INNOVATE, EDUCATE, COLLABORATE:Moving Forward the U.S.-Japan Partnership
October 6th-7th, 2011
Washington, DC

Table of Contents
Introduction

1

Featured Photos

2

Opening Reception on Capitol Hill

3

Keynote Speech by Secretary of State Hillary Rodham Clinton

4

Visionaries for the Future of Japan

5-6

Economic Collaboration Panel Descriptions:Jump-Staring Entrepreneurship Today

7-8

Forging Clean Energy Collaborations

9-10

Education Panel Descriptions:
Advancing the Study of Japanese Language

11-12

Forging Educational Exchange

13-14

NGO/NPO Development Panel Descriptions:
Exploring Social Innovation

15-16

Developing the NGO/NPO Sector in Japan

17-18

Luncheon: The Japan Brand

19-20

Afternoon Plenary: Moving Forward with Recovery

21-22

U.S.-Japan Council Emerging Leaders Program

23-24

Annual Conference Sponsorship & Acknowledgements

25

Introduction

1

October 6th-8th marked the 2011 U.S.-Japan Council Annual Conference - INNOVATE, EDUCATE,
COLLABORATE: Moving Forward the U.S.-Japan Partnership. The conference affirmed that a new paradigm
for U.S.-Japan relations is evolving after the March 11th earthquake and tsunami, and through collaborationand partnership, the U.S. commitment to supporting Japan remains strong.
“It is imperative that meaningful, trustful and helpful bonds are formed to help the positioning of bothcountries; that is why we are here today,” said U.S.-Japan Council Chairman Thomas Iino as he explained theconference’s objectives in his opening remarks. “If successful, this conference will be one step towards
facilitating a win-win environment for all concerned.”
The theme and topics of the 2011 Annual Conference reflected that leaders on both sides of the Pacific areseeking innovative solutions and entrepreneurial ideas as well as enhanced
cooperation in the Asia-Pacific region. By collaborating in areas such as clean
energy, entrepreneurship, education and nonprofit sector-building, the U.S. andJapan can serve as global leaders in these fields. During plenary and panel sessions
throughout the day on Friday, top subject experts in these areas addressed a crowdof more than 300 people. Minister Motohisa Furukawa, Japanese Cabinet Member
and Mr. Akio Nomura, Executive Director of the Japan Foundation Center for
Global Partnership, were among those in attendance.
Secretary of State Hillary Rodham Clinton served as the keynote speaker at theCouncil’s 2nd Annual Conference. In addition to addressing the need to step up
the educational exchange program offerings between the U.S. and Japan, she spokeof the intricate network of strong ties between the two nations and the importanceof public-private partnerships.
The U.S. response to the March 11th earthquake and tsunami re-solidified the importance of the U.S. - Japan
partnership. Secretary Clinton traveled to Japan weeks after the earthquake and tsunami to announce thecreation of a public-private partnership for reconstruction. This partnership has grown into a new initiative
called TOMODACHI, a joint partnership between the U.S. Embassy in Tokyo and the U.S.-Japan Council that
supports programs and partnerships which empower Japan’s young leaders and deepen relations between
the U.S. and Japan. Secretary Clinton remarked, “together, we want to create a TOMODACHI generation thatis deeply committed to the future of our relationship.”
The U.S.-Japan Council’s mission of forging strong people-to-people connections in order to strengthen U.S.Japan relations was realized at the 2011 Annual Conference through unparalleled networking opportunities
that allowed Americans and their Japanese counterparts to hold meaningful discussions and develop
encouraging next steps.

2

Featured Photos

U.S.-Japan Council Chairman Thomas Iino and

U.S.-Japan Council Board of Directors and Board of

U.S.-Japan Council President Irene Hirano Inouye

Councilors at the 2011 U.S.-Japan Council Annual

Greet Secretary of State Hillary Clinton

Conference & Annual Members Meeting

Dr. Daniel Okimoto, Ms. Michiko Okimoto, Ms. Deni

Mr. Christopher Graves Presenting at the Luncheon

Mineta and Secretary Norman Mineta at the Closing

Session on the Japan Brand

Reception2011 JALD Alumni Reconvene at the Conference

Ms. Jan Yanehiro, Mr. Ernest Higa and Congresswoman(Front) Mr. Gary Moriwaki, Ms. Susan Morita andMazie Hirono at the 2011 U.S.-Japan Council Annual

Ms. Susan Muranishi (Back) Dr. Bill Tsutsui, Mr.

Conference & Annual Members Meeting

Erwin Furukawa and Mr. Bill Imada

Opening Reception on Capitol Hill

3

The 2011 U.S.-Japan Council Annual Conference commenced with an Opening Reception on Capitol Hill inthe beautiful Kennedy Caucus Room inside the Russell Senate Office Building on Thursday, October 6th.
Congressional and diplomatic leaders including Senator Daniel K. Inouye, Ambassador Ichiro Fujisaki, Vice
Speaker of the House of Representatives Seishiro Eto and Congresswoman Doris Matsui made remarks.
At the reception, leaders of community organizations from across the country that supported earthquake
relief efforts in Japan were able to take photographs with members of Congress. The organizations were
officially recognized the next day at the Annual Conference for their remarkable contributions.
The efforts of both large-scale and small grassroots organizations showed the diversity of Americans that
support Japan and believe in the importance of an enduring U.S.-Japan partnership. According to U.S.-Japan
Council President Irene Hirano Inouye, Japanese Americans were uniquely positioned to help.
“Japanese Americans played a catalytic role in their communities because of their shared heritage with thepeople of Japan,” said Ms. Hirano Inouye. “The Council’s national network of Japanese Americans led largescale and even state-wide fundraising initiatives and inspired others to step up and provide assistanceincluding financial contributions, volunteerism and advisory support.”
The organizations recognized throughout the 2011 U.S.-Japan Council Annual Conference included theJapanese Cultural and Community Center of Northern California ($3.6 million raised), GlobalGiving ($5.9
million raised) and the Japan-America Societies ($21 million raised). In addition to community organizations,the corporate sector also participated in relief efforts. According to the U.S. Chamber of Commerce Business
and Civic Leadership Center, American corporations have contributed more than $298 million to disaster
relief in Japan.
In response to March 11th, the U.S.-Japan Council established the U.S.-Japan Council Earthquake Relief
Fund. More than $2.6 million has been donated to the fund and disbursements have been made exclusively
to Japanese Non-Governmental Organizations/ Non-Profit Organizations to support this growing sector inJapan. The Council has since expanded its role to supporting partnerships between U.S. and Japanese NPOs
and NGOs by utilizing its national network of Japanese American leaders.
In May, a U.S.-Japan Council delegation traveled to Tokyo and convened leaders of the fund’s beneficiaryorganizations in order to share information and determine next steps. Many of these same nonprofit leaders
traveled to Washington, DC to participate in the Annual Conference and Annual Members Meeting in orderto network with their counterparts in America. At the end of the Annual Conference and Annual Members
Meeting, Council Members had established connections with the Japanese NPO/NGO leaders and willcontinue to build on these relationships through programs and initiatives.

