Vibrant Glocal “ ” Human Resources · Glocal development is having a major impact on the old...

134Vol.

Mar. 2018

■ The turning point English brought to my life Interview with Natsuko Toda ・・・・・・・・・・・・・・・・・・・・・・・・・・・・ 10

■ IIBC TOPICS ・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・ 12

■ Case of TOEIC® Program utilization Interview with Mitsuba Corp. ・・・・・・・・・・・・・・・・・・・・・・・・・・・・ 8

Interview with Kenichi Watanabe ............ 2

Diamond Route Japan campaign .............. 4

Tobitate! Study Abroad Initiative & interview with Kohei Kirimoto ................. 6

Feature

Vibrant GlocalHuman Resources

“ ”

The Institute for International Business Communication

Feature Vibrant “Glocal” Human Resources

As I travel around Japan for my work, I sense that glocal

situations are emerging everywhere. Let me give you a few

examples.

Tsuruoka City in Yamagata Prefecture has been recognized

by UNESCO as a “creative city of gastronomy.” A unique food

culture based on Buddhist cuisine has been passed down by

the yamabushi mountain hermits who live in the surrounding

area of the Three Mountains of Dewa. This unique “slow-life”

cuisine, centering on wild herbs and vegetables, has attracted

more and more foreign visitors to the area. In response, even

the yamabushi are learning English. Although it is quite hard

to translate into English the Japanese explanations displayed

in sacred mountains, shrines, and temples, efforts are being

made to provide English explanations. There are also many

cases where foreign visitors prefer to be taught Japanese

names rather than be given English translations, since it seems

more mysterious that way. Such attitudes on both sides have

facilitated communication.

An interactive era where everything is connected

Even mountain hermits communicating in English

Handles governmental projects for overseas promotion of domestic tourist destinations, with a focus on private-public sector cooperation. Regional producer of the government’s “Cool Japan” campaign and promotor of its Regional Vitalization Project. Also a member of the Science Inter-College Expert Committee of the Ministry of Education, Culture, Sports, Science and Technology. Representative Director and Social Producer of the Genki Japan Foundation, and Producer of the Academy of Gastronomy Japan. Researcher at the Graduate School of System Design and Management, Keio University.

Kenichi WatanabePresident and Experience Designer of XPJP Inc.

A new era where Everyone will needand

EnglishCommunication SkillsCommunication Skills

The number of foreign visitors to Japan has been rising rapidly. In 2017, 28.69 million people visited Japan from overseas̶3.4 times more than in 2012. The government aims to boost that number to around 40 million in the run-up to the 2020 Tokyo Olympics and Paralympics, and raise it to 60 million by 2030. The rise of foreign visitors has dramatically expanded the number of persons who need language skills for their job, particularly in the tourism industry. This growing trend is visible throughout Japan, not only in large cities like Tokyo. This issue spotlights the “glocal” concept that has emerged from these changes, indicating how a global perspective can be brought to local situations. To better understand present-day Japan from a “glocal” perspective, we interviewed Kenichi Watanabe, who is actively engaged in promoting Japan’s regional areas overseas in his many roles, which include work as the “Cool Japan Producer” for the Japanese government.

Let me begin by saying a word about my view of the term

“glocal.” I’m originally from Tochigi Prefecture and in my

student days I thought that the only way to attend a “good

university” and get a “good job” as to go to Tokyo or some

other big city. The gap then between the urban and rural

areas was huge. But today, thanks to better transportation,

it’s relatively inexpensive to move around, and information is

also readily available in real-time via the internet. The gap has

narrowed to the point where anyone with the will can put

themselves in a “glocal” situation.

The global population today is 7.6 billion, of whom around

1.4 billion cross national borders for travel or business. And

the number of annual visitors to Japan is about to surpass the

30-million mark. With the government aiming to be a leading

tourist destination, we have entered what might be called a

great era of interaction.

Up to now, there were few opportunities for Japanese to

meet foreigners without traveling overseas, so there was little

need to learn English or other foreign languages. But today

the situation is totally different. Even within Japan, one often

encounters foreigners or situations where English is necessary.

I think many people sense this change. So we are seeing the

“global” and “local” come together—making the “glocal”

concept familiar.

2 IIBC NEWSLETTER Vol.134 Mar. 2018

Glocal development is having a major impact on the old

ways of running businesses, as can be seen in the sector of

traditional Japanese “ryokan” inns, which used to follow the

passive business model of receiving customers booked on

package tours by travel agents. Japanese tourists have lost

interest in such ryokan business, however, which has led the

sector to decline.

Today, some ryokan are adopting a more proactive business

model, seeking to attract foreign visitors by showcasing local

attractions and special amenities on their websites, such as

room views or meal items. Increased demand from inbound

tourists has benefited the ryokan business, which is becoming

more global in outlook. Inspired by this trend, more children

of ryokan owners in Tokyo and other big cities are establishing

their own ryokan in rural areas.

One owner of a famous ryokan decided to completely

transform her approach to inbound tourists. She carried out a

full-scale remodeling, adding signs and instructions in multiple

languages and fostering bilingual staff through English lessons. I

think such efforts will be seen in various businesses and sectors,

which will make English and communication skills indispensable.

Some of the farming families in the area that have lodged guests

report that the experience has invigorated older members of the

household. These families, who had little contact with foreigners

before, are studying some English and enjoying themselves through

communicating with guests. Some try to communicate even

when they can only speak Japanese, like an older women who

owns a sweets shop and told me: “What matters most is your

feeling” [Laughs.] These are some examples of the local hospitality.

This shows how interaction with foreigners has become common—

regardless of location, profession, or age bracket.

I think that this trend driving demand for English will accelerate

further in the years ahead, especially in rural areas.

Japanese regional ryokan also appealing to inbound tourists

I think there are four key things

needed in the new glocal era. First,

people need to respect local areas and

their culture. The second point is the

need to build networks. The need to

take the cheerful approach of always

seeking to communicate with others

is the third point.

And the fourth point, I think, is

that the time has come for Japan to

shine. More concretely, I think that

Japan should be showcasing the kinds

of ideas that can’t be found anywhere else. These ideas are

reflected in Japanese expressions that can be hard to translate,

like shioganai or mizu ni nagasu. I hope that people overseas

can learn about these expressions to the point where they come

to be used in their own languages. In other words, Japanese

people should try “exporting” the sort of ideas and expressions

that can stimulate others around the world.

