambodia, Lao PDR, Malaysia, Myanmar and Viet Nam).

ACTIVITIES CONDUCTED IN FY2020• In addition to Lao PDR and the Philippines, Brunei Darussalam signed the MoU between theCentre, the Japan Institute of Design Promotion (JDP) and their lead government agencies
responsible for creative industry for this fiscal year.
• On 16 September 2020, an online workshop on Japan’s Good Design evaluation process wasattended by 42 participants from Brunei Darussalam, Lao PDR and the Philippines.
• An online webinar on establishing a Good Design Award Platform on 12 November 2020,
attended by 70 participants from Brunei Darussalam, Cambodia, Lao PDR, Malaysia, Myanmar
and the Philippines. Experts from Design Business Chamber Singapore, Indonesian Trade
Promotion Center and Ministry of Commerce Thailand, as well as JDP shared their knowledge
and experiences in establishing cooperation with the Japan G-Mark Award.
• As a follow up to the signed MoU, four online consultations throughout FY2020 were held
between the Centre, JDP and respective countries aimed at providing customized support
and guidance to achieve the main objective of the MoU.

Workshop on the Good Design evaluation process. Ms. Makiko Tsumura, Senior Director, Japan Institute for Design Promotion(at the top left), delivered an online lecture to staff members at design centers in ASEAN Member States

24

ASEAN-JAPAN CENTRE ANNUAL REPORT FOR FISCAL YEAR 2020: RESULTS AND IMPACT ANALYSIS• Four ASEAN Design Products webinars, conducted in March 2021 through coordination
with design centers in the Philippines, Indonesia, and Malaysia, with 125 participants in total,
including eight instances of coverage in the media.

CORE VALUES
Relevance• This project supported the AEC Blueprint 2025 B.4 goal: “Productivity-Driven Growth, Innovation
Research and Development, and Technology Commercialization” to focus on enhancing the support
system and enabling environment to nurture highly mobile, intelligent and creative human resources
who thrive on knowledge creation and application.

Quality• The programme’s quality was ensured through collaboration between JDP and an ASEAN design
institute with experience in promoting good ASEAN designed products in Japan.
• The outcome/winners of the Good Design Awards conformed to global standards.

Efficiency• The Centre worked closely with JDP and ASEAN National Trade Promotion Offices (NTPOs),
ensuring the standards and requirements in producing internationally competitive creative products
which were promoted in each ASEAN Member State systematically.

Effectiveness and Impact• The Centre provided an opportunity for each ASEAN Member State to establish its own National
Good Design Award in cooperation with Japan’s G-Mark Award.
• Some ASEAN Member States will have experts with competency to evaluate products which areglobally accepted as competitive creative products.

SDG CONTRIBUTION
Contributed to the achievement of the SDGs number 1 (No Poverty) and
17 (Partnerships for the Goals) through providing support to the ASEAN
countries in producing creative design products to:- encourage the creation of sustainable products from the local resources
which have positive impact on the communities; and- increase the exports of ASEAN creative design products to the international
market including Japan.

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PROGRAMME 10:
CLMV Support Programme: Export Capacity Building
PROGRAMME DESCRIPTION
From FY2016 to FY2019, the programme focused on specific products from each CLMV country,
to increase their export capacity, i.e. Cambodia’s food and agro-products, Lao PDR’s agroproducts, Myanmar’s artisan products and Viet Nam’s garments and textiles. In FY2020, theprogramme focused on improving these countries’ export capacities in non-traditional goods
and services.

ACTIVITIES CONDUCTED IN FY2020• The Hybrid Seminar on Development of Export Business in the Digital Era was organised in
Hanoi, Viet Nam in October 2020, together with online consultation on e-commerce businessfor 125 participants. A handbook consisting of vital information on e-commerce based on thisseminar was produced in the Vietnamese language.
• A webinar was organized to promote trade in non-traditional products focusing on CLMV
countries for Japanese importers, in order to provide the latest information on potential
export products. 135 participants joined the webinar.
• The online workshop on Strengthening Tourism and Related Industry Value Chain for Myanmarthat was planned for 5 March 2021 was cancelled due to technical difficulties.

Hybrid seminar on Development on Export Business in the Digital Era held in Hanoi

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ASEAN-JAPAN CENTRE ANNUAL REPORT FOR FISCAL YEAR 2020: RESULTS AND IMPACT ANALYSIS

CORE VALUES
Relevance• The online seminar on digital economy supported the AEC Blueprint 2025 ICT and E-commerce,
to explore the further utilization and coordination of ICT for economic development and promote
digital trade in ASEAN.
• The online workshop on tourism was a continuation of the Centre’s research work on global value
chains (tourism) and trade in services (tourism). This programme also supported the AEC Blueprint
2025: Trade in Services objectives to integrate ASEAN into the global supply chains in both goods
and services and enhance ASEAN Member States’ competitiveness in services.
• The programme emphasized support to CLMV countries in narrowing the development gap by
providing first-hand information to Japanese importers and business people to deepen theirknowledge and interest in the region.

Quality• The quality of the online seminar was tailored by working closely with external experts in respective
areas of interest and relevant government authorities.
• The participants’ evaluation of the webinar’s quality was that it met their expectation and increased
their interest in starting digital trade with Japan.

Efficiency• Both online seminar and workshop in CLMV countries were jointly organised by the relevant
ministries.

Effectiveness and Impact• The hybrid seminar in Viet Nam resulted in a high satisfaction level and 85% of participants said thatthe programmes achieved their objectives, namely:
1. to have a better understanding of the digital industry; and2. to gain more knowledge about digital trade and e-commerce for expanding the export business.
In addition, 83% of the participants are considering an e-commerce business tie-in with Japan in thenear future.
• The webinar presenting CLMV export potentials was well received by the participants. The
satisfaction level was 98% and they were able to acquire a grasp of the current status of CLMV
countries through the presentation.

SDG CONTRIBUTION
Contributed to the achievement of the SDGs number 8 (Decent Work andEconomic Growth) and 9 (Industry, Innovation and Infrastructure) throughproviding assistance in guiding CLMV to focus on specific product forexports to:- achieve higher levels of economic productivity through diversification andtechnological and innovation; and- increase CLMV export product integration into value chains and markets.

Handbook on e-commerce market in Japan

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PROGRAMME 11:(i) A SEAN 2020 and Support to Promote Regional
Integration in ASEAN: ASEAN Symposium
PROGRAMME DESCRIPTION
The Centre has been organizing the annual ASEAN Anniversary Symposium since 2016 toincrease understanding of common issues faced by ASEAN, particularly those articulated insummit declarations. The programme aims to establish stronger networks among ASEAN
Member States and Japan through shared knowledge and awareness of emerging trade,investment and tourism issues in ASEAN.

ACTIVITIES CONDUCTED IN FY2020• The ASEAN 53rd Anniversary Symposium entitled: “Beyond COVID-19: Moving into The New
Normal” was co-organized with the ASEAN Committee in Tokyo. The on-line symposium
was participated in by more than 400 people including ASEAN policymakers, diplomats,representatives from the ASEAN Centres in China and Korea, Japanese businesspersons,academics and the media. H.E. Dato Lim Jock Hoi, Secretary-General of ASEAN, delivered
the keynote address focusing on ASEAN’s response to the pandemic.

Keynote speech by H.E. Dato Lim Jock Hoi, Secretary-General of ASEAN

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ASEAN-JAPAN CENTRE ANNUAL REPORT FOR FISCAL YEAR 2020: RESULTS AND IMPACT ANALYSIS

CORE VALUES
Relevance• The programme was in line with the mandates of the Centre to promote trade, investment, tourism,and exchange of people through regional integration and capacity building.
• The programme was also in support of the ASEAN Blueprint 2025 and the ASEAN Chairman's
Statement of the 22nd ASEAN-Japan Summit (5 November 2019).

