With the declaration of the Cool Japan Strategy Public-Private Collaboration
Initiative by the Cool Japan Strategy Promotion Council, the Cool Japan Public-Private
Partnership Platform (CJPF) was founded in December 2015 with the goals of deepening the Cool
Japan strategy and strengthening partnerships between the public and private sectors, and across
industries, in relevant fields. Since then, numerous seminars and networking events have been
held to facilitate public-private and cross-industry partnerships and create new business
opportunities.

In 2021, having welcomed a new chair, the Cool Japan Public-Private Partnership
Platform set forth as an immediate new policy the intention to leverage the strengths of
Japan's culture and traditions using Japan's world-famous food and food culture as a
hub, to consider how to strengthen promotional measures and messaging through public-private
partnerships for international expansion, and to continue this promotion.

Playing a part in the Cool Japan Strategy, CJPF’s activities include
securing partnerships and cooperation from diverse stakeholders. Furthermore, by bringing
attention to food and food culture, in which the culture born of a locality’s regional
characteristics is strongly pronounced, CJPF can also illuminate the local resources and
producers of individual communities. At the same time, CJPF polishes and actively promotes this
as engaging, distinctively Japanese content, and shares success models. First, we analyze
successful cases in the food sector that were well received internationally, and present winning
strategies.

In recent years international attention toward Japan's food and food culture
has continued to grow. By serving this interest while further promoting the regional foods and
food culture that help give each locality its distinctive character and lifestyle, if we can
deepen feelings of empathy toward this culture and lifestyle, localities throughout the country
will gain recognition as international travel destinations. Going forward, CJPF will continue
its activities with the aim of strengthening Japan's soft power and brand power while
growing the number of foreigners who have a love of Japan (Japan fans), and revitalizing the
country as a whole.