English ability is necessary for this effort because it will

be necessary to clearly explain the meaning of those unique

ideas and expressions. It seems clear to me that English as a

communicative tool will be necessary not only to understand

others but to convey to them our own thoughts and ideas.

Showcasing Japan’s distinctive strengths

Already we have seen that how globalism has proceeded

to the point where you do not have to go overseas to have

encounters that change your thoughts and feelings. Before long

around 40 million foreigners will visit Japan each year. If we

assume that each will stay around a week, we could multiply

that number by seven to arrive at a figure of 280 million people.

So Japanese people, who number around 100 million, could

look at this as an opportunity to make two foreign friends every

year. I think viewing things in this way is the basis of a cheerful

and lighthearted attitude.

The homestays with farming families that I mentioned earlier

shows how there are also chances to earn extra income.

Another example I can point to is a soba restaurant that in off-

hours gives foreigners an opportunity to learn how to make

soba noodles. Each person is charged around ¥5,000, so if

12 participate the income earned for the restaurant is roughly

equivalent to what it makes from serving lunch.

Our new glocal era is thus an age of double income as well.

I think that adopting this mindset will allow people to glimpse

new business opportunities.

Glocal era as an opportunity for double income

3IIBC NEWSLETTER Vol.134 Mar. 2018

Vibrant “Glocal” Human Resources

DIAMOND ROUTE JAPANFUKUSHIMA TOCHIGI IBARAKI

One of the main projects Kenichi Watanabe has been involved in as a “social producer” is Diamond Route Japan— a series of PR videos to attract foreign tourists to the prefectures of Fukushima, Tochigi, Ibaraki, and Tokyo. The campaign has been having a big impact since the first round of videos were released in February 2017, which was followed by a second round in January 2018.

The first video series related to the samurai theme, titled “History,” has been a hit among viewers, gaining over three million views since its February 2017 release.

“The number of tourists to Fukushima rose to 102,000 in 2017, which was more than double the 50,000 or so who visited in 2016,” Watanabe notes. “This huge increase cannot be attributed solely to the Diamond route Japan campaign, of course, but it is related to the large number of people who became interested in visiting Fukushima after seeing one of the videos. At the very least, the video campaign has contributed significantly to the prefecture’s tourism.”

The second “History” video, which looks at the new trend toward training female sword masters, has had over 4.8 million views since it appeared in late January. And the total number of views for the entire Diamond Route Japan series has surpassed the 20-million mark.

People living in Fukushima and other areas featured in the videos have also benefited from the campaign. Watching the videos, which were reedited based on input from foreign creators, gave locals a whole new perspective on their own prefecture. The video series has also led young business owners in the prefecture to be more interested in promoting Fukushima and doing more to attract inbound tourists. These are some ways that the videos have been changing local perceptions.

The Diamond Route Japan campaign is a case study of the success that can come from viewing the local in Japan from a global perspective by drawing on worldwide research and the perspectives of team members from around the globe. In our new “glocal” area it will be necessary to always adopt a global outlook, even when addressing the local.

Creating a series of theme-based PR videos

Videos increase name recognition and change local perceptions

CASE STUDY

Diamond Route Japan website: http://diamondroutejapan.com/2018/index.html

Diamond Route Japan 2018 (Fukushima prefectural government)

Sharing Japanese concepts

With the World

Watanabe was approach by the Fukushima prefectural government in 2015 regarding a new project. The prefecture wanted to launch a campaign to promote tourism in Fukushima as part of the effort to recover from the 2011 earthquake and tsunami. But if the campaign would center on the word “Fukushima,” any information provided would be lost in the flood of information about the nuclear disaster.

Facing this dilemma, Watanabe suggested organizing the promotional video around different themes, rather than the prefectural name. He chose samurai as the first theme, since it suited Fukushima as the home of the castle town Aizuwakamatsu, which has kept alive the samurai spirit. Another reason was that people are a hundred times more likely to search for information on “samurai” than “Fukushima.”

His research also revealed that around 60% of those searching for online information were interested in the samurai mindset, not sword battle and the like. And the other 30% or so Japanese history buffs would tend to have an interest in visiting a castle. Based on this, the video prominently featured scenes of Aizuwakamatsu Castle as well as people practicing kendo in the

area, while also using swordplay experts who have experience as actors or instructors for Hollywood movies.

Other themes chosen to appeal to the interests of foreigners include “outdoor” and “health.” The 20-or-so members of the production team were chosen from a range of nationalities in addition to Japan to incorporate non-Japanese perspectives. “Diamond Route Japan” was chosen as the collective name of the areas featured, starting with Tokyo’s main tourist spot Asakusa and including Fukushima, Tochigi, and Ibaraki. A total of five videos of around two minutes each were produced and shown on YouTube for the first round of the series, featuring the tourist attractions and residents of those areas.


Using English to convey the charms of my restaurant and cuisine

Actively promoting the “local” elements that are the backbone of tourist sites

What interests me most is creating a sense of harmony, or wa, with my customers and with overseas chefs and business. For me, English is a tool toward that end.

I’ve had numerous opportunities to serve tempura at overseas events through various connections, which has helped attract foreign customers to my restaurant. Tempura tends to have a rather negative image among people outside Japan since there are few restaurants that serve each freshly made item to customers sitting at the

counter. The image of tempura among many foreigners is greasy food with thick batter, piled up on a plate for a cheap price

At our restaurant we serve genuine tempura that is quite different from that image and also make an effort to explain the ingredients and preparation process to our diners. We use an electric stove to heat the pan so that the outside of the tempura

is crispy and the inside light and fluffy. We also use a refrigerator to adjust the moisture of vegetables, since that effects the frying, and also change the way of frying to suit what each customer is drinking. Depending on the coastal region, the flavor of fish will also vary, so we adjust the seasoning accordingly. I use English to explain these sorts of points, depending on what our guests are interested in, sometimes mixing in jokes, which helps make the restaurant atmosphere more comfortable and fun. My ultimate aim is for people to fall in love with the food and the restaurant. And English is essential to that.