Quality• The quality of the activities was ensured by working with high-level experts and optimizing available
resources.
• More than 98% of feedback survey respondents rated the symposium as useful or very useful.

Efficiency• The Centre worked closely with the ASEAN Secretariat, ASEAN Committee in Tokyo and relevant
ministries in each country.
• The switch to online symposium was due to the COVID-19 pandemic.
• The symposium garnered over 400 participants from Japan and overseas.

Effectiveness and Impact• The Centre’s activities and ASEAN issues were introduced effectively through the symposium andassociated media coverage.
• The programme activities enhanced the reputation of the Centre as a knowledge hub for ASEAN
matters.
• Testimonial from H.E. Dato Lim Jock Hoi, Secretary General of ASEAN:“I would like to thank the ASEAN-Japan Centre and the team behind the organization of this event
for inviting me and giving me this chance to be with you this afternoon to share not only the progress
the ASEAN Member States have made in integrating their markets to form the ASEAN Economic
Community (AEC) but also my thoughts and insights on the partnership between ASEAN and Japan,
and how this has contributed to making this part of the world the new engine of growth.”

SDG CONTRIBUTION
Contributed to the achievement of the SDG number 17 (Partnerships for the Goals) by
supporting ASEAN’s efforts toward regional integration to promote greater economic
efficiency, productivity and competitiveness through shared knowledge and awarenessof emerging trade, investment and tourism issues in ASEAN.

Panel discussion (Left – Prof. Seiya Sukegawa, Kokushikan University, Right – Prof. Fukunari Kimura, Keio University)

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PROGRAMME 11:(ii) ASEAN 2020 and Support to Promote Regional
Integration in ASEAN: Future Leaders’ Declaration
on ASEAN-Japan Cooperation for International
Marine Plastic Waste
PROGRAMME DESCRIPTION

Recognizing the regional actions on marine plastic waste by ASEAN and Japan, the Centre aimed
to develop the Future Leaders’ Declaration on ASEAN-Japan Cooperation for International
Marine Plastic Waste based on innovative solutions from the young and future leaders to
support ASEAN and Japanese initiatives to combat the issue. The programme also aimed toenhance regional cooperation and knowledge sharing on marine plastic waste between ASEAN
and Japan through dialogues between student leaders and other concerned stakeholders.

ACTIVITIES CONDUCTED IN FY2020• Completed the selection of 25 students who represented Japan and all 10 ASEAN Member
States on October 15.
• Gained support from the Japan Ministry of Environment, JICA, CLOMA, and Kitakyushu Asia
Low Carbon Society for providing a lecture in a special seminar on November 20 and/or
participate in the launch programme on March 16, 2021.
• On 14 November 2020, conducted the Opening Session, which was attended by the 2015
Nobel Laureate in Physics Professor Takaaki Kajita as Keynote Speaker. On 14 and 21
November, and 12 December, the three preparatory sessions were conducted, and Professor
Atsuhiko Isobe of Kyushu University provided lectures as mentor.
• The draft text of the Declaration was completed by 22 fellows (three fellows withdrew due tothe conflicting schedule) from Japan and 10 ASEAN Member States in December 2020.
• 15 out of 22 fellows expressed an interest in proposing activities related to international
cooperation on marine plastic waste in ASEAN and Japan and support the activities
implementation in FY2021.
• In February 2021, the Declaration was shared with line ministries (including the Ministry ofForeign Affairs and the Ministry of Environment) of Japan and the ASEAN Secretariat, among
other stakeholders.
• On 16 March 2021, the Declaration was launched via an online webinar and streamed live inJapan and ASEAN, and was watched by about 160 viewers.
• The declaration ceremony was covered by various international media, such as NHK
International and the Vietnam News Agency. News about the Launch of the Declaration wasreported in various media outlets, including Voice of Vietnam, Vietnam Plus, Bao Tin Tuc(News), VNews TV program, and Ngay Moi Online.

A student representative, reading the Declaration Preamble

30

Nobel Laureate in Physics Dr. Takaaki Kajita (fifth from left), SG Fujita(sixth from left), Dr. Motoyuki Suzuki (fourth from right), Dr. Atsuhiko
Isobe (fourth from left), Ms. Yuko Koshiishi (fifth from right), and the six
student representatives during the ceremony

ASEAN-JAPAN CENTRE ANNUAL REPORT FOR FISCAL YEAR 2020: RESULTS AND IMPACT ANALYSIS

CORE VALUES
Relevance• The programme supported the Joint Statement of the 23rd Japan-ASEAN Summit on Cooperation
on ASEAN Outlook on the Indo-Pacific (AOIP) on 12 November 2020, which included marine
plastic debris in Paragraph 4 as a possible area for cooperation under the ASEAN Japan StrategicPartnership, the 2007 ASEAN Declaration on Environmental Sustainability, the 2019 Bangkok
Declaration on Combating Marine Debris in ASEAN Region, the 2017 ASEAN Framework of Action
on Marine Debris and the 2018 ASEAN+3 Marine Plastics Debris Cooperative Action Initiative.

Quality• The selected fellows represented the ten ASEAN Member States and Japan.
• The selected fellows were selected based on a competitive process, and are also presently affiliatedwith leading higher educational institutions all over Japan and engaged in research related tomarine plastic waste in their respective disciplines and fields.
• The preparatory sessions that led to the drafting of the declaration were favourably supportedby Professor Atsuhiko Isobe of Kyushu University as mentor, and 2015 Nobel Laureate in Physics
Professor Takaaki Kajita as Keynote Speaker.
• The special seminar on marine plastic waste was favourably supported with lectures byrepresentatives from the ASEAN Environment Division, Japan Ministry of Environment (MoE), Japan
International Cooperation Agency (JICA), Clean Ocean Material Alliance (CLOMA), and Kitakyushu
City Asia Low Carbon Society.
• 98% of the feedback survey respondents rated the declaration ceremony as useful or very useful.

Efficiency• The declaration ceremony attracted 160 public viewing participants on the day itself and reachedaround 660 stakeholders by the end FY2021.

Effectiveness and Impact• In collaboration with 15 of the 22 fellows, several programmes have been developed and considered
for implementation based on the recommendations in the Declaration, and are expected to berolled out in FY2021.
• The declaration contained policy recommendations towards government, private sector, academia
and the general public.
• In a response letter to Secretary General Fujita’s invitation to the ASEAN Secretariat, dated 17
September 2020, ASEAN Secretary General Lim Jock Hoi expressed his commendations to
the Centre: “I commend the ASEAN-Japan Centre for advancing the role of youth in addressing
marine plastic waste and providing a platform for future leaders to engage in discussions on global
environmental issues."• Message from ASEAN Secretary-General H.E. Dato Lim Jock Hoi from his Welcome Remarks during
the declaration ceremony: “I am pleased to take part in launching the Future Leaders‘ Declaration
on ASEAN-Japan Cooperation for International Marine Plastic Waste. My appreciation goes to the
ASEAN-Japan Centre for convening this programme despite the challenges posed by the ongoing
COVID pandemic… I wish to commend Japan, one of our closest neighbours and important partners,
and especially the ASEAN-Japan Centre, for choosing this important initiative as well as providing aplatform for our future leaders to engage in discussions on regional and global environmental issues.
ASEAN and Japan would not be able to battle marine debris alone.”• 91% of the feedback survey respondents stated that the declaration ceremony enhanced theirinterest in marine plastic waste and other environmental issues.

SDG CONTRIBUTION
Contributed to the achievement of the SDG number 14 (Life Below Water) by creating an
avenue to empower ASEAN and Japanese student leaders and enable them to contributeand participate in solving the international problem of marine plastic waste.

