Corporate Mecenat Council Launches Under New Structure

At the outset, Chairman Tatsuyoshi Takashima (Chairman of Dentsu Inc.) delivered his inaugural address, stating, "The Council will celebrate its 25th anniversary next March. Its purpose has also evolved significantly, shifting from the initial corporate support for arts and culture to recent efforts focused on creating a better society through arts and culture. Both the scope and substance of its activities have grown substantially." He expressed enthusiasm for global outreach and network building, such as hosting international conferences inviting overseas patronage stakeholders. "The Council's activities may seem unassuming at first glance, but steady, diligent work is crucial and valuable. We will strive to help as many people as possible understand patronage activities," he emphasized. Furthermore, Chairman Motoki Ozaki (Kao Advisor, former Chairman) offered his outlook: "Japan faces social challenges such as environmental issues and an aging population with fewer children. When considering how to revitalize regions, corporate patronage plays a vital role. We should aim to integrate social challenges with patronage activities to create a more creative society."

The Council has designated 2014-15 as the "Corporate Mecenat Year," aiming to enhance its role as a cultural promotion platform connecting businesses with cultural stakeholders. As part of this, it will introduce the "This is MECENAT" system to recognize and honor diverse corporate activities, and promote international conferences to foster understanding through cross-cultural exchange. Chairman Ozaki stated, "Japan's corporate patronage activities are at a level we can be proud of globally. They have a history of supporting Japanese culture ahead of government initiatives, and the total amount spent on patronage activities by companies and corporate foundations is equivalent to the national cultural budget. We want to use the international conference as an opportunity to build a cultural exchange network within the business sector."

Executive Director Taneo Kato explained initiatives leading up to the 2020 Tokyo Olympic and Paralympic Games. He expressed anticipation for the nationwide cultural festival expected to accompany the Games. He outlined a commitment to addressing three key challenges: ① revitalizing regional economies and communities, ② forming international cultural networks, and ③ establishing foundations for cultural promotion and social innovation through culture. He also set a numerical target: increasing the total corporate sector spending on corporate patronage activities from the current level exceeding 81.1 billion yen to over 100 billion yen by 2016.