Every day I’m trying to pick up the English expressions best suited to expressing myself, using some of the phrases I hear from my own customers as a hint. This has helped me improve my English ability, while also pleasing customers. This has made my work a real source of joy.

One day I’d like to open a sort of “tempura academy” for chefs overseas to raise the profile of the dish worldwide and give more people a chance to encounter its genuine deliciousness.

Trip Advisor is a website available in 49 countries around the world, providing user-generated reviews of sightseeing spots, hotels, and other travel-related information. I am in charge of the Visit Japan campaign for our Japanese site, with my main duties involving inbound projects in coordination with local government bodies.

One thing I’ve noticed recently is the change in views among tourists from overseas. Urban centers like Tokyo, Kyoto, and Osaka used to be the big draw among foreign visitors, but recently it is becoming

more popular to visit less-populated areas that are often not even that well known among Japanese. We are also seeing more repeat visitors and long-term stays, and a shift from sightseeing to more experience-centered travel.

This in turn has changed the outlook of government bodies. A decade or so ago, the municipalities outside large urban areas

had little interest in attracting foreign visitors, but now they are more proactive.

This change can be seen in our website. For a traditional ryokan in Tokyo’s Taito Ward, for instance, around 90 percent of the 600 or so reviews and photographs were posted by foreigners. This ryokan has made an effort to appeal to Trip Advisor and SNS sites by providing English explanations of the facilities and services and keeping everything spotless so that the rooms are always “photogenic.”

For tourist destinations, showcasing the “local” is a strength. The greatest attraction for visitors is to have a chance to experience the unique nature and history of a place, such as going on a cycling tour or sampling sake at a brewer. And these experiences can lead to communication with local residents.

From my everyday work I strongly feel that local areas in Japan are able to appeal to people around the world. By uncovering the charms of and differences between local areas and presenting that information on the Internet it is possible to reach millions of people worldwide, which can generate a huge economic benefit to local areas.

What are the ideas and initiatives among those active in “glocal” endeavors? We talked to two individuals in different fields who share the same interest in connecting with “inbound” visitors from other countries.

Tempura OnoMaster-chef

Trip Advisor Inc.Japan DMO*Sales Manager

Makiko Matsumoto

Koichiro Shimura … Second-generation Master-chef of Tempura Ono. A globally active owner-chef who uses English to collaborate with three-star chefs. He has been invited abroad by Japanese embassies and other organizations to work as a head chef at events. Has won many regular customers by providing them unique dishes created through his extensive knowledge of ingredients.

Tempura Ono … Located on the third floor of a building near Hatchobori Station in Tokyo. The chef can easily see all the customers, since the restaurant’s capacity is just 13 people, all seated at the counter. Many businesspersons dine at the restaurant, including executives at major corporations, and around a third of the customers are foreigners.

Akiko Matsumoto … Mainly in charge of promotions to attract visitors to regional areas in her role of handling destination marketing for Trip Advisor Japan. Always strives in her work to bring relatively unknown places to the attention of people overseas.

Trip Advisor …Website featuring over 5.7 billion pieces of user-generated information on over 7.3 million locations or facilities worldwide, including hotels, airline companies, and sightseeing spots. The average number of unique users per month is around 455 million, making it the world’s largest travel community.

Frontlines of inbound tourism

*DMO (Destination Management Organization) is a corporate body that teams up with regions to foster them as tourist destinations based on a thorough knowledge of their tourism-related resources (sightseeing spots, facilities, natural environment, cuisine, customs, etc.)

Koichiro Shimura


Feature Vibrant “Glocal” Human Resources

A desire to see what France has to offer

Our family’s business, Wajima Kirimoto, has been producing and selling Wajima-nuri lacquerware since the Edo Period. The peak of our production was around 1991, a year before I was born. After that, with the end of Japan’s bubble economy, production fell rapidly.

Since I majored in area marketing at university, I thought there could be a bright future for Wajima-nuri lacquerware by looking to overseas markets. And this is what led me to apply for a Tobitate scholarship.

So why did I choose France? My father, who is a craftsman and the head of our family firm, was involved before in a collaborative project with overseas brands that were all based in France. Also, looking at history, way back in the 16th century in Europe, there was a boom of interest in lacquerware—centering on Wajima-nuri—and later the French queen Marie Antoinette was also very fond of Japanese lacquerware.

This made me think that there might be many people in France who could grasp the essence of Japanese culture. And to find out if this was true, I chose to do an internship in France.

Importance of conveying a story

In France I worked as an intern for the retailer Maruwakaya, which sells Japanese handicrafts. For one year, starting in April 2016, I worked for the company’s small retail space Nakaniwa. After two months there, I was appointed to store manager. Being responsible for everything from sales and distribution to management was an amazing experience. The internship completely changed my perspective about brands.

When I started working in the shop I would approach customers by telling them that those products were famous Wajima-nuri lacquerware, made in Japan. But I soon realized that most customers were not familiar with this lacquerware and did

not place any particular importance on it being made in Japan. What was important to them was the story behind the product and how it linked up with their own lives. They were interested in things like the background of the lacquerware, the materials and tools used to make it, and the outlook of the craftsmen. Based on that, customers would purchase items if it suited their own ideas and lifestyles. So I learned the importance of conveying the story about the products.

Following this insight from customer interaction, I decided to come up with a new sort of display for December, which is the store’s peak sales period. The display featured the 20-or-so steps to make Wajima-nuri lacquerware, with sample materials and tools. We also produced a pamphlet with information on the history of the craft and its basic outlook, which I used for my explanations to customers. The promotion was a great success and we set a new sales record for that month.

Promoting local culture with a global appeal

Since returning to Japan I have been involved in a number of projects, centering on the effort to maximize the essential value of lacquerware. This involves developing new products that bring to the forefront the great qualities of lacquerware, such as its durability to last generations and its pleasing texture. Our new lineup debuting this spring will be developed, produced, and sold in collaboration with department stores and marketing firms.

Another project I am working on involves “wearable lacquerware,” such as eyeglasses made from lacquerware. For this project I am collaborating with a wood craftsman I met while in France.