An Excerpt from the Keynote Speech by Secretary Clinton

4

We know that governments alone cannot sustain the close ties that we have and continue to seek. Ourstrongest relationships have not lived only in the halls of power; they live in the hearts and minds of theAmerican and Japanese people, not just in some cold assessment of our common interests, but in thewarmth of common experiences, family ties, friendships and the common values that bind us together. This
relationship has been tested by time and tragedy, by rivalry, and by the natural push and pull between two
proud nations like ours. And each time, it comes back even stronger. Each time, when it counts the most,our two countries stand in solidarity with each other.
Ten years ago, as a senator from New York, I saw firsthand what our friendship meant. When Japan sent
firefighters from 7,000 miles away to help with the aftermath of the 9/11 attacks, I was moved, but I wasn’t
surprised. That’s just the kind of friend that Japan is to America and to many countries around the world.
The generosity that moved us after 9/11 we sought to repay after 3/11. After Japan’s earthquake andtsunami, our governments launched the largest joint military operation in our history. More than 20,000
Americans from our military and other agencies took part in what we called Operation TOMODACHI.
Now, this was more than just a search and recovery mission; this was a demonstration of our deep ties,
because as you know so well, tomodachi means friend, and that’s what we want it to be.
Americans who remembered the red and white flags on the jackets of Japanese volunteers at ground zeroflew to Japan to return the favor. Across our country, in small towns and large cities, people raised money.
Springfield, Illinois, for example, raised $32,000 selling blue jeans for their sister city in Japan. Nebraska
corn growers donated nearly 9,000 bushels of grain. Japan-America societies across this country raised over
$20 million for relief efforts in Japan.
The joint public-private partnership for reconstruction, which our governments launched in July during myvisit with the U.S. Chamber of Commerce and Keidanren is bringing together policy makers and businessleaders to galvanize Japan’s economic recovery. And just last month, when Vice President Biden visited
Japan, he made a very clear message to the world that Japan is open for business. And I want particularly tothank Irene and the U.S.-Japan Council for the work you’ve been doing with our Embassy in Tokyo tocreate the TOMODACHI initiative, an outgrowth of the operation and the partnership for reconstruction.
Now, relationships like ours and so many others in our lives show their true colors in tragedy, but they arebuilt over decades. And while economic and security ties are vital to our alliance, ties between our people
give our friendship its full meaning. The wonder a Japanese college student exudes when she first sets footin L.A. or Chicago or Boston, the warmth an American high-schooler feels for his Japanese host family, thetechnological marvels that Japanese and American corporate partnerships unleash into our markets, themind-bending discoveries of our researchers cooperating at the cutting edge of science, these are theexperiences that underpin our shared success.
Full transcript and video are available at: www.state.gov/secretary/rm/2011/10/175151.htm.

Visionaries for the Future of Japan5

The eyes of the world are transfixed on Japan after the March 11 earthquake and tsunami to see how thecountry will re-emerge and rebuild after a major disaster. Leaders with clear visions for the future of Japanare stepping up to drive Japan in the direction of progress and global leadership. Two of these visionaries,
Mr. Yasuchika Hasegawa and Mr. Hiroshi Mikitani, addressed the audience at the 2011 U.S.-Japan Council
Annual Conference and together, they emphasized how crucial it is for Japan to act with a sense of urgency.
As President of Takeda Pharmaceutical Company Limited and Chairmanof Keizai Doyukai, Mr. Hasegawa offered an update on the state of Japanseven months after March 11th. He described the earthquake as a wake-up
call for the nation and the start of a new era. “Japan rediscovered its
friendships and important bonds it has with countries around the world.
Support came in from more than 163 countries; foremost among them, wasour closest ally, the United States,” said Mr. Hasegawa. In regards to the aftermath of the Fukushima Daiichi
nuclear disaster, he theorized that nuclear power will likely continue to play a role in Japan’s power generation, but that by working together, the U.S. and Japan can lead technology advancement in renewable power.
“It makes sense for us, as world leaders in technology, to conduct joint research, especially at a time wheneach dollar saved reduces national debt.”
In addition to renewable and clean energy, Mr. Hasegawa also mentioned the development of watertechnology to combat world-wide water scarcity and other infrastructure projects that could be exported todeveloping countries. “There is a need to focus on science and technology because
they make us more efficient, make the impossible possible and drive economic
growth that will eventually lift the global population out of a cycle of poverty,”
concluded Mr. Hasegawa.
Mr. Mikitani, Chairman & CEO, Rakuten, Inc., described the evolution of his
company which originated as a small start-up with initial capital of $200,000.
Rakuten, Inc. has now grown into one of the top internet companies in Japan, worth
more than $12 billion. “I believe the internet should be a tool to enrich your life andhelp you whether you are small or big,” said Mr. Mikitani. “That is why I chose tofocus on how to help small and medium-sized enterprises in Japan, andtoday—we have more than 72 million members.”
The path he described was one of risk-taking and perseverance, and he encouraged more people in Japan toembrace entrepreneurship. He also explained a global disconnect that Japan faces. Often, Japanesetechnology is far ahead of its competitors, as they currently are with the concept of e-money, but fail tosucceed because of an inability to globalize. This, he pointed out, can be ameliorated by taking measures suchas learning English.

