Japan's Future Toward 2020: Discover Japan - Part 2 of the Roundtable Discussion with Mr. Takahashi, Mr. Minami of DENTSU SOKEN INC., and Mr. Kurashige

Continuing from last time, we welcome Toshihiro Takahashi of Discover Japan. Together with Taro Minami and Hidetoshi Kurashige of DENTSU SOKEN INC., the three discuss "A HAPPY NEW VISION '15" as their central theme. After hearing their impressions of messages #09 to #15, they considered the current state of Japan and the year 2020.

Reflecting on Each Message: Part 2

#09 "Kotohogu" (Celebratory Wishes) Translator, Poet, Artist Peter Jay McMillan

Kurashige: I'm embarrassed to admit it, but this was my first time encountering the word "kotohogu" (to offer congratulations). I'm thinking of consulting Peter about a project to discover beautiful but endangered Japanese words, like those on a "Japanese Red List."

Takahashi: I knew it vaguely, but I thought, "What a great word to use."

#10 "Too Concerned About the Toilet." Rocket Staff Co., Ltd. CEO Ko Yong-uk

Takahashi: It's interesting how specific the phrase is, isn't it?

Kurashige: This was the top entry in the Dentsu Inc. News access rankings.

Takahashi: The common thread in everyone's words is "Let's get out more, break out of our shells."

Kurashige: There's talk that young Japanese people avoid going abroad because the toilets are dirty. But conversely, that means Japanese toilets are still unmatched in cleanliness from an overseas perspective.

Takahashi: Many foreigners want to buy Japanese Washlets to take home, right? Toilets are one of Japan's charms (laughs).

#11 "miwezon" Mrs. Ponou Zomahoun-Georgiane, Wife of the Ambassador of the Republic of Benin to Japan

Kurashige: This is the only native language here.

Takahashi: So there's a word with the same feeling as the Japanese "おかげさまで" (thanks to you).

Kurashige: I heard there's a set phrase using "miwezon" that means "Because you exist, I exist." I was so moved during the interview I almost cried.

Minami: Rereading the interview now, it feels like a Japanese person is speaking. I realized there are quite a few commonalities.

Takahashi: It made me want to visit Benin.

#12 "Irregular" POSTALCO Director Mike Abelson

Kurashige: The paper length became irregular too (laughs).

Takahashi: Japanese culture has always found beauty in imperfection rather than symmetry.

Kurashige: I think using cracked pottery, like dishes or vases, is incredibly stylish. That's exactly what it means in English.

#13 "Alien Card → Residence Card → Isn't There Something Better?" Kirillova Nadezhda, Dentsu Inc. Business Creation Center 2020 Project Design Office

Minami: I heard it ranked second in Dentsu Inc. access rankings, so it had a high access rate.

Kurashige: She's won various awards like the Cannes Lions Titanium Grand Prix and D&AD Black Pencil, and is currently ranked #1 in the world's copywriter rankings (The Directory Big Won Rankings 2014). So, while it was #2 in access, it's the copy of the world's #1 copywriter (laughs).

Takahashi: There are so many terms we used to use that just don't fit the current era anymore, right? I think it's about time we started changing those names.

#14 "Be the leader of your own life." Jesper Edman, Lecturer, International Corporate Strategy Research, Hitotsubashi University Graduate School

Minami: You mentioned during the interview that Japan has a culture where overtly leader-like behavior isn't strongly encouraged. Conversely, in such a country, the leaders of companies demonstrating strong leadership often seem to possess very strong personalities.

Takahashi: That may well be true. They become such powerful figures that they stand out like a sore thumb.

#15 "Worry More" Musician and Journalist Morley Robertson

Kuranari: I ran out of space, so the "u" is lying down (laughs).

Takahashi: So, it's not good to take shortcuts or focus only on efficiency.

Kuranari: He said that just as uniform commercial facilities are increasing, the way creators work is also becoming more uniform. He said we worry too much that if we don't immediately tag things and categorize them, business will slow down. The same applies to how we made this booklet. It would be boring if only predictable opinions came out, so we went to meet people, dug deep into their ways of thinking, and decided to break away from stereotypes!

Kurashige: Looking through it again, could you pick the phrase that stood out most to you?

Takahashi: Looking at it now, I think " irregular " is good.

Kurashige: For me, it's definitely " Not failing ≠ Succeeding."

Minami: " Generous heart, carefree mind, joyful spirit." As I mentioned earlier, it felt like it hit a sore spot.

If we were to write our own calligraphy for the New Year,

Kurashige: Japanese people worry about how foreigners see them, but how is it in other countries?

Takahashi: They don't seem to care as much as Japan does. From what I've heard, they tend to think their own country is the best. I have a friend who studied abroad in Israel, and he told me that students from various countries all boasted about their own nations, but the Japanese couldn't boast and felt frustrated. Actually, this kind of experience was one of the reasons we started Discover Japan.

Kurashige: If you were to write a New Year's calligraphy piece, what would you write?

Takahashi: Definitely "Discover Japan" (laughs). I believe "Discover Japan" carries many different meanings. I always think there should be a different "Discover Japan" for each person.