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PROGRAMME 12:
SME Business Promotion
PROGRAMME DESCRIPTION
The programme aimed to create a more collaborative trade environment and raise greaterawareness of the potential and existing business opportunities and the benefits of trading andcollaboration between ASEAN and Japanese SMEs.

ACTIVITIES CONDUCTED IN FY2020• Five bilateral promotional online seminars were organized for Brunei Darussalam (food),Indonesia (coffee and sea food), Singapore (e-commerce) and Viet Nam (medical/healthsanitary products).
• Six online business meetings were organized on specific sectors for Indonesia (coffee, seafood
processing, palm oil), Philippines (manufacturing), Singapore (e-commerce) and Viet Nam(medical/health sanitary products).
• Six trade promotional feasibility studies were conducted for Cambodia (pepper), Lao PDR(cassava powder), Malaysia (food for the elderly), Myanmar (coffee), Philippines (animation)
and Thailand (ready to eat foods).

Webinar on Indonesia Coffee (Mr. Arief Wibisono, Trade Attaché of the Embassy of the
Republic of Indonesia)

Bilateral promotional webinar for Viet Nam on medical/health sanitary products (Mr. Vu Ba Phu,
Director General of VIETRADE)

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ASEAN-JAPAN CENTRE ANNUAL REPORT FOR FISCAL YEAR 2020: RESULTS AND IMPACT ANALYSIS

CORE VALUES
Relevance• This programme was based on the Centre's multi-year regional project on non-equity modes(NEM) of trade. The Centre promotes new forms of trade by providing an understanding of how to
maximize benefits and minimize risks with NEM of operation between the ASEAN Member States
and Japan.
• The programme was also in line with the AEC Blueprint 2025: D1 Strengthening the Role of Micro,
Small, and Medium Enterprises.
• The initiative provided an avenue for collaboration between ASEAN and Japanese SME companies.

Quality• The quality of webinars and business meetings was ensured by working closely with ASEAN Trade
Promotion Officers.
• On average, more than 92% of feedback survey respondents rated the activities as useful or very
useful.

Efficiency• The Centre organized the events jointly with ASEAN trade promotion officers, trade associations andother relevant stakeholders in Japan.
• The programme generated over 1,000 participants to the webinars.

Effectiveness and Impact• ASEAN and Japan gained a better understanding of new opportunities available and the means toaccess them.
• More than 185 business matches were generated as a result of the business meetings.
• Mr. Vu Ba Phu, Director General of the Viet Nam Trade Promotion Agency (VIETRADE) expressed
his gratitude to the Centre after the implementation of the trade promotion webinar and businessmeeting.

SDG CONTRIBUTION
Contributed to the achievement of the SDGs number 8 (Decent Workand Economic Growth) and 9 (Industry, Innovation and Infrastructure) byhelping ASEAN SMEs promote and market their products and services inJapan, enabling them to grow their industries and create more employment
opportunities.

Six feasibility studies for export of pepper (Cambodia), cassava starch (Lao PDR), food and services for the elderly (Malaysia),
coffee (Myanmar), animation services (Philippines) and retort curry and frozen food (Thailand) to Japan

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PROGRAMME 13:
Knowledge-Building for Company Strategy-Making
Process
PROGRAMME DESCRIPTION
The Centre presented up-to-date information on the ASEAN Economic Community and its subregions through the conduct of webinars. The programme disseminated information and raised
awareness of ASEAN regional economic integration.

ACTIVITIES CONDUCTED IN FY2020• 11 online seminars on ASEAN regional issues such as the ASEAN Economic Community,
digitalization, fintech, e-commerce, entomophagy, politics and economy were organized.
• 19 online seminars were conducted on specific ASEAN topics which included taxation, city
development, political and economic scenarios.

Investment and Enterprise Laws in Viet Nam (webinar) Photo by MPI, Viet Nam

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ASEAN-JAPAN CENTRE ANNUAL REPORT FOR FISCAL YEAR 2020: RESULTS AND IMPACT ANALYSIS

CORE VALUES
Relevance• This programme was in line with the AEC Blueprint 2025 [III. C. Communications 90. Ii and II. A. 3.
Investment Environment 15. iv.].

Quality• The quality of webinars was ensured by working closely with ASEAN trade and investment
promotion officers.
• On average, more than 96% of feedback survey respondents evaluated the webinars as useful orvery useful.

Efficiency• Efficiency was ensured with close collaboration between the Centre and ASEAN Member States andby optimizing the available resources.
• The focus was on specific and new policy information to avoid duplication of similar seminars
co-organised by other agencies, such as JETRO and the Japan Chamber of Commerce and Industry(JCCI).
• Generated more than 6,000 participants for the webinars.

Effectiveness and Impact• Updated information was provided directly to the Japanese business community.
• The activities enhanced the reputation of the Centre as a knowledge hub for ASEAN matters.

SDG CONTRIBUTION
Contributed to the achievement of the SDG number 9 (Industry, Innovation andInfrastructure) by providing useful information on ASEAN Member States, particularly
on new growth areas that will help the Japanese business community participate in theadvancement of trade and investment in ASEAN.

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PROGRAMME 14:
Investment Policy Analysis for Institutional Capacities
PROGRAMME DESCRIPTION• Policy Dialogues between ASEAN High-Level Officials and Japanese Investors
This programme aimed to develop strategic policy proposals to specific ASEAN investment
policies that will facilitate Japanese investment in ASEAN.
• Ministerial-Level Policy Discussion Programme for CLMVWith the objective of narrowing the development gap in ASEAN, the Centre allocatedadditional resources specifically for CLMV (Cambodia, Lao PDR, Myanmar and Viet Nam) toorganise bilateral ministerial policy dialogue meetings with Japanese government officials
and business-related entities focusing on specific industries or/and investment policies. Policy
recommendations were then prepared after each policy dialogue meeting and provided to
the respective CLMV countries.
• Investment Feasibility Studies

ACTIVITIES CONDUCTED IN FY2020• Policy Dialogues between ASEAN High-Level Officials and Japanese Investors- Malaysia Investment Development Authority, 14 October 2020
- Thailand’s Secretary General of Board of Investment, 11 March 2021
- Brunei’s Minister of Finance and Economy, 17 March 2021.
- Philippine DTI Undersecretary and BOI Managing Head, 25 March 2021
• Ministerial-Level Policy Discussion Programme for CLMV
- Myanmar’s Minister of Investment and Foreign Relations, 23 December 2020
- Vietnam’s Director General of Foreign Investment Agency, 12 March 2021
• Investment Feasibility Studies- One Sustainable Development Goals (SDG) Investment Study.
- One Investment Feasibility Study on Brunei’s Aquaculture Industry.
- Investment feasibility study reports on 13 sectors (Seven in Cambodia and six in Lao PDR)
have been completed for subsequent presentation to these countries’ investment authorities
as well as to Japanese companies.

Online High-Level Policy Dialogue on Investment Promotion andSupporting Economic Policy in Thailand

36

Philippines Online Business Seminar
Top row, left: H.E. Mr. Kazuhiko Koshikawa, Japanese Ambassador to thePhilippines; right: Atty Elyjean DC. Portoza, Director, Legal and Investment
Compliance Service, BOI
Middle row, left: Ms. Rafaelita M. Aldaba, Undersecretary of DTI,
Philippines; center: Mr. Masataka Fujita, Secretary General of AJC; right:
Mr. Ceferino S. Rodolfo, Undersecretary of DTI-BOI Philippines.
Bottom row, left: Mr. Yasushi Ishida, Assistant Director and Head of TI
Cluster of AJC; right: Mr. Tomohiro Ando, Investment and EPA Advisor,
JETRO Manila office

ASEAN-JAPAN CENTRE ANNUAL REPORT FOR FISCAL YEAR 2020: RESULTS AND IMPACT ANALYSIS

CORE VALUES
Relevance• High-ranking ASEAN officials were able to better understand the perspective of Japanese investors
regarding the industrial and investment policies of ASEAN Member States.
• Focused policy discussions on what improvements are necessary to enhance ASEAN’s attractivenessas an investment destination [in line with AEC Blueprint 2025, II. A.3. Investment Environment 15. iv.].
• Bilateral policy discussions with Japanese investors were conducted to promote ASEAN’s
integration initiatives and show how business can benefit from these initiatives [in line with AEC
Blueprint 2025, III. C. Communications 90. ii.].
• This programme also supported the narrowing of the development gap among ASEAN Member
States [in line with AEC Blueprint 2025, II. D. 4. Narrowing the Development Gap 75. ii].