Visionaries for the Future of Japan
Both Mr. Hasegawa and Mr. Mikitani emphasized the importance of studying abroad and learning English.
In his hiring practices, Mr. Hasegawa recruits Japanese students who have studied abroad and urges othercompanies to do the same. He also explained that poor English skills are significantly hampering theJapanese, and as a result, he is taking steps at his own company by conducting board meetings in English.

“No matter how good your technical expertise and generalknowledge may be, without a command of the English language
you cannot communicate and therefore, cannot turn those assets
into global business opportunities,” said Mr. Hasegawa.

Mr. Mikitani recently announced that the company would be changing their official language to English.
“Let’s start speaking in English in order to be a global organization rather than a Japanese company runninga global operation,” he explained. Starting next summer, Rakuten, Inc. will require employees to reach acertain TOEIC score to be promoted within the company.
Japan, which is openly being criticized for being “inward looking” or suffering from isolation referred to as
the “Galapagos Syndrome,” now has a chance to reach out and open up. Another point that both speakers
made was that Japan should become more amenable to immigration. Mr. Hasegawa explained “Japan andmuch of the industrialized world has a declining population. The U.S. benefits from a strong culture of
immigration, this is one area in which Japan must learn from the United States and capture the best andbrightest from around the world.”
Mr. Hiroshi Mikitani, Ambassador Ichiro Fujisaki,
Ms. Irene Hirano Inouye, Minister Motohisa
Furukawa, Secretary Hillary Clinton, Senator Daniel
K. Inouye and Mr. Yasuchika Hasegawa before theOpening Plenary at the 2011 U.S.-Japan Council
Annual Conference.

6

Jump-Starting Entrepreneurship Today
Entrepreneurial breakthroughs in technology and forays into new industries drive competitive economies.
While acknowledging Japan's high-tech and innovative contributions to the world, the panelists addressed
the unique challenges that Japanese entrepreneurs face in their economical ecosystem. They also provided
recommendations on how Japan can better promote entrepreneurship.
Dr. Kathryn Ibata-Arens set the tone of the discussion explaining that historically, the entrepreneurial
ecosystem in Japan is challenged by tax and bankruptcy laws unfavorable to entrepreneurs. There is also a
substantial capital gap in comparison to what startups face in the U.S. Dr. Ibata-Arens posed to the audiencethat for Japan, March 11th could be a "Sputnik Moment," a turning point in history for the rapid rise ofentrepreneurship in Japan.
Mr. Ernest Higa spoke from his experience adapting to the Japanese market as
a Japanese American entrepreneur who successfully brought various U.S.
businesses to Japan, including lumber, medical devices and restaurant
businesses (Domino's Pizza and Wendy's). He shared that there are majordifferences in customer expectations between the U.S. and Japan, such as
Japanese customer demands for seasonal menus, a high level of service andvariety of toppings on pizzas, including exotic ingredients like truffles, squid and foie gras. "In the U.S., thecustomer is king, but in Japan, the customer is god," explained Mr. Higa. As a successful businessman who
has observed the Japanese market over the years, Mr. Higa concluded,"Japan has the human capital, political stability andmanufacturing strength, and I believe the environment is now
right for entrepreneurship in Japan."
As a venture capitalist in Japan, Mr. Allen Miner has observed Japanese startup companies and innovators
for two decades. “The talent has always been there and entrepreneurship has always been there,” said Mr.
Miner. “There is no lack of interesting companies in Japan." However, he cautioned against an 'early IPO
syndrome' in Japan, where startup ventures go public before they fully develop to their potential. VCs tend
to want startups to spend funds, whereas shareholders seek more immediate returns on investment. Even
today's major Japanese entrepreneurial companies like Rakuten, Inc. and mobile phone company DeNA did
not have IPO status until they achieved $2 billion and $700 million in sales, respectively.
Although not a Japan specialist, Mr. Scott Case shared his views on how entrepreneurship has evolved inrecent years. Today, incubators, which are place-specific aggregators inresearch and innovation, are becoming accelerators, which focus more on
access to mentorship.

7

Jump-Starting Entrepreneurship Today
Mr. Case advocated for the creation of value networks that involve ventures, investors, legal advisors,
universities and other entities in creative initiatives like Startup Weekend, where 100 people create tencompanies in 48 hours. Large corporations also have a role in entrepreneurship, and they can often be thefirst customer or a distributor of interesting startups.
Lastly, Mr. Case introduced the concept of pivoting, where businesses continuously review their businessmodels and can "pivot" their strategy to adjust to a changing market.
As all the panelists described, entrepreneurship can thrive with adaptation to the challenges andopportunities it faces in its environment and with the successful alignment of resources. Japanese
entrepreneurs, large corporations, governments and supporting entities can usher in a new era of anentrepreneurial Japan with a renewed entrepreneurial ecosystem.

Panelists
Ms. Moni Miyashita, Vice President, M&A Strategy, Investments & Relationships, IBM Corp., U.S.
(Moderator)
Mr. Scott Case, CEO, Startup America Partnership
Mr. Ernest M. Higa, Chairman and CEO, Higa Industries Co., Ltd. / Wendy's Japan LLC
Dr. Kathryn Ibata-Arens, Associate Professor, DePaul University
Mr. Allen Miner, Chairman and CEO, Sunbridge Corporation8