Kurashige: I dislike the term "expert" and am skeptical about how the near future is decided in expert meetings. If innovation requires diverse, disparate people to come together, then mixing experts with ordinary people should spark innovation. That way, perspectives and knowledge—deep, broad, complex, simple—would blend more effectively. Regarding "Japan," since everyone has lived here their whole lives, all 130 million people are experts. We should connect each person's personal thoughts and ideas.

For this booklet, we selected foreigners residing in Japan, but I believe it would work just as well with ordinary people walking the streets. By gathering messages from various countries, regions, and companies, we can convey everyone's thoughts. If I were to write my first calligraphy piece, it would be: "Everyone is an expert."

Minami: I'd write "Unwavering Self-Assessment." I'm glad to have been born Japanese, but there are aspects of Japanese people I can't stand. One moment we harbor an unnecessary inferiority complex toward the West, and the next, during the bubble era, we suddenly spout arrogant nonsense like "There's nothing left to learn from America." The swings are too extreme. I want to avoid being swayed by short-term, superficial phenomena – this is also a reminder to myself.

Kurashige: When producing the IMF-World Bank Annual Meetings, we debated what role Japan should play among the world's 7 billion people and 195 countries. For instance, Brazil has the concept of "Japonaisque Garantie" – the idea that Japanese people and Japanese products are reliable. Also, when I interviewed Japanese-Brazilian artist Tomie Ohtake before, we discussed how Japan possesses an exceptionally strong moral foundation, unparalleled in the world.

If we pursue that direction, Japan should be able to choose the position of being the "good guy" among 195 nations. While aiming for innovation and creative destruction might seem cooler, given how turbulent the world is right now, I think Japan could adopt a strategy of striving to be the "good guy." We could even make "What role should Japan play in the world?" our New Year's calligraphy theme.

The Present and Future of Regional Revitalization

Takahashi: There's no single right answer for regional revitalization. I always say the clues to the right answer lie at the feet of each region, and we should draw out their unique appeal from there. I hope regional revitalization born from diverse individualities will contribute to Japan's richness. I often think that just as Japan once admired Western culture, we should now shift to valuing Japan itself, and further, to each region affirming and taking pride in who they are. That's why I tell government officials: instead of just handing out subsidies without meeting people, they should go to the field, experience it firsthand, and truly understand.

Kurashige: That's not just about regions, right? In meetings, there are many people who don't speak up because they're mindful of others. What I've noticed recently is the "Personally, I..." rule. Prefacing your opinion with "Personally, I..." makes it easier for everyone to speak up. Both government officials and regional representatives need to go to the field, see things with their own eyes, and act based on their own thoughts and convictions. Otherwise, they won't find answers, and projects won't move forward. I hope they use the "Personally, I..." rule effectively.

Takahashi: I understand that thinking about risks and failure can paralyze people, but it would be great if they could take action by saying "Personally, I think..."

Kurashige: I think people use "personally" because they lack authority or team consensus. But without personal conviction, change doesn't happen, and you can't create something good. Discover Japan itself was born from your personal conviction, Takahashi-san.

Takahashi: Before Discover Japan, I was working on a book about Nordic design. When I visited furniture designer Hans J. Wegner's home, I saw so many Japanese items there. Japan was in the midst of a Nordic design boom, and I went to meet Wegner. Yet, they were heavily inspired by Japanese design. It made me realize that we were the roots of the Nordic design boom.

Thinking About Japan Until 2020

Minami: Finally, I'd like to touch on "Japan's Future." Japan's strength has primarily been in manufacturing, but manufacturing now accounts for only about 20% of GDP. Naturally, expectations are shifting toward the service industry. The service sector includes many small and medium-sized enterprises and is expanding significantly into regional areas. Regarding the opportunity presented by 2020, it's crucial to make foreign visitors fall in love with Japan and want to return. Takahashi, based on your work related to regional areas, what are your thoughts on this?

Takahashi: While editing Discover Japan, I definitely sense a growing momentum in local and regional manufacturing. Many people assume cutting-edge products are only made in Tokyo, but it's actually the regions where new challenges are being undertaken and new things are being created. We want to introduce these and show how cool the regions are.

For example, in Onomichi, the "Discover Link Setouchi" project has successfully renovated warehouses into hotels, lounges, and cafes. They're doing an excellent job creating spaces, products, and experiences while actively involving the local community. If you don't first raise the satisfaction of local residents and then build tourism on top of that, you just end up with places that mimic Tokyo or overseas. I think regions are shifting, like "Discover Link Setouchi," towards connecting things that make local people happy to tourism.

Kurana: Over the past 4-5 years, I've had the opportunity to assist with numerous national and local government projects, which has given me a connection to thinking about and discussing Japan while advancing these initiatives. Personally (laughs), I've come to realize that there's an overwhelming amount of "something by middle-aged men, for middle-aged men" in the world. I believe it's our generation's role to update this for the 21st century. We must break free from stereotypes and renovate things that have continued based on the efficiency mindset of the high-growth era. It will also be necessary to promote young talent to shift the prevailing winds and spark chemical reactions.

Looking toward 2020 and beyond, before focusing on Japan branding or Japan presentation—the information dissemination part—it's more crucial to first have a solid grasp of the substance: what Japan, Tokyo, and we ourselves truly want to do and how we want to live. Sharing that vision and having honest discussions about it is also necessary, right? Creating unique philosophies, hypotheses, and new values. I want to help with that in various ways. As DENTSU SOKEN INC., and personally too (lol).