2. Lsit of the Directors of the Council and Executive Board Members

Contents
I. General Remarks ........................................................................................ 1
II. Trade ............................................................................................................ 7
1. Trade Missions with Business Meetings at the ASEAN-Japan Hall ........ 7
III.
2. Special Exhibition .................................................................................. 18
3. Networking & Marketing Activities ....................................................... 21
4. Information Dissemination ..................................................................... 26
Investment ................................................................................................... 29
1. ASEAN Investment Promotion Seminar in Japan .................................. 29
2. Publication & Distribution of Investment Collateral Materials &
Networking ........................................................................................... 37
3. Investment Promotion Missions in ASEAN ........................................... 38
4. Capacity-Building Program: Industrial Familiarization Mission (IFM) 41
IV. Tourism & Exchange .................................................................................. 43
1. ASEAN Fair ............................................................................................. 43
2. Technical Workshop on Sustainable Development of Tourism
Destination for BIMP-EAGA ............................................................... 46
3. Seminar on Sustainable Development of Tourism Destination .............. 48
4. ASEAN PR Activities ............................................................................. 50
5. Networking and Marketing Activities .................................................... 54
6. Quality Service Training Workshop for ASEAN Travel Trade Sector ... 56
7. Programs funded by Japan-ASEAN Integration Fund (JAIF) ............. 58
V. PR Activities of the Centre ......................................................................... 59
VI. ASEAN National Activities ........................................................................ 70
VII. Administrative and Financial Matters ...................................................... 73
1. Administrative Matters ........................................................................... 73
2. Financial Matters .................................................................................... 74
VIII. Annexes ........................................................................................................ 75
1. List of Publications of the ASEAN-Japan Centre during FY2010 ......... 75
2. List of the Directors of the Council and Executive Board Members ..... 76
3. Financial Statements for the Year Ended March 31, 2011,
and Independent Auditor’s Report ........................................................ 78

I. General Remarks
The following are the highlights of the main activities of the ASEAN-Japan
Centre for FY2010 in trade, investment and tourism & exchange. For the details of
these and other activities, please refer to Section II-VII.
Trade
1. Trade Missions with Business Meetings at the ASEAN-Japan Hall
During FY2010, the Trade Division organized one ASEAN Food &
Beverage Trade Missions with Business Meetings and six (6) National Trade
Missions with Business Meetings from Thailand, the Philippines, Lao PDR,
Vietnam, Brunei, and Myanmar.
The implementation of these Exhibitions together with various kinds of
activities resulted in 12,020 visitors from business people and the general public
and 90 ASEAN exhibitors participating in which 1,672 business meetings were
concluded with Japanese buyers valued at US$25.8 million dollars worth of
expected contracts.
These exhibitions were reported in various media ranging from newspapers
to trade journals as well as TV broadcasting.
2. Special Exhibition
In June 2010, the Centre participated in “interiorlifestyle 2010,” a
design-oriented trade fair in Tokyo, where 30 ASEAN exhibitors conducted 1,132
business meetings with Japanese buyers, resulting in US$6.17 million worth of
expected orders. Compared with FY2009, the total number of business meetings
increased 1.5 times and estimated sales increased by 30%. This remarkable result
came from the better quality products & design from ASEAN along with a close
collaboration with media.
3. Networking & Marketing Activities
Institutional participation in ASEAN and Japan is an important tool to raise
the Centre’s profile both internationally and domestically. In FY2010, the Centre
participated in four (4) trade fairs in ASEAN Member Countries: Singapore,
Indonesia, Malaysia and Cambodia by coordinating a group of Japanese buyers
and press people to visit the trade fairs and factories.
The Centre also conducted trade seminars and business meetings in both
Kagoshima and Fukuoka as part of the efforts to promote the role of AJC and
ASEAN products to the officials and people of the local cities in Japan. This has
increased the awareness of the Japanese public on the importance of the Centre as
a contact point for accessing the resources of the ASEAN Member Countries.
4. Information Dissemination
In order to make ASEAN exporters understand the latest market situation
and product requirements in Japan, a series of seminars and workshops were
1