Forging Clean Energy Collaborations
While the U.S. and Japan have been on a path of collaboration formany years in energy efficiency and Smart Grid technology, theneed for partnership became even greater after the March 11thearthquake and tsunami. The Obama administration's current goal
is to reduce U.S. fossil fuel dependency from 84% in 2009 to 78% in2035 and through the American Recovery and Reinvestment Act,
the U.S. government has committed $80 billion to clean energy.
Across the Pacific, Japan is targeting 40% national self sufficiency inenergy resources, in contrast to its current level of 18%, according to
Mr. Osamu Onodera of NEDO.
The events of March 11th ignited the world's urgency to seek out alternative energy solutions and othercountries are looking to Japan and the U.S. to take the lead. All panelists agreed that the U.S. and Japan sharecommon challenges and strengths, which make the two nations ideal partners not only for bilateral interests
but also for global leadership in energy efficiency, technology and models. According to Bloomberg, theglobal clean energy market has grown from $46 billion in 2004 to $243 billion today, indicating a bright spot
for economic growth for the U.S. and Japan in a global context.
Dr. Phyllis Yoshida of the U.S. Department of Energy described the common challenges both nations face,
including the heavy reliance on foreign oil, large consumption of energy, an eminent need to diversify energy
sources and dependency on nuclear energy. These needs have led the U.S. and Japan to develop world classresearch universities, institutes, a sound financial and legal structure and entrepreneurs in energy-related
fields. In regards to complementary strengths, Japan excels in manufacturing, an innovation system withlarge companies and technology research in energy efficiency, photovoltaics (solar energy), fuel cells andbatteries. U.S. strengths consist of basic research, system engineering, marketing, Smart Grid, smart metersystem, bio fuels, solar thermal, computational science, innovation systems with large companies and savvy
VC investors. Currently, there are unique collaborative projects including the Hawaii-Okinawa microgrid
initiative and smart school educational programs, New York energy efficiency building design projects andsmart city initiatives in New Mexico.
Mr. Gene Rodriguez from Southern California Edison shared his public utility company perspective,
explaining the need to transform business models for utility companies and the value chain, where incentives
for energy efficiency must reward profitability and shareholders. He urged that governments and the private
sector must cooperate to bring new ideas to the table and enable the realization of energy efficient initiatives,
which has already begun to happen at the regional, state, national and international levels.
Synergy between the U.S. and Japan is stronger than ever, and as Dr. Yoshida expressed: "Why wecollaborate, is because we need to. Where we collaborate, is where there is mutual benefit."

9

Forging Clean Energy Collaborations
Panelists
Mr. Erwin Furukawa, Senior Vice President, Customer Service Business Unit, Southern California Edison(Moderator)
Ms. Jane Nakano, Fellow, Energy and National Security Program, Center for Strategic and International
Studies
Mr. Osamu Onodera, Chief Representative, Representative Office in Silicon Valley, New Energy andIndustrial Technology Development Organization (NEDO), Japan
Mr. Gene Rodrigues, Director, Customer Energy Efficiency and Solar, Southern California Edison
Dr. Phyllis Yoshida, Deputy Assistant Secretary for Asia, Europe and the Americas, U.S. Department ofEnergy10

Advancing the Study of Japanese Language

11

The panel on Japanese language education examined how to expand programs at both the secondary anduniversity levels in the United States. By looking at ongoing efforts to promote Japanese instruction incomparison to other quickly expanding and widely studied Asian languages, the panelists put forth ways toincrease both the quantity and quality of Japanese language programs at a time when education spending is
at a premium.
Professor William Tsutsui of Southern Methodist University served as the moderator for the panel, andopened the discussion by revealing current trends in language education. Dr. Tsutsui was happy to note that
there has been a gradual but significant change in language education, with students from all backgrounds
taking language courses for a number of reasons. Previously, second languages were often only “marketed”
to elites looking for careers in academia or diplomacy. He also remarked that Japanese language education“continues to be vibrant, even with China’s surge.”
Dr. Rosalinda B. Barrera of the U.S. Department of Education’s Office ofEnglish Language Acquisition focused on the benefits of multilingualism andthe need for federal, state and local government support of language
education. OELA’s vision is for all high school graduates to be proficient in atleast two languages. They hope to accomplish this by granting Foreign
Language Assistance Program (FLAP) funds to schools to enhance the qualityof language programs across the country. Dr. Barrera pointed to Culver City,
California and Portland, Oregon as public school systems that have used FLAP
grants for Japanese language programs.
Dr. Janet Ikeda, President of the Association of Teachers of Japanese
highlighted the “Two A’s” of Japanese language growth: advocacy andarticulation. She pointed out that among both college and K-12 students,
Japanese enrollment has increased 10% since 2006, and that today, Japaneseis one of the five fastest-growing languages in the country. Dr. Ikeda
identified communication as the major obstacle hindering the expansion ofJapanese courses. Japanese teachers are not natural self-advocates and sinceschool administrators are rarely bilingual, they often do not see the benefits of foreign language programs.
Mr. Christopher Livaccari of the Asia Society started his presentation by observing that “Americans seem tohave trouble keeping more than one East Asian country in mind.” Therefore, some contend that continued
interest in Japanese is lost in the larger narrative of China’s rise. Mr. Livaccari admitted that while Japanese
programs cannot compete with the level of funding that Chinese initiatives (including the Confucius
Institutes) receive, the level and quality of materials in Japanese language education are more developed thanthose in Chinese. He added that it is short-sighted to focus on a singular “language of the future,” and thatJapanese is flourishing along with, rather than in spite of, Chinese.
The panelists called for Japanese programs aimed at pre-secondary students, as languages are more easilyacquired at a young age. The panel concluded with a request for greater advocacy, whether it is to local

Advancing the Study of Japanese Language
government policy-makers for more government spending, to Japanese American communities andbusinesses for more language initiatives or to the corporate sector for adult language learning programs
aimed at professionals hoping to learn Japanese.
Panelists
Professor William Tsutsui, Dean of Humanities and Sciences, Southern Methodist University (Moderator)
Dr. Rosalinda B. Barrera, Assistant Deputy Secretary and Director, Office of English Language Acquisition,
U.S. Department of Education
Dr. Janet Ikeda, President, Association of Teachers of Japanese & Associate Professor, Washington and Lee
University
Mr. Christopher Livaccari, Director, Education and Chinese Language Initiatives, Asia Society

