The "Davos Conference" that promotes countries and corporations

Main Street is a PR Battlefield

The center of Davos town is about 2 kilometers long. Two major streets, the Promenade and Talstrasse, run through the heart of the town. Only during the World Economic Forum Annual Meeting, known as the "Davos Conference," does the appearance of the Promenade change dramatically. There, unique, luxurious showcases by some of the world's leading companies line up one after another. This trend has accelerated over the past 2-3 years.

From top left clockwise: Corporate showcases by Facebook, Google, HSBC, Salesforce

Why do companies build showcases here? Crucially, the Davos Conference itself offers no booth space for partner companies to exhibit independently within the main venue. The venue interior is uniformly styled to reflect the World Economic Forum's tone.

For marketers, it's only natural to want to introduce their company at this gathering of global executives and influential media. "Can we attract new investors?" "Can we find business partners?" "Do we want media coverage?" These diverse motivations are transforming the character of this small town.

During the conference, partner companies lease street-facing restaurants and cafes, or erect temporary structures on normally vacant lots. These spaces become event venues and networking hubs, hosting diverse initiatives.

Some companies even create dedicated spaces solely for business meetings. While meeting rooms are available within the main conference venue, securing reservations is difficult. Additionally, companies often prefer to keep their meeting partners private from competitors. These factors contribute to the growing trend of establishing bases outside the main conference grounds.

Clockwise from top left: Corporate bases of Accenture, Johnson&Johnson, FUJITSU, NOMURA

Major media outlets also host media sessions (over 30 sessions in 2018) as part of the annual meeting's official program. Finding this insufficient, they build their own facilities to conduct sessions and interviews with key figures. This gathering of global political and business leaders provides an ideal venue for media coverage.

From top left clockwise: THOMSON REUTERS Pavilion, THOMSON REUTERS House, THE WALL STREET JOURNAL

Function as "National IR"

This trend isn't limited to companies. In 2018, national houses created by governments lined the streets in greater numbers than ever before. Across the street, the Russia House and Ukraine House faced each other, and there was also the Argentina House, representing the G20 presidency. Indonesia, the leader of ASEAN, also set up a house, primarily managed by its economic organizations. Saudi Arabia, which sent a large economic delegation, also established an office. The lounge created by India's economic organizations is a yearly fixture.

At these national houses, countries communicated their strategies through symposiums and introduced their food and culture. Beyond this, various programs—including business matchmaking and dinners—ran from morning to night throughout the four-day session. This activity clearly shows that the world-class partner companies coming to Davos prioritize attracting investment to their home countries.

Countries unable to establish large-scale national houses instead host evening parties showcasing their nations, run wrapped buses, or display outdoor billboards.

From top left clockwise: National Houses of various countries: India (sign), Argentina, Ukraine, Russia + Ukraine

What about Japan's efforts?

With so many countries hosting events, you might wonder what Japan is doing. Actually, Japan also holds an annual event called "Japan Night."

Organized by the Japan Night Executive Committee—comprising over 25 private companies participating in the Davos Conference—it is held with the cooperation of the Ministry of Agriculture, Forestry and Fisheries, the National Federation of Agricultural Co-operatives, JETRO, Fukushima Prefecture, Hiroshima Prefecture, and others.

It showcases Japanese cuisine, a World Heritage-recognized culinary tradition, alongside globally acclaimed Japanese sake, wine, and beer. Through these experiences, the event successfully conveys the broader values of Japan's richness, meticulous attention to detail, and dedication to quality. Also known as "Sushi Night," this event has gained such popularity that executives worldwide consider it a "must-attend event."

Japan Night Scene

The Increasing Importance of "Communication Power"

What should be done after 2019? Countries and companies have already begun securing their positions for the 2019 annual meeting. Securing a position is crucial precisely because it impacts communication power.

Recently, some voices have mockingly referred to Japan's declining influence as "Japan Nothing" or "Japan Missing." However, Japan will host the G20 Summit, the Rugby World Cup, the 7th Tokyo International Conference on African Development (TICAD), and in 2020, the Olympic and Paralympic Games. Interest in Japan at this Davos forum will undoubtedly grow. What Japan presents to the world at this venue becomes critically important.

This should not be a one-sided imposition; it is also vital to consider what makes Japan attractive from a foreign perspective. Given the Davos context, rather than targeting the "broad public," content that connects to business opportunities is a viable approach. Sharing Japan's experiences as a country facing advanced challenges, along with showcasing Japan's renowned technological prowess, could also serve as compelling content.

This year, the Fourth Industrial Revolution Japan Center was established in Japan

A key term for understanding the World Economic Forum is the "Fourth Industrial Revolution." In March 2017, the World Economic Forum opened its fifth hub, the Fourth Industrial Revolution Center, in the San Francisco Bay Area. Established as a global public-private partnership hub, it aims to drive technological innovation and encourage swift responses from nations and companies to its worldwide impact.

Its purpose is to establish project teams for ten key themes (Artificial Intelligence, IoT, Blockchain, Autonomous Vehicles, Civilian Drone Use, Data Policy, Cross-Border Data Flow, Precision Medicine, Global Environment, Manufacturing) to conduct research and compile policy recommendations. Thirty-five well-known companies, primarily world-leading IT firms, have already joined as partner organizations.

New developments will begin in Japan in 2018. To accelerate this Fourth Industrial Revolution globally, the first hub of a planned network of sister organizations worldwide will be established in Tokyo. This was announced on January 23, the first day of the Davos Conference.

©World Economic Forum Fourth Industrial Revolution Center Japan Center Establishment Announcement Press Conference

Scheduled to open in July, the Japan Center will be established through a new form of public-private partnership involving the World Economic Forum, the Ministry of Economy, Trade and Industry (METI), and the Asia Pacific Initiative, an independent think tank. This new public-private partnership is characterized by private-sector leadership in operations, with government support, and collaborative management by participating companies and institutions.

METI will establish a "sandbox" system that temporarily relaxes regulations on a project-by-project basis, allowing for "trial and error," and will cooperate in creating demonstration projects and research studies, as well as providing results.

The center's objectives are: ① Promoting innovative projects, ② Building global industry-academia-government partnerships, and ③ Overcoming the "governance gap" – the differences in technology and systems, and the disparities in systems between countries.

Preparations are underway for the Japan Center, scheduled to open in Tokyo, with the vision of creating a space where stakeholders interested in legal systems and administrative approaches naturally gather, fostering innovation.

Key Themes for the Japan Center

While the San Francisco Center operates across 10 themes, the Japan Center will focus particularly on areas where Japan holds a strong position. These include "Healthcare," "Mobility (autonomous driving, MaaS, drone utilization)," "Manufacturing," and "Legal and Regulatory Framework for Innovation Promotion."

Keisuke Sasaki, Director of the Fourth Industrial Revolution Policy Office at the Ministry of Economy, Trade and Industry, states, "We want to propose at least one project or concept originating from Japan to the world." Ahead of its July opening, corporate participation and dedicated staff are needed. This is an opportunity to spark innovation from Japan to the world.

While the Davos Conference often makes headlines for its high-profile attendees, various activities occur beyond the main meetings. This could mean opportunities for broader participation may arise for everyone.