The Japan Brand: Promoting Japanese Culture to the World

By Richard Collasse, Seiichi Kondo, Nancy Snow and Tak Umezawa.

< Session Title >
G1 Global Conference 2014
Breakout Session II <A >
The Japan Brand: Promoting Japanese Culture to the World

< Date > September 15, 2013
< Venue > GLOBIS University, Tokyo Campus
< Duration > 1:14:05

< Session description >
Japan’s cuisine, fashion, and anime subcultures have already earned some faithful followers in different places of the world. But the multifaceted nature of Japan often seems to go overlooked – while being steeped in deep traditions and customs, Japanese culture is in a continual state of flux, with rapidly shifting fads and trends. How can Japan’s culture, lifestyles and values be effectively communicated on the global stage? This panel features a former Cultural Affairs Commissioner, a public diplomacy expert, and a renowned observer of Japan’s society and culture, moderated by one of the leading advocates of the Cool Japan initiative.

Richard Collasse
President and Representative Director, Chanel KK

Seiichi Kondo
Director, Kondo Institute for Culture & Diplomacy

Nancy Snow
Abe Fellow, Visiting Professor, Keio University

Tak Umezawa
Japan Chairman, Director of the Board, A.T. Kearney

Tak Umezawa has advised leading corporations in Japan and the US. Areas of expertise include strategy, innovation, marketing and organization. He served the firm’s global board until 2014.
He has supported the Japanese government on developing "Cool Japan" strategy. He also sits on the "Tax Commission" organized by Cabinet Office, and “Technology Advisory Committee” for the Tokyo Organising Committee of the Olympic and Paralympic Games.
He appears as commentator on “World Business Satellite,” a business news program on TV Tokyo. He leads the "NEXTOKYO Project," a future-vision project for TOKYO by leading experts in urban planning, design, sports, art and business.
He holds a Bachelor’s degree in Law from the University of Tokyo, and a Master’s in Business Administration from MIT Sloan School of Management.


Mr. Richard Collasse joined in Chanel K.K. in 1985, and has been heading it as president & representative director since 1995. He was also president of the French Chamber of Commerce from 1999 to 2001 as well as chairman of the European Business Council in Japan from 2002 to 2008. An established author, his publications written in both Japanese and French include “La Trace (Harukanaru Kouseki)”, and “Saya”, which won the 2009 French “Culture and Public Libraries” literature award in 2010. His new novel, “L’OCEAN DANS LA RIZIERE”, which was published first in France and then in Japan in 2012, was based on his experience in the Tohoku region in the aftermath of the Great East Japan Earthquake. He has received a number of distinctions, including L’ordre national de la legion d’honneur at the Chevalier grade in 2006 and the grade of Officier dans l’Ordre du Merite in 2014 by the French government, and the Order of the Rising Sun, Gold and Silver Star awarded by the Japanese government in 2008.

Commissioner of the Agency for Cultural Affairs, since July 2010. Mr. Kondō served as Ambassador Extraordinary and Plenipotentiary to the United Nations Educational, Scientific, and Cultural Organization (UNESCO) and as Ambassador Extraordinary and Plenipotentiary to Denmark. He drew up Japan's new public diplomacy strategy when he was Director-General of the Department of Public Diplomacy at the Ministry of Foreign Affairs. His major publications include Yugamerareru Nihon Image (Distorted Japanese Image; the Perception Game in Washington) (Kamakura Shunju Sha, 1997), Pari Marumezon no Mori kara (24 Essays from Boise de Malmaison) (Kamakura Shunju Sha, 2005), Bunka Gaiko no Saizensen nite (24 Essays on Culture Specificity and Generality from the Frontier of Cultural Diplomacy) (Kamakura Shunju Sha, 2008), and Gaikokan no A ra Karuto (A Diplomat’ s A La Carte) (Kamakura Shunju Sha, 2011).

Nancy Snow is an Abe Fellow and Visiting Professor at Keio University completing a book on Japan’s global image and reputation since 3/11. Snow is former Professor of Communications at California State University, Fullerton. She is Adjunct Professor at USC Annenberg School in Los Angeles where she was hired as faculty consultant to establish the renowned Center on Public Diplomacy. Dr. Snow has held visiting professor appointments in China (Tsinghua), Israel (IDC-Herzliya), Japan (Sophia/Keio) and Malaysia (UiTM), as well as Syracuse University’s Maxwell and Newhouse Schools. Her books include Propaganda and American Democracy, Information War, Propaganda, Inc, and the Routledge Handbook of Public Diplomacy. She is co-editor of the forthcoming Routledge Handbook of Critical Public Relations. Snow is a two-time recipient of a Fulbright (Germany, Japan) and has served as a U.S. Speaker and Specialist for the U.S. Department of State and Embassy of the United States in Tokyo.