Quality• The quality of policy dialogue meetings was ensured by working closely with ASEAN Investment
Promotion Officers.
• On average, 97% of feedback survey respondents rated the online policy discussion as useful orvery useful.

Efficiency• The Centre worked closely with ASEAN Investment Promotion Officers and relevant stakeholders inJapan.
• The focus was on specific and new industrial and investment policies in order to avoid duplication ofsimilar seminars organized by other agencies, such as JETRO and Japan Chamber of Commerce andIndustry (JCCI).
• Generated close to 1,250 participants for the policy discussions.

Effectiveness and Impact• Generated policy recommendations for the ASEAN high-ranking officials.
• Updated information was given directly to the Japanese business community.
• The activities enhanced the reputation of the Centre as a knowledge hub for ASEAN matters.
• H.E. Mr. Thang Tun, the then Union Minister and Chairman of the Myanmar Investment Commission(MIC), Ministry of Investment and Foreign Economic Relations (MIFER) expressed his appreciation for
the Centre’s initiative.

SDG CONTRIBUTION
Contributed to the achievement of the SDGs number 8(Decent Work and Economic Growth), 9 (Industry, Innovation
and Infrastructure) and 10 (Reduced Inequalities) by creatinga platform for ASEAN Member States to promote and improvetheir investment policies and attract much needed investmentthat will increase economic growth, create more employment
opportunities and reduce income inequalities, particularly
in CLMV.

Investment Feasibility Studies

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PROGRAMME 15
Information Dissemination and Outreach
PROGRAMME DESCRIPTION
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 CONDUCTED IN FY2020• Four lectures on trade and investment between ASEAN and Japan with the Centre’s officers
as resource speakers.
• 22 trade and investment related events were supported by the Centre and organized throughstaff assistance, and notified to the Centre’s stakeholders through its email magazine.
• Updated the database on ASEAN Special Economic Zones (SEZs).
• 79 e-invitations were sent out to email magazine subscribers over 23,000.

ASEAN Update Series ”Understanding Regulations of Indonesian Omnibus Law” on 26 March 2021.

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ASEAN-JAPAN CENTRE ANNUAL REPORT FOR FISCAL YEAR 2020: RESULTS AND IMPACT ANALYSIS

CORE VALUES
Relevance• Promoted 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 [III. C. Communications 90 III].

Quality• Quality was ensured with the use of official and reliable sources of information.

Efficiency• Efficiency was ensured through well-timed e-invitations to the Centre’s events and regular updatingof trade and investment information on the website.

Effectiveness and Impact• By accessing the Centre’s website, traders and investors had the benefit of up-to-date official
information and various web linkages to relevant trade and investment agencies in ASEAN.
• Increased by more than 3,000 email magazine subscribers from some 20,000 to over 23,000.

SDG CONTRIBUTION
Contributed to the achievement of the SDG number 9 (Industry, Innovation andInfrastructure) by providing useful information that will help ASEAN and Japanesestakeholders make evidence-based trade and investment decisions.

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PROGRAMME 16:
Workshop on Sustainable Tourism(Tourism Crisis Management)
PROGRAMME DESCRIPTION
Under this programme, the Centre provides opportunities for management-level tourism
stakeholders in the ASEAN Member States to update their knowledge on Japanese sustainable
tourism. The Centre has implemented the programme under the themes of community-based
tourism, accessible tourism, agritourism and gastronomy tourism in recent years. The theme for
FY2020 was tourism crisis management.

ACTIVITIES CONDUCTED IN FY2020• The Centre supported a webinar on tourism crisis management, “Addressing the Critical
Need to Tourism Crisis Management (The significance and importance of tourism crisis
management and how to respond to crises)”. The webinar was organized jointly between theJapan Tourism Agency and the UNWTO Regional Support Office for Asia and the Pacific, andheld on 25 February 2021. The Centre arranged for the ASEAN Secretariat to deliver the Key
Note Speech on ASEAN’s tourism crisis management at the webinar.

Webinar “Addressing the Critical Need to Tourism Crisis Management (The significance and importance of tourism crisis
management and how to respond to crises)”40

ASEAN-JAPAN CENTRE ANNUAL REPORT FOR FISCAL YEAR 2020: RESULTS AND IMPACT ANALYSIS

CORE VALUES
Relevance• The program was relevant to the ASEAN Tourism Strategic Plan (ATSP) 2016-2025: Implement andexpand ASEAN tourism standards for facilities, services and destinations, and• Making the “ASEAN Crisis Tourism Communication Manual”, a relevant source for use by Japanese
tourism stakeholders.

Quality• Arranged a notable expert to deliver presentation.
• Coordinated well with the expert and the organizers to ensure that the presentation was in line withthe webinar’s purpose.

Efficiency• Utilized the Centre’s network with the ASEAN Secretariat and stakeholders to arrange thepresentation.
• Worked closely with the organizers.

Effectiveness and Impact• The webinar was attended by 150 people.
• 71% of viewers found the presentation very useful/useful.
• Webinar participants deepened their understanding on tourism crisis management in ASEAN (79%replied that they fully understood/understood the presentation).

SDG CONTRIBUTION
Contributed to the achievement of the SDG number 11 (Sustainable Cities andCommunities) through the sharing of knowledge about tourism crisis management
among ASEAN tourism stakeholders in line with the Sendai Framework for Disaster Risk
Reduction 2015-2030. It also contributed to the development of holistic disaster risk
management at all levels.

Presentation by Ms. Aditya Amaranggana, Senior Officer, Tourism Marketing, ICT & Tourism Division, ASEAN Secretariat

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PROGRAMME 17:
Training Programme on Interpretation
PROGRAMME DESCRIPTIONInterpretation 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
for tourism stakeholders in the ASEAN Member States to learn how interpretation can improvesustainability of tourism sites and attract more visitors, while preserving and protecting heritage
sites using the Centre’s publication on interpretation.

ACTIVITIES CONDUCTED IN FY2020• One online 3-day training program on interpretation was conducted on 5, 6, and 9 October
2020, for the participants consisting of site managers of heritage sites and officers fromnational tourism offices from eight ASEAN Member States. The training was attended by about
20 participants each day, and its programme included lectures by interpretation experts, casesharing by ASEAN colleagues, presentations on assignments by participants, and a panel
discussion.
• The Centre’s publication, a handbook on Interpretive Guide for Sustainable Tourism, publishedin FY2019, was utilized as one of the learning materials for the training.
• The “Workbook on Interpretive Planning for ASEAN Tourism and Concept of Interpretation”
was published and also utilized as one of the learning materials for the training.
• The Centre translated a series of cultural attraction digital booklets published by the Tourism
Authority of Thailand featuring interpretive approaches to introduce the cultural heritageof ASEAN.

Panel discussion at the online training program on interpretation

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ASEAN-JAPAN CENTRE ANNUAL REPORT FOR FISCAL YEAR 2020: RESULTS AND IMPACT ANALYSIS

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

Quality• Arranged qualified experts to give lectures, who had received positive feedbacks from theparticipants of the past programmes.
• Participants were officers in charge of the management of heritage sites, ensuring opportunities for
implementing what was learned to their sites.