France is a country where people pass down eyeglass frames they love over two or three generations, and you can find eyeglass stores all over Paris as well as many collectors. This gave that wood craftsman the idea of making wooden eyeglass frames that would combine beauty with the durability to last several generations.

Kohei Kirimoto Wajima Kirimoto

Recipient of Tobitate! Study Abroad Initiative (Diverse Human Resources Course) Winner of the “Grand Prize” awarded by the Third Study Abroad Results Group

Various efforts are underway in Japan to foster human resources who can be active on the world stage. One example is the Tobitate! (Leap for Tomorrow) Study Abroad Initiative of the Ministry of Education, Culture, Sports, Science and Technology (MEXT). Kohei Kirimoto spent one year internship in France on a Tobitate! scholarship, with the aim of showcasing his family’s Wajima-nuri lacquerware business to the world. He talked to us about what he learned overseas and his past and his plans for the future.

Tobitate! Study Abroad Intiative Website http://www.tobitate.mext.go.jp/

The program was launched by the Ministry of Education, Culture, Sports, Science and Technology (MEXT) in October 2013 to double the number of students studying overseas by 2020 (university students: 60,000 → 120,000; high-school students: 30,000 → 60,000). This public-private initiative, which uses donations and support from corporations, aims to foster global human resources and create a community that is pursuing that same goal. For the Tobitate! (Leap for Tomorrow) Young Ambassador Program, created under the initiative in 2014, the goal of \20 billion in donations by 2020 has been set and plans call for a total of around 10,000 high-school and university students to be sent abroad under the program.

What is the “Tobitate!

Study Abroad Initiative”?

In the upcoming age

Will be strengthened

Connections between regionsAnd between people


His attention turned to lacquerware, since he knew how well it suits wood and feels against the skin. He came across information on Wajima Kirimoto, and then learned that one of its employees was in Paris. At the same time, I found out about him through a Paris-based training institution for craftsmen and designers and arranged to meet him there. Last year, he spent a month in Japan to learn about Wajima Kirimoto lacquerware, and now he is preparing for the production and sale of lacquerware eyeglasses in Japan and France.

This experience made me keenly aware of how the links between countries and between regions are expanding in our new era, bringing more people into contact with each other. For example, one brand designer I met in France became interested in lacquerware through our conversation, and the next month he visited Wajima Kirimoto in Japan. Today it’s possible for French artisans to immediately access online information about a Japanese workshop in the provinces. Through SNS sites people with similar interests are suddenly brought together, and then those who are interested can actually visit a place. Lacquerware and other traditional crafts are deeply rooted in their local areas, and more people worldwide

are gathering together based on an interest in local culture. I think that as this trend involves more regions and people, the need for language and communication skills will be even more important. In France, many business owners, designers, artisans, and chefs use English, and I also became accustomed to using it, so I ended up with more opportunities to use English than French. This made me realize again what an international language it is.

What to bring back to Japan from the overseas experience?

The attraction of the Tobitate scholarship program, I think, is that it allows people who want to be active on the world stage to participate in a community. Encountering people with shared interests as well as older students and adults allows you can brush up your own ideas. Another attractive point is the links to sponsor companies. In fact, several of the companies I’m working with on projects now are sponsors of the program. And then, of course, there is the economic benefit to participants of receiving a scholarship.

I would encourage anyone thinking about applying for a Tobitate scholarship to consider what they can bring back to Japan based on their experience overseas.

Through the internship, I changed my view of lacquerware. Before I was focused on how production was decreasing, leading to a decline in Wajima-nuri. But now my perspective is the contribution lacquerware can make to a sustainable consumer society as a product that can be used over many generations and that incorporates all the elements of its long history—including the materials and techniques used and the philosophy of the artisans who make it. Without my time spent in France, I would probably have been struggling with how to define the Wajima-nuri brand and obsessing about how to set ourselves apart from lacquerware produced in other regions. I came to realize that it is enough to just convey to people the warmth of the wood and utility of the lacquerware, and that it is all made in Wajima.

My dream is to help bring about a consumer society that enriches the planet. This is a long-term dream that cannot easily be realized in my own lifetime, but I’m confident that lacquerware has a positive role to play and that if I can help revive Wajima-nuri lacquerware it will encourage other traditional crafts in Japan. In this way, I think it is possible to invigorate regions throughout Japan.

▲

A smal l Lu i s Vu i t ton case. The gold decorations on the exterior are inlaid using the traditional Wajima-nuri technique, while the inside is made using a unique Kirimoto method. The product was developed to support the rebuilding efforts in the area of Wajima-nuri production, which was extensively damaged by the 6.9-magnitude earthquake that struck Ishikawa Prefecture’s Noto Peninsula in 2007. Wajima Kirimoto was singled out as the partner for the project because the official from Luis Vuitton who visited workshops in Wajima at the time wanted to create a product that would reflect the company’s own style of combining tradition and innovation. This collaboration sparked Kohei Kirimoto’s interest in France.

▶

Bowl that Kirimoto himself often uses, made from lacquer and diatomite using a new Wajima Kirimoto production technique. This item has a unique texture that emerges from repeated uses as the exterior lacquer becomes more transparent, revealing the underlying patterns and colors

▶

A business-card holder made from wood, lacquer, cotton, and specially processed diatomite. The lacquer makes the case more durable.

Using “Kirimoto” as the brand name rather than “Wajima-nuri”

Our guiding philosophy at IIBC is “promoting globalization of people and business” which corresponds closely to the purpose of the “Tobitate! Young Ambassadors Program.” For this reason we decided this fiscal year to support the program. And three members of IIBC, including myself, served as judges to screen applicants for the eighth round of the program. Hearing about the applicants’ study-abroad plans and future dreams during the interview process was a very stimulating and impressive experience for me.

For the time being our support for Tobitate will center on our sponsorship and personal support for the evaluation process, but I would like for us to consider even deeper involvement with the program as we move forward. I am very pleased that the program is supporting the young people on whom the future of Japan depends and think that the participants will be able to do great things in Japan and overseas as a result of their knowledge and experience gained overseas.

Cultivating and Supporting Human Resources through the Tobitate! Study Abroad Initiative

Managing Director Institute for International Business Communication

Tetsuaki Omura


Case of TOEIC® Program Utilization

IIO: When I entered the company, more than 30 years ago, the TOEIC Program was already being utilized.