implemented with ASEAN trade mission members, ASEAN TPOs and other
related associations. For FY2010, the “Design & Product Development Workshop
on Lacquerware and Fashion Jewelry” was held in Myanmar. The aim of the
workshop was to distribute information about the Japanese market and create a
new image of products from Myanmar. The potential products were introduced at
the Myanmar Trade Mission with Business Meetings.
Investment
5. ASEAN Investment Promotion Seminar in Japan
The Centre continued its efforts to organize this program which was aimed at
informing Japanese businessmen and potential investors of the latest economic
climate and investment opportunities in the ASEAN Member Countries. The
Centre together with ASEAN embassies and investment agencies in Tokyo and the
Headquarter organized thirty ASEAN investment promotion activities such as
seminars, business meetings and roundtable discussions in various cities of Japan.
Activities in FY 2010 included two seminars in Kyushu area as a part of ASEAN
Fair, and four (4) seminars focusing on topics such as the Mekong Economic
Corridor and EPA/FTA held at the ASEAN-Japan Hall in Tokyo.
The Myanmar Investment Promotion Seminar was cancelled due to the Great
East Japan Earthquake
6. Publication & Distribution of Investment Collateral Materials & Networking
To support the investors in Japan with facts and data on the current economic
climate and investment opportunities in each of the ASEAN Member Countries
and in ASEAN as a whole, the Centre regularly updated the investment
guidebooks and other related information materials, as well as the investment
website. In particular, the AJC produced Halal food promotion DVD of Brunei,
posted investment promotion newsletters of Laos on its homepage and translated
new legal documents of Myanmar and Vietnam into Japanese.
7. Investment Promotion Missions in ASEAN
With the cooperation of ASEAN investment agencies, the Centre supported
and organized four (4) missions to Myanmar, Philippines, Thailand and Vietnam.
The investment promotion missions were organized to assist the Japanese mission
participants (potential investors, businessmen and media) to better understand the
respective ASEAN Member Countries’ investment climate and development.
8. Capacity-Building Program: Industrial Familiarization Mission (IFM)
The IFM was aimed at providing the government officials or representatives
from the private sectors of ASEAN Member Countries with the opportunities to
learn about investment and industrial policies and trends, as well as to develop
networking with key persons of the industries in Japan. Under this program, the
2

Centre supported and organized 9 missions and one workshop.
Among them, four (4) were missions from Cambodia, Laos and Vietnam to
other ASEAN Member Countries. Three (3) were technical assistance missions to
assist the Myanmar food industry, one was held in Myanmar and two were
implemented in Japan. Two (2) missions were organized to promote investment in
the ASEAN Member Countries, an Indonesian roundtable was held in Nagoya,
Japan to promote investment in which companies have already invested in
Indonesia were invited, and a Malaysian mission was dispatched to some local
cities in Japan to visit electronics related companies.
In addition, a Capacity Building Workshop inviting ASEAN investment
promotion officials to Japan were organized at the ASEAN-Japan Hall.
Unfortunately, four (4) ASEAN Member Countries could not send delegations to
Japan due to the Great East Japan Earthquake.
One mission from Malaysia was cancelled due to the Great East Japan
Earthquake.
Tourism & Exchange
On tourism and exchange, the Centre continued to promote ASEAN as
attractive tourist destinations to the Japanese travel trade sector and consumers,
and also conducted HRD projects to address competency gaps among the member
countries, as well as exchange programs.
9. ASEAN Fair
From FY2010, an integrated approach was adopted to promote the Centre’s
activities in Japan’s local cities. Among others, the ASEAN Tourism Fair has been
converted to the ASEAN Fair by incorporating trade and investment activities.
Kagoshima Prefecture was chosen as a venue of the event in which seven ASEAN
Ambassadors took part not only as guests of honour but also as the promoters of
ASEAN. Yamakataya Department Store hosted the fair to showcase ASEAN’s
rich and unique culture and tradition through cultural performance and
handicraft-making demonstrated by artists and artisans invited from the member
countries. In addition to the dialogue meeting with the Governor, representatives
of media and industrial associations, the group of ASEAN Ambassadors visited
both Satsuma Sendai and Ibusuki Cities. Various ad-hoc events were organized in
conjunction with the fair. As part of two-way tourism promotion, NTO officials
from ASEAN visited major tourist spots in Kagoshima and advised local tourism
stakeholders on how to make Kagoshima more attractive to foreign tourists. NHK
and local media covered the various events duly during the fair.
10. Other Events
The Centre made efforts to enhance ASEAN tourism by organizing or
participating in the tourism-related events in Japanese localities. The “ASEAN
Tourism Seminar” was organized in Fukui City and Gifu City in conjunction with
the APEC ministerial meetings. The Centre participated in the “JATA World
3

