The Japan Foundation Asia Center launched the Japanese Film Festival: Asia-Pacific Gateway Initiative (hereinafter referred to as the "JFF Initiative") with the Tokyo International Film Festival (TIFF) in 2016 to raise interest in Japanese films and draw in a larger audience in the ASEAN countries.
Japan's weakness in exporting its films, particularly to the ASEAN countries, has been pointed out for quite a long time. There are two major reasons behind this: unavailability of a strategic infrastructure by the public and private sectors and the lack of interest in Japanese films throughout the area. Although the Japan Foundation has conducted the Japanese film festivals in the area for years, it has not reached the comprehensive brand-building which is interlocked between countries. In order to ameliorate this situation, the JFF Initiative provides opportunities for people to gather offline and online, under the vision of building a system for an extensive bridge between the Asia-Pacific film market and the Japanese film industry. To increase interest in Japanese films and create new market opportunities for Japanese films, the following three schemes are planned: strengthening network by carrying out the Japanese film festivals in the ASEAN countries and Australia, organizing PR event that fans participate, and constructing an online platform. In the future, the Japan Foundation wishes to create a comprehensive platform for the Japanese film industry that attracts potential clients, aiming to activate Japanese film industries as well as the entire Asia-Pacific film industry.
The JFF Initiative will bridge the Asia-Pacific film market and Japanese film industry to expose Japanese films to a wider audience, activating both the emergence of potential film lovers and the Asia-Pacific film industry as a whole into a new level of the demand, supply, and appreciation of film.
|Period||April 1, 2016 - March 31, 2017 (to be continued until 2020)|
|Target countries||10 ASEAN countries and Australia (to be expanded within the Asian region)|
|Organizer||The Japan Foundation Asia Center and its overseas offices in ASEAN countries|
|Cooperation||Tokyo International Film Festival|
|Basic schemes||1. JFF Asia-Pacific Network (strengthening network with Japan Film Festival in the ASEAN countries and Australia)
2. JFF Asia-Pacific PR events that fans participate
3. Construction of JFF online platform
Three Basic Schemes
For the first phase, the Japan Foundation Asia Center will concentrate on bringing the JFF Initiative to audiences and film professionals in the ASEAN countries as a brand. By carrying out building the JFF Asia-Pacific Network, organizing JFF Asia-Pacific PR event that fans participate, and constructing JFF online platform, the Japan Foundation aims to reach 0.1 million audiences within the entire ASEAN countries and Australia. At the time of the Tokyo 2020 Olympic and Paralympic Games, the Center will aim for 1 million audiences. By constantly integrating new approaches, the Japanese film industry as a whole will further unfold into market opportunities in the Asia-Pacific.
|1. JFF Asia-Pacific Network
|The Japan Foundation Asia Center, working together with the overseas offices of the Japan Foundation and diplomatic establishments, conducts Japanese film festivals in 11 countries (10 ASEAN countries and Australia). While taking advantage of the uniqueness in each country, it establishes a network as a "JFF brand" using consistent marketing and management methods.|
|2. JFF Asia-Pacific PR events that fans participate|
|To deepen the bonds with Japanese film fans, the Japan Foundation Asia Center selects one city from the target areas each year to expand recognition of Japanese films and hold PR events that fans participate. The first event is scheduled to be held in Bangkok, Thailand in February 2017 as part of the 130th anniversary of the Japan- Thailand diplomatic relations project.|
|3. Construction of JFF online platform||
|Online services, including a website, social networking services, and online applications will be built to provide a platform to which fans can freely access. These services are available initially in English, but with the aid of the Japan Foundation's overseas offices, services in local languages of the ASEAN countries will become available so that fans can easily access the latest information on Japanese films. We will launch a comprehensive site in English on October 6, 2016, followed by sites in local languages. Maintaining the messages consistently, we create and release the contents to introduce Japanese films depending on the fan base of each country. These services will stimulate both the existing and potential supporters of Japanese culture and film industry, to better disseminate information on not only Japanese films but also the other engagements of the Japan Foundation Asia Center.|