At the time, we did not have many overseas facilities, so the TOEIC Program was used to choose candidates for overseas

postings, rather than to foster human resources as it is used today.

Later there was a period when we did not use the TOEIC Program, but in 2012 we revived its use. The reason was, first of all, that our overseas locations were rapidly expanding, which increased the need to post

employees to those other countries. The expansion also raised the need for employees based in Japan to communicate in English with people at overseas bases. Our in-house programs have also become more global in outlook, such as the launching of our “Short-term Residence System” intended to give young employees an opportunity to gain work experience overseas for a period of 12 to 18 months. Around 30 of our employees are currently working overseas under the system.

These ways in which the workplace environment and duties have become more global has changed the sort of English ability our employees’ require. This is the background against which we decided to revive the TOEIC Program on a full scale.

Mitsuba Corporation primarily manufactures and sells

electronic components for automobiles, in addition to

electronic components for motorcycles and products

that support people’s lives. English ability is a must

for the company, since it has group companies and

production plants in 17 countries worldwide. Here we

look at how the current use of and future plans for

the TOEIC® Program at Mitsuba Corp.

TOMIZAWA: Currently, the TOEIC Program is mainly used as an objective measure of the English skills of our employees.

The English ability of newly hired employees is measured by having them take the TOEIC® Listening & Reading Test (hereinafter “TOEIC® L&R”). Recently there are new employees with a strong interest in working overseas, so many of them score quite high on the test.

After entering the company, every employee continues to study for their own personal goals and are given the opportunity twice a year to take TOEIC® L&R at the company. The test is useful for evaluating the results of their individual study and to help them set goals and raise their own motivation. Employees with concrete plans to work overseas participate in an intensive three-month English learning program in the Philippines. Before and after that program, the participants take the TOEIC® L&R to gauge how much they

improved over the three months. We are also using the TOEIC Bridge® Test, which is recommended for employees who have not taken the TOEIC® L&R or who are not so confident about their English, since the test is for beginning to intermediate levels. Through those two tests we can measure the skills of our employees, whose levels cover a wide range.

We also have in-house English lessons taught by native speakers. These lessons are held at fixed times within different company divisions, and employees have appreciated that the lessons are an opportunity to get advice about specific English-related problems they face for their jobs. We have had so many applicants for the test dates that we are considering increasing them.

Globalization of business leads to full-fledged TOEIC® Program use

TOEIC® L&R and TOEIC Bridge® Test used to measure wide-ranging English levels

Deepening the use of the

As business grows and expandsTOEIC ® Program

Manager Yasutaka IIO Kiyoshi Tomizawa

Mitsuba Corporation General Affairs Department, Human Resources Section


A global company whose business is centered on vehicle-related equipment. Currently, along with work for domestic automakers, Mitsuba supplies products to 32 overseas companies in 17 countries, including partners in the United States, Europe, Africa, and Asia. The company, established in 1946 in Kiryu City, Gunma Prefecture, got its start selling bicycle lamps. The company’s founder wanted to contribute to Japan’s prosperity by exporting compact electric products overseas, and this outlook has been inherited as the corporate DNA underlying the companies steady, strong growth.

IIO: Not only are TOEIC Program scores a way for us to objectively measure English ability, they are also used to measure the effectiveness of our in-house educational efforts.

Our HR Department analyzes the TOEIC L&R scores to see whether our English educational programs are generating results and consider how to improve them. As our company continues to grow, we plan to actively incorporate English programs and would like to use the TOEIC Program to measure their effectiveness.

Tests used to measure effectiveness of in-house educational programs

Fostering human resources capable of using English for business

IIO: In our own department, our top executives have laid out the mission of fostering around 20 to 30 employees every year who are capable of conducting business in English. The criteria for determining the ability to conduct business in English are based on data we began collecting around two years ago, including data from the TOEIC L&R. Employee evaluations involve self-evaluations and evaluations from

supervisors. More specifically, this involves assigning one of four ranks to employees with regard to their business skills and their ability to communicate orally and via email to coworkers or clients. We are still fine-tuning our educational programs and are considering assigning employees with strong business skills but relatively weak English skills to short-term overseas postings to hone their English ability.

TOMIZAWA: Our definition of global human resources refers to those who are “able to do the same work even if the location of their workplace changes.” We’d like for our employees to accomplish the same work they do in Japan, no matter what the nationality of the person they are dealing with or the location of the business partner. They need to be able to express what they need to say and understand the other person, whether Japanese, American, or any other nationality. In short, they need to communicate with whomever they happen to be dealing with. And, needless to say, English is an essential tool for that.

IIO: At our company we have a code of practices called the “MITSUBA WAY” It consists of three core values we have held since our founding as a manufacturing company: Creating Vision, Challenging Spirit, and Skill and Speed.

The Mitsuba Way has been passed down from executives and managers to younger employees through a style of direct communication where everyone talks head-to-head. Today, as our overseas bases are expanding significantly, we need to clearly convey the distinctive Mitsuba work approach to our overseas employees and partners. We think that this will require raising the level of English and communicative ability throughout the Mitsuba Group.

Introducing the “MITSUBA WAY” at group companies

Mitsuba Corporation

Power-window motor Front-wiper system Starter motor


Natsuko TodaTranslator of film subtitles

I first became aware of film subtitles after seeing The Third Man as

a high school student. There’s a masculine sort of line in the film,

where an actor says, “I oughtn’t to drink it. It makes me acid.” The

expression interested me, and I wrote it down and realized that the

Japanese subtitle was not translated literally, but rather something

like: “Having a drink tonight won’t do me any good.” It interested

me how Japanese subtitles could capture the essence of the original

lines, and this stayed in my memory. So when I began job hunting as

a third-year university student the thought arose that I’d like to work

translating movie subtitles—although I had no idea who did such

work, where it was done, what sort of organization was involved,

or how I might go about finding such a job. I looked up the address

of Mr. Junji Shimizu, who was a top subtitle translator at the time,

and wrote to him explaining my desire to translate subtitles. A few

weeks later he agreed to meet me. At that meeting, he said, “That’s

too bad for you that you’re interested in that, it’s a tough job, you

know.” But hearing that only made me more determined to not give

up my dream.

