We are pleased to announce the release of a special video interview featuring Koichiro Matsuura, the 8th Director-General of UNESCO, and Hideyuki Kasuga, Representative of the hide kasuga group. 

"Special Interview: Hideyuki Kasuga × Koichiro Matsuura: What Does 'Branding Japan' Mean?"

　Watch it here ▼

■ Discussion Topic: What Does “Branding Japan” Mean?

After a period of rapid economic growth, Japan took the world by storm with its advanced manufacturing technology and elevated its standing in the international community.

However, for the past several decades since the bursting of the bubble economy, the economy has been on a steady downward trend. Where should we head from here?

The key to that breakthrough lies in “intangible cultural assets” such as food, culture, and customs.

In this interview, we welcome Mr. Matsuura—an expert on global affairs—as our guest to explore how Japan can create new value by combining its rich “intangible assets” with its “tangible assets,” such as its technological strengths. Drawing on cutting-edge initiatives from Europe (France), a leader in the brand industry, we will uncover the intrinsic potential value hidden within Japan.

[Main Topics]

・Engagement with the International Community: Changes in the Discrepancy Between “Japan’s Image” and “Japan’s Actual Capabilities,” as Seen Through Japan’s Postwar History 

・Utilization of Cultural Assets: Learning from France—Transforming Japan-Centered “Intangible Assets” into Industries and Businesses 

・Industry Update: Combining Culture (Intangible) and Technology (Tangible) to Turn Japan into a World-Class Brand

This is a must-see interview packed with insights that will help shape the future of Japan’s industries and business. We hope you’ll take the time to watch it.

■ Profile

Mr. Koichiro MATSUURA

The 8th Director-General of UNESCO (United Nations Educational, Scientific and Cultural Organization)

Born in 1937. A native of Yamaguchi Prefecture.After graduating from the Faculty of Law at the University of Tokyo, he joined the Ministry of Foreign Affairs. He earned a degree in economics from Haverford College in the United States. He served as Director-General for Economic Cooperation, Director-General for North American Affairs, and Deputy Minister for Foreign Affairs (concurrently serving as Sherpa for the G7 Summit), before becoming Ambassador to France, Chair of the World Heritage Committee, and the first Asian Director-General of UNESCO (the 8th). During his tenure, he implemented sweeping organizational reforms and achieved numerous accomplishments, including securing the United States’ reinstatement as a member state and the formulation of the Convention for the Safeguarding of the Intangible Cultural Heritage.After returning to Japan, he earned a Doctor of Philosophy degree from Ritsumeikan University. He currently serves as President of the World Heritage Academy, President of the Africa Society, Honorary Chairman of the Maison Franco-Japonaise, Co-Chair of the Steering Committee of the Maison de la Culture du Japon à Paris, Representative Director of the Gunma Kusatsu International Music Association, Honorary Advisor to the Tokyo 21st Century Orchestra, President of the World Pair Go Association, Visiting Professor at Osaka University, and Special Advisor to Pasona Group, Inc., among other roles.In addition to works such as *World Heritage: The UNESCO Director-General Speaks* and *My Resume: The First UNESCO Director-General from Asia*, he has authored numerous books in English and French.

Hideyuki Kasuga

hide kasuga group President

Born in Nagano Prefecture. Doctor of Engineering. Representative of the “Hide Kasuga Group,” which promotes the development of a circular economy (CE) under the banner of “welfare.” Founder and owner of the eco-friendly brands “BLANC BIJOU PARIS®,” “hide k 1896®,” and “TRANSWOOD®.”He is working to implement the circular economy in society, ranging from the development of environmentally harmonious materials and products to the establishment of circular schemes. He also provides consulting services to various companies on building circular economies by leveraging the expertise gained from his own brands. In the field of education, he is engaged in talent development as a Specially Appointed Professor at Shinshu University and a Visiting Lecturer at Waseda University. He is also the proponent of “Reiwa Modernism®,” a lifestyle that blends the old and the new with Japan at its core.