12Fostering Educational Exchange

13

A robust environment for educational exchange between the U.S. and Japan strengthens ties between the twonations and ensures that both the U.S. and Japan are recognized as key players on regional and global scales.
The panel moderator, Dr. Judy Sakaki, and panelist, Ms. Peggy Blumenthal, provided statistical overviews of
the status of educational exchange between the two nations. Dr. Sakaki, University of California, reported
that over the last 10 years, the number of Japanese college students enrolled in American universities has
dropped by 52%, whereas the number of Chinese students has risen by 164%. She has seen a similar trend in
the University of California system, which hosted only 400 Japanese students in 2010, compared to 4,000
Chinese students.
Ms. Blumenthal, Institute of International Education (IIE), presented statistics from the organization’s OpenDoors Survey, which also showed a decline in Japanese students traveling to the U.S. She recommended
promoting more programs that bring Japanese teachers and faculty to the U.S. to jump-start a cycle ofexchange and incite a trickle-down effect to students considering studying abroad.
Conversely, the number of American students traveling to Japan is steadily rising and in fact, the U.S. ranks
6th in the number of students traveling to Japan, behind Korea, China, Malaysia, Thailand and Indonesia.
Notably, the U.S. and Japan are the only two countries with a predominantly female study abroad
population and typically students participate in short-stay programs. In comparison, countries such as India
and China send mostly males to study abroad for four-year degrees.
The Institute of International Education is working to attract more Japanese students to study in the U.S., andthe Japan-U.S. Educational Commission (JUSEC) recently held a college fair in Japan attracting 13 Americancolleges and about 200 students. A similar college fair in Hong Kong attracted 100 universities and 2,000
prospective students. Ms. Blumenthal expressed the need for lesser known colleges and universities as welltrade and community schools to have a face in Japan. To advertise study abroad options in Japan, IIE has afree directory of programs called the IIE Passport. With the majority of programs being sponsored by U.S.
institutions, Ms. Blumenthal hopes to see the number of Japanese institutions sponsoring study abroadincrease.
Mr. Fumio Isoda of the Ministry of Education, Culture, Sports, Science and Technology (MEXT), shared theMinistry’s study on the impact of March 11th on student exchanges and found that the earthquake andtsunami did not have a negative impact on the number of exchange students coming to Japan. By late April
and May, most universities had resumed their regular activities, and more than 90% of the foreign students
returned to programs in Tohoku. He also theorized on why less Japanese students are studying abroad,citing an inward thinking younger generation, particularly among males.

Fostering Educational Exchange

14

Competitive and protracted recruitment by Japanese companies has also affected student exchange.
Companies are starting to recruit students earlier and earlier in college, making for an intensely competitiveenvironment. According to Mr. Isoda, the average student applies to about 100 companies, and there are
typically 10,000 applicants for only 20 available positions. Mr. Isoda called for a more efficient hiring process
and a delay in recruitment. He mentioned that Tokyo University is considering altering the semesterschedule to begin in September, to coincide with the Western academic calendar.
Mr. Isoda also outlined MEXT’s policy goals which aim to send 10% of Japanese students to study abroadover the next decade. In addition to enhancing scholarship support for exchange programs, MEXT will also
support and promote Japanese university activities abroad and English-speaking course offerings at Japanese
universities to attract foreign students.
Mr. Paul Miller of the National Association of Independent Schools (N.A.I.S.), described international
education initiatives in secondary independent schools, which make up about 2% of schools nation-wide.
Independent schools have been involved in fundraising efforts as well as global learning. Out of 1400 member schools, 82 offer Japanese classes, compared with 420 that offer Mandarin (up from 150 five years ago).
With the focus back on Japan, Mr. Miller sees an opportunity to increase Japanese language programs overthe next five years to match Mandarin. Short-term exchanges between N.A.I.S. member schools and Japanese
schools are offered in at least 21 schools. Mr. Miller echoed Ms. Blumenthal’s proposal of increasing teacher
exchanges. He cited the Punahou School in Honolulu, President Obama’s alma mater, as a success story,
where language classes, exchange programs, internet collaboration via Skype, summer programs and faculty
exchanges are all offered.
Educational exchanges at all levels between the U.S. and Japan are vital to the relationship. Students who
study abroad from both nations are more likely to incorporate the other nation into their careers, establish
and maintain networks across borders and remain committed to strengthening U.S.-Japan relations.

Panelists
Dr. Judy Sakaki, Vice President, Student Affairs, University of California (Moderator)
Ms. Peggy Blumenthal, Senior Counselor to the President, Institute of International Education
Mr. Fumio Isoda, Director General of Higher Education, Ministry of Education, Culture, Sports, Science andTechnology
Mr. Paul Miller, Director of Global Initiatives, The National Association of Independent Schools (N.A.I.S.)Exploring Social Innovation
The U.S. and Japan both face societal problems that require new thinking and innovative solutions. Social
innovation can spark new activity in both the public and private sectors and often it is non-profit
organizations (NPOs) and non-governmental organizations (NGOs) that are first-movers at utilizing sociallyinnovative platforms.
Dr. Britt Yamamoto described his work as Executive Director of iLEAP: The Center for
Critical Service. iLEAP is an international, grassroots nonprofit organization with a
mission to cultivate a new generation of global citizens through educational andprofessional training programs in Seattle. After March 11th, iLEAP created the Social
Innovation Forum: JAPAN program to encourage rebuilding through energizing civilsociety, empowering emerging leaders and forging global partnerships between
American and Japanese civil societies. Dr. Yamamoto emphasized that many Japanese
NGOs/NPOs were doing great work before March 11th, but that it wasn’t visible. “Thereis a very strong citizen structure in Japan; it is just informal,” said Dr. Yamamoto. “TheJapanese understand the communitarian concept of how to work together even better than Americans.” Hecontinued,“there are brilliant people doing wonderful work; they need tofind a template that works and then there will be a true
watershed moment in Japanese civil society.”

Dr. Yamamoto explained that his goal is to help young Japanese leaders professionalize their work and craft
effective messaging. He also pointed out that there are more than 30,000 non-profit organizations in Japan,
though only a couple hundred of them have been able to acquire tax-exemption status, something that is
relatively easy to attain in the United States.
Professor Hideyuki Inoue of Keio University will play a role in bringing 40-50 participants to Seattle forintensive 10-day trainings at iLEAP focused on energizing civil society and social innovation from Spring2011 through Fall 2012. A panelist with ten years of experience in the social innovation field, Professor Inoue
recounted the communal Japanese spirit after March 11th and explained that the time is ripe for innovationin Japan. He recommended that Japanese corporations incentivize innovation to create greater motivation.

