Tue, Nov 26, 2013 - Page 15 News List

Japan push to promote brands globally

BILLION-DOLLAR INJECTION:Bureaucrats are seeking to pick global brand winners under the ‘Cool Japan’ fund, which will invest in their companies using public funds

Reuters, TOKYO

Japan’s industry bureaucrats once guided the nation’s world-beating drive to export cars and electronics.

Now that Toyota and Sony have been household names across the world for decades, the government wants to make sure the rest of the world buys Japanese sake, sashimi and anime.

The “Cool Japan Fund,” was set to launch yesterday and aims eventually to use about US$1 billion of mostly public funds to boost distinctive food and drink, fashion, animated and live-

action movies and other such “soft” exports.

Although conceived before Japanese Prime Minister Shinzo Abe took office in December last year, it fits his theme that “Japan is back.”

Some experts question the need for taxpayers to pump money into private companies. However Nobuyuki Ota, chief executive of Cool Japan Fund Inc, said it made sense for the government-dominated effort to pick winners among companies keen to expand abroad.

“A state-backed fund can do what private investors cannot,” Ota, a former fashion executive who brought Issey Miyake designs to the world, told reporters.

“Private investors sell their assets once their investment targets becomes profitable. We can be a long-term investor because it takes time for those small companies to grow,” Ota added.

As disputes with neighbors like China and South Korea simmer, Abe’s government is keen to exploit chances to project Japan’s popular cultural wares.

The expected adoption soon by UNESCO of Japanese cuisine: washoku — as an “Intangible Cultural Heritage” is the latest example of Japan’s “soft power” push.

The Cool Japan Fund starts with ¥37.5 billion (US$371 million) — ¥30 billion from the government and ¥7.5 billion from 15 companies, such as airline ANA Holdings Inc and advertising giant Dentsu Inc.

The fund will swell to ¥60 billion by March and eventually reach ¥90 billion by March 2015, said Yoshiaki Akamatsu, an official at the Ministry of Economy, Trade and Industry (METI), which is overseeing the project.

However, if these businesses getting public support are worthy, the question arises, why do they need public backing?

Such “public-private” funds are in fact public and they face a conflict between policy goals of promoting chosen firms and the need to maximize returns,

private-equity consultant Joji Takeuchi said.

“The fund idea is created by the government, most of the money is provided by the government, the government raises funds from the private sector and the government assembles the fund managers,” Takeuchi said.

“Investments from the private investors are very small and are nothing more than a token of their support for the government initiative,” Takeuchi added.

Abe’s government, which has pumped more than US$3 billion into state-linked funds investing in Japanese companies, expects annual returns of 7 percent to 9 percent from the Cool Japan Fund, a person directly involved in the project said.

However, Takeuchi said by e-mail that returns in the high single digits would not be considered sufficient “considering the complications and potential conflict inherent in the public-private structure.”

The fund’s remit, according to its Web site, runs from anime and other comics to movies, TV program, games, fashion and local products such as lacquerware, beauty products and food.

Its aims are broader than investor returns.

“It is difficult to preserve local culture without injecting government money,” Ota said. “Local manufacturers are shrinking, and many young people leave for bigger cities. Once the older generations die, there will be no one who would take over that. I wonder what will happen to Japan 100 years from now.”

This story has been viewed 1706 times.
TOP top