Travel Fair,” the largest tourism event in Japan, by setting up a booth and
providing information to visitors. The Centre also took part in other major events
such as the “Asian Pacific Festival Fukuoka 2010,” “APEC SME Products
International Fair” in Gifu, and the “Longstay and Immigration Fair” in Tokyo.
11. HRD Programs
In response to rising needs of the ASEAN Member Countries, a series of
quality service training workshops for front-liners of tourism industry was
implemented in Siem Reap (Cambodia), Vientiane (Laos), Yangon (Myanmar),
and Ho Chi Minh City (Vietnam) to address the competency gaps in HRD. The
workshop offered training on how to provide quality service to Japanese tourists.
Information on the basic facts about Japan such as culture, lifestyle, and social
practices were also highlighted in the program. The Centre also organized a
technical workshop on Sustainable Development of Tourism Destination for
BIMP-EAGA in November at the ASEAN-Japan Hall and PICCHIO Wildlife
Research Centre in Karuizawa, Nagano Prefecture. The aim of the workshop was
to provide the tourism stakeholders in BIMP-EAGA with an opportunity to learn
about Japanese tourism market and ecotourism. While the participants were in
Karuizawa, the Wildlife Research Centre arranged for them to meet with
representatives of Nagano Prefecture and tourism promotion organizations to
enhance two-way tourism promotion. To share their experience with local tourism
stakeholders, follow-up seminars were organized in the BIMP-EAGA destinations
in February and March 2011.
12. Media Promotion
The Centre produced and displayed long-sized posters featuring the tourism
attractions of ASEAN at five major JR stations in September to coincide with the
JATA World Travel Fair. The posters featuring attractive photographs and
catchphrases were viewed by about 1.25 million commuters. Also the Centre
featured three articles in the weekly “Travel Journal” magazine in order to provide
the latest tourism information on ASEAN to the Japanese travel trade sector. The
Centre also conducted Brunei’s Catchphrase Campaign for which five
catchphrases were chosen out of about 1,000 applications.
13. Student Activity for Equator Asia
The Centre jointly conducted this activity with the JENESYS (Japan-East
Asia Network of Exchange for Students and Youths). The aim of the project is to
train Japanese university and vocational school students as young opinion leaders
and to enhance tourist traffic from Japan to the ASEAN countries. The Centre
selected 20 students from among 234 applicants from 90 universities and
vocational schools. The students attended the Study Camp in February 2011 to
learn about BIMP-EAGA and visited BIMP-EAGA in June/July 2011 under the
JENESYS program.
The Centre also supported ASEAN Kentei (ASEAN Knowledge Exam)
4

which was conducted by a Japanese private company. The first exam on Thailand
attracted about 3,000 exam takers.
PR Activities of the Centre
14. General Publications
For the Centre’s general publications, 5,000 copies of the ASEAN-Japan
Centre Brochure, four (4) issues of the ASEAN-Japan Centre News in e-book
format, and 5,000 copies of the ASEAN-Japan Centre Guide (Japanese) were
published. A total of 3,000 copies of the print-and-bind version of the online
“ASEAN-Japan Statistics 2010” were also published.
15. PR Activities through Media
PR activities through media were implemented to raise the profile of the
Centre and to enhance understanding of the ASEAN Member Countries among the
general public. The PR section placed advertorials on eleven media ranging from
newspaper, weekly magazine to online events information site.
16. Participation in Events
The Centre participated in three events organized by external organizations
for PR purposes.
17. Briefing/ Lectures on ASEAN and the Centre (Receiving Visitors/ Lecture
Visits)
The Centre received 15 student groups upon request and conducted briefing
session on the role and activities of the Centre, introduction of the ASEAN
Member Countries and ASEAN-Japan relations. The Centre also conducted a
lecture visit at the Onarimon Elementary School and lecture series at the Japan
University of Economics.
18. Implementation of ASEAN Promotional Events at the ASEAN-Japan Hall
One of the Centre’s missions is to fully utilize the ASEAN-Japan Hall to
promote activities that will strengthen ASEAN-Japan relationship. As such, the
Centre actively encouraged external organizations to utilize the hall through the
implementation of joint events. In FY2010, eight events were co-organized with
the external organizations and nine events were organized by the Centre
specifically for promoting ASEAN to the general public, in addition to the
Centre’s original events under each division.
19. PR Activities through ASEAN-Japan Centre Website
The website was utilized to upload and publicize the Centre’s publications to
make announcements on the forthcoming activities, to report completed activities
as well as to provide information on trade, investment and tourism. The website
5