15

Exploring Social Innovation
In addition to his work at Keio University, Professor Inoue founded the Social Venture Center within the
Entrepreneurial Training for Innovative Communities (ETIC) and started the “Annual Style Prize” in 2004,
Japan’s first social venture business plan competition for the youth. He recommended competitions as a
successful model for bringing out creative, socially innovative ideas.
According to Ms. Shirley Sagawa of the Center for American Progress, “social
innovation is a process, not a status. It is about staying fresh, not about how or whenan organization was founded.” Ms. Sagawa described the challenges of working
within the high-regulated social sector, explaining that many great products arenever grown to scale due to bureaucratic barriers. In the U.S., social innovation isvery much connected to volunteerism and often, the government plays a role inpromoting social innovation through programs like AmeriCorps. Ms. Sagawa also
described America Forward, a non-partisan initiative that brings together policymakers and leaders from across sectors to unite public and private expertise andresources to impact social innovation.
Social innovation often peaks after a major disaster. Ms. Sagawa provided the example of how Tulane
University created their Service Learning School after Hurricane Katrina as a way of investing in humancapital and reviving an affected area to be better than it was before. The similar opportunity in Japan, andparticularly in the Tohoku region, should not be missed.

Panelists
Ms. Dianne Fukami, Co-founder & President, Bridge Media, Inc. (Moderator)
Mr. Hideyuki Inoue, Associate Professor, Keio University & Founder, Social Venture Partners Tokyo
Ms. Shirley Sagawa, Visiting Fellow, Center for American Progress
Dr. Britt Yamamoto, Executive Director, iLEAP: The Center for Critical Service

16Developing the NPO/NGO Sector in Japan

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After the March 11 earthquake and tsunami, Japanese non-governmental organizations (NGOs) and non-profit
organizations (NPOs) took immediate action to provide
relief and recovery in their home country, many for the
first time. The U.S. and Japan have both faced large-scalenational disasters and could greatly benefit fromexchanging information. Partnerships between U.S. andJapanese NGOs/NPOs strengthen U.S.-Japan relations as awhole, and could lead to greater support of this growing
sector in Japan.
Mr. Sam Worthington, President & CEO of InterAction, provided insight on the growing third sector in Japan
based on his experience in America. He explained that InterAction and its member organizations are able toraise about $10 billion a year working with private organizations. While there are many large and influential
NPOs/NGOs in America, Mr. Worthington maintains that the sector’s roots remain in small non-profits thatbegin with a dream. He emphasized that earning public trust is essential to the success of the NGOs/NPOs,
citing the example that 70% of InterAction’s member organizations’ resources depend on the generosity ofthe public. He urged attendees to think of private sector collaboration between the U.S. and Japan astriangular, to include collaboration within the NGO sector.
When considering the NGO/NPO sector in Japan, Mr. Worthington found that the Japanese public is just as
willing to give as the American public. The difference lies in the marketing strategies necessary to gain the
public’s trust. Additionally, to nurture small start-ups in Japan, it is crucial to encourage funders to provide
overhead costs and train Japanese staff to become self-sufficient. Mr. Worthington concluded that a disasterin a developed nation creates an environment in which civil society can thrive; with public trust andnurtured overhead costs, Japanese organizations have a great opportunity to grow.
As President of GlobalGiving, Ms. Mari Kuraishi provided a case study of a successful organization thatbegan with a dream. In her previous position at the World Bank, Ms. Kuraishi participated in abrainstorming session for civil organizations on fighting poverty. She was struck by the number of creativeideas and proposals generated and felt there needed to a mechanism for supporting anyone in the world
with a truly great idea. GlobalGiving is that platform.
GlobalGiving has raised $51 million since inception, $6 million of which has gone to Japan. Following March
11th, Ms. Kuraishi believes there is a real opportunity for the Japanese NPO/NGO sector and the country
itself.

Developing the NPO/NGO Sector in JapanShe spoke of the need to incubate leaders within the sector, so that in the next decade they can lead Japan outof a downward trend. She also broached the topic of a lack of transparency in Japan, referencing the nuclear
disaster in Fukushima. She charged Japanese NGOs with the task of helping to overcome the transparency
issue.
Mr. Kensuke Onishi served as a founder Japan Platform, whose work he described during the panel session.
With an upsurge of international cooperation in the 1990s, Mr. Onishi saw theneed for cooperation among NGOs, government and private enterprise, thus
the “Japan Platform” concept was born. He also described the origins of theorganization, Civic Force, which was created out of a governmental task force
called the “New Public Commons” which met regularly to discuss bolstering
the NGO/NPO sector. Unfortunately, these roundtable discussions ended during Prime Minister Kan’s term.
Mr. Onishi openly shared his opinion that the government’s response was defective, citing poor foresight,
poor capacity and direction, lack of strategy and poor communication which ultimately led to inadequate
immediate relief. Looking forward, the formation of an Asia-Pacific Platform is currently under discussion.
The panel’s moderator, Mr. Gary Moriwaki asked panelists to reflect on the quote, “You should never let acrisis go to waste,” and to offer one piece of advice for Japanese NGOs. Mr. Worthington responded thatcivil society can move faster and reach further than government or military response; as such, there is a needfor NGOs to prepare now for the next crisis. Ms. Kuraishi has been struck by the anger and willingness tostand up and speak out by Japanese citizens following March 11th. She urged the Japanese public to leveragethat frustration and take action. Mr. Onishi echoed the need for preparedness, especially with geologists
predicting that the next big disaster is quickly approaching. He also encouraged NGOs, especially fledgling
NGOs, to cooperate with the private sector.

