「Japan Brand Show Case Project」

White Notes Co., Ltd. （JAPACON member） Provides entertainment-related services. Has footing in Singapore, Cambodia, and Myanmar; also started operation of live house in Cambodia from Nov. 2013. Experience with research projects from METI on a contract basis.

Representative Company

★Overview from Test Marketing Perspective 1) Period : July 2014 to February 2015, 32 times on a weekly basis, two of which take place in a form of

TV shopping. 2) Locations: Club Rock (Titan King Casino Hotel) in Bavet SEZ and Phnom Penh. 3) Subjects: Liquor, fashion& cosmetics, local specialty products from Yamagata & Akita, etc. ★Project Overview ・ Organize Japan brand-oriented showcases, such as Kawaii fashion shows, on a weekly basis in order to attract a wide variety of customers incl. hotel customers, live house customers, and local employees of Japanese affiliates in Bavet SEZ. Conduct test marketing of Japanese products to such customers. Develop TV-shopping type events selling Japanese products for mass promotion. ・ Sell local products of businesses receiving loans from regional banks; report results of such test marketing to the relevant banks to establish evaluation criteria for financing customers going overseas; and further help revitalize Japan’s local economy. ★Challenges and Bottlenecks to be Improved through the Project and Action Plans ・ Organize different concept showcases on a weekly basis to boost consumer awareness of Japanese brands better than a single event and capture potential needs from repeat customers. ・ Japanese-style promotion methodology doesn’t always work for local customers with different cultures. Employ local sales staff for face-to-face sales promotion.

Project Overview

• Organize consortium (domestic and overseas) Early Mar. to mid Apr. of 2014 • METI’s evaluation process for applied projects Early June of 2014 • Establish stages and sales counters for events June to early July of 2014 • Employ and train local sales staff June to early July of 2014 • Transportation of goods of consortium Early July through FYE 2014 • Discussion with Japanese company candidates outside of consortium Early June through FYE 2014 • Local advertisement Early June through FYE 2014 • Start test marketing events July of 2014 to Feb. 201 5 on a weekly basis • Feedback session for test marketing Aug. of 2014 through FYE 2014 • Planning of TV shopping program August of 2014 • Booking of TV shopping program cast Early Sept. of 2014 • Transportation of goods for TV shopping Early Oct. of 2014 • TV shopping events in Phnom Penh Twice from Oct. to Feb of 2015 • Reporting March of 2015

Time Table

Target Country：Cambodia Subject Area：

【Domestic】 …Fidea Holdings Co., Ltd. …Kawashima Shuzo …Popunited

【Overseas】 …SOVRIN Fashion Magazine …Cambodian Super Model …Sun Model …Rose

Consortium

Images of our test marketing events

Apparel・Fashion, Contents, Local Specialty Goods

Offices in

Test Marketing in Show Case Format

Japan brand-oriented showcase events on a weekly basis

• Kawaii Fashion Show • Japanese Sake Cocktail Party

• Kawaii Make-up Class • J-POP Night, etc

Customer base

Customer attraction

… Increase customer loyalty with exciting events on a weekly basis

Local sales staff conducts face-to-face test marketing.

• Accumulation of product knowledge

• Report of both positive and negative comments from customers to consortium

Face to face test marketing

Project Team and Objectives

Feedback of customers’ voices

By conducting showcases at the same location continuously…. Japan brand penetration with customers is enhanced Acquire potential demands from repeating customers and

increase profitability. Consortium accumulates experience with overseas sales. Retry the test marketing of new products based on previous

e-test marketing.

As a long term objective … Horizontal expansion to include all other ASEAN countries Develop branding strategies across ASEAN countries

Japanese local companies （with local resources）

Fidea Holdings, Co., Ltd.（Regional financial institution）

White Notes’ live house （Real shop）

End customers

Use of mass media ‘TV Shopping program’

Reference /enquiry

Weekly showcase type

face to face test marketing

Overseas expansion facilitator

Overseas sales base

Feedback of event results

Opportunity introduction

Survey

• Financing opportunities • Supports from financial perspective

Enquiry Sales

Attract customers to our business base in Cambodia by organizing Japan brand-oriented showcase events. Conduct test marketing of Japan brand products with customers at these events continuously.

Involvement of the regional bank in the project not only provides opportunities for overseas expansion to a wider range of Japanese local companies, but enables development of criteria for credit evaluation for overseas expansion based on feedback results of test marketing. → Possible loan provision to those companies aiming at overseas development.

