The Japan Mastery Collection,
Haneda Airport Bringing
Regionally Revitalizing Luxury Japanese Brands tothe World
Opened at Haneda Airport Terminal 3
on December 22nd, 2023

- Protecting excellent regional materials,
techniques, and aesthetics
for the next 100 years -Operator: Haneda Future Research Institute Incorporated

Contents

Message from the president

What is a regionallyrevitalizing luxury?

Brand overview

Target customers

Mid- to long-term aims

Store layout

Retail and services

Store information

Message from the president

Haneda Airport bringing regionally revitalizing
luxury Japanese brands to the world
Elevating Japan's national strength for the next generation is amajor challenge. To that end, I firmly believe it is important tocommercialize the culture of everyday life found in local regions.
At the Haneda Future Research Institute, one of our key
objectives is regional revitalization, carried out in collaboration withnational and local authorities and producers, and we aim to utilize
Haneda Airport, a global hub, to create new business opportunities
by connecting people, products, and information.
To revitalize regions, I believe it is important to work on solving
the various problems faced by local regions, the fashion industry,
and Japan as a whole, and to establish a system that will preserve
the Japanese manufacturing that supports local industries for theHaneda Future Research Institute
Incorporated
President Hiroshi Onishinext 100 years, and I have spent a long time exploring what can beaccomplished at Haneda, guided by my experience in the retailindustry.
I am therefore pleased to announce the opening of the Japan
Mastery Collection (hereinafter, "JMC") brand shop in Haneda
Airport's International Terminal this winter. Through JMC, we hope
to contribute to Japan's national strength by commercializing
manufactured goods steeped in history and culture, building acircular platform for giving back to producers, training theirsuccessors, creating new businesses in local regions, andimproving the overall reputation of regions.
Furthermore, by breaking away from the fashion industry's
dependence on Western luxury brands and transforming the supply
chain to be completely domestic, we aim to raise the global
reputation of Japanese manufacturing, and create and provide newvalue unique to Haneda through the establishment of a luxuryJapanese brand.

02

What is a regionally revitalizing
luxury brand?
JMC is aiming to become the Japanese equivalent of an overseas Maison brand,
and transform traditional craftsmanship, domain of origin, and intangible cultural
assets into brands.

1) Aiming to commercialize the culture of everyday life
The culture of everyday life in this context refers to the excellent
regional materials, techniques, and aesthetics in Japan

2) Aiming to transform tourism into a business industry

Build a cycle that gives back to producers
Create a mechanism for sending tourists to local regions
from Haneda
Sell products at a reasonable price that takes into
account the added value
Secure the funds
necessary for training
successors/passing
down skills

Create value by
improving the reputationof regions andproducers

Create interest in local regions through the JMC
brand
Send tourists toexperiences where
they can deepen theirappreciation ofcraftsmanship

Cooperate with
regions and local
governments to develop
travel routes other thanthe Golden RouteIn 2019, the average spend per inbound tourist wasCurrently, inbound tourism is beginning to recoveraround 150,000 yen, but in order to industrialize exports,

thanks to the weak yen, but it is expected that the appeal

it is important to aim for an average spend of 300,000 yenof Japan as a tourist destination will eventually decline

and create a system that gives back to producers.

again.

The operating profit margin of overseas Maison brands

Creating demand for tourism in destinations other thanis higher than that of the Japanese apparel industry, andon the Golden Route is essential for addressing theeven when excellent Japanese materials are used, thecurrent problem of overtourism in Japan.

return to producers is small, mostly becoming the profit of
the Maison brand.

Providing information and opportunities to producers (sales channels, expertise on branding, etc., feedback on marketing data)
Creation of demand for local regions by sending tourists there via the research institute's tourism business, which has ties with local
governments and producers
Provision of unique, luxury Japanese items by matching producers with designers and creators at the research instituteConsidering expanding sales channels in the future, utilizing the research institute's network (wholesale to overseas boutiques anddepartment stores)
Considering expanding sales channels in the future, taking advantage of the potential of airports (airports both in Japan andoverseas)

1) Highlight the products manufactured across Japan and regional experiences to improve Japan's
national strength through the influx of people and money to local regions.
2) Sell products at a reasonable price and return profits to producers.
3) Transform the supply chain to be completely domestic, thereby breaking away from thedependence on Western luxury brands, and establishing a luxury Japanese brand.