Panelists
Mr. Gary S. Moriwaki, Partner, Fox Rothschild LLP (Moderator)
Ms. Mari Kuraishi, President, GlobalGiving
Mr. Kensuke Onishi, CEO, Peace Winds Japan & Chairperson, Civic Force & Director, Japan Platform
Mr. Samuel A. Worthington, President & CEO, InterAction

18

The Japan Brand

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A luncheon session on the Japan Brand featured Christopher Graves, Global CEO, Ogilvy Public Relations
Worldwide and John Onoda, Senior Consultant, Fleishman-Hillard. The panel was moderated by Frederick
H. Katayama, Anchor, Reuters Insider, Thomson Reuters. Mr. Graves
spoke from the perspective of an expert on nation-branding and a
recent author of a chapter in the book Reimagining Japan, while Mr.
Onoda broached the subject of what happens when brands arechallenged, from the perspective of a leading public relations
professional in America.
Mr. Graves started by asking the question, “is cool enough?” Japan,
without a doubt, has a special place in the minds of American trend-setters and has even been deemed the“epicenter of cool.” Mr. Graves cited cosplay, manga and all things kawaii (cute) as examples of what is cool
about Japan, adding that “without a doubt, kawaii is unique to Japan; there is absolutely nothing kawaii about
America.” Capitalizing on this concept, the Japanese government launched a branding campaign called“Cool Japan” to promote modern Japanese culture abroad. A problem evolved when Japanese pop-culture
trends caught on in the U.S., but were no longer being traced back to or attributed to Japan. In McKinsey &Company’s Reimagining Japan, Mr. Graves authored a chapter entitled “Cool is Not Enough,” in which heexplained this cultural disconnect: “for nation branding to be effective, pop culture needs to do more thanenlist foreigners into songs, fashion or cosplay. It needs to make people think of, understand, seek out andlove the country of origin.”
During the luncheon session, Mr. Graves highlighted some of his ideas included in the chapter including his
recommendation that Japan hone in on the concept of mastery as its new national brand. Whether in the arts,business or even in the kitchen, the Japanese are a culture dedicated to mastery, the constant drive for selfimprovement. Mr. Graves believes devotion to mastery could become the unifying thread that weaves pop
culture and tradition into a distinct, authentic brand that Japan can easily market.
Mr. Onoda instilled the importance of perception, suggesting that it is a tremendously powerful force andcompanies must be able to control it in order to succeed. He described branding principles that apply not
only to companies and organizations but also to a nation. The principles include actively managing yourbrand and reputation, knowing your top three attributes and basing your brand on tangible qualities.
“People do not believe what you say; they want to see something, feel something. You have to stand out anddo something substantially different,” said Mr. Onoda. To this end, he provided the example of Japan after
March 11th. People around the world saw and felt the stoicism, honesty and care of the Japanese people in
the aftermath of the earthquake, which created a very positive perception of Japan.

The Japan Brand

20

After evaluating the current situation in Japan, Mr. Onoda provided some “prescriptions” for maintaining astrong and positive national brand in Japan. He recommended taking a more active role in managing thecountry’s reputation as well as doing a better job embracing diverse perspectives. He challenged Japan toconsider if it is content with being a “comfortable” nation, or whether it wants to rise above and be a truly
great nation. According to Mr. Onoda, to become a great nation, Japan needs to engage in more risk-taking
behavior, eliminate the fear of failure, open itself up to immigration, empower women and embolden its
youth to roam the world and become global citizens.
Japan Brand Imagery:Moving Forward with Recovery

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An afternoon session on Moving Forward with Recovery opened withremarks by Ambassador Ichiro Fujisaki who provided analysis of Japan,
seven months later. He estimated that the damage from the March 11thearthquake and tsunami had now reached $211 billion. He also touchedon the fallout after the nuclear crisis in Fukushima. According to theAmbassador, 26% of power in Japan is from nuclear energy and before
March 11th, the government expected for that percentage to increase to53%. This dramatic increase is unlikely to occur because now more than 74% of the Japanese public want
nuclear energy phased out.
Mr. Takashi Kawamura, Chairman of Hitachi, Ltd., offered words of hopefulness and optimism about the
future of the Tohoku region. “We cannot go back into the past,” said Mr. Kawamura. “In reviving thedisaster-struck region we must create momentum to revive Japan’s economy in one stroke.” He explainedthat large-scale disasters like March 11th and the Great Kanto Earthquake require long-term visions andoften lead to grand designs.

“The Tohoku region has the potential to evolve into a region witha world-class medical center and a hot-spot for clean energy
growth; it is a place where model cities could be built and give
Japan the opportunity to grow again,” said Mr. Kawamura.

Mr. Stephen Jordan of the U.S. Chamber of Commerce, Business Leadership Civic Center provided an
American business perspective on the aftermath of March 11th and the next steps
to recovery. Despite frequent news reports of aid to Japan being lower than
expected, Mr. Jordan pointed out that $300 million was pledged by the U.S.
business community for relief efforts, the second largest outpouring of support inhistory.
Mr. Jordan emphasized the importance of researching and recording lessons
learned from March 11th because of what he referred to as the “Ring of Fire
Challenge.” The Asia Pacific region is located in a danger-zone of fault lines andother factors that ensure more major disasters are on the horizon. “We all have acommon adversary. The question is, how do we pull together to mitigate natural
disasters especially now that we have globally integrated supply chains?” posed Mr. Jordan.

Moving Forward with Recovery
He recommend that in anticipation of future disasters, countries should take advantage of a steady-state
environment by building strong networks, investing in infrastructure projects and supporting innovation.
According to Mr. Jordan, this will make the Asia Pacific region much more resilient.
Ms. Suzanne Basalla, Senior Advisor to Ambassador John V. Roos, reinforced that although reconstruction is
likely to take years or even decades, Japan is a safe place to visit andconduct business. In her remarks, Ms. Basalla introduced a new
initiative called TOMODACHI, a partnership between the U.S.-Embassyin Tokyo led by Ambassador John V. Roos and the U.S.-Japan Council.
TOMODACHI will bring together the best of public and private
resources from the U.S. and Japan to invest in Japan’s next generationand to strengthen U.S.-Japan relations. Both the U.S. and Japan see
mutual interest in a strong and competitive Japan with a vibrant youth
population. Projects under TOMODACHI will include cross-cultural and educational exchange programs,
fellowships and entrepreneurial programs, among others. Leaders of the initiative hope to turbo-charge
ongoing rebuilding efforts and to coordinate with local communities to ensure needs are matched.
At the conclusion of the afternoon plenary, Council Member Jill Nishi took the stage to introduce the 2012
U.S.-Japan Council Annual Conference which will be held in Seattle, Washington on October 4th-6th.