Develop TV-shopping-style test marketing for the purpose of promotion to mass consumers.

「Japan Brand Show Case Project」 Target Country：Cambodia Subject Area： Apparel・Fashion, Contents, Local Specialty Goods

“Growing with Asia”

J.League Media Promotion Inc. ・ Management and Selling archive footage

materials of the J.League and Japan national team.

・ Management and selling of official data. ・Website operations and promotions ・Asian marketing of the J.League

Appicant

★Test marketing (1)Term：From August to December, 2014 (Total: 8 days) (2)Locations：Football and Futsal pitches in Jakarta, Bangkok, Ho Chi Minh City (3)Objectives：(A)Sales promotions of Japanese global companies through Japanese football clinics (B)Promotions, sampling and selling of J.Club goods and video items (C)Inbound tourism promotions ★Project ・Organise football clinics with J.Clubs in Indonesia, Thailand and Vietnam to research key success factors in the local markets of each country. At the same time, collaborate with the sponsoring companies of the clubs to do sales promotions. Leverage football contents to differentiate Japanese companies from foreign companies to nurture fans of Japanese products. Try selling J.Club goods to get insight from each local market, in addition. ★Bottlenecks and solutions (1)Football clinics and goods selling: To get market need analysis and expertise (2)Japanese products: To differentiate Japanese companies from foreign companies. To improve reputations and brand quality.

Project Overview

・Preparation and preliminary inspections June to August, 2014 with J.Clubs and local governments of Japan ・ Setting up websites and SNSs. Release information to media and recruit students August to October, 2014 ・Trial in the 1st country August, 2014 ・Trial in the 2nd country September, 2014 ・Trial in the 3rd country October, 2014 ・Writing report December, 2014

Schedule

Target countries：Indonesia, Thailand and Vietnam Subject area：Service Industry

【Japanese companies】 …SAM …SEA Global …J.League enterprise Inc. …J.League and J.Clubs

【Overseas companies】 …Japanese-affiliated malls …Japanese-affiliated developers …Japanese affiliated electric shops

Consortium

(Images)

“Growing with Asia”

Thailand

Vietnam

Indonesia

■From 2015onwards

■2014（Test marketing）

In 2014, the government grant will help Japanese companies acquire marketing know-how to differentiate themselves from Korean and Chinese companies. From 2015, J. Clubs and sponsoring companies will be independent from the grant and work together to expand their share in the local markets along with Japanese shopping malls. Furthermore, we will leverage the experience to be able to support more clubs and local governments to get into Asian markets.

■Overview Organise Japanese style football clinics in big shopping malls and newly developed areas in 3 Asian countries. Besides, do sales promotion of Japanese global companies’ products and marketing of inbound tourism.

■POINTS ・Leverage football , the most popular sports in Asia. ・Collaborate with shopping malls to promote Japanese products and increse customers. ・Sell J.Club goods and do inbound promotions.

× × Shopping mall

×

Collaboration in order to differentiate ourselves from foreign companies’products. ⇒Create good images of J.Clubs and Japanese companies by contributing to local football development among local people.

× Shopping mall

× Shopping mall

Football

Clinics

Shopping malls

can benefit

from selling

more Japanese

products

Leverage good

image of

Japanese

football

Promote Japanese products directly to parents and through media

Prepare

for the launch

in 2015

Formulate

plans of

running

t training centres

Research key success factors of

football clinics

Prepare

for the launch

in 2015

Figure out

promising sales

lineups

and price

strategy

Carry out questionnaires

about J.Club goods

to attendees

Japanese Company

× Japanese Company

Target countries：Indonesia, Thailand and Vietnam Subject area：Service Industry

Project to increase export of Kyushu food, in collaboration with Prime Time Thai Drama

Journal Entertainment Tribute Inc

★Test Marketing

①Schedule：２０１４/1st Nov. ～10th Nov. (10 days) ※Schedule change is subject to the date of broadcast of drama.（Not over 3 months） ②Location：Bangkok city ③Product: Specialty food in Kyushu such as Beef, Strawberry, Noodle, Tomato, Sake, Seaweed etc.) ★About Project

