The New Direction of Corporate Patronage: What "Creative Archipelago" Aims For
The Corporate Art Patronage Council held a press conference titled "The Vision of 'Creative Archipelago'" at AP Tokyo Marunouchi on February 26.
The council announced the legacy, specific measures, and methodologies for Creative Archipelago, a project it advocates and implements.
Chairman Tatsuyoshi Takashima (Chairman of Dentsu Inc.) began by stating, "This council has a long history of private-sector promotion of arts and culture. Through the creative ideas and strong initiatives of our member companies, we have conducted steady activities. Many companies have continued their corporate patronage activities for many years, and new corporate participants are also increasing. Corporate patronage activities have also contributed to the rich culture taking root throughout Japan. The nationwide rollout of cultural programs for the 2020 Tokyo Olympic and Paralympic Games begins the moment the Olympic flag is handed over from Rio de Janeiro to Tokyo. 2020 is a milestone; what matters is what we leave behind for the future beyond that."
Following this, Chairman Motoki Ozaki (Kao Advisor) announced the council's direction.
Under the banner of "Creative Archipelago," he outlined three legacies aimed at advancing the council's patronage activities:
(1) Fostering creative communities through the promotion of regional culture
(2) Promoting understanding of Japanese culture and implementing multi-directional cultural exchange programs to realize a culturally diverse society from a global perspective
(3) Advocating globally for a creative economy based on the principle of "benefit for all three parties (seller, buyer, society)"—the foundation of Japanese business—to achieve a sustainable, circular society
As specific measures, he stated: "We will promote the investigation of creative heritage, creative
As specific measures, it stated, "We will promote the investigation of creative heritage, creative resources, and creative hubs, expand the donation grant system, and increase certified Mecenat activities through 'This is MECENAT'." Executive Director Taneo Kato explained the methodology.
The methods presented by Managing Director Kato for achieving the "Creative Archipelago" are as follows:
(1) Formation of Creative Communities
① Development of Creative Hubs and Networks
② Revival of Local Performing Arts and Festivals
・ Development of arts and culture programs involving seniors, and mechanisms connecting seniors with children
③ Support for "Creative I-turns" ・ Promoting I-turns and U-turns by creative individuals
④ National Expansion of "Hundred Festivals Revival" (a grant program by the "GBFund" supporting the revival of festivals and local performing arts in disaster-affected areas through arts and culture)
(2) Creative Diversity Society
① Promoting the export of Japanese culture
・Export Japanese culture overseas through packaging initiatives like "WAZANMAÏ"
② Development of corporate patronage from a global perspective
・Implementing multi-directional cultural exchange programs with the world
・Strengthen research on corporate patronage activities overseas
③ Expanding international art festivals through multidirectional approaches
・ Realize 100 international art festivals and participate in 100 overseas festivals
・ Realization of 3,000 G1ocal (Global + Local) international art festivals
(3) Establishing a Creative Economy Supporting a Sustainable Circular Society
① Expanding the Compact Economy (an economy based on self-sustaining economic actors operating in small units, such as locally rooted specialty products and traditional industries) ・ Regional branding of local products ・ Promotion of art tourism
② Global standardization of multi-stakeholder processes
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