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U.S.-Japan Council Emerging Leaders Program:Empowering the Next Generation
The U.S.-Japan Council Emerging Leaders Program is aninteractive, educational program designed to encourage
the next generation of leaders to act as first movers,
innovators and entrepreneurs in their professional fields.
Each year a pool of young Japanese American
professionals (ages 18 - 35) are chosen from across thecountry to attend the U.S.-Japan Council Annual
Conference, which focuses on topics identified by boththe U.S. and Japan as key areas for collaboration. By
providing exposure and access to senior leaders on key
U.S.-Japan topics, the program aims to motivate young
professionals to pursue further activities that promote strong and positive U.S.-Japan relations. Over time,
the goal of the program is to develop a diverse pool of successful alumni who think globally, assume greater
leadership roles in society and are enthusiastic about sustaining a strong partnership between the U.S. andJapan.
At the end of the three days, several of the delegates had banded together pledging to complete projects
including a business plan competition in the Tohoku region that would fall under the TOMODACHI
initiative. The Council looks forward to their continued engagement.
Each of the 2011 delegates reflected on their experiences at the U.S.-Japan Council and Annual Members
Meeting where they had an opportunity to participate in an orientation, contribute to meaningful working
group discussions and attend networking dinners:
In our small group of ten, we discussed what it means to be a leader, examples of current and past leaders, and listed
various qualities that leaders possess. I now understand the need for the younger generations to prepare for the“changing of the guard” and start playing a prominent role in helping move the U.S.-Japan partnership forward. If theyounger generations do not step up and embrace the leadership roles expected for them, the partnership will not survive.
— Nicolas Mizono, Intern, Senior Planner’s Office, San Francisco Planning Department (San Francisco)
I felt a common bond with many other Nikkei, not only in the ELP program, but also throughout the network of Council
Members, and better understood that I don’t just represent my family as a Nikkei, but that we, as Japanese Americans,represent each other throughout the United States and the world.
— Ryan Tanaka, Chief Operating and Financial Officer, Saint Louis School
I left the conference feeling inspired and motivated to take action. The fact that our group has already scheduled a trip tomeet again is a testament to the friendships and commitment we formed that weekend.
— Dana Heatherton, Executive Board Member, Little Tokyo Service Center

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U.S.-Japan Council Emerging Leaders Program:Empowering the Next Generation

24

The task for Japan, as Mr. Mikitani and others alluded to at the Annual Conference, will be to balance its
culture with its need for fresh ideas and bold innovation. The latter will be needed to encourage entrepreneurship,
improve foreign language study, and confront the realities of a rising Asia and aging population, among other things.
Japanese leaders like Mr. Mikitani, who decided to change Rakuten’s official language to English after waking with astart one night, and ITO EN North America CEO Yosuke Honjo, who graciously sponsored the Emerging Leaders
Program, will need to play an increasing role in these efforts.
— Zachary Pryzstup, U.S. Program Manager, Atlas Service Corps (Washington, DC)
I never fathomed the existence of a room full of powerful, brilliant Japanese American women. More so, I did not think I
would be sitting with them discussing the importance of women and minorities in the board room at the U.S.-Japan
Council Annual Conference. The Emerging Leaders Program has been a pivotal experience in my life. Before attending
the conference I had never before tasted the palpable energy of a group of Japanese Americans teeming with pride,
ambition and common purpose. My worldview is forever benefited.
— Kei Ashizawa, Attorney and Title Examiner, Kilburn Law Firm
At the local Gardena Obon festival this summer, my dad said that being there was “good for the soul.” But it wasn’t
just the bingo games or the Japanese sweets that he was referring to. Dad was talking about watching the dancing thathas been taking place in the country of our ancestors for centuries. Most importantly, Dad was talking about thegathering of the Nikkei community. It’s wonderful to connect with the people you share a heritage with, to discuss the
future with them and plan on how together you will make your community stronger. The U.S.-Japan Council Annual
Conference and Emerging Leaders Program were good for the soul as well.
— Stacey Ann Fong Toda, Deputy Chief of Staff, Long Beach Mayor Bob Foster
I believe that it is my role to be an educator and mentor for young American students who are interested in Japan. As
Nelson Mandela said, “Education is the most powerful weapon which you can use to change the world.” With myinvolvement in the ELP and USJC, I have been given an opportunity to not only further empower my students throughthe networks and connections of the U.S.-Japan Council, but also to think more broadly in scope about the impact that I
can have on the U.S.–Japan relationship.
— Naomi Funahashi, Reischauer Scholars Program Coordinator, Stanford Program on Internationaland Cross-Cultural Education (SPICE)The 2011 Emerging Leaders Program class also included:
Timothy Koide, Research Associate Intern, Mitsubishi
International Corporation in Washington, DC
Andrew Daisuke Stewart, Attorney, Koshiba Agena &KubotaErica Naito-Campbell, Intern/Assistant, Bill Naito Company

Annual Conference Sponsorship

25

Platinum Sponsor

Title Sponsors

Signature Sponsors

Premier Sponsors

Gold Sponsors

Arnold & Porter LLC
Deloitte LLP
EADS North America
Mr. Ernest M. Higa
ITO EN (North America), Inc.
Northrop Grumman
Sojitz Corporation

Central Japan Railway
Cook Pine Capital, LLC
Fox Rothchild LLC
Island Insurance Co.
Miyako Hybrid Hotel
Mr. Roy Yamaguchi
Nomura Holding America
Osaki Creative
The Northeast MAGLEVTokio Marine Management, Inc.

Special thanks to the 2011 Annual Conference Planning Committee, U.S.-Japan Council staff, Annual
Conference volunteers, Ms. Georgette Furukawa-Martnizez for volunteer coordination and
Ms. Masae Uyeda for translation support.