Our objective is to increase sales contracts of Kyushu food by creating new business matching with new Kyushu food. To do this, we plan to take advantage of drama that we worked as producer in Japan, which all the shooting of it took place in Kyushu. In collaboration with it, our main concept is to produce "Kol Kimono" special menu in leading Japanese restaurant in Thailand during drama schedule, with its menu's main food exported from Kyushu island. ★Goal setting to solve issues that current business stream have

Issue1; Business stream lacks in integrality Solution1; JET has set an importer company in Thailand, where food producers and manufacturers can use with minimum cost of logistics Issue2; Grown Japanese market lacks in expandability Solution2; The grown Japanese targeted market is stable, however Japanese food have some more room for targeting Thai people in Thailand. Drama that catches heart of Thai people will be great source of promotion to connect them with Kyushu food.。

Detail of Project

Special Menu Contract June, 2014 Thai buyer meeting June-December, 2014 Registration to FDA / HS code July, 2014 Special Menu production August, 2014 Special Menu Trial August, 2014 Web Promotion September-February, 2014-2015 Special Menu Test Marketing Start November, 2014 Drama Grand Opening Event 10th November 2014 (Outside this budget) Survey of special menu at each restaurant November-February, 2014-2015 Support for exporters to start business in Thai February, 2015 Report February, 2015

Contents / Schedule

Target country：Thailand Subject area ：Local Specialty Goods (food)

【Inside Japan】 …Family Mart …JTB Kyushu …Yayoiken …Narutaki Sake Producer …Ichigo Producer

【Outside Japan】 …Broadcast Thai Television …Bangkok Entertainment Co.(CH3)

Consortium

Picture of Strategy

Picture of Business Matching and Out come from it

Develop

local food as trip-

attractive

Install "special

menu" into daily menu

Increase of sales by

broadening oversea market

Obtaining new

promotion tool

Applicant (The main)

Digital TV, Prime time Drama “Kol Kimono”

“Special Menu”

@Retail Restaurant

Develop Business Stream/ Test / Matching Successive project of post-drama period

J.E.T Tokyo

Broadcast Thai TV

(production)

G’MM Grammy

(Model agency)

Ph

oto

U

se

Perm

issio

n

Pre

ss

Pro

motio

n

Saga Pref. Asahi Digital Nikkei etc…

Japan Foundation

Ask

Su

pport

Japanese actor Koto Player Kimono Stylist

J.E.T Thai Branch

Saga（confirmed） Fukuoka/Kumamoto（not yet）

Prefectural Office

Manufactures Food Producer

Consortium Attend!

Forwarder (not yet)

Ship/Air（not yet）

Custom・Thai Logistics

Japan Embassy in Thai

Sam

ple

sh

ip

November – February @ Yayoiken

Kyushu Food Test Marketing Business Stream

Matching

Drama Grand Opening

WEB

production Sister

Amarin（publishing）

Pro

motio

n

Shooting in Kyushu

New

s

CH3（tv station）

Buyer Supplier

Core Target “Kol Kimono” Special Menu

Survey/Data

Sales & Promotion

Consortium

Meeting / Matching

Drama Broadcast Kimono seminar Fashion show Japanese food

Food that has fully been Promoted by Drama

Japanese producers can take advantage of our Business Stream, and we love to support

Sales of Travel plan to Kyushu @TITF Organized with JTB Kyushu

Develop Special Menu using Kyushu food Find more stores that install Kyushu food

Stores that hold Kyushu corner Siam Paragon（Negotiating now）

Family Mart @Thailand（Negotiating now）

Official Web Info release

Drama Behind The scene program

Introduction

Customers

Customers

Customers

・Increase interest in Japan ・More tourist from Thailand ・Increase customers to Japanese restaurant and shops in Thailand

Introduce store during trip introduce Travel plan at store

Customers that buy Kyushu food from a store will be directed to another. We plan to produce a circulation by attracting people by both design and gift.

Introduce store that has Kyushu food Introduce store that has Special menu

ex) You get a chance to get a trip t o Kyushu just by collecting the seals from The Kyushu food that you buy

BEC (TV Station)

Project to increase export of Kyushu food, in collaboration with Prime Time Thai Drama

Target country：Thailand Subject area ：Local Specialty Goods (food)

