Thailand-Based ★ JAPAN WEEKEND Event Held: All-Japan Promotion

In November, a collaborative event promoting three areas—"Visiting Japan for Tourism," "Japanese Music," and "Broadcast Content"—was held simultaneously in Bangkok, Thailand. The event was named "JAPAN WEEKEND." It was the first initiative in Thailand organized under an all-Japan framework, with multiple Japanese public and private organizations working together as one.

■Introducing the Charms of Eastern Hokkaido in Winter

The Tourism Authority of Thailand and the Japan National Tourism Organization held the "Visit Japan FIT Travel Fair 2014 Winter." Fifteen organizations from Japan and twelve from Thailand participated. Aiming to attract Thai individual travelers (FIT), the event highlighted the appeal of Japan's winter and snow, which are of high interest to Thais, drawing a large number of visitors.

Participating in a Thai Japan tourism fair for the first time, the Eastern Hokkaido Tourism Development Council focused on introducing Eastern Hokkaido's highlights to repeat visitors, typically those visiting Hokkaido for the second or third time. They proposed plans featuring sightseeing in Abashiri and Shiretoko's drift ice, Kushiro's red-crowned cranes, and Akan Lake's frost flowers. According to the council's Secretary General, Tetsuzo Notake, the launch of Thai Airways' direct flights to Sapporo has led to an increase in Thai visitors to Central Hokkaido. The council aims to increase the number of individual travelers from Thailand, Singapore, Hong Kong, and Taiwan to Eastern Hokkaido from the current 60,000 to 70,000 per year to 200,000 within about three years.

■Popular Japanese Talent Visits Thailand

The International Drama Festival in TOKYO Executive Committee held a "Series Festival" featuring Japanese drama actors, musicians, and famous Thai talents. Thirteen dramas popular in Japan, such as "Hanzawa Naoki," "Doctor X," and "Hanako to Anne," were introduced. Popular cast members like Hideaki Takizawa and Haruna Kawaguchi also appeared and held talks.

Vice Chairman Shigemura (Chairman of Nippon Broadcasting System) noted that while Korean dramas have gained many fans in Thailand and Korean talents frequently visit to interact with fans, Japanese talents rarely come, creating a gap in familiarity. He expressed hope that if Japanese talent agencies focus on Thailand, they could "change the tide."

Japanese broadcasters are using the event as a springboard to promote drama content exports and joint program production with Thai broadcasters. Several Japanese dramas have already secured digital broadcast deals in Thailand. Jointly produced programs confirmed for broadcast, such as "Moshi Moshi Japan" (premiering January 3rd next year on Channel 9) and "Beauty Versus" (premiering January next year on Channel 7), were also introduced. Beyond Thailand, co-productions with other Southeast Asian countries include two in Malaysia, one in Indonesia, and one in the Philippines.

Previously, rights issues for Japanese content hindered exports. However, systems have been established, including the founding of the Broadcasting Entertainment and Arts Japan (BEAJ) in August last year. BEAJ, led by Japanese broadcasters and rights holder organizations, serves as a central point of contact for rights matters.

Kyō Hamano, Director of JETRO, one of the event organizers, explained at a press conference that interest in Japanese culture is growing, Thai visitors to Japan are increasing, and demand for Japanese content in Thailand is rising. She emphasized the event's significance, stating, "By co-hosting, we aim to introduce many business opportunities and facilitate actual business deals." Future events combining content with fashion and food are also under consideration.

JETRO Director Kyō Hamano (second from right) and International Drama Festival Executive Committee Vice Chair Shigeo Shigemura (fifth from right) at the partnership announcement press conference (Photo by NNA)