was modified in FY2010 to allow visitors to register themselves to subscribe the
e-mail magazine of the PR section.
ASEAN National Activities
20. As for the ASEAN National Activities for FY2010, programs such as
participation in exhibitions, organizing seminars and missions and publications,
these were conducted by each ASEAN Member Country based on their respective
countries needs and requirements.
Administrative and Financial Matters
21. At the 30 th Annual Meeting of the Council held on February 9-10, 2011, in
Tokyo, the Council adopted, among others, the Annual Work Program and Budget
for FY2011.
6

II. Trade
1. Trade Missions with Business Meetings at the ASEAN-Japan Hall
(1) ASEAN Food and Beverage Trade Missions with Business Meetings
a) Outline
Date
Theme
Number of
Exhibitors
September 30 (Thu) – October 7 (Thu), 2010
“Good Health from Well Balanced Diet”
30 from 10 Member Countries
7
Number of
Visitors
6 working
days
1,742
Selling Mission October 5 (Tue) - 7 (Thu) 2010 47 (including 2 TPO officials)
Dispatch of
Experts
(July 2010)
Public Relations
& Related
Activities
(Name of experts)
Mr. Tadashi Ebihara
(S&B Food, Inc.)
Mr. Kazunori Sonobe
(House Foods Corporation)
Mr. Makoto Nakamura
(Nikko International Ltd.)
(Countries)
Brunei, Indonesia and the
Philippines
Cambodia, Malaysia and
Vietnam
Myanmar and Thailand
Note: No expert was dispatched to Lao P.D.R. and Singapore
after consultation with the TPOs concerned.
Publicity:
1. Direct Mails: 5,000 mails
2. E-mail News: 12,000 mails (4,000 mails x 3 times)
3. Exhibitors Directory: 1,000 copies
4. Press Release: 295 releases were dispatched in September
through the Internet.
Number of Media Coverage: 6
Related Activities:
Trade Seminar on “the Potential Exporters and the Latest
Situation in ASEAN”
Date: October 5, 2010
Venue: ASEAN-Japan Hall
Lecturers 1) Mr. Tadashi Ebihara
2) Mr. Kazunori Sonobe
3) Mr. Makoto Nakamura
Number of Participants: 28

) General Outcome
Indicators Results
Number of Inquiries 725
Number of Media Coverage 6
Number of Business Meetings 714
Estimated Amount of Sales USD18,000,000
Client Satisfaction Rating (Exhibitors) 9
Client Satisfaction Rating (Buyers) 8
Intra-ASEAN Trade vis-à-vis Estimated Sales in Japan
Indicators Japan
Intra-
ASEAN
8
TOTAL
% Share
JAPAN ASEAN TOTAL
Number of Business Meetings 714 17 731 97.7 2.3 100
Estimated Sales (US$ M) 18.125 1.93 20.055 90.4 9.6 100
c) Performance Indicators
Indicators
FY 2010
Targets
Results %
Accomplishment
FY08 FY 09 FY10
Number of Business Meetings 560 390 422 714 128
Estimated Amount of Sales (US$ M) 17.03 9.7 16 18 106
d) Evaluation
i) The total number of business meetings increased by 47% compared with
the result of FY 2009. One of the reasons may be that 5,000 direct
mails were sent to new potential buyers in addition to the E-mail news
distribution.
ii) Based on the questionnaire survey to all exhibitors at the end of the
business meetings on Oct 7, 62% reported that the number of business
meetings was “more than expected”, with rating on prospects for future
business as follows: “Very hopeful/High potential” (39.3%) and
“Hopeful/Some potential” (57.1%).
iii) Ten exhibitors received trial orders, amounting to US 361,050 dollars in
total, during the business meetings in October 2010.
iv) The amount of US 1,930,000 dollars was reported by the exhibitors as
possible business deals among ASEAN Member Countries.
v) In May 2011, one Philippine exhibitor reported a business transaction
of USD 500,000 with a Japanese company in Tokyo for its main
product “Brown Sugar”. As of July 2011, 3 Vietnam exhibitors also
reported through their TPO (VIETRADE) regarding business deals
realized with several Japanese companies amounting to USD 720,000.