Efficiency• Utilized the Centre's network with industry stakeholders to arrange the programme.
• Utilized the Centre’s handbook on Interpretive Guide for Sustainable Tourism as a training material.
• Published a Workbook on Interpretive Planning for ASEAN Tourism and Concept of Interpretation
prior to the training, not only for the participants of the training programme but also those who may
be interested in learning about interpretation.

Effectiveness and Impact• Participants enhanced their understanding of interpretation. The participants who gave positive
answers on their understanding of interpretation, interpretive planning and interpretive guiding
increased from 34% to 94%, 17% to 94%, and 25% to 100%, respectively, after the training.
• Participants increased their skills in interpretive planning. The participants who answered positively
on assessing their capabilities in creating interpretive planning for heritage sites increased from 25%
to 86% after the training.
• Participants who assessed The Centre’s workbook and the handbook either “Very useful” or “Useful”
were 94% and 88% respectively.
• Seven interpretive programmes were developed by participants, using interpretive methods. At theend of the training, participants developed seven new programmes using interpretation, including
message-based interpretive programmes, and action plans for new initiatives such as organizing
training on interpretation to local communities.

SDG CONTRIBUTION
Contributed to the achievement of the SDG number 11 (Sustainable Cities andCommunities) through the promotion of sustainable tourism, which will strengthen
efforts to protect and safeguard the world’s cultural and natural heritage.

“Workbook on Interpretive Planning for
ASEAN Tourism and Concept of Interpretation”

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43

PROGRAMME 18:
Theme-based Tourism Promotion
PROGRAMME DESCRIPTION
The Centre conducted webinars for tourism industry and other activities on timely topics andthemes to enhance tourism between the ASEAN Member States and Japan.

ACTIVITIES CONDUCTED IN FY2020• The Centre organized six webinars for tourism industry in Japan about the latest tourist
development in ASEAN:
1. Viet Nam on 23 June 2020, with approximately 300 participants.
2. Brunei Darussalam on 19 August 2020, with approximately 400 participants.
3. Series of four webinars on Cambodia on 29 October 2020 (approx. 250 participants),
12 November 2020 (approx. 140 participants), 26 November 2020 (approx. 140 participants)
and 10 December 2020 (approx. 130 participants).
• The Centre produced six short drone-shot video clips of ASEAN destinations.
• The Centre produced videos to introduce noodle dishes of ASEAN Member States.
• The Centre published a booklet for middle/high school teachers and travel agents to introduce
CLMV as educational travel destinations.

A series of videos to introduce noodle dishes of each ASEAN Member State“Travel ASEAN Member States by drone” videos

44

ASEAN-JAPAN CENTRE ANNUAL REPORT FOR FISCAL YEAR 2020: RESULTS AND IMPACT ANALYSIS

CORE VALUES
Relevance• The programme was relevant to diversifying tourism products (ATSP 2016-2025).

Quality• The quality of the videos and educational travel booklet was ensured by working with experts withproper knowledge and skill.
• The quality of the webinars was ensured by coordinating closely with the governments and industry
stakeholders.
• The quality of the webinars was ensured by arranging suitable speakers.

Efficiency• Utilized the Centre's network with experts and industry stakeholders to arrange the programmes.
• Worked closely with ASEAN NTOs and stakeholders.

Effectiveness and Impact• More schools consider CLMV as educational travel destinations.
• Drone videos: Viewed 21,249 times in all (from 20 November 2020 – 31 March 2021) on YouTube,
Instagram and Twitter.
• Noodle videos: Viewed 3,170 times in all (17 – 31 March 2021).
• Update webinars for tourism industry (questionnaire survey respondents who mentioned they
will consider organizing tours to relevant countries): 82% (Viet Nam), 75% (Brunei Darussalam), 75%(Cambodia).

SDG CONTRIBUTION
Contributed to the achievement of the SDG number 11 (Sustainable Cities andCommunities) through increasing the acumen of tourism stakeholders regarding thelatest tourist developments in ASEAN and the knowledge of consumers. It will help thempromote the tourist destinations, while protecting and safeguarding their cultural andnatural heritage.

A booklet introducing CLMV
as educational travel destinations

ANNUAL REPORT FOR FISCAL YEAR 2020: RESULTS AND IMPACT ANALYSIS ASEAN-JAPAN CENTRE

45

PROGRAMME 19:
Outreach/Tourism PR Activities
PROGRAMME DESCRIPTION
The Centre strengthens relations with the ASEAN Secretariat and national tourism offices(NTOs) and raises its profile by attending major meetings, such as the ASEAN Tourism Forumand the ASEAN NTOs Meetings. The Centre also intensifies promoting ASEAN destinations,highlighting ASEAN’s unique culture to Japanese people by providing webinars and digital
tourism materials.

ACTIVITIES CONDUCTED IN FY2020• The Centre participated in four significant online tourism-related meetings as follows:
1. The 52nd NTOs Meeting on 21 September 2020.
2. ASEAN NTOs Meeting on the Mid-term Review (MTR) of the ASEAN Tourism Strategic Plan
(ATSP) 2016-2025.
3. The 53rd NTOs Meeting on 2 February 2021.
4. The 24th ASEAN Tourism Ministers Meeting on 4 February 2021.
• The Centre was invited to deliver a presentation during “New Normal in Tourism and Creating
Travel Bubble,” a webinar organized by ASEANTA (ASEAN Tourism Association) on 25 June
2020, viewed by about 4,000 people.
• Organized a webinar to introduce the nature of Sabah, Malaysia to the Japanese generalpublic on 29 November 2020. Presentations were delivered by a representative of the
Malaysia Tourism Promotion Board in Tokyo and a nature photographer. The webinar wasviewed by 87 people.
• Improvement of the Online Photo Library to provide a better user experience by adding asearch engine.
• Created an independent tourism website “ASEAN Travel” to promote ASEAN tourism
attractions and updated tourism information.

ASEANTA webinar “New normal in tourism & creating travel bubble”

46

Webinar to introduce the nature of Sabah in Malaysia to Japanese people

ASEAN-JAPAN CENTRE ANNUAL REPORT FOR FISCAL YEAR 2020: RESULTS AND IMPACT ANALYSIS

CORE VALUES
Relevance• The programme was relevant to intensifying promotion and marketing (ATSP 2016-2025).

Quality• The Centre participated in meetings which were attended by ASEAN tourism stakeholders andcounterparts.
• The quality of the photo library improvement was maintained by working with a professional who has
experience with the Centre’s system for smooth development work.
• The tourism website has direct access, which will provide easier access for users to the tourism
information compared to the previous system.
• The quality of webinar for consumers was ensured by arranging suitable speakers.

Efficiency• Used the Centre’s network with industry and experts to arrange the programme and produce
materials.
• The Online Photo Library was improved by the professional who developed the system in less timeand at a lower cost.
• The new tourism website was developed by a vendor who has experience and knowledge in tourism
promotion, system development, and also the Centre’s system.

Effectiveness and Impact• Consumer webinar: 92% of questionnaire survey respondents agreed the webinar had helped them
deepen their understanding of the nature of Sabah.
• Online Photo Library: with addition of the search engine, users experience easier/faster searches tofind images out of about 2,700 images.
• Tourism website: the newly created tourism webpage will serve as not only as a source of travel
information but also as a promotional platform to introduce ASEAN tourism attraction by creating
up-to-date and enticing content.

SDG CONTRIBUTION
Contributed to the achievement of the SDG number 11 (Sustainable Cities andCommunities) through promoting and creating awareness towards the strengthening ofefforts to protect and safeguard ASEAN tourism destinations including their cultural andnatural heritage, in various events.

