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Fashion brands to participate in 'Cool Japan' campaign in India
11
Oct '11
The 'Cool Japan' campaign launched by the Ministry of Economy, Trade and Industry (METI) of Japan will be focusing on high-end fashion brands and luxury industry during its visit to India in March next year.

The ambitious 'Cool Japan' campaign has been launched to reinstate confidence in Japanese brands, which was badly hit after the March 11 Tohoku earthquake and the resultant tsunami that devastated Japan's east coast.

According to METI, the campaign is essential not only to retain the competitive edge of Japanese goods and services, but also to re-establish the charm of Japanese brands, which has suffered due to the earthquake in March 2011.

As a part of its one billion yen (or US$ 13 million) campaign, METI also looks forward to promote the domestic small and medium enterprises (SMEs) on global level, especially in the rapidly developing Asian countries.

In India, METI plans to organize the 'Cool Japan' campaign in Mumbai. The festival in India would even commemorate six decades of diplomatic ties between the two economies.

Considering the importance that the campaign has attached to promotion of the SME industry, the 'Cool Japan' festival in India is also likely to benefit from the India-Japan Comprehensive Economic Partnership Agreement, which came into effect during the early part of the current year.

Besides India, the campaign would visit seven other countries including Singapore, France, South Korea, China, United States, Brazil and Italy. Of these, Singapore is the first destination and METI has asked 15 domestic street fashion brands to start their outlets in the centre of Singapore's leading shopping area.

Fibre2fashion News Desk - India

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