04

・ How JMC was establishedThrough his long experience in the retail industry, Haneda Future
Research Institute's president, Hiroshi Onishi, has spent a long time
investigating how to solve the various problems faced by local regions,the fashion industry, and Japan as a whole, and in what way regional
revitalization should be carried out in order to bolster Japan's nationalstrength. As a subsidiary of Japan Airport Terminal Co., Ltd. that is
responsible for developing new businesses, the Haneda Future
Research Institute struck upon the idea of launching a luxury brand as
part of its core business of regional revitalization.

・ Background・ In 2019, the average spend per inbound tourist was around 150,000 yen,
but in order to industrialize exports, it is important to aim for an averagespend of 300,000 yen and create a system that gives back to producers.
・ The operating profit margin of overseas Maison brands is higher than thatof the Japanese apparel industry, and even when excellent Japanesematerials are used, the return to producers is small, mostly becoming theprofit of the Maison brand.

■ The amount spent by inbound tourists
visiting Japan in July–September 2023 was

1,390.4 billion yen■ The average spend per inbound tourist
during their trip in July–September 2023 was

211,000 yen

Source: Japan Tourism Agency website
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Brand overview
・ Brand name
Japan Mastery Collection
The Japan Mastery Collection is based on themission to preserve the materials, techniques,and aesthetics unique to particular regions inJapan for the next 100 years. Through thisbrand, we hope to establish regionallyrevitalizing Japanese luxury that stimulates
innovation in traditional Japanese culture,creates new value, and preserves Japanese
aesthetics and techniques for future generations.

・ Brand concept

Adding surprise to tradition,
Imbuing culture with playfulness.
A keen sense of aesthetics runs through all the products selected and developed for JMC.
We believe that playfulness and surprise lie at the heart of this sense of aesthetics.

The concept is therefore not about simply presenting Japan's valuable traditions as they
are, but reinterpreting them through JMC's unique perspective and updating them to suitmodern lifestyles, while adding in necessary elements of surprise and playfulness—something originally fundamental to Japanese culture—to create a positive sense of theunexpected, new value, and propel them into the future.

03Target customersTargeting intellectually curious customers around the world
Main target: customers who make purchases with a mature perspective,
who are emotionally expressive and socially conscious

Psychological keywords that strikea chord with target customers

×Japanese products

Reflected in store layout

06Mid- to long-term aims

Establisha regionally revitalizing
luxury Japanese brand07

Store layout
・ Products offered
Apparel (ladies' and men's), shoes and bags (ladies' and men's),
accessories (stoles, handkerchiefs, leather accessories, glasses,etc.), clocks, home goods (Japanese tableware, Western
tableware, traditional crafts), contemporary art

・ Proportion
Unit: %Fashion (apparel & accessories)

・ Represented regions
At time of opening, JMC will carry around 400 products curated fromapproximately 30 areas around Japan
Hokkaido and Tohoku regions
Hokkaido, Aomori, Iwate, Akita, Yamagata, Fukushima
Kanto region
Gunma, Tokyo, Kanagawa, Chiba
Chubu region
Niigata, Ishikawa, Fukui, Toyama, Yamanashi, Nagano, Gifu, Aichi
Kinki region
Kyoto, Shiga, Osaka, Hyogo, Mie
Chugoku and Shikoku regions
Kochi, Kagawa, Ehime, Shimane, Tottori, Yamaguchi
Kyushu and Okinawa regions
Fukuoka, Saga, Kagoshima

08

Store layout

The store is composed of five zones that combine Japanese products andpsychological keywords designed to strike a chord with target customers.