Sending a letter to Japan’s top subtitle translator

I first came into contact in English as an elementary student, after

returning to Tokyo from Shikoku, where I had been evacuated during

the war. Tokyo was a burned-out wasteland

then, so it was a huge culture shock to view

the gorgeous scenes depicted in foreign films.

Suddenly, right in front of my eyes, scenes

opened up of foreign countries that I had only

been able until then to imagine from books,

and I quickly fell in love with cinema. At the

time I knew less English than most nursery

school kids know today, since English was

nowhere to be seen during the war. I wasn’t

even familiar with the alphabet.

Only in junior high did I finally receive an

English textbook. It was so exciting to be able

to study the language that foreigners used. Thanks to the teacher

who taught me English in my second year at junior high I began

to really love English. I looked forward to the daily homework of

translating Japanese sentences into English, and I began to make

progress. I realized how important writing is for acquiring English

ability. Even if you think you know something,

when it comes to actual writing you realize

various little issues, like pluralization or

whether an article should be “the” or “a.”

By solving such issues, one after another, you

can build your proficiency. But when it came

to understanding the English dialogue in a

film, I could hardly grasp more than “yes” or

no.” That was not the sort of skill that could

be picked up overnight. In university, I did do

some jobs related to English, like interpreting

when a famous prima ballerina visited Japan

or working as a backstage attendant for

performances of the New York City Ballet, but even though I majored

in English, I did not have so much contact with the spoken language

of native speakers.

Translating from Japanese to English to learn the language

My love of cinema led toA love of EnglishNatsuko Toda has been a top translator of film subtitles for over three decades, winning the trust of the world’s top cineastes, including Francis Coppola. We interviewed her to find out how an ordinary student with a love of film became captivated by the world of translating subtitles and managed to realize her dream of becoming part of the film industry.

The turning point English brought to my life Part 2 of interview with Natsuko Toda


After graduating from university, I worked for a company but after a

year and a half I quit to start doing various translation work. I used

the seasonal postcard greeting in Japan as a pretext to write Shimizu-

sensei, casually mentioning that I hadn’t given up on my dream of

translating film subtitles. And he ended up giving me some hearing

work for meetings about films that had English scripts that were

faulty or behind schedule, and through that I was finally able to form

connections with a distributor of foreign films. I learned a great many

things thereafter from Shimizu-sensei about translating subtitles.

I also began to do some interpreting. I got my start a result of

doing part-time work to assist the English correspondence of [the

now-deceased film critic] Mr. Haruo Mizuno, who was head of

promoting United Artists films at the time. One day he asked me

to interpret the press conference for the visit of the producer of

Alice’s Restaurant. Until then I had only read and written English,

so interpreting spoken English was a first for me. I gave the job my

full concentration but still the result was very poor. The only reason I

could keep working as an interpreter was due to my film knowledge,

such as knowing the Japanese names of English film titles or who

directed a particular film. Conversational ability just requires practice,

so anyone can manage. If you have knowledge in the particular field,

it’s possible to improve your spoken ability—as long as you make use

of your opportunities.

Dialogue between people is the essence of communication, whether

it be in English or Japanese. There’s no need to distinguish between

the two or change what you are trying to convey. All that is needed,

in addition, is language ability and skill. People can be active on the

global stage because they have cultivated their

minds, not simply because they can use English.

The same is true for acting. Actors can inspire

us not due to superior acting skills, but because

they are profound individuals who have learned

all sorts of things from history, literature, and

other fields.

I think that reading is the best way to

cultivate yourself. It’s important to develop your

own interests and ideas through reading. Even

today I’m not confident in my own English.

Since language is a living thing, it is always

changing. Japanese, in particular, changes

rapidly, so you need to keep your eyes open

to keep up with changes. But that is separate

from whether such words should be used for

subtitles or not. I tend to avoid trendy new

words for subtitles since in 10 years’ time they

might not be understood.

The film industry and movie audiences are also changing

dramatically. Subtitled films have become a niche market today,

since most foreign films are dubbed. So even if the job of

translating subtitles will continue during my own lifetime, who

knows what the situation will be like 10 years

or so from now. When I was young I never

had to worry about whether my job would still

exist in in a decade or two, but young people

today do. I feel sorry for children who have

such concerns about the future.

Even though I’ve spent my whole career

dealing with English, I didn’t start off with

a great interest in English. I began studying

because I loved films, and then began to like

English too. You might say that I find language

interesting because it’s always changing. I’ve

been doing this job because it’s fun for me. It’s

not possible to continue something unless you

enjoy it.

Film knowledge makes up for inexperience as an interpreter

In the years that followed I gained tremendous knowledge and

inspiration from interviewing and interpreting many people, but

above all my interaction with Francis Coppola marked a turning

point in my life. It was at the time he was shooting his masterpiece

Apocalypse Now, which was partially financed by the president of

Nippon Herald Films, Katsumi Furukawa. The company had asked

me to serve as Coppola’s guide and interpreter while he was on

a stopover in Japan, where he was coming and going during the

shooting of the film in the Philippines. This gave me the opportunity

to observe him shooting the film and learn many details about

his filmmaking. I ended up being asked by Nippon Herald Films to

translate the film’s subtitles. I could hardly believe my ears when I

got that request and felt daunted by the responsibility, since there

was a surge of interest for this major film prior to its release. I later

found out that Francis Coppola had recommended me for the job,

since I knew so much about the film from our conversations. I’ve

maintained my friendship with him to this day, and am grateful for

that opportunity.

Chance to subtitle Apocalypse Now thanks to Francis Coppola

Language is a fascinating living organism

“KEEP ON DREAMING“

Reference：

Natsuko Toda (Author),Yuko Kaneko (Editor)(HAKUSUISHA 2014)

“Jimaku no naka ni jinsei” Natsuko Toda (HAKUSUISHA 1994)

The turning point English brought to my life Part 2 of interview with Natsuko Toda


IIBC TOPICSIIBC TOPICS

2018 ISU Four Continents Figure Skating Championships

The Four Continents Figure Skating Championships is a major competition, organized by the International Skating Union that brings together top skaters from Asia, Africa, Oceania, and the Americas.

