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May 2015
From The Director

Greetings,

It’s already getting hot and humid in Tokyo and summer is still on the horizon. No sweat, this month we bring you “Cool Japan.” Is it some new kind of air conditioner? Not exactly, but it should help improve conditions for those marketing Japanese goods and services. Cool Japan is one way the government is putting money into some of Japan’s most creative and interesting exports. Please read on to find out how it’s working.

In the meantime, allow us to remind you to keep the heat on your own financial planning. Our objective is to help you get the best results possible. Please feel free to contact your financial advisor at any time. If you do not currently have an advisor at Select, please reply to this email and one of our senior consultants will contact you promptly.

Best Regards,

Imants Katlaps

Managing Director

Article

WHAT'S SO COOL ABOUT JAPAN, ANYWAY?

In Japanese media and cultural circles, one phrase that has been popping up with growing frequency over the past decade is “Cool Japan.” Starting out as a buzzword, it has grown into a tangible marketing campaign with some rather intangible dimensions and objectives. So what really is Cool Japan?

Generally, it is a catchall term for the promotion of Japanese popular culture abroad, but (a little) more specifically, it is a branding policy adopted by the Japanese government for its dual policy of 1) using “soft power, promote positive international impressions of Japan and 2) helping Japanese artists and entertainment companies grow and thrive in foreign markets.

Of these two aims, the latter has the clearest and most explicitly commercial focus, and this is backed up by government funding, channelled through the Ministry of Economy, Trade and Industry (METI)...
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