(2) Thai Trade Missions with Business Meetings
a) Outline
Date May 24 (Mon) – 28 (Fri) , 2010 5 working days
Theme “The Charms of Thai Spa: Harmony of Nature and Spirit”
Products Spa products & services
Number of
Exhibitors
10 companies
Number of
Visitors
2,007
Selling
Mission
May 24 (Mon) – 26 (Wed), 2010
16 (including 2 TPO
officials)
Dispatch of
Expert
Ms. Fumika Kawakubo
President, BeMore Ltd.
May 2010
(Bangkok and Phuket)
Public Publicity:
Relations 1. Direct Mails: 800 mails
&
2. E-mail News: 43,500 mails (14,500 x 3 times)
Related 3. Exhibitors Directory: 500 copies
Activities 4. Press Release: 20 press releases were dispatched to relevant
media companies in April 2010.
Related Activities:
1. Seminar on “Newest Information on Exhibitors and Import
Procedures of Cosmetics for Beginners”
Date : May 11 (Tue), 2010
Lecturer: Ms. Fumika Kawakubo, BeMore Ltd.
No. of Participants: 20 persons
2. Opening Ceremony and Reception
Date: May 24 (Mon), 2010
No. of Attendants: 60 persons
3. Seminar on “Strong Points of Thai Spa”
Date: May 24 (Mon), 2010
Lecturer: Mr. Tomonori Maruyama
Mitsui Knowledge Industry Co. Ltd.
9

) Performance Indicators
No. of Participants: 35
4. Workshop: “Become Beautiful by Studying Thai Spa”
Date: May 28 (Fri), 2010
Lecturer: Ms. Wakaba Nishida, Ayus Co. Ltd.
5. Spot Sales Corner
6. Herb Tea Tasting Corner
Indicators Results
Number of Media Coverage 4
Number of Business Meetings 162
Estimated Amount of Sales USD 960,000
Client Satisfaction Rating (Exhibitors) 9
Client Satisfaction Rating (Buyers) 9
c) Evaluation
i) “The Charms of Thai Spa: Harmony of Nature and Spirit” was
successfully implemented and achieved the operational targets set. The
number of business meetings held was 162 and the estimated amount of
sales achieved was USD 959,732. Several attractive events were held both
before and during the business meetings such as seminars for Japanese
buyers, spa workshop & demonstration, spot sales and tea servings. All
events received good responses from the business people and general
visitors.
ii) The Thailand Department of Export Promotion (DEP) combined this
mission with their own promotion activities in other areas of Japan.
Exhibitors were given opportunities to introduce their products and services
to the Japanese market and explore the potential of spa business
environment in Japan.
(3) Philippine Trade
10

