[Overseas Expansion Case Collection vol.14] Build fans around the world and open up new markets! Bringing traditional Japanese crafts to the next stage (Mr. EMU)

“Overseas Expansion Case Collection” vol.14 released!

The “Overseas Expansion Case Collection” series interviews people who have exhibited at events managed by Japan Promotion so far, and listens to valuable stories about reactions from countries around the world that they have actually witnessed and their subsequent activities.

In this section, which is the 14th in the series, the blackboard kokeshi artist'sEMUWe asked about the local response they witnessed during their first overseas exhibition, and secret measures to win the hearts of visitors at their first country and venue.

≪Click here for past articles≫
●vol.1 “Succeed in attracting tourists with a PR strategy that combines local characters and SNS! (Mr. Toshiaki Arisawa, Genki Creation Division, Susaki City)”
●vol.2 “Local reactions are the greatest harvest! Exhibited at Japan Expo Paris that got a lot of insight (Kyushu Economic Federation, Mr. Chiken Shigeyoshi)”
●vol.3 “Overseas exhibition experience triggered the “Oyabe Fairy Tale Party” (Mr. Yukihiro Funami, Tourism Promotion Division, Oyabe City, Toyama Prefecture)”
●vol.4 “Rediscover local appeal through overseas exhibitions, improving on-site responsiveness is also a major weapon (Mr. Hiromi Kobayashi, Tochigi City Hall General Policy Department)”
●vol.5 “Making “Awa Odori” the Common Language of the World (Creative Dance Group Takarafune)”
●vol.6 “Pursuing World-Class Japanese Beauty with a Multifaceted Approach (KIRIE)”
●vol.7 “Calligraphy that conveys the way of life on the world stage (Fukushita Taro)”
●vol.8 “Aiming for a new dimension of calligraphy that stimulates the five senses (Miho)”
●vol.9 “Refining traditional skills and hearts on a global stage (“Amezaiku Tsuruji” Takako)”
●vol.10 “Conveying the appeal of “Japanese festivals” through drawing (Mr. Kawase Tadashi)”
●vol.11 “If you notice, the world is so close! I also devised ways to promote myself and exhibit (Origami Art Okamoto Yuko)”
●vol.12 “Know the Joy of Being able to Pursue Your Own Expression on the World Stage (Mr. Hoshino Tomotoshi)”
●vol.13 “Sharpen Your Inspiration and Go to the World in Your Own Style (Noriko Miyauchi)”

≪About current activities≫

First overseas exhibition in the 3rd year since the start of activities I was surprised by the response that exceeded local expectations

Full-scale activities began in 2016, and were held in Switzerland in 2018JapanManga Night “A-MANE”We exhibited overseas for the first time.The works brought to the site were sold out during the exhibitionAlso, I was amazed, but it was accepted by so many people, and it gave me great joy and confidence.
The exhibition led to a steady increase in Instagram followers and orders from overseas.Also, I was very happy to hear from them during the exhibition, and they were able to obtain substantial results, such as deciding to exhibit at the Japan event in Switzerland the following year. Swiss people have a high level of awareness about ecology and recycling, so I felt that many people are interested in the world view, materials, and ideas of the EMU brand. In 2019, she held long-awaited solo exhibitions in Osaka and Tokyo. People who have become fans through SNS visited from all over the country, and I was able to spend a very fulfilling time.

≪Advice/Future Goals≫

Create a place where people can touch, play, and feel the goodness of the product

In the case of EMU, due to the nature of the product called a “blackboard kokeshi,”There is a big difference in sales between providing a place where customers can actually touch and play.When someone shows a strong interest in the work, that atmosphere is immediately conveyed to the surroundings, and it is not uncommon for large crowds to form in the experience corner. Even at “Ya-MA-NE,” many people who came into contact with the product on the spot actually decided to buy it.
Also, it is necessary to thoroughly consider PR strategies unique to overseas.Shop cards and promotional movies in EnglishI felt that the method of using it to introduce how to play with products and activities so far was very effective. I didn't dare to include narration in my own video, and I created it with the intention of conveying only visuals so that they can be used in any country. I will continue to work tirelessly in the future, and I hope to hold solo exhibitions overseas someday.

≪Know-how for success≫

[Before exhibiting]● Activities started in 2016. ● Participated in joint exhibitions in Japan. ● We will also focus on SNS promotions and increase the number of fans.
↓
[Support and ingenuity]
‍● The detailed response of the interpreter staff led to the relief of anxiety about English communication.
● Devise SNS promotions for overseas markets.
● Create an English version of the shop card and promotional movie.
★ Point ★
‍Thanks to the interpreter staff accurately capturing even the smallest nuances of Japanese and conveying them in English, I was able to enjoy communicating with the visitors without stress.
Strengthen PR for overseas followers, such as attaching English hashtags incorporating venue names and event names when posting on SNS.
↓
[Results]
● The product was sold out due to the first overseas exhibition.
● Overseas SNS followers and product orders have increased through overseas activities.
● There was a voice from another event during the exhibition, and it was decided that they would also exhibit at the next year's event.
★ Point ★
Exhibiting at one event was a trigger, leading to exhibiting at the next event.
↓
[After that]
● Continue production and promotion activities with the goal of realizing overseas solo exhibitions.
★ Point ★
It is poised to continue vigorous domestic activities, gain solid name recognition, and then lead to overseas expansion.

Thank you, EMU, for sharing your valuable story!
In the next vol.15, Kumiko artist'sMr. Kazuhiro InomataWe will ask about an episode in France that connected one overseas exhibition experience to the next, and his aspirations for artist activities that always require extraordinary energy, from manufacturing to promotion.

◎ Interviewee: EMU

[Events you exhibited at]
JapanManga Night “A-MA-NE” (2018)
HYPER JAPAN “Miyabi” (2018)

●EMU home page＞＞＞https://www.emubb.com/
●EMU Instagram＞＞＞https://www.instagram.com/emu_bb/

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