The 2018 competition was held from January 22 to 27 in the Taipei Arena in Taiwan, which also hosted the championships in 2016.

Chun Shin Limited (CSL), which operates the TOEIC Program in Taiwan, cooperated with IIBC to select Japanese student volunteers for the event, marking the third time for volunteers from Japan to be sent to Taiwan by CSL.

Volunteers were mainly recruited through the IIBC website. The volunteer program was intended for university, junior-college, and specialty-school students and used scores on the TOEIC L&R (650 or 750 and higher) and on the TOEIC Speaking Test (130 or 140 or higher). Those who passed the first round of screening were interviewed in English via Skype by the Chinese Taipei Skating Union. A total of six students were accepted as volunteers.

The six volunteers arrived in Taipei three days prior to the competition, on January 19, to participate in an orientation along with Taiwanese volunteer students. After that the students were divided according to their responsibilities, which included handling accreditation, hotel guidance, transportation, or translation.

Participating as volunteers gave the students many valuable experiences.

As in 2016, six university students were chosen on the basis of their TOEIC Program scores and interviews to be volunteers at the world-renowned Four Continents Figure Skating Championships. The event was a chance for them to put their English ability to the test.

Six Japanese students serve as volunteers for the International event held in Taipei

“Communicating with people from all sorts of countries made me realize that English is truly a universal language.” “It boosted my confidence to be able to work together with Taiwanese people using English.”

“Through this volunteer experience, I learnt trusting others is important when you’re part of a team.” “Self-introductions and ice-breaking activities are a good way to break down barriers between people. I also could see how important it is to be proactive in approaching others.”

We asked the university students to share their impressions of the volunteer experience.


Using latest VR technology to communicate with a native speaker in Sydney

The three-day “SPEAK UP NIGHTS” event gave participants a chance to communicate in English on different travel-related topics with popular J-WAVE DJs. On the first day, Sasha discussed “travel and food”; the next day Rachel Chan talked about “travel and encounters”; and on the last day Maria Okada (see photo) looked at “travel and music.” The format was for each DJ to introduce episodes in the first half, followed by the participants seated at tables having a discussion in English, joined occasionally by the DJ host. Many participants said that the enjoyable hour flew by and that they’d like to participate again. The feedback ranged from those who enjoyed every minute of communicating in English, even if they felt a bit nervous, to those who were reminded of how hard it can be to convey their feelings in English.

A fun event to speak English with popular radio DJs: “SPEAK UP NIGHTS”

The “free-talking table” corner was set up for groups of three to four participants to enjoy a 45-minute free conversation with a native speaker. The roughly 120 participants, chosen by lottery, included a wide range of ages and occupations, including university students, working adults, and housewives, who all shared a keen interest in in such opportunities to speak English. The native speakers, who are English instructors at Aeon Corporation, smoothly facilitated the conversation. Many of the participants reported that they had a great time and would like to participant again, and some requested that the event be held more often.

“Free-talking Table” corner for small-group discussion with native speakers

The “VR Journey at TOEICENGLISH CAFÉ —Powered by KDDI,” held at a café in Roppongi, gave people a chance to enjoy talking to English with native speakers who could be seen in a Sydney park against the backdrop of the Opera House and other landmarks. By donning special 360-degree VR goggles, participants could feel like they were right in Sydney. Some of those who took part reported that the experience was very realistic, and that having the rare opportunity to converse with native speakers raised their motivation to learn more English.

Real-time experience of Sydney without leaving Tokyo through “VR Journey at TOEICENGLISH CAFÉ —Powered by KDDI”

TOEIC ® ENGLISH CAFÉ presented by IIBC@ Hills Cafe / Space in Roppongi Hills

“Journey” is the theme of the event

The fourth “TOEIC ENGLISH CAFÉ presented by IIBC” was held at the Hills Cafe / Space in Roppongi Hills from January 17 to 19, providing participants with the chance to speak English.

This latest TOEIC ENGLISH CAFÉ again featured the popular “SPEAK UP NIGHTS” where people can communicate freely in small groups with a native speaker, as well as the new “VR Journey at TOEICENGLISH CAFÉ ” segment that used virtual reality technology to allow participants to communicate with a native speaker in Australia against the backdrop of Sydney’s Harbor Bridge and other landmarks.


9th IIBC Essay Contest awards ceremony

“TOEIC® Seminar” report

IIBC holds the “IIBC Essay Contest” to help high-school students

improve their writingskills. The contest winners for the ninth

contest, held in fiscal 2017, were chosen among many entrants,

as in previous years. On November 11, 2017, the awards

ceremony for the contest was held at Hotel New Otani.

The theme of the contest was: “An experience with the

outlook of a nearby but different culture that changed me.” The

contest participants had to express in English an example of how

they perceived a different cultural outlook when communicating

with a family member, friend, teacher, or some other close

acquaintance, or how they overcame

such a communication gap. There were

145 essays submitted from 92 schools,

and a total of nine winning essays

(including two double winners). The

Grand Prize winner, Ryuki Nakayama,

a second-year student at Seiko Gakuin

Senior High School, had the following

to say about the result: “It was a great

honor to win this award, but above

all I’m happy that I could hone my

writing skillthrough this contest and be

recognized by the professionals who

judged the contest.” 　Along with the awards to the entrants, a special Incentive

Prize was given to schools that had 20 or more entrants, and this

year there were 1,444 essays submitted from 30 schools.

The level of the submitted essays this year won high praise

among the judges, who were impressed that high-school

students could write at such an advanced level and convey such

substantial content. IIBC is committed to continuing the contest

as a way of motivating high school students and expects that the

level of writing will continue to rise in the years ahead.

The “TOEIC Seminar” was held on November 1, 2017, at the

Toranomon Hills Forum in Tokyo. The theme centered on efforts

in the hospitality sector to enhance customer satisfaction through

English services. We look at examples from three major hospitality

firms that are enhancing their English-language support for

customers in response to the rapid rise in foreign visitors.

JTB Corporate Sales launched its “Human-Resource Enhancement

Project” in 2016 to create a beneficial cycle for improving HR value

through improving in-house education and fostering a study-oriented

corporate culture. In line with the project, the company began

offering the TOEIC L&R to gauge the ability of employees and also

introduced English-training seminars taught by special instructors.