Missions with Business Meetings
a) Outline
Date July 13 (Tue) – 22 (Thu), 2010 7 working days
Theme “Raw Materials, Innovation and Craftsmanship”
Products Fashion Accessories and Interior Goods items
Number of
Exhibitors
12 companies
Selling Mission July 20 (Tue) - 22 (Thu), 2010
Expert
Dispatched
Public Relations
& Related
Activities
b) Performance Indicators
11
Number of
1,181
Visitors
15 (including 2 TPO
officials)
Ms. Yoko Kawaguchi, President, Y’s Worth Corporation
Publicity:
1. Number of Direct Mails: 3,235
(Sent to whole seller, retailer, trading company, etc.)
2. E-mail News: 43,500
3. Number of Exhibitor’s Directory distributed : 1,000
4. Press Release: 300 press releases were dispatched to
relevant companies through the web site.
5. Media Coverage: 10 media
Related Activities:
1. Trade Seminar
Date: July 20 (Tue), 2010
Venue: ASEAN-Japan Hall
Lecturer: Ms. Yoko Kawaguchi,
President, Y’s Worth Corporation
Number of participants: 29
2. Spot Sales
Date: July 22 (Thu), 2010
Indicators Results
Number of Media Coverage 10
Number of Business Meetings 206
Estimated Amount of Sales USD 2,600,000
Client Satisfaction Rating (Exhibitors) 9.3
Client Satisfaction Rating (Buyers) 8.3

c) Evaluation/Recommendation
i) The Philippine products appealed to many Japanese buyers especially
for its sophisticated design and natural or recycled materials.
ii) As a result, the estimated amount of sales with Japanese buyers reached
US$2.6 million a year.
iii) Organizing attractive events such as trade seminar and spot sales were
effective ways to get more buyers and general public to this program.
iv) After the program in Tokyo, six (6) buyers reportedly visited the
factories or production site of the Philippine exhibitors for further
business negotiations.
(4) Lao Trade Missions with Business Meetings
a) Outline
Date November 9(Tue) – 18(Thu) , 2010 8 working days
Theme “Special Gifts from Mekong”
Products Gifts & Fashion Accessories items
Number of
Exhibitors
Selling Mission
Expert
Dispatched
Public Relations
& Related
Activities
8 companies
November 15 (Tue)-18 (Thu),
2010
12
Number of
1,266
Visitors
17 (including 2 TPO
officials)
Ms. Noriko Okura, President, Gender Merie Co., Ltd.
Publicity:
1. Number of Direct Mails: 3,000
(Sent to wholesaler, retailer, trading company etc. )
2. E-mail News: 43,500
3. Number of Exhibitor’s Directory distributed : 1,000
4. Press Release: 300 press releases were dispatched to
relevant companies through the web site.
5. Media Coverage: 8 media

) Performance Indicators
Related Activities:
1. Trade Seminar ”Newest Information of Exhibitors”
Date: November 16(Tue), 2010
Venue: ASEAN-Japan Hall
Lecturer: Ms. Noriko Okura
President of Gender Merie Co., Ltd.
Number of participants: 16
2. Trade Seminar ”Newest Information of Exhibitors”
Date: November 17(Wed), 2010
Venue: ASEAN-Japan Hall
Lecturer: Ms. Maki Saito
President of AMZ International Co., Ltd.
Number of participants: 35
3. Spot Sales
Date: November 18(Thu), 2010
Indicators Results
Number of Media Coverage 8
Number of Business Meetings 109
Estimated Amount of Sales (US$ M) USD 900,000
Client Satisfaction Rating (Exhibitors) 9.3
Client Satisfaction Rating (Buyers) 8.6
c) Evaluation/Recommendation
i) The Lao products appealed to many Japanese buyers especially for its
traditional hand-weaving technique and a variety of hand-made
products.
ii) As a result, the estimated amount of sales with Japanese buyers reached
US$0.9 million a year.
iii) Organizing attractive events such as trade seminar, daily spot sales and
setting up the Café Lao corner were effective ways to atract more buyers
to this program.
iv) According to the TPO (TPPD), two Japanese companies (Muji Inc., and
Takashimaya) started concrete business transactions with some Lao
exhibitors.
13

