Table of Contents

Ⅰ General statement

1. Rebooting Cool Japan 1

2. Changes in the environment surrounding Cool Japan 3

(1) Expansion, diversification and deepening of “Japan fans” in Post-COVID19 era

(2) Promotion of digitization and digital transformation (DX), and utilization of new technologies

(3) Increased risk of international politics and economic situations

(4) Growing awareness of “wellbeing” following “sustainability”

(5) Expo 2025 Osaka, Kansai, Japan

3. Review of Cool Japan Strategy 5

(1) Efforts to date

(ⅰ) Overseas development of content and support for creators

(ⅱ) Inbound incentives

(ⅲ) Export of agricultural, forestry and fishery products and food

(ⅳ) Disseminating information overseas

(2) Current status of progress

(ⅰ) Overseas development of content

(ⅱ) Inbound incentives

(ⅲ) Export of agricultural, forestry and fishery products and food

(ⅳ) Brand images

(3) Challenges

(ⅰ) Lack of PDCA (Plan, Do, Check, Act) cycle

(ⅱ) Challenges in the system

(ⅲ) Challenges in the business model

(ⅳ) Challenges in human resources

4. Vision for a New Cool Japan Strategy 18

(1) Cool Japan to establish an ecosystem for reinvestment based on the global market

(2) Cool Japan raises brand value through turning a virtuous circle

(3) Cool Japan to grow with creators and other leaders

5. Basic direction of the New Cool Japan Strategy 20

(1) Enhancing international competitiveness as a key industry

(2) Achieve high profits by emphasizing on the experience value rather than the product itself

(3) Publicizing strategically by enhancing intelligence functions

(4) Expanding the crossover of the sector collaboration

(5) Rotating the PDCA cycle at high speed with a data-driven approach

Ⅱ Specific initiatives

Ⅱ－（ⅰ）Content

1. Current situation 23

2. Common challenges associated with digitization 24

(1) Industrial structures and business practices that have not adapted to digitalization and DX

(2) Profit distribution from digital platforms

(3) Critical piracy damage

3.Issues by fields 27

(1) Games

(2) Animation

(3) Manga (publishing)

(4) Live-action (film/drama/factual)

(5) Music/live entertainment

4. Policy/future initiatives 30

(1) Enhancing data related to overseas expansion as a key industry, and rotating the PDCA cycle at high speed

(2) Increasing business development capabilities overseas

(3) Advancing structural reforms to accommodate digital business

(4) Strengthening human resources to support a content industry

(5) Strengthening Anti-Piracy Measures through Public-Private Partnerships

(6) Reinforcing public-private partnerships

Ⅱ－（ⅱ）Cross-cutting efforts: inbound tourism, export of agricultural, forestry and fishery products and food, and dissemination of regional attractiveness

1.Current Situation 44

2.Common issues towards high value-added 45

3.Issues by fields 46

(1) Inbound incentives

(2) Export of agricultural, forestry and fishery products and food

(3) Overseas development of design, art, beauty and fashion

4. Policy/future initiatives 50

(1) Creating a sustainable ecosystem by enhancing the experience value and adding high value

(2) Developing and expanding new markets by emphasizing the value appeal of a market-in perspective

(3) Enhancing design and art features

(4) Strengthening innovation and human resource development

(5) Addressing risks of international politics and economic situation

(6) Strengthening Communications