A website to promote ASEAN tourism
destinations, “ASEAN Travel”

ANNUAL REPORT FOR FISCAL YEAR 2020: RESULTS AND IMPACT ANALYSIS ASEAN-JAPAN CENTRE

47

PROGRAMME 20:
CLMV Tourism Promotion
PROGRAMME DESCRIPTION
Implemented diversified promotions for CLMV destination to sustain Japanese people’s interest
towards CLMV countries despite the inability to travel due to the pandemic.
Conducted a consumer sentiment and behaviour survey about CLMV destinations, whose
results will be shared with the Japanese travel industry and CLMV tourism agencies to develop
tour products fulfilling Japanese needs and requirements.

ACTIVITIES CONDUCTED IN FY2020• Organized a Mekong travel event at Umeda Tsutaya Books (Osaka) from 14 - 27 September
2020. A special Mekong travel corner was set up to introduce lesser-known Mekong
destinations as well as some products from the region and books on the countries. The event
information was also sent to 102,866 email subscribers of T-card holders.
• Segment-specific survey for young female Instagram users in their 20s and 30s with a keeninterest in travel was conducted, to find out their sentiments and behaviour towards travel in
CLMV destinations, and how to use Instagram for destination promotion.

Mekong travel event at Umeda Tsutaya Books (Osaka)48

ASEAN-JAPAN CENTRE ANNUAL REPORT FOR FISCAL YEAR 2020: RESULTS AND IMPACT ANALYSIS

CORE VALUES
Relevance• The programme was relevant to intensifying promotion and marketing (ATSP 2016-2025).

Quality• The quality of consumer promotion was ensured by choosing appropriate location and event format
to reach wider consumers.
• The quality of the segment-specific survey was ensured by engaging an appropriate company toreach the survey target.

Efficiency• Collaborated with other organizations to widen the opportunities for reaching Japanese people who
are unfamiliar with the Centre.
• Reached relevant partners by utilizing network.

Effectiveness and Impact• The result of the survey of young female travellers in Japan provided useful information to the travelindustry in Japan and CLMV on the requirements of potential young female travellers.

SDG CONTRIBUTION
Contributed to the achievement of the SDG number 1 (No Poverty) through providing
assistance and guidance to the CLMV countries’ tourism promotion programmes,
improving their locals’ socio-economic life.

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49

PROGRAMME 21:
ASEAN Tourism Awards JapanPROGRAMME DESCRIPTION
Due to COVID-19 and the fact that no tours had been organized, it was impossible to organize
the usual award. The Centre organized activities to provide support and guidance to theJapanese travel industry, and inspire them to be the nominees for the future ASEAN Tourism
Awards Japan.

ACTIVITIES CONDUCTED IN FY2020• Organized a series of ASEAN webinars named “ASEAN tourism material webinar” for theJapanese tourism industry to provide information on new attractions of ASEAN Member
States and COVID-19 measures taken in the respective countries in December 2020. The
90-minute webinars for respective ASEAN Member States were conducted based on the
topics chosen by NTOs. A total of 1,254 people, mainly from the Japanese travel industry,joined the webinars.
• Strengthened Instagram promotion to promote and introduce selected ASEAN Member
States destinations, including new ones and those which were featured in the past awarded
tours of ASEAN Tourism Awards Japan.
• The Centre conducted a travel sentiment survey to understand Japanese travellers’requirements as a reference material for the tourism industry to develop post COVID-19 tour
products to the ASEAN Member States. The survey was completed in March 2021.

“ASEAN Tourism Material Webinars”

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ASEAN-JAPAN CENTRE ANNUAL REPORT FOR FISCAL YEAR 2020: RESULTS AND IMPACT ANALYSIS

CORE VALUES
Relevance• The programme was relevant to the target of enhancing the competitiveness of ASEAN as a single
tourism destination. (ATSP 2016-2025).

Quality• The quality of ASEAN survey was ensured by engaging an appropriate company to conduct thesurvey.
• The quality of ASEAN webinars was ensured by closely coordinating with NTOs and relevant
stakeholders to choose appropriate presenters and topics.
• The quality of Instagram posts was ensured by engaging an experienced company to prepare posts
to attract more followers and increase engagement.

Efficiency• Worked closely with stakeholders.

Effectiveness and Impact• According to the questionnaire survey, 93% answered that they were able to better understand
ASEAN Member States’ tourism material, and 74% said they would like to plan/sell package tours to
ASEAN when travelling abroad becomes possible again. 91% answered they understood the ASEAN
Member States’ measure taken against the COVID-19.
• Digital promotion (Instagram): 3,151 followers (as of 31 March 2021) vs 927 before making posts ona daily basis, which marks a three-fold increase.
• The travel sentiment survey of Japanese travellers provided useful information to the tourism
industry in Japan and the ASEAN Member States about travel sentiment and requirements ofJapanese travellers.

SDG CONTRIBUTION
Contributed to the achievement of the SDG number 12 (Responsible Consumption and
Production) through introducing the unique nature and new destinations of ASEAN totourism stakeholders and consumers in order to preserve authenticity in the face of overtourism, as a part of sustainable consumption and production practices.

Instagram account of the Centre’s Tourism Cluster

ANNUAL REPORT FOR FISCAL YEAR 2020: RESULTS AND IMPACT ANALYSIS ASEAN-JAPAN CENTRE

51

PROGRAMME 22:
Exchange Programme for Women
PROGRAMME DESCRIPTION
Instead of hosting AJWELP (ASEAN-Japan Women Entrepreneurs’ Linkage Program) in one of
the ASEAN Member States due to the spread of the pandemic, the Centre provided AJWELP
eMasterclasses, a series of special online training sessions for women startups in ASEAN
Member States and Japan. Additionally, the Centre organized an international symposium inconjunction with LED Kansai, a women startup support programme co-organized by the Osaka
Business Development Agency and METI Kansai.

ACTIVITIES CONDUCTED IN FY2020• A total of five industry-specific special online training sessions for past AJWELP participants
and women start-ups in ASEAN Member States and Japan.
• The industries covered were fashion, agriculture, social enterprise, e-commerce, and tourism.
• Organized an international talk session “A new day with ASEAN women startups” in conjunction
with LED Kansai on 8 March 2021, a women startup support program co-organized by Osaka
Business Development Agency and METI Kansai. This hybrid event featured three AJWELP
alumnae who delivered online presentations to introduce their businesses.

AJWELP eMasterclass for women entrepreneurs

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ASEAN-JAPAN CENTRE ANNUAL REPORT FOR FISCAL YEAR 2020: RESULTS AND IMPACT ANALYSIS

CORE VALUES
Relevance• The programme was relevant to AEC2025 – D1 strengthening the role of MSMEs. Paragraph 69.v.
Promote entrepreneurship and human capital development particularly for the youth and women,
and• ASEAN Strategic Action Plan for SME development (SAPSMED) 2016–2025.

Quality• The quality of the programs was ensured by arranging qualified presenters.

Efficiency• Worked closely with stakeholders and partners.

Effectiveness and Impact• Provided opportunities for ASEAN entrepreneurs to exchange views and establish network.
• Participants gained more knowledge on entrepreneurship and their business.
• The network among AJWELP graduates was strengthened.
• Five experts delivered presentations at the AJWELP eMasterclasses and 95% of 159 participatedwomen entrepreneurs said the program would be helpful for the pursuit of their entrepreneurship.
• Three alumnae introduced their business philosophies at the global talk session “A new day with
ASEAN women startups,” which had a 638-strong audience on the event day and 3,600 views on
YouTube.
• 93% of the talk session participants answered that there were positive learning outcomes from theprogramme.

SDG CONTRIBUTION
Contributed to the achievement of the SDG number 5 (Gender Equality) throughempowering the women entrepreneurs in the ASEAN Member States and Japan to
become leaders or play an essential role in the region’s economy.