(5) Vietnam Trade Mission with Business Meetings
a) Outline
November 30 (Tue) – December
Date
9 (Thu), 2010
Theme
Products
Number of
Exhibitors
Selling Mission
Expert
Dispatched
Public Relations
& Related
Activities
14
“Lifestyle Vietnam”
8 working days
Gifts, Houseware & Decoration such as textile, bamboo
items, ceramic, home decorative items.
10 companies
December 6 (Mon)-10 (Fri), 2010
Number of
Visitors
1,786
15 (including 2 TPO
officials)
Ms Setsuko Okura, President of Osmic Co., Ltd.
Publicity:
1. No. of Direct Mails : 3,000
2. Email News : 21,488
3. No. of Exhibitors Directory : 1,000
4. Press Release : 262 releases were distributed on
November 12
5. Press article : The Health Industry News
(No. of weekly circulation : 65,000)
Related Activities:
1. Trade seminar “Lifestyle Vietnam: Latest trends in
Vietnam” on December 7 by Ms Setsuko Okura
No. of participants : 42
2. Demonstration on how to make Vietnamese spring rolls
on December 8 by Vietrade officials
No. of participants : 32
3. Spot Sales
Date : December 9 (Thu.), 2010

) Performance Indicators
Indicators Results
Number of Inquiries 57
Number of Media Coverage 13
Number of Business Meetings 246
Estimated Amount of Sales USD 1,450,000
Client Satisfaction Rating (Exhibitors) 9
Client Satisfaction Rating (Buyers) 8
c) Evaluation/Recommendation
i) Reflecting the rise of the Vietnam economy, the exhibition was well
received among the Japanese buyers.
ii) This was a good opportunity for Japanese companies planning to shift
the production site from China to Vietnam to have direct
communications with Vietnam exporters as well as to collect
information on Vietnamese products.
iii) As a future issue, there is a need to resolve the language barrier
between Japanese importers and Vietnam exporters, since some of the
Japanese importers still request the assistance of interpreters for doing
business overseas.
iv) In July 2011, seven (7) months after the program, five (5) exhibitors out
of 10 reported their business deals of USD 468,000 realized with
Japanese counterparts, through the TPO (VIETRADE).
(6) Brunei Trade Mission with Business Meetings
a) Outline
Date February 22 (Tue) – 26 (Sat), 2011 5 working days
Theme
“Peaceful Brunei”
15

Products
Number of
Exhibitors
Public Relations
Food & Beverage, Handicrafts, IT and Travel services
12 companies
b) Performance Indicators
16
Number of
Visitors
2,928
Publicity:
1. Number of Direct Mails: 3,000 copies were distributed by
both the Centre and the Embassy of Brunei Darussalam to
wholesalers, retailers, trading companies, etc.
2. E-mail News: 8,000
3. Exhibitors’ Directory: 1,000
4. Press Release: 300 copies to the press
5. Media coverage: 1 advertisement in Asahi Newspapers
3 web media for the report of the week.
Indicators Results
Number of Business Meetings for 5 days 118
Number of Media Coverage 3
General Questionnaires 109
Estimated Amount of Sales USD 1,000,000
Client Satisfaction Rating (Exhibitors) 8.7
Client Satisfaction Rating (Buyers) 8.5
c) Evaluation
i) It was the first National Exhibition of Brunei Darussalam inviting
twelve leading Brunei companies ranging from handicrafts and food
manufacturers to companies engaged in IT, travel as well as hotel

service business at the ASEAN-Japan Hall of the Centre. During the
Week, Brunei traditional dance performances and piano concerts were
held.
ii) It was a new challenge for the Trade division to cooperate and work
with the different industries under the “Trade Missions with Business
Meetings”. Since it was a valuable opportunity to explore the charms
of Brunei, the Centre received 2,928 visitors during the five-day event.
(7) Myanmar Trade Mission with Business Meetings
a) Outline
Date March 4 (Fri) – 10 (Thu), 2011 5 working days
Theme
“ミャンマーの風 - Wind from Myanmar -
Products Lacquerware & Fashion Jewelry
Number of
Exhibitors
9 companies
Selling Mission March 8 (Tue.) – 10 (Thu.), 2011
Expert
Dispatched
Public Relations
& Related
Activities
17
Number of
Visitors
14 (including 1 TPO
official)
Mr. Junya Kitagawara, President of Art Resources Inc.
1,110
Publicity:
1. No. of Direct Mails : 3,000
2. Email News : 10,348
3. No. of Exhibitors Directory : 1,000
4. Press Release : 246 releases were distributed on
Feb. 18, 2011
5. Press article : PR article on Chiba CCI Monthly
Magazine
(No. of monthly circulation : 5,300)
Related Activities:
1. Trade seminar “Introduction of Myanmar Exhibitors”
Date : March 8(Tue.), 2011
Venue : ASEAN-Japan Hall
Lecturer : Mr. Junya Kitagawa
No. of participants : 21
2. Culture Event
“Appreciation of Myanmar Lacquerware” and
Demonstration on how to make Lacquerware
Date : March 9 (Wed.), 2011
Venue : ASEAN-Japan Hall

