[Overseas Expansion Case Collection vol.16] Strategically narrow down images and appeal the living appeal of the region (Fukui City)

“Overseas Expansion Case Collection” vol.16 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 16th in the series,The person in charge of Fukui City HallWe asked about episodes about image strategies for overseas expansion and collaborations with world-famous film actors that were realized when exhibiting at the Japan Expo Paris.

≪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)”
●vol.14 “Build fans around the world and open up new markets! Bringing traditional Japanese crafts to the next stage (Mr. EMU)”
●vol.15 “Utilizing overseas exhibition experience to seize opportunities for new activities and creative ideas (Mr. Kazuhiro Inomata)”

≪About current activities≫

“The traditional beauty of Fukui, Japan” enters people's hearts through French TV programs

In Fukui City,”traditional beautyFocusing on”, we are working on regional branding focusing on Hokuriku's rich food culture, Zen culture represented by Eiheiji Temple, and natural attractions such as the Sea of Japan and cherry blossoms. Currently, the city staff dispatch system to Claire Paris has been strengthened, and efforts are being put into PR with cooperation throughout the central region.
Japan Expo ParisOn the occasion of the exhibition,I want to introduce Fukui City on a Japanese travel program produced by a French TV stationThe story was settled in 2017. They were all surprised to welcome world-renowned film actor Gérard Depardieu as the navigator. In the spring of the following year, a crew actually arrived from France and filming began, and filming was carried out over a fairly wide area, from the city area, the Ichijodani Asakura Clan ruins, and the coastal area. In the program, a passionate message to Fukui by Mr. Depardieu himself was also sent,Broadcast all over FranceIt was done. The response that followed was that travel agencies in Paris accepted inspection groups because they wanted to incorporate Fukui City into the model course for tours visiting Japan, and French event organizers made exhibition offers to craft artists in Fukui City, and their works were exhibited at local exhibitions, etc.

≪Advice/Future Goals≫

Examine how to show and use local characters to attract customers

When expanding into France, a mayor's conference was held before implementation, and announcements were made through news and newspapers. As a result,Being able to gain the warm support and understanding of many citizensBut it was still a big factor in winning.
It was also important to carefully examine the products to be exhibited, and it worked advantageously in various aspects. Refer to advice from Japan promotion staff, such as lacquerware and Japanese candlesDistinctive handicraftsThe booth decorations were carefully selected, and the booth decorations were narrowed down to traditional images such as gardens from the Edo period to differentiate them from the surroundings. After discussions on program production progressed, we strategically proceeded while consulting with the person in charge about how to approach local production companies and travel agencies in order to attract them reliably. They actively participated in business meetings and made suggestions for locally produced foods. Japan Expo Paris is also a pop culture festival, so local characters are extremely popular. Fukui city's”Asakura Yumemaru” also debuted on stage and contributed to attracting customers far beyond expectations. The power they exert on the world stage, who carry the love of the region on their shoulders, is a must-see.

≪Know-how for success≫

[Before exhibiting]● Detailed preliminary investigations will be carried out by city officials dispatched by Claire Paris in order to advance into Paris.
↓
[Support and ingenuity]
● We aim to differentiate ourselves from other booths by showing a way of showing that focuses on images of traditional beauty.
● Proposed various ways to use powdered soy sauce from Fukui at business meetings and promoted it to Japanese chefs.
● Use local characters to attract customers.
★ Point ★
Develop a strategic PR plan based on preliminary research and advice.
The mayor's conference was held before the Japan Expo Paris was held to gain the understanding of the citizens.
↓
[Results]
● Disseminate the appeal of Fukui City to the world through French TV programs.
● Travel agencies are paying attention as one of the main regions for tours to Japan.
● Increased offers from French people to local workshops.
★ Point ★
Improving brand power through media exposure.
↓
[After that]
● Aim to establish the image of “traditional beauty of Fukui, Japan.”
● Continue the city staff dispatch system to Claire Paris with the cooperation of the entire Chubu region.
★ Point ★
Set the direction for regional branding and move on to further development.

Thank you to the person in charge of Fukui City for sharing your valuable stories!
In vol.17 that follows,The person in charge of the Karatsu Pottery Promotion Office, Karatsu City Commerce, Industry and Tourism DepartmentI would like to ask about current activities that continue to be promoted globally while renewing the image of Karatsu ware up until now, making use of the experience and know-how of exhibiting overseas.

◎ Speaker: Person in charge of Fukui City

[Events you exhibited at]
Japan Expo Paris “WABI SABI” (2017)
The Japan Store ISETAN MITSUKOSHI Paris Summer Fair (2017)
TV special “The Adventures of Depardieu” broadcast to commemorate the 160th anniversary of friendship between Japan and France (2018)

●Fukui City Homepage＞＞＞http://www.city.fukui.lg.jp/
●Asakura Yumemaru Homepage＞＞＞http://yumemaru.fukuicity-navi.com/

Consultations and requests for materials regarding exhibitions and consignment sales are being accepted at any time

Please contact us using the form below or via the “Contact Us” email form. The person in charge will reply to you shortly.
◎ Address: Japan Promotion Association
◎ Address: 4th Floor, Ebina Building, 6-18-10 Jingumae, Shibuya-ku, Tokyo 150-0001
◎ Telephone: 03-5766-2450/Fax: 03-5766-2451
◎ Email: info@japanpromotion.org