[Overseas Expansion Case Collection vol.17] Continue promotions to spread Karatsu ware around the world based on know-how gained at Japan Expo Paris

“Overseas Expansion Case Collection” vol.17 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 17th in the series,The person in charge of the Karatsu Pottery Promotion Office, Karatsu City Commerce, Industry and Tourism DepartmentWe asked about current activities that continue to be promoted globally while renewing the image of Karatsu ware up until now, making use of their overseas exhibition experience and know-how.

≪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)”
●vol.16 “Strategically Narrow Down Images and Appeal the Living Appeal of the Region (Fukui City)”

≪About current activities≫

Identify domestic and overseas needs and focus on developing new Karatsu ware

In Karatsu City, a department to promote Karatsu ware was established in the Commerce, Industry, and Tourism Department in 2016, and carried out PR activities for the domestic market by utilizing the city's official SNS and Facebook, TV press conferences, etc. In 2017, as the first overseas expansionJapan Expo Paris -Japan Expo-We will be exhibiting at, and we have teamed up with experienced Japan Promotion (hereinafter JP),While receiving specific advice on making exhibition booths and creating French pamphletsPreparations have proceeded. How do you let people from overseas know about Karatsu pottery, the pottery that Karatsu City puts the most effort into. Based on advice from JP, we created videos and pamphlets explaining the production process unique to Karatsu ware and touching on Karatsu's tea culture, and also devised a booth. Unify the inside of the booth with black for “WABI SABI”Differentiate from other booths and create a sense of luxuryIt can be mentioned that the effect of attracting customers was greatly improved thanks to constantly playing PR videos at the booth. Attracting foreign luxury cruise ships to Karatsu Port began in 2018, and now activities for foreign visitors to Japan have become the main focus rather than exhibiting at events.Japan Expo Paris -Japan Expo-The know-how we have gained is useful in various situations.

≪Advice/Future Goals≫

Renew the image of Karatsu ware with local reactions and connections

The best part of all was that we were able to see the customer's reaction firsthand at the site.Since we were able to grasp overseas needs where objects and flower vases are preferred over tea utensils, the direction of subsequent product development was decided. Also, we tested various PR methods, such as distributing clear files of novelty goods at the venue and sampling Japanese tea,Which method is bestI was able to explore. When I put a QR code on the Japanese tea package, the number of visits to the site increased drastically! I was very happy to see that people from overseas also had a strong interest in the background of the product.
Japan Expo Paris -Japan Expo-After the exhibition, plans for overseas expansion of Karatsu ware were refined, and sales channels in Asia were strengthened. Currently, we are continuing to develop new products and promote activities centered around Karatsu ware and Japanese food. Japan Expo Paris - Japan Expo - I was able to connect with product designers at the debriefing session I attended after exhibiting, and the fact that collaborative works were born is also a big harvest. I would like to disseminate new Karatsu ware to the world, born from reactions and discoveries obtained by taking the initiative to expand overseas.

≪Know-how for success≫

[Before exhibiting]
‍● The city's Karatsu Pottery Promotion Office is expanding overseas in earnest. Exhibited at Japan Expo Paris 2017 and promoted Karatsu ware overseas.
● PR points for Karatsu ware were scrutinized in order to produce videos and pamphlets for overseas markets.
↓
[Support and ingenuity]
● Receive advice on the selection of Karatsu ware works, artists, and booth production to be exhibited at Japan Expo Paris.
● Branding was carried out consistently with a focus on how to present high-class routes.
● We created a PR tool incorporating the historical background and manufacturing method of Karatsu ware, and carefully introduced its appeal.
★ Point ★
Various ideas were obtained by teaming up with JP, who has a wealth of know-how about overseas events.
I searched for what would be accepted overseas, and I was able to test many methods I could think of.
↓
[Results]
● Effective PR laws and measures for Karatsu ware overseas, and hints for new product development were obtained.
● I met many exhibitors at Japan Expo Paris -Japan Expo- and it was a reference for how Karatsu ware should be differentiated and branded.
● I was able to connect with the product designer at the post-event debriefing session, and a collaborative work with a new idea was born.
★ Point ★
We understood how to approach overseas, and we were able to expand smoothly overseas.
↓
[After that]
● Transforming overseas markets from Europe to Asia. We decided to focus on developing and promoting new products for Asia.
● We aim to train young artists of Karatsu ware, further strengthen overseas expansion, and leverage Karatsu City's “manufacturing” for the Tokyo Olympics.
★ Point ★
The direction of overseas expansion was changed due to changes in the situation in Karatsu City,Japan Expo Paris -Japan Expo-We will continue to utilize trends in overseas markets that we have grasped through our exhibition experience.

Thank you to the person in charge of the Karatsu Pottery Promotion Office, Karatsu City Commerce, Industry and Tourism Department for sharing your valuable stories!

The serialization of the “Overseas Expansion Case Collection,” which has been delivered over 17 times until now, will be temporarily terminated with this section. Thank you so much to everyone who cooperated with the interview and everyone who read it!

◎ Speaker: Karatsu City Commerce, Industry and Tourism Department Karatsu Pottery Promotion Office

[Events you exhibited at]
‍Japan Expo Paris “WABI SABI” (2017)

●Karatsu City Homepage＞＞＞https://www.city.karatsu.lg.jp/top.html

‍

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