2016– No.3 2016.8.10

Mecenat activities utilizing own corporate management
resources across Japan -Results ‘Survey for Actual Condition ofCorporate Mecenat Questionnaire’ -Fiscal Year 2015
Association for Corporate Support of the Arts (Minato-ku, Tokyo/ President: Motoki Ozaki)
announced the results of ‘Survey for Actual Condition of Corporate Mecenat Questionnaire:
Fiscal Year 2015’. Compared to last fiscal year, we have received more answers; 397 corporations(with the total of 3,295 activities), and 206 corporate foundations (with the total of 666 activities)
nationwide who have engaged in mecenat activities. The total sum of mecenat activities bycorporations and corporate foundations became approx. 90 billion yen. Despite of a slightdecline compared to 2014, we have received more positive answers towards theirimplementation of cultural program for 2020 Tokyo Olympics and Paralympics, and it is expectedthat the total sum will increase again after 2016.

＜Overview of the survey results＞◆ Development of own self-mecenat program utilizing own management resources The result shows a current tendency that corporations look at cultural resources particularly inregions, and develop their own projects based on various themes such as; nurturing newgenerations, and cultural exchanges. Examples are ‘Shizuoka “dream” design contest byShizuoka Shinkin Bank, which brings regional industries and children’s ideas together; ‘Kyoto
International Music Students Festival networking music schools around the world (by ROHM Co.,
Ltd. /Rohm Music Foundation). The statistic shows approximately 70% of corporations (225corporations) answered that they have engaged in their own mecenat projects.
 More than 50% of corporations (130 corporations) who have supported cultural organizations
not only give financial assistance but also provide manpower, their own products and services.
It is certain that they utilize their own management resources to mecenat activities.
 30% of mecenat activities happened in 2014 have lasted more than 10 years, and we can see
the familiarity of Corporate Mecenat.
◆ Opinion Poll in relation to cultural programs with 2020 Tokyo Olympics and Paralympics
 On the question regarding the development of cultural program towards 2020 Tokyo Olympics
and Paralympics, around 70 corporations gave positive answers despite of ‘their pending
decisions’. Corporations, who are not official sponsors of Olympic Games, are also positively
considering developing their own cultural programs; such as exporting Japanese culture, global
cultural exchange programs, a program which utilizes their existing mecenat activities, andstrategic structure to increase the number of foreign tourists.
◆ Change of structure in Mecenat activities/Trend of corporate foundations



Our statistic shows that more CSR departments have become in charge of corporate mecenat
activities (14%) instead of PR and General Affairs departments. It can be argued that placing
corporate cultural philanthropy as a part of CSR would maintain mecenat projects in the longterm, and encourage employees to join the projects. In fact, around 60 corporations answeredthat more than 100 employees have participated in mecenat activities.
 Approx. 11 corporate foundations have been established in these 5 years, with the purpose of‘art and cultural promotion’, ‘promotion of regional culture’ and ‘global cultural exchange’ ascurrent trends.
◆ Continuous support through culture in Tohoku affected areas
 Most of corporations who have engaged in mecenat activities in the areas other than their
headquarters, answered that their activities are in Tohoku region, and variety of activities arecontinuously developed; collaborative projects with artists, workshops for children andyoungsters, support of Matsuri and traditional performing arts, and regional tours ofperformances and exhibitions.

Corporate Mecenat Research in Japan
Corporate Mecenat Research is a research for exploring Japanese corporations and corporate
foundations undertaking programs in relation to the arts and culture. It has been conducted bythe Association for Corporate Support of the Arts since 1991. This research is planned, operated
and analyzed by the researching group, consisting of mecenat officers from the Association’s
corporate members.

Research Results 2015
FUNDAMENTAL DATA
Currency= Japanese Yen (JPY)

Corporations

Corporate Foundations (2)1,700 candidates(1)Candidates

455 responded,

300 candidates, 206 responded

397 found active
Mecenat programs conducted in the fiscal year of 2014 (April 2014 - MarchResearch objects

2015)

For the foundations, the fiscal year is conformed to each foundation’scalendar.

Number of mecenatprograms
Finance invested in

3,295 programs

666 programs

JPY 21,93,000,000

JPY 57,18,000,000(N=286 Corporations)(N=194 Foundations)Total amount offinance spent inJapan

JPY 89,390,000,000 (3)(1)

Approx. 1,300 corporations which have responded to the questionnaire in the five years. The number includes all thelisted companies, the unlisted with top 300 for sale figures, the Association’s corporate members, the companies whichhave applied to Mecenat Award. It also covers 400 companies selected by the Association.
(2) The foundations and charitable trusts whose activities relate to or include the Arts and Culture. Those invested bycompanies’ owners are included.

(3) The finance is calculated with the information from open resource provided by corporate foundations anddata obtained from the association’s network.

＊Compared to the cost of Mecenat activities of two consecutive years’ respondents, our statistic
shows the increase in approx. 600 million yen.
As a reason for the decrease of total cost, it can be said that it is because there have not been any
large international arts festivals and many cultural facilities has been closed due to refurbishments.