ANNUAL REPORT FOR FISCAL YEAR 2020: RESULTS AND IMPACT ANALYSIS ASEAN-JAPAN CENTRE

53

PROGRAMME 23:
Exchange Programme for Youths
PROGRAMME DESCRIPTION
The Centre has been focusing on youth exchange by organizing ASEAN introductory classincluding online classes for Japanese elementary school students.
Additionally, the Centre continues to collaborate with the Japan Student Tourism Association(JSTA) in promoting outbound travel by young people.

ACTIVITIES CONDUCTED IN FY2020• ASEAN introductory class at 14 schools (including seven online classes, and one outside of
the Kanto area).
• 1,522 students attended the introductory classes.
• Conducted two online events with JSTA with total of 208 participants.
1. Online event on 31 August 2020 with 144 viewers. The content included a report on the
FY2019 project with JSTA, an introduction of ASEAN food, and live presentations from
Malaysia and Thailand.
2. The second online event was held on 18 December 2020 with 64 viewers. It showcased an
ideal sightseeing course of Bangkok for young couples with an introduction to attractive
places and souvenirs for young people.

ASEAN Introductory Class

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ASEAN-JAPAN CENTRE ANNUAL REPORT FOR FISCAL YEAR 2020: RESULTS AND IMPACT ANALYSIS

CORE VALUES
Relevance• The programme was relevant to the ATP ASEAN Work Plan on Youth 2016-2020, Sub-goal 3:
Enhance awareness and appreciation of an ASEAN community through mutually beneficial peopleto-people exchange programme.

Quality• ASEAN nationals as lecturers delivered impactful presentations at school and online.
• Accommodated ideas and provided ASEAN experience of university students who are majoring intourism.

Efficiency• Utilized a network with ASEAN nationals that have Japanese language proficiency.
• Worked closely with student groups.

Effectiveness and Impact• Provided opportunities for 1,522 Japanese elementary school students to know about the ASEAN
Member States directly from ASEAN nationals at 14 schools (including seven online classes, one
outside of the Kanto area).
• The younger generation was encouraged to travel to the ASEAN Member States; 95% of participants
said they strongly agree or agree that they were inspired to visit ASEAN after participating in the
online event with JSTA on 31 August 2020.
• 100% of participants said they strongly agree or agree that they were inspired to visit Thailand after
viewing the online event with JSTA on 18 December.

SDG CONTRIBUTION
Contributed to the achievement of the SDG number 4 (Quality Education) throughproviding opportunities to learn about the ASEAN Member States, which promote
appreciation of cultural diversity and culture’s contribution to sustainable development.

Online ASEAN Introductory Class

Virtual Tour to Thailand -Thailand Date Night-

ANNUAL REPORT FOR FISCAL YEAR 2020: RESULTS AND IMPACT ANALYSIS ASEAN-JAPAN CENTRE

55

PR ACTIVITIESMEDIA COVERAGE
Extensive media coverage of the Centre’s activities hasenhanced the visibility of the Centre and its activities
among the wider public, both in Japan and ASEAN
Member States. Fourteen newspaper articles, three
TV programs, seven magazine articles, 1,752 websites
and other media resources featured the Centre or its
activities, a total of 1,776 times during FY2020.
The Centre strives to attract media coverage by media
both in Japan and ASEAN Member States. The highlightof the media coverage in FY2020 was the interview with
Secretary General Fujita by Vietnam News Agency, thestate media of the chair for ASEAN in 2020, on ASEANJapan as well as Viet Nam-Japan relations in connection
with the regime change in Japan in September 2020.
The interview was aired on a TV program “Vnews” by
the Vietnam News Agency and the article was covered
in several media by the same agency.
In addition, Secretary General Fujita was interviewed
by major newspaper such as the Yomiuri Shimbun
newspaper and NHK International in FY2020. Theinterview article by Yomiuri Shimbun was placed at the“Lounge” section of the evening edition on March 17, 2021. Moreover, the Centre conducted
brief sessions/lectures to journalists from news agencies and newspapers such as the Nikkei
Shimbun newspaper and Nikkan Kogyo Shimbun newspaper.

Samples of media coverage in FY2020

Further to promoting its activities, the Centre regularly issues press releases. In FY2020, a totalof 35 (Japanese: 19, English: 16) 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
an advertorial in the Viet Nam News in November 2020 at the timing of the 23rd ASEAN-Japan
Summit Meeting in Viet Nam. The foreign media comprised 49% of the Centre’s total media
exposure, the highest in the past five years.

NUMBER OF TIMESCOVERED
BY THEMEDIAby the media
Numberof times
covered
2000
1800
1600
1400
1200
1000
800
600
400
200
0

56

FY2016FY2017FY2018ASEAN-JAPAN CENTRE ANNUAL REPORT FOR FISCAL YEAR 2020: RESULTS AND IMPACT ANALYSISFY2019FY2020INSTANCES OF MEDIA COVERAGE
Number of times covered by the media
Media
Newspaper
TV & Radio
Magazine
Website & Others
Total

FY2016
95
9
16
838
958

FY2017
66
26
12
1054
1158

FY2018
84
3
16
1439
1542

FY2019
37
4
13
1706
1760

FY2020
14
3
7
1752
1776

FY2017
15
4
0
259
278

FY2018
14
2
0
363
379

FY2019
5
4
3
733
745

FY2020
3
2
0
870
875

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

Share of foreign media (%)

FY2016
18
3
1
150
172
18.0

24.0

24.6

42.3

49.3

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.

Communication Tools (Website, SNS and Newsletter)
The number of visitors (users) to the website grew by about 4% to 216,739 over the previous FY.
As for the use of social media, the Centre is adding more contents for the general public to theCentre’s YouTube channel this year. In FY2020, the Centre produced 12 ASEAN recipe videos
introducing favorite recipes of the Centre’s staff members from ASEAN Member States, whichhave been viewed about 1,750 times in total.
In addition, as a new attempt to deliver up-to-date ASEAN trends to the general public in Japan,
eight newsletters named “ASEAN Highlight” by Secretary General Fujita have been publishedand sent out each time to about 20,000 subscribers in FY2020.

ASEAN recipe videos show step-by-step instructions on home cooking recipes from ASEAN countries

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ASEAN-Japan Hall management
The ASEAN-Japan Hall is symbolic of the partnership between the ASEAN Member States andJapan. Due to the spread of COVID-19, the hall as well as the General Information Corner wereclosed from April 1 through May 31, 2020 as well as from January 12 until March 21, 2021, andthe hall has not been used for public events but mainly for internal activities such as meetings
and webinars this year. In FY2020, only 449 people visited the General Information Corner(the reception area of the Hall) in total, a number 98% lower than the previous year.

NUMBER OF VISITORSTO THEASEAN-JAPAN
HALL
Numberof visitors
to the ASEAN-Japan
Hall
7000
6000
5000
4000
3000
2000
1000
0

Apr

May

Jun

Jul

Aug

FY2018Sep

Oct

FY2019

Nov

Dec

Jan

Feb

Mar

FY2020Supporting Events
Even though the number of events was limited in FY2020 due to the spread of COVID-19,
the Centre supported 49 activities organized by other agencies in FY2020. The Centre has
proactively involved itself in many of these activities, recognizing that they represent part of thedirection the Centre should consider taking in the future.

Hosting Group Visits

ASEANPEDIA pamphlet

The Centre has been hosting group visits for years as part of its promotional activities. It has
provided various learning programs on ASEAN and the Centre for these visitors. Due to the
spread of COVID-19, most school trips were suspended and only two schools (one high school
and one college, a 91% decrease compared to FY2019) physically visited the Centre in FY2020.
Nonetheless, six online lectures were conducted for students from one junior high school, one
senior high school, and four universities and others, and the Centre will continue to promote
online programs.
As an alternative to hosting group visits and a way to raise awareness of ASEAN among young
people, the Centre sent a copy of the pamphlet “ASEANPEDIA” to 15,327 junior high andsenior high schools in Japan in December 2020. As a result, over 4,600 copies had been sent
additionally upon request from 40 schools across Japan by the end of FY2020. Also, the Centre
produced an educational video about the edible insect market in ASEAN Member States andJapan in December. The video, which is available on the Centre’s YouTube channel, was viewed

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ASEAN-JAPAN CENTRE ANNUAL REPORT FOR FISCAL YEAR 2020: RESULTS AND IMPACT ANALYSIS

about 950 times as of March 31, 2021, and was the most-viewed video on our channel in FY2020.
The Centre has received requests from 27 schools to use the video as an educational material
in class.

