The 11th meeting of the Tokyo Metropolitan Government’s "Edo Tokyo Kirari Project Promotion Committee" was held

The 11th meeting of the "Edo Tokyo Kirari Project Promotion Committee" was held on October 21, 2020 at 16:00. At this meeting, the first in about a year, past efforts to revive the Edo Tokyo Kirari Project—amid various changes caused by the pandemic—were reviewed once again, and opinions were exchanged on the significance and role of the project.
First, Tokyo Governor Yuriko Koike stated, "Lifestyles are changing, work from home/telework is progressing, and e-commerce is also advancing, creating new economic developments. The program has disseminated information to promote Tokyo’s treasures, such as its beauty and delicious offerings, to the world. 17 model projects have been identified so far, and we have just started accepting applications for new model projects this fiscal year. Promotions must be adapted to suit the new normal. Our traditional techniques will not be compromised; instead, we wish to leverage and appreciate them for their value.

Committee members also commented on the role of proposing truly plentiful "clothing, food, and shelter" in the new normal, in light of the pandemic. New creations are emerging with a return to the origins of craftsmanship, and people are increasingly seeking authenticity over trends. Traditional crafts may seem outdated, but they are sustainable, which means that they are also highly valued overseas. In addition, various issues were discussed including new discoveries through the use of digital technology and the increasing importance of communication methods, among other issues.

Gramco’s Representative Atsuro Yamada, a member of the committee, said, "There are tremendous changes happening in the world of branding today as well. Many European companies have begun to set forth their own "purpose" (meaning of existence). This trend of purpose branding is finally coming to Japan, prompted by the pandemic. When we seek the essence of something, we find its purpose. The time has come for companies and organizations to become integral parts of society and contribute to its well-being. Conversely, with the mindset of buyers and consumers undergoing a major transformation, partly due to the influence of the pandemic, we must be vigilant about the trends followed by Generation Z (11–23 years old) and Generation Y (24–39 years old), who have a particularly strong sense of social justice. This committee should also focus more on the youth and leverage online tools and social media in this age of digitalization, effectively introducing traditional crafts and food that attract young people. We must remember to leave behind good things for future generations, including people who value authenticity and the environment, to enrich their hearts and minds.

In the future development of the project, promotions will be carried out remotely, with a particular focus on the post-COVID environment.

In closing, Governor Koike said, "I think we were able to return to the basics of how to make Tokyo’s treasures known and link them to purchasing while living with the pandemic. We'll build on today’s ideas and address them with a sense of urgency. "

11th meeting of the Edo Tokyo Kirari Project Promotion Committee (video streaming)
https://www.youtube.com/watch?v=LZilnFNmwhM&feature=youtu.be