クール・ジャパン 海外の人気を成長に生かせ

The Yomiuri Shimbun (Aug. 31, 2010)
Time to capitalize on 'Cool Japan' boom
クール・ジャパン　海外の人気を成長に生かせ（8月30日付・読売社説）

Japanese pop culture--widely referred to as "Cool Japan"--has taken off overseas. The government should take advantage of this boom in all things Japanese to push domestic businesses' advance into foreign markets.
　海外での日本ブームは「クール（かっこいい）・ジャパン」と呼ばれている。これを企業の海外進出につなげることに、もっと知恵を絞りたい。

Japanese anime and manga have become immensely popular among young people overseas. Japanese fashion grabs plenty of headlines, and foods such as sushi are a hit with health-conscious diners.
　日本のアニメや漫画は海外の若者から絶大な人気を得ている。ファッションの注目度も高い。すしなどの和食は「健康にいい」と好評だ。

But this popularity has not necessarily led to overseas expansion by domestic companies involved in these industries. The domestic animation industry remains dominated by small and midsize companies, and exports of textiles have slackened. Japanese restaurants have been mushrooming the world over, but many are operated by non-Japanese.
　しかし、その人気が、必ずしも日本の関連産業の海外展開に結びついていない。アニメ産業は中小零細企業が圧倒的で、繊維産業の輸出も伸びていない。世界で急増する和食レストランも、その多くが日本人以外の経営だ。

While Japan fails to transform its overseas popularity into economic growth, South Korea has been increasing its presence in other Asian countries.
　日本がせっかくの人気を経済成長に生かせないのとは対照的に、アジア各地で存在感を増しているのが韓国である。

According to a report by the Economy, Trade and Industry Ministry, CD and DVD stores in Hong Kong, Bangkok and Singapore brim with South Korean dramas and K-pop albums by South Korean singers. In China, the sales of a South Korean apparel maker often compared with Japan's Uniqlo brand operator are going through the roof.
　経済産業省の報告書によると、香港、バンコク、シンガポールなどのＣＤ・ＤＶＤ売り場は、韓国ドラマや韓国人歌手らのＫポップがあふれている。中国では「韓国のユニクロ」と言われるファッション企業が売り上げを急速に伸ばしている。

Public-private sales model

As Korean dramas gain popularity, South Korean makers follow up by promoting fashion brands worn by actors and actresses starring in the programs. The South Korean private and public sectors seem to be jointly building a business model that uses Korean brands to expand sales in targeted countries.
　韓国ドラマが人気を得ると、韓流スターの着こなすファッションを売り込み、「韓国ブランド」の向上をテコに、韓国製品の売り上げにつなげる――というビジネススタイルを、官民挙げて築きつつあるようだ。

The government seems content for Japan to just be extolled overseas as "cool." However, we think the government has not tried hard enough, or been imaginative enough, in taking advantage of this popularity for the benefit of business expansion.
　日本は、海外で「クール」ともてはやされることに満足して、ビジネスに生かす発想と努力を欠いていたのではないか。

In June, the trade ministry released its "strategy to promote a culture-oriented industry." This plan to harness "Cool Japan" to revitalize the national economy seemingly reflects an awareness that more must be done to tap this industry.
　経産省が６月、クール・ジャパンを日本経済活性化の起爆剤の一つと位置づける「文化産業立国戦略」を策定したのも、そうした反省に立ったものだろう。

The strategy calls for an integrated support system--from product development to the signing of overseas sales contracts--for small and midsize companies that lack the expertise and funds needed to develop their business abroad. We hope the ministry's strategy will be steadily implemented.
　戦略では、海外展開に必要なノウハウも資金も不足している中小企業を対象に、商品開発から海外での販売契約まで一貫して支援する仕組みを整えることを盛り込んだ。着実に実施してほしい。

Get on same page

The government's administration of overseas activities has been divided among its ministries--the trade ministry fosters "Cool Japan" industries, the Foreign Ministry looks after cultural exchanges and the Agriculture, Forestry and Fisheries Ministry promotes Japanese foods.
　政府は従来、クール・ジャパンの関連産業の育成は経産省、文化交流は外務省、和食の海外ＰＲは農林水産省という具合に、各省庁が縦割りで対応してきた。

South Korean products could dominate rapidly growing Asian markets, but they are less likely to do so in European and U.S. markets, where Japanese brands' reputation for high quality is well entrenched.
　これでは、「日本製イコール高品質」というブランドイメージが確立する欧米市場はまだしも、成長著しいアジア市場は韓国勢に席巻されかねない。

Japan should emulate the Korean formula of ensuring cooperation transcends fields such as fashion, movies, food and manga, instead of promoting business through separate government ministries and agencies. If the "fences" between these government offices remain too high, the Cabinet minister and other politicians who head each ministry must step up and exercise leadership to make this cooperation a reality.
　韓国に倣い、省庁別でなく、ファッションと映画、食文化と漫画といった分野横断型の連携を強化すべきだ。省庁の“垣根”が依然高いなら、閣僚など政務三役が政治主導で進める必要があろう。

(From The Yomiuri Shimbun, Aug. 30, 2010)
（2010年8月30日01時26分 読売新聞）