Lecture video of edible insects market in ASEAN

Online lecture for a high school in Miyagi prefecture

On-site ASEAN Lectures
The Centre has been conducting on-site ASEAN lectures for external organizations anduniversities, as one of its outreach efforts. In FY2020, it participated in a symposium organizedby the Keizai Koho Center (Japan Institute for Social and Economic Affairs) and Tokiwa University
in Ibaraki Prefecture as well as a lecture hosted by Keidanren (the Japan Business Federation).
It also gave an online lecture for Niigata University.

Online lecture for Niigata University

ANNUAL REPORT FOR FISCAL YEAR 2020: RESULTS AND IMPACT ANALYSIS ASEAN-JAPAN CENTRE

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ASEAN NATIONAL ACTIVITIES (APRIL 1, 2020–MARCH 31, 2021)
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 FY2020, an amount of JPY4,138,800 was allocated for respective ASEAN Member States toundertake its promotional activities as follows.
COUNTRY

PROMOTIONAL ACTIVITIESBrunei
Darussalam• Conducting networking and site visits to Atami City as well as Okinawa andWakayama Prefectures by Embassy of Brunei Darussalam• Printing promotional materials• Organizing a webinar on eco-tourism in Japan• Organizing a webinar to introduce Bruneian artworks• Cinema advertising to promote Brunei Darussalam

Cambodia• Developing trade promotion website and boosting Cambodia's E-commerce
platforms• Organizing a workshop on the post COVID-19 recovery and gastronomy tourism;
and producing materials on coastal food in Kampot Province, Cambodia• Updating and printing an investment guidebook 2020

Indonesia• Organizing the Indonesia-Japan virtual business matching• Indonesia market (boosting e-commerce marketing of Indonesian products inJapan)• Participating in Foodex 2021

Lao PDR• Publishing a brochure “Outstanding Community Based Tourism in Laos” in Japanese
language• Organizing a seminar “The Impact of COVID-19 and regional economic integration
trends”• Organizing a seminar “Significant role of Japan towards ASEAN and community
building 2025 and beyond; and the outcomes of the 36th and 37th ASEAN Summit
and related Summit Meetings”• Organizing a seminar “Brand Lao to global market (case study of Laos Agroproducts)”• Organizing a seminar “The impact of COVID-19 and survival strategies on tourism
and handicraft sectors in Luang Pragang Province”

Malaysia• Conducting trade promotion and Malaysia branding through media; and producing
other promotional materials and printed matters in Japanese• Facilitating online and offline business meetings at the Malaysia Pavilion in FOODEXJAPAN 2021
• Organizing trade promotion outreach programs with mini seminar / businessmeetings• Translating in Japanese and printing promotional materials on business andinvestment opportunities in Malaysia• Participating in the Japan Long-Stay Fair (Online)• Updating /redesigning the contents of the official blog of Tourism Malaysia Japanand promoting the website• Participating in the Tabippo Online Backpack Fest (online promotion for Malaysia forpost COVID-19)• Online promotion of long-stay in Malaysia

Myanmar• Conducting ASEAN-standard tour-guide upgrading course for Myanmar tour guides(especially for Japanese speaking tour guides)• Organizing peer to peer exchanges (virtual workshop) among Investment Promotion
Agency network to discuss the post COVID-19 investment promotion and facilitation
measures• Organizing trainings on contract development and administration for public
investment projects…/

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ASEAN-JAPAN CENTRE ANNUAL REPORT FOR FISCAL YEAR 2020: RESULTS AND IMPACT ANALYSIS

COUNTRYPROMOTIONAL ACTIVITIES (Concluded)

Philippines• Promotion of the Philippine’s food exports to Japan• Conducting “Eat's More Fun in the Philippines Digital Food Promotion Campaign”
on YouTube• Organizing the 7th Philippine-Japan Investment Forum 2020
• Organizing an online Filipino food cooking demo/seminar

Singapore• Organizing a Singapore stamp rally campaign• Translating and printing booklet of the Enterprise Singapore corporate presentation

Thailand• Developing Thai food menu and organizing a fair for food service• Conducting promotional activities for Thai agricultural products• Conducting Thailand health & beauty foods promotion in Japan

Viet Nam• Producing a publication on the Japanese manufacturer’s FDI and M&A trends in
Viet Nam• Producing a trade and investment book in Japanese• Producing a handbook for exporting furniture and interior, clothes and personal
goods to Japan• Producing a handbook for exporting seafood product to Japan

IV. USE OF FY2020 BUDGET
The total amount of the budget for FY2020 was JPY 555,022,653 including the special fundamounting to JPY 27,761,653 which was transferred from the unappropriated balance for FY2018
by the decision of the ad-hoc 39 th Annual Meeting of the Council by correspondence.
The unappropriated balance for FY2020 was JPY 78, 139, 141.
The annual audit for FY2020 was conducted by an external auditing firm. For detailed accountsof budget and expenditures, see the “Financial Statements for the year ended March 31, 2021”.
(https://www.asean.or.jp/en/ajc/reports/fa/)
The Annual Report on Revenues and Expenditures of the ASEAN-Japan Centre for FY2020 was
approved by the Council by correspondence on July 16, 2021.

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ANNEXESANNEX A
List of Council Directors (as of March 2021)
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. Kasan Muhri

Director General

National Export Development(DGNED),
Ministry of TradeJapan

Mr. Kenichi Kobayashi

Director-General /Assistant Minister

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

Republic of theUnion of Myanmar

H.E. Mr. Soe Han

Ambassador

Embassy of the Republic of
the Union of Myanmar in Japan

Republic of thePhilippines

Mr. Robespierre L. Bolivar

Deputy Chief of Mission

Embassy of the Republic of
the Philippines in Japan

Republic ofSingapore

Mr. Tan Soon Kim

Assistant CEO

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 Trade

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ASEAN-JAPAN CENTRE ANNUAL REPORT FOR FISCAL YEAR 2020: RESULTS AND IMPACT ANALYSIS

List of Executive Board Representatives (as of March 2021)
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 Republic ofIndonesia in JapanJapan

Mr. Tomosaburo Esaki

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 PDR in Japan

Mr. Niqman Rafaee M. Sahar

Director

Malaysia External Trade
Development Corporation(MATRADE),Tokyo Office

Mr. Riduan Rahman

Director

Malaysian 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 thePhilippines in Japan

Republic ofSingapore

Mr. Sean Ong

Regional Group Director(Japan and Korea)

Northeast Asia & Oceania,
Enterprise Singapore

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 2020: RESULTS AND IMPACT ANALYSIS ASEAN-JAPAN CENTRE

63

ANNEX B

CENTRE’S ORGANOGRAM IN FY2020

Secretary General
Mr. Masataka Fujita

Office of General Affairs (OGA)
Secretary to Secretary General andHead of General Affairs:
Ms. Junko Nukiyama

Office of theSecretary General (OSG)
Director of Operations:
Ms. Rafaelita C. Castro(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:Ms. Fujiko Amano

Assistant Directors
and Headsof CB Cluster:
Ms. Retno Supeni
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 2021)

64

ASEAN-JAPAN CENTRE ANNUAL REPORT FOR FISCAL YEAR 2020: RESULTS AND IMPACT ANALYSIS 

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Published in September 2021

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