Hotel New Otani is raising its employees’ motivation to learn English

by regularly gauging the results of their learning through coordination

between the TOEIC Program and its own in-house proficiency test. This

approach has fostered a common awareness of the necessity as Hotel

New Otani employees to be skilled in English ability.

All Nippon Airways (ANA) views the number of its ground-service

employees who have scored 730 or higher on TOEIC L&R as a key

performance indicator. ANA has also set a high score criterion for its

flight crews, particularly for chief attendants on international flights.

The Senior Director of TOEIC Program development of ETS,

Margery Thomas, provided other cases where the TOEIC Program is

being used within the hospitality industry. One example is Air France,

which has all new employees take TOEIC L&R. She explained how

minimum score requirements are set for each job type to utilize

human resources with strong English skills.

Around 300 people participated in the seminar, mainly from the

hospitality industry. Their strong interest in using English to improve

customer service was clear from the close attention they paid to all

of the seminar speakers.

Contest encourages high-school students to improve their writing skills

Major hospitality industry firms use English to improve customer service

IIBC TOPICSIIBC TOPICS

Grand Prize winner Ryuki Nakayama, a second-year student at Seiko Gakuin Senior High School

The nine contest winners (including two double-prize winners)

A scene from the panel discussion


Training program launched in tandem with Caplan Corporation

Downloadable audio content compatible with smart phones

Starting on November 2017, IIBC and Caplan Corporation launched

their jointly developed “Business Speaking Improvement Seminar.”

This hands-on corporate seminar allows participants to

gain pointers in a single day on how to communicate smoothly

in spoken business English. The seminar examines situations

involving English that businesspeople face, such as introducing

themselves or making a presentation, and emphasizes the

importance of not only correct grammar and vocabulary but also

an awareness of verbal organization. In addition, the seminar

taught participants ways to deal with situations where you can’t

find the right expression or don’t quite understand what a person

is saying, including polite expressions and cushion phrases that

suit global business etiquette and the particular time, place, and

occasion. Activities such as pair work and role playing were used

to link the content learned to real business tasks.

Caplan Corp. is a comprehensive HR-services firm within the

Pasona Group, focusing on foreign trade, the airline industry,

and travel. Its training division, called the “Presence Academy,”

provides services to over 7,000 companies, including famous

hotel chains, international airport facilities, and major department

stores, based on its first-class hospitality-related training know-

how gained in the airline sector. By combining that accumulated

experience with the know-how of IIBC on cultivating global

human resources, the seminar aims to foster personnel capable

of being active on the global business stage and to support the

globalization efforts of companies.

“Business Speaking Improvement Seminar” for acquiring practical business English

Official TOEIC® Listening & Reading Prep Guide3

In December 2017, IIBC published Official TOEIC ® Listening &

Reading Prep Guide 3.

This collection of official items from the new format of TOEIC

L&R includes downloadable audio content. Since the content can

be downloaded to a PC or smartphone, there is no need to use a

CD player, making it easy to improve your listening wherever you

might be.

As for its previous books, ETS has created all of the items,

providing the user with reliable test-preparation support.

Available at most local bookstores and university co-ops in Japan or via the internet

See the IIBC website for more information:

http://www.iibc-global.org/toeic/support/prep/lr_ud_03/pr.html

● Contains two sets of items (400 in total) created by ETS through the same process as for an actual test.

● Same official TOEIC speakers used for the listening sections as for an actual test.● Audio content on the attached CD is downloadable. ● Along with list of correct answers, includes explanations of incorrect answers and the

meaning of terms, the listening script, and Japanese translations. ● Introduces sample sentences useful in business situations that incorporate vocabulary from

test items.

Features of book

Official TOEIC® Listening & Reading Prep Guide 3

Price: ¥2,800 plus tax

Length: 112 A4 pages / separate 192-page book with answers and explanations

Audio: 2 downloadable CDs

ISBN: 978-4-906033-53-9


Public testing scheduleTOEIC® Listening & Reading Test

TOEIC Bridge® Test

TOEIC® Speaking & Writing Tests

TOEIC® Speaking Test

*The application periods above are for applications by private individuals. For information on the application period for group testing (excluding the TOEIC Speaking Test), please consult the official IIBC website.

Please note that the public testing schedule is subject to change. The latest schedule information is available on the official website.(*1) Internet application period. Please refer to the official website for information on the application starting times and deadlines, as well as applications via convenience store terminals.(*2) Internet application period. Please refer to the official website for information on the application starting times and deadlines.

134Vol.

Mar. 2018

■ The turning point English brought to my life Interview with Natsuko Toda ・・・・・・・・・・・・・・・・・・・・・・・・・・・・ 10

■ IIBC TOPICS ・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・ 12

■ Case of TOEIC® Program utilization Interview with Mitsuba Corp. ・・・・・・・・・・・・・・・・・・・・・・・・・・・・ 8

Interview with Kenichi Watanabe ............ 2

Diamond Route Japan campaign .............. 4

Tobitate! Study Abroad Initiative & interview with Kohei Kirimoto ................. 6

Feature

Vibrant GlocalHuman Resources

“ ”

The Institute for International Business Communication

ETS, the ETS logo, PROPELL, TOEIC and TOEIC BRIDGE are registered trademarks of Educational Testing Service, Princeton, New Jersey, U.S.A., and used in Japan under license.Portions are copyrighted by Educational Testing Service and used with permission.

IIBC official website: http://www.iibc-global.org

Inquiries:Tokyo Sanno Grand Building, 2-14-2 Nagata-cho, Chiyoda-ku, Tokyo; Tel. 03-5521-5901

Nagoya Office Nishiki Park Building, 2-4-3 Nishiki, Naka-ku, Nagoya-shi, Aichi; Tel. 052-220-0282

Osaka Office Midosuji SG Building, 3-6-1 Bakuromachi, Chuo-ku, Osaka-shi, Osaka; Tel. 06-6258-0222

Media inquiries:Public Relations Office Sanno Grand Building, 2-14-2 Nagata-cho, Chiyoda-ku, Tokyo; Tel. 03-3581-4761

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