Aim for overseas market! Holding an event that gathered hot passion for "Japan brand"

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<Event Overview>
JAPAN BRAND FESTIVAL 2018 - "From Japan" connects and extends 3 days
○ Holding: March 2 (Fri) - 4 (Sun) in 2018
Venue: Shibuya Hikarie 8F event space "8 / COURT" / Gallery space "CUBE"
◯ Organizer: JAPAN BRAND FESTIVAL Executive Committee
◯ official:Http://jbfes.com/

Shibuya Hikarie 8F during the period from 2nd (Fri) to 4th (Sun) for the “Japan Brand” event where the people related to “JAPAN BRAND FESTIVAL 2018 (Japan brand festival)“ From Japan ”are connected and expanded” It was held at "8 / COURT" and "CUBE".

Today, administrative agencies and small and medium-sized enterprises throughout the country are expanding the distribution of "Made in Japan" and "Japan brand" to the world. Even in this third "Japan Brand Festival" that will be the third time, we will provide a place for these people to gather in order to support small and medium enterprises, which are said to account for 99% of Japanese enterprises, especially to boost the industry, We are aiming to share information through business meetings and others. In other words, it is trying to create a modern version "Rakuichi / Rakuza" that anyone who enthusiastically enthusiastic about the Japan brand can participate.
A mirror split was held as an opening event on the first day.
On Friday 2nd (Friday), the first day of the interview, the opening session and the talk event by the platform members (exhibitors) were done lively. In this report, I would like to pick up and introduce from the talk event and tell the atmosphere and state of the Japan Brand Festival.

| Edo Komon is changed to Muslim, and it is attractive in places we do not notice.

One of the local industries in Tokyo "Komon Komon". At the "Tokyo Dye Komon Overseas Market Promotion Promotion Committee" organized mainly by the dyeing business entity, entitled "Selling the Edo Komonry to the Muslim Market" is entrusted with high-quality traditional "Tokyo dyed komon" to the Muslim market Presentation of projects to sell towards. From the start of three years ago to the present, I was looking back on the result while twists and turns.
Atsushi Tomita of the Tomita dyeing crafts handmade Edo Komori attention notes that there are more than 1.6 billion Muslims (Muslims) all over the world. He thought that he could use Edo Komon at the "hijab" worn by the woman on a daily basis. However, when market research was conducted in Malaysia with many Muslims, it turned out that the hijab of everyday use tended to be sought at a low price. Therefore, it turned out that it turned the direction to present as a collection in partnership with local popular designers. As a result of arranging meetings with designers and holding the collection many times, it said that it gained popularity to sold out soon.
Mr. Naoko Nakamura of Villago who supports business matching with the Islamic area, etc. introduced Mr. Tomita to the local designers. After pointing out the importance of grabbing the needs of the area (local) he wants to sell, he said, "I want to say only one point is that I tend to sell that I have confidence in my products, There are also cases where the part that I think is good is not necessarily the appeal of the product to the partner and conversely it seems that the part that they do not notice is charm.To repeat the discussion like this time If we can understand each other, we can advance, "Mr. Nakamura sent advice to visitors.

Mr. Tomita also said, "At first I thought I could sell absolutely if I did hijab but their sense is different when I go to the site.Therefore I rebuild my strategy.We are doing it with clothing , I think there are many people who want Japanese products still (even non-clothing) ", called for Japan's brand's expansion overseas.

| Utilize traditional Japanese weaving techniques to change the hot summer of the city.

Next, "Komorebie City Project" tackling countermeasures against urban climate change on the theme of "comfort" was entered, and I made a presentation on the theme of "Creating a city starting with comfort" to make the city a forest in one night. Focusing on "Komareba" produced by the leaves of the trees in response to the strong sunlight of the summer, it is an effort to artificially create a skimp using "cloth" without using electric power and to realize countermeasure of summer heat.
Also installing "Fractal Hiyuki" on the ceiling, highlighting the goodness of quality combining design and functionality.
In this project, we studied the structure of natural trees and developed "Fractal HIKEKI" made of cloth. When installed at Haneda Airport and measured, the solar radiation shielding ratio was 83.4%, which said it had a cooling effect of 15 degrees or more. In addition, it introduces that "fractal hike" production is based on traditional Japanese textile technology because it is delicate. Currently it has been introduced to festival venues and zoos, etc. It has also begun to draw attention in the world, and it is installed in hotels in Cambodia and in China's "Tai Chi no yard" etc.

"Komorebi" is certainly comfortable, the best attraction is to be able to create space without using electricity. Because there are many countries hotter than Japan, it seems that this technology will spread further to the world in the future.

In addition, the opening session was also held as it was the first day. Executive committee members Tomohiko Nipponoyanagi and Takuya Hotta declare that they will strengthen their role as a "cooperation creation platform" with this time as the third event, "build a network that will serve the people who seriously demand". For example, providing information on business support to people who wish to participate in overseas exhibitions is said to provide a place where the truly necessary relationships can be established through the platform.
In addition, at the gallery space "CUBE" adjacent to the talk event venue, in order to disseminate the charm of Japan, the Ministry of Foreign Affairs actively introduces "Japan House" which can proceed overseas, the radio program "Japan Cutey Plan. The activities of 13 platforms, such as "everyone's economic newspaper" and "Morning Mackerel Can" which was born in collaboration with a marine products manufacturer in Miyagi Prefecture, and cases of "Tamba no yaki" in Sasayama City, Hyogo prefecture, were exhibited. The attendees who listened attentively to the staff of the person in charge also saw the attendees, which showed high interest in the "Japan brand".

What I felt at this event is the hot feeling of local small and medium enterprises and craftsmen who want to develop pride for "Japan brand" they deal with overseas. There are many difficult things, but I want to make this platform work well and make people from all over the world have a lot of opportunities to touch the wonderful "Made in Japan".

Shigeno Makoto

After joining the newspaper as a social part reporter, through an event planner, content director, the restaurant management, it is now a freelance writer. Activities on-site coverage, such as interviews and event reports to the main.