Cool Japan Initiative
Cabinet OfficeIntellectual Property Headquarters

What is “Cool Japan” ?
“Cool Japan” includes contemporary Japanese culture and products such as animations, manga,characters and games, etc. Japanese traditional cuisines and commodities in which people discover
new values are also “Cool Japan”. Japanese high-tech robots and cutting-edge green technologies
are “Cool Japan” too.

■Manga/Animation○ ONE-PIECE
More than 60 million manga books
are published in more than 35
countries. Animation movies were
showed in 40 countries.
○ NARUTO
More than 75 million manga booksare published in more than 35countries. Animation movies are
showed in more than 80 countries.

■Character■” Ka-wa-ii fashion”■Japanese Cuisine○ Number of Japaneserestaurants overseas increased
from 24 thousand (2006) to 89
thousand (2015).
Ex. Sushi, Tempra, Ramen■Traditional culture○ HELLO-KITTY
Sold in more than 100 countries.

○ Traditional Crafts○ Pokemon
Total more than 3.6 trillion yen(about 36 billion dollars) of related
games and goods are being sold.

○ Bonsai
Popular in Europe after
1990s.

１

“Cool Japan initiative” by Cabinet OfficeTotal Coordination
 From 2012, Minister in charge of “Cool Japan” Strategy is coordinating overall Japanese“Cool Japan” promotion policies of ministries in various fields.
 Intellectual Property Strategy Headquarters is aiming at achieving consistency,comprehensiveness and synergy effects of “Cool Japan” policies.

Cool Japan public-private partnership Platform “Cool Japan public-private partnership Platform” was enacted in December 2015.
 This platform consists of 12 ministries, 5 public institutions, 45 private entities that deal
with contents, foods, tourisms, manufacturers, distributors, etc.
 The platform has “Advisory Board” with 21 private sector executives and specialists.
 As major activities of this platform, An overseas promotion event, “Matching Forum”,and seminars for the platform members, etc. are being planned.

Networking of “Cool Japan hubs”
 There are many spots that deal with “Cool Japan” contents, products, services, etc. By
networking these “Cool Japan hubs”, total attractiveness and educational / businessdevelopment roles of these places can be enhanced.
 To this end, related private and public sector members are discussing the roles andcollaboration measures of “Cool Japan hubs” . The final report of this review is to be made2in 2017 spring.

Major Undertakings within the Cool Japan Strategy
Information Communication
Promotion of Japanese Brand
Crosscutting

・Website (JapanGov)
・Comprehensive information dissemination via ebooks
・Japan House

Overseas Expansion("Earning" Overseas)
Support via the Cool Japan Fund・Supply risk money in connection with the overseas promotion ofcontent, establishment of sales hubs for Japanese goods, etc.

Support for Overseas Sale Channel
Development

・Support production, test marketing, businessmatching and other aspects of overseas expansion

Inbound Promotion"Visit Japan"-related Projects

・Inter-agency, public-private and nationalregional promotion of tourism to Japan (e.g.,overseas promotion of the tourism appeal ofJapan; invitation of overseas media and travel
agencies to visit Japan; attendance at travel
expositions; support for development and sale oftravel tours to Japan)

Overseas Expansion of Content Industries
Content・J-LOP (support for localization and promotion)・International trade fairs (CoFesta)
・Support Japanese film production; support international joint film production

Promotion of Japanese Cultural and Food &Beverage Appeal
Food・Top Sales, TV and commercial broadcasting・Utilize Top Chef
・Utilize overseas embassies and consulates
・Do PR at receptions for international conferences,etc.
・Promote/raise awareness via sake brewery tours,etc.

Support for Overseas Offices

・Dispatch eager companies to prominentcommercial facilities overseas
・Support virtual store expansion

Agricultural, Forest and Fishery Product andFood Export Promotion

・Promote exports via product-specific export groups
・Establish marketing hubs

Utilization of Food to Expand Tourist
Numbers

・Cultivate chefs capable of accommodating
inbound tourists

Enticement of Tourists to Rural Villages

・Develop a system for bringing foreign tourists torural villages
・Facilitate promotions

Overseas Promotion of the Arts andTraditional Culture
Culture・Promote Japanese culture and cultural exchange
via overseas embassies, consulates, the JapanFoundation, etc.
・Promote Japanese contemporary art overseas;
communicate the appeal of Japanese cultural
heritage; promote development of arts and culturecreation cities

3

Envisioned Matching Forum-facilitated Collaboration
Meetings of the Matching Forum facilitate the creation of highly synergistic cross-sector business projects having a strong ripple effect.
Envisioned Projects
Manufacturing

Creative content

Develop products incorporating the world-view andcartoon characters of the creative content industry inorder to appeal to even customers with little priorinterest in said products.

Ⓒ Sotsu Co., Ltd., Sunrise

TechnologyShow technology within thecontext of music videos andother creative content to reach awide audience and convey its
technological sophistication.

FoodTourism

Bring together farmers and food-related businesses
from across Japan at a single, large event to provide
consumers with an enjoyable venue to experience
product value.

Ⓒ Sotsu Co., Ltd., Sunrise

Creative contentⒸ ＨＯＮＤＡ

Traditional crafts
Incorporate cutting-edge design intraditional crafts in order to appeal
to even young consumers andothers with little prior interest in
traditional crafts.

DesignⒸ ＷＡＯ

4