ATravel: Ladies' and men's fashion, accessories, and related items

BLuxury everyday items: Ceramics, tableware, kitchen utensils

C

Pastimes: Artworks and ornaments

D

Japanese luxury

Promotion

A line-up of products with a casual feel, such as travel goods, utilizing the same materials
and factories as overseas luxury brands but imparting a distinct "made in Japan” identity.

Traditional handicrafts and other items made to suit a modern lifestyle that make each day
feel more luxurious through daily use.

Products that enhance your mood, such as items that you can collect or display andappreciate in your home.

Products, including JMC original goods, that have been made in collaboration with leading
Japanese designers, creators, and artists.
The inaugural promotion will be a special exhibition organized by the Executive Committee forArt Kogei, from Japan to the World, titled "Capturing the Light." The exhibition will be curated byMari Hashimoto, director of Kankitsuzan Art Museum Establishment Preparation Office (EnouraObservatory, Odawara Art Foundation), and features the works of six artists working at theforefront of the ever-changing world of handicrafts, with the works available for purchase. The
second promotion will be "Basara," a fashion event in collaboration with Kansai Yamamoto, Inc.
*Basara: The name of a trend that was popular at the end of the Kamakura period and during the AzuchiMomoyama period. It describes a sense of aesthetics (fashion) and individual expression that people werewilling to risk their lives for.

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Retail and services■ Customer service
The JMC store will have 13 staff members who have been trained tooffer department-store-quality customer service, and can speak
Japanese, Chinese, and English.

■ Marketing
We will analyze purchasing data and figures on how many people havescanned in-store QR codes to learn more about products, feedbacksuch data to producers, and use it to inform product development.

1. Collecting purchasing data based on customer attributes
Analyzing level of interest (category/item/use/color/size)by customer attribute (nationality/age/gender) from POS data

2. Utilization of QR codes
In-store displays→

Languageselection

Display page in chosen language

Japanese→

English→ChineseChoose from3 languages→

Product description

Business/brand/artist
profileWhen a customer scans the QR code on an in-store display, selects
their language, and views information on the product/producer, thefollowing comparative analysis is possible:
What product were they interested in?

What was the nationality of the person it
was sold to?

Information on the producing
place and local region*Images and text are for illustrative purposes10Store information

Store overview■ Name: Japan Mastery Collection■ Location: Haneda Airport Terminal 3 departure area
*Located in the departure area for passengers boarding
international flights.
■ Store area: Approx. 188m²■ Opening date: Friday, December 22nd, 2023
■ Operator: Haneda Future Research Institute Incorporated(Ota-ku, Tokyo, president: Hiroshi Onishi)■ Opening hours: 7:00–23:00

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Company information
・ The Haneda Future Research Institute's
mission and four core businesses
Taking advantage of Haneda's potential to create new businesses
・ Develop new business models
・ Further enhance the value of existing airport operations
・ Function as a think tank

Haneda Future Research Institute's
four core businesses•Connect people andregions, create value
such as new businessand branding, withHaneda Airport as thefocal point•Aim to make Haneda
Airport into a hub for
information
dissemination throughthe creation of businessmodels that utilize
cutting-edge technology• Community managementof joint businessdevelopment at Haneda,
implement marketing andCRM at Haneda Airport,
offer consulting services
to other companies, etc.

Regional
revitalization,
tourismdevelopment,
and Hawaii
business

ConsultingbusinessInformation
strategybusiness

Art & culturebusiness•Disseminate Japanese
art and culture andelevate the value ofJapanese art fromHaneda

Company name: Haneda Future Research Institute (HFRI)
Address: Terminal 1, 3-3-2 Haneda Airport, Ota-ku, Tokyo 144-0041
Date of establishment: July 2, 2018 (wholly owned by Japan Airport Terminal Co., Ltd.)
Representative: Hiroshi Onishi, president
Businesses: Regional revitalization, tourism development, and Hawaii business, consulting business,
information strategy business, art & culture business11