【Contact Us 】
Association for Corporate Support of the Arts PR: Marie Sakamoto
Survey & Research: Shione Suezawa, Nozomi Saito
TEL: 03-5439-4520 FAX: 03-5439-4521 E-mail: msakamoto＠mecenat.or.jp
Aise Shiba Bldg 8F, 5-3-2 Shiba, Minato-ku, Tokyo, 108-0014, Japan URL： http://www.mecenat.or.jp/en

I. Profiles of corporations/foundations who responded〈Location of corporations/foundations who responded〉〈Category of industries that corporate mecenat has
been implemented〉( )=industries that corporate mecenat has been implemented

〈Cost of Corporate mecenat activities〉

Currency= Japanese Yen (JPY)(N=1,073 programs)

Corporations
140120100806040200Self- project

Support and provision to other organizations

Foundations(N=666 programs)

40
3530
2520
15
1050
Less than

300,000 ～ 500,000

300,000

500,000

Self- project～ 1 million ～3 3 millions ～ 5 millions ～ 10 millions ～ 30 miilions ～ More than 50millions
millions
5 millions
10 millions 30 millions 50 millions

1 million

Cultural Facility

Fund/Grant

Scholarships

AwardⅡ. Programs/ Structure〈Program of Corporate Mecenat＞
About two-thirds of corporate Mecenat activities are self-projects.
Corporations who provide supports to other organizations, utilize their own
management resources rather than providing financial support.
■Program of Corporate Mecenat

29.8%28.5%（No. of Corporations =385）
Self-project/ Self-producing
Slef-porject/Self-producing, Support and provision to other organizations
Support and provision to other organizations

・Details of support and provision
300
250
200
150
100500（No. of Corporations =385/ Multiple Answers）

■Lengths of corporate mencet activities
02040（No. of Corporations =397）60

80100120Less than 1 year
1 year
2 years
3 years
4 years
5 years
6 years
7 years
8 years
9 years
10 years
11～14 years
15～19 years
20～29 years
More than 30 years■Field of Corporate Mecenat activities
Type of original planning

×Methodology and Examples

Fine art
050100150200250

Fina Art
Architecture
Manga/Animetion

MusicCompany member

Entertainmentchoir
TheaterAwards for Theater,
etc.

Literature

Literary award,

Cultural Heritage
Creative/Industrial

Concour, etc.

Food
Multiple Art

Self-project/self-producing
Support and Provision to other organizations（No. of Corporations =385/ Multiple Answers）

Concert, Music
festival, Award,

TheatrePerforming Arts

Exhibition,
Exhibition ofcompetition・Art
Award,
Museum/Gallery
management, etc.

Culturalrelics
Lifestyleculture
Festival,
traditional
performing
artsConservation andpractical use ofcultural asset, etc.
Exhibition, Cultural
lecture, Tea
ceremony, etc.
Sponsor of festival,Award, etc.

〈Structure of Corporate Mecenat〉■Estimation of department in charge of Corporate Mecenat（Multiple Answers /%）

25%

20%

CSR
PR

15%

General Affairs
Executive Department for Culture andSocial Responsibility
Other

10%

Corporate Planning
Sales
President Office/Secretary Office

5%

Not Specific
Other
Advertisement0%2010（'09） 2012(‘11)

2013(‘12)

2014(‘13)

2015(‘14)

Corporate Foundation■No. of employees who participated

1～5

5～1010～3030～50

50～100More than 100

Other（No. of Corporations =291/ Multiple Answers）

Ⅲ. Location of corporate mecenat activities and supporting activities
for Tohoku affected areas〈Location of Mecenat activities〉
About 80% of corporations are operating their Mecenat activities in the areas of
their headquarters, and approx. half of them are also carrying out their activities
in other areas. The number of corporations who operate Mecenat activities inTohoku region is the second most.

■Location of Mecenat activities No. of■Location of Mecenat Activities otherthan headquaters

Corporations
50400300402003010020010Headquater

Across theOther statecountry

thanOverseas

0headquater（No. of corporations = 385 /Multiple Answers）（No. of corporations =178 /Multiple Answers）■ Programs of mecenat activities in Tohoku●For child and・Concert at school, Direction of child orchestra, Painting workshop withyouth
artists, puppet play performance●Festival,・ Support for the Tohoku region’s festival, Support for the traditional
traditional
performing arts
performing arts
●Art peoject, event・ Music festival, Art Award, Traveling exhibition, Film festival, FilmScreening, Study tour with photographer●Life environment
・Donated pottery tableware to temporary housing by it's relevant groupcompany

Ⅳ. Cultural Programs towards 2020 Tokyo Olympics and Paralympics（Number of Corporations =294）

11 companies〈Plan for Culural Program〉

61 companies

Yes

PendingNo■ Details of Yes/Pending Corporations（Number of Corporations =72）010203040506070「Yes」 as an official partner「Yes」as a non-official partner「Pending」 as an official partner「Pending 」as a non-official partner■The main study content example（free answer）■Dissemination ofJapanese cultureand culturalexchange■Globalization andDevelopment ofcurrent Mecenatactivities■Other・Through the trend of Japanese Sake around the world, we would like to develop aproject that are not only strengthening our own brand but also contributing
Japanese Sake industry and our society（Food/Aomori）
・Projects that will lead to introducing Japanese graphic designs and designers（Other product/Tokyo）
・Would like to carry out some programs of individuals or company itself, as ouremployees and staff are also engaging in cultural and artistic activities（Service/Tokyo）
・ Must consider our existing projects towards Olympics and Paralympics.
（Insurance/Tokyo）
We are thinking to host conversation sessions with the guests of different languages,
and cultural study sessions for both foreign and Japanese culture, especially forour employees and local communities. (Information & Communication/ Tokyo)