The “Liaison Conference for the Promotion of Exports of Alcoholic Beverages Produced in Japan”

Provisional

1. Background
The “Liaison Conference for the Promotion of Exports of Alcoholic Beverages Produced in Japan” (below called “Liaison Conference”) wasestablished as part of the promotion of Cool Japan, on the basis of the “Economic Emergency Measures to Rebuild the Japanese Economy” (cabinetdecision of January 11, 2013) regarding the development of a general export environment of alcoholic beverages produced in Japan, including
Kokushu (“national brew”), in order to keep track of the situation of efforts and initiatives in related government institutions and ministries andcoordinate among the parties if necessary.

2. Members[Chairperson]

Parliamentary Vice Minister in charge of Cool Japan[Members]

Councilor, Cabinet Secretariat (Deputy Chief Cabinet Secretary)[Observers]

Cabinet Public Relations Secretary

The Japan Foundation

Director of the Intellectual Property Strategy Headquaters, Cabinet Office

National Research Institute of Brewing

Director of Okinawa Development and Promotion Bureau, Cabinet Office

Japan External Trade Organization (JETRO)

Deputy Director-General for the Creation of Regional Potential, Ministry of Internal Affairsand Telecommunications

Japan National Tourism Organization (JNTO)

Director of the Economic Affairs Bureau, Ministry of Foreign Affairs
Deputy Commissioner (Planning, Information System Management, Liquor Tax andIndustry), Commissioner’s Secretariat, National Tax Agency
Director-General, Commissioner’s Secretariat, Agency for Cultural Affairs,
Director-General of the Food Industry Affairs Bureau, Ministry of Agriculture, Forestry andFisheries
Director-General of the Commerce and Information Policy Bureau, Ministry of Economy,
Trade and Industry
Senior Vice Commissioner of the Japan Tourism Agency

Japanese Sake Export Council

Revision of “Issues and Response Policy for the Promotion of Exports of Alcoholic Beverages Produced in Japan”•Although alcoholic beverages produced in Japan are being highly appreciated overseas, their exports were sluggish, and many brewers are
medium, small or micro-sized companies. Therefore, a government initiative for the promotion of exports was established in 2014.
•With an eye on 2020, validated the initiatives taken up to now. Further, to expand exports even more, the Liaison Conference revised the“response policy” also on the basis of the latest government policy measures and the like.
•Positioned as a medium-term guideline for 2020 while also incorporating the viewpoint of Cool Japan

Intensification ofcommunication(1) Utilization of communication hubs in Japan and overseas
Utilize Japan House and other government-related institutions
domestic and abroad to effectively communicate information on
Japanese alcoholic beverages

Establish

Examples of Key Initiatives for 2020

Effective sales channel
expansion and market
development

Improvement ofquality and brandpotential

Preparation ofexport environment
Collaboration with
inbound tourism”response policies” from six viewpoints

Human resource
development

24StudyCategorize

Experts, vendors of alcoholic beverages, etc. identify“issues”

6 Response Policy Viewpoints(2) Utilization of The Japan Food Product Overseas Promotion
Center (JFOODO)
Analyze markets in overseas countries from multilateral aspects,
establish promotion strategy for each focused market, andcollaborate with related ministries, government agencies and local
governments to support strategic exports(3) Promotion among specialists and experts for overseas
alcoholic beverages
Expand the scope of trainee, and carry out training on specialist
knowledge regarding alcoholic beverages or their matching withJapanese cuisine(4) Promotion of the utilization of the geographical indications(GI) system
Support the enhancement of regional brand potential by acollaboration of the private sector with the government tocommunicate information to overseas, in response to the revision of
the GI system(5) Promotion of sake brewery tourism
Form a regional network working on sake brewery tourism andsupport initiatives in collaboration with regional tourism resources,
through efforts such as joint promotion
Further promote exports of alcoholic beverages produced inJapan, which play a key role in Japanese cuisine, bymanagement that integrates the export strategies establishedby industry associations as well as this national strategy.