「The project for creating Japanese beauty boom in Viet Nam

★Out line of test marketing（test sale） ①Term：2014.8～2015.2 7 months ②Place：Ho Chi Minh City 1)Beauty salon Dist.1 JーFirst YOKYO 2) Department store Dist.1 TAX Department store 3)Supermarket Dist.10 Saigon Super Market 4) Showroom Dist.1 Japan Beauty Care ③Products：Service: Hair salon, Nail salon, Eyelash, Whitening, Sliming, Depilation Goods：Cosmetics, Facial instrument , Supplement and etc. ★Outline of whole project ・Expand the comprehensive beauty salon with Japanese-style hospitality and Japanese advanced technology in Ho Chi Minh city ・ At the same time, sale Japanese high quality of beauty-related goods at beauty salon, department stores, supermarkets, showrooms ・ Create Japanese beauty boom by audience participation TV shows, product placement and cost-effective PR. ★Problem for resolving through the project and plan Problem：①Human resource development. ② Prevention of human resources outflow. ③Ambiguity of test marketing of chain-store expansion. ④Complicated system to get license of Import and sales certificate for cosmetics and supplement. Plan：①Aim to stable Human resource development through Academy. ②For the purpose of keep motivation, use culture of Japanese small-to-medium-sized company. ③Search for the direction of franchise-chain project. ④ Through carry out project base on the information from JETRO and consulting company in Vietnam try to acquire knowledge.

Project Outline

• Contents of service・Choose items • Export products to Vietnam • Design and Construct / Beauty salon • Design and Construct / Department store・Super market・Showroom • Prerelease • Press conference • Publicity • Test marketing / Beauty salon • Test marketing / Depart • Test marketing / Super market・Showroom • PPL in TV programs • Audience participation TV program

Contents and Schedule

Country：Ho Chi Minh City, Vietnam Subject area：Service, Life style, Goods

【Japan】 JAPAN BEAUTY ASSOCIATION Co.,Ltd (established by the co-funding of 27 companies) MAC & CINQ Co.,Ltd

【Vietnam】 MCV CORPORATION HITS Jsc., SAIGON TRADING GROUP

Consortium（company group）

Finished End of Jun 2014～Beginning of Aug End of May 2014～End of Sep By Sep 2014 End of Sep End f Sep Beginning of Oct 2014～ Oct 2014～Feb 2015 Beginning of Oct to 2weeks Odt 2014～Feb 2015 Oct 2014～Feb 2015 Oct 2014～Dec 2014

Cosmetics・ Facial instrument

Showroom

Beauty salon

Supplement

Japan Beauty Association co.,ltd 27 company joint investment and establish consortium group in Oct 2013 for the purpose of expansion in Vietnam. Management of beauty salons, export, sales, and wholesale beauty and health equipment, planning, editing, creating and selling beauty-related publications and textbook in Vietnam. Its main business is consulting for purpose of opening comprehensive beauty salon in Vietnam.

Applicant（representative of group）

・Vietnamese Middle～High income class ・Foreigner

live in Vietnam

+

The project for creating Japanese beauty boom in Viet Nam

JAPAN BEAUTY ASSOCIATION

Co.,Ltd （Funded by 27 beauty-related companies）

MAC & CINQ Co.,Ltd

Largest distribution group in Vietnam

SAIGON TRADINGA

GROUP

Run the site delivery beauty

information・Home shopping

HITS JSC

Product TV programs

MCV Corp

CONSORTIUM CHANNEL TARGET INBOUND

SERVICE Hair salon Eyelash

Nail Esthetic salon

Hair cut Shaving

PRODUCT Cosmetics

Supplement Exercising implement

Beauty implement

Beauty Salon

J-First TOKYO

Super market Saigon Super Market

Showroom Japan Beauty Care

Each company in consortium provide regional speciality ↓

Popular goods sale in salon and other shop

Invite excellent person to Japan for sightseeing and experience Japanese salon

Introduce tourist spots in Japan on TV monitor at wedding space ↓

Build a image of Japan through conversation with customer

Prerelease Preconference

Attract Media・Actress・Model・ Famous blogger

Audience participation TV program

Variety Shows like 「Before After」

Winner can get 「Japan tour for experience Japanese beauty

culture 」 After this tour it

broadcast in this show for 30min

MCV product 12programs

Sale regional speciality

Attract tourists

Cooperate with travel agency and sale 「Japan

tour for experience Japanese beauty culture」

Sale for promotion

BtoC

BtoB BtoC

Service

Department store TAX Department store

Publicity TV

Newspaper Magazine

Facebook Blog

TV program

PPL

PROMOTION Create Japanese beauty boom

Country：Ho Chi Minh City, Vietnam Subject area：Service, Life style, Goods