January 14, 2021
Bureau of Industrial and Labor Affairs

Edo Tokyo Kirari Project Model projects for FY 2020 have been decided!
^{Five projects with attractive initiatives have been chosen as model projects to drive the promotion of Tokyo brand products around the world.}

The Tokyo Metropolitan Government received applications for model projects for the Edo Tokyo Kirari Project throughout the month of October and advanced the selection process with guidance from external experts.
We have chosen five projects representing attractive initiatives that combine tradition and innovation that will serve to promote the establishment of a Tokyo brand.

Selected projects

The following five projects have been selected from the pool of applicants. (Please see the attachment(PDF:531KB) for details.)

• Chikusen Textile with traditional techniques dating back to the Edo Era and original designs
  Chikusen Co., Ltd. (Chuo Ward)
• Sekku Festivals Culture: redefinition and introduction of its attractiveness inside and outside Japan
  Koikko Co., Ltd. (Adachi Ward)
• Promotion of Chusen dyeing, a technique popular among people in the Edo Era through to modern Tokyo
  Marukyu Shouten (Chuo Ward)
• Japanese Taiko Drums and Forests: suggesting a model for a rich recycling society using Tokyo’s forest resources and craft skills
  Miyamoto Unosuke Co., Ltd. (Taito Ward)
• Edo Mokume Gane metalworking techniques: introducing handcrafted wedding rings in one-off designs to overseas markets
  MOKUMEGANEYA Co., Ltd. (Shibuya Ward)

Support for the model projects

Based on discussions of the Edo Tokyo Kirari Project Promotion Committee, the following support will be provided for two years starting April 1, 2021.

Refinement support

• Form a support team comprised of experts and professionals to provide advice to fine tune the projects in terms of branding, finessing of designs, etc. and the development of the businesses in new markets.
• Find and match with the best partners to meet the model projects’ needs.

Promotional support

• Provide advice on how to promote the business, such as participating in events & exhibitions, and expanding the business overseas.
• Distribute images and PR videos through official sites and SNS.
• Advertise the projects through TMG public relations media and TMG events.

What is the Edo Tokyo Kirari Project?

Based on deliberations of the Edo Tokyo Kirari Project Promotion Committee established in 2016, the Project focuses on techniques and products rooted in the traditions of Edo that can be considered treasures of Tokyo. To promote this heritage it selects initiatives that demonstrate excellence to be model projects. This project seeks to refine those selected projects to widen their appeal and heighten their value, and introduce them to the world through effective promotional efforts.
The Project also aims to establish a Tokyo brand, revitalize Tokyo as a manufacturing/craftsmanship base, improve the appeal of traditional industries and help hand down those skills to generations to come.

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For inquiries (Japanese only)

Planning and Budget Section, General Affairs Division, Bureau of Industrial and Labor Affairs Phone: 03-5320-4685