) Performance Indicators
Lecturer : Ms. Kahoru Araki and
Exhibitors from Bagan
No. of participants : 20
3. Spot sales on March 10 (Thu.), 2011
Indicators Results
Number of Business Meetings 123
Number of Media Coverage 10
Estimated Amount of Sales USD 250,000
Client Satisfaction Rating (Exhibitors) 9.4
Client Satisfaction Rating (Buyers) 8.3
c) Evaluation/Recommendation
This was the first time for the Myanmar Exhibition to be held in Japan. It
was a good opportunity to introduce Myanmar and its products to the
Japanese buyers and general public. Many visitors appreciated the design
as well as the quality of Myanmar products created by craftsmen with fine
skills and artistic experiences. Such kind of promotional activity should
continue to create a better understanding about Myanmar among the
Japanese people.
2. Special Exhibition: Participation in “interiorlifestyle”
a) Outline
Date June 2 (Wed.) – 4 (Fri), 2010 3 working days
Theme
Organizer
Mesago Messe Frankfurt Corporation
18

Venue
Number of
Exhibitors
Dispatch of
Experts
Public Relations
& Related
Activities
Tokyo International Exhibition Center (Tokyo Big Sight)
30 from 10 Member Countries
Mr. Junya Kitagawara,
President of Art Resources
Inc.
Mr. Kohei Takata,
President of Essence Company
Mr. Yoshio Namura,
President of Need’k Inc
19
B / C / L / M / P
No Expert
dispatched
I / S / T to
Malaysia
V
Collaboration with Elle Deco Magazine Japan
Since one of the strategies adopted by the Trade
Division in FY 2010 was to re-position the ASEAN products
in the Japanese market so that there are perceived as
products of high quality and value, deliberate efforts were
made to collaborate with media firms in line with the
strategy.
“Elle Deco Japan” has been established for more than 18
years with 70,000 circulations per issue (bi-monthly
magazine). Its target includes people in the industry such as
architects, interior designers, buyers and general consumers
who are very keen on design, quality and lifestyle.
A representative from Elle Deco was dispatched to the
selected ASEAN Member Countries to report on the
potential designers and their products which were
subsequently featured in “Elle Deco Japan” (June issue).
For greater impact, a 4- page advertorial was created as
part of the “Exhibitor Directory”. Over 2,000 copies were
distributed.
Senken Newspaper
A representative from “Senken Newspaper” was also

Selling Mission
Schedule
dispatched together with an expert, to report on the expert
dispatch program for “interiorlifestyle”in two issues of the
newspaper released on May 10 and May 25 respectively. The
“ASEAN Pavilion” of interiorlifestyle was advertised in the
newspaper issued on May 28.
Centre Mail Magazine and Direct Mail
The total number of 30,040 mails were distributed, on May 1,
May 17 and June 1. In addition, 573 fax mails were sent to
retailers, wholesalers, and manufactures.
ASEAN Pavilion Tour
The Centre invited ASEAN Ambassadors, representatives of
ASEAN TPOs and Trade Working Group members to the
ASEAN Pavilion Tour on the Opening Day, June 2, 2010
June 1 (Tue.) – 5 (Sat.), 2010
20
61 persons (including
ASEAN Trade Promotional
Organization Officials)
b) Performance Indicators
Indicators
FY 2010 Results
Targets FY08 FY09 FY10
%
Accomplishment
Number of Business Meetings 743 842 750 1132 152
Estimated Amount of Sales (US$ M) 3.41 4.83 2.51 5.05 148
c) Evaluation/recommendation

i) Compared with FY 2009, the total number of business meetings for 3
days increased by 150% and estimated sales almost doubled, although
the total number of visitors to the interiorlifestyle had decreased.
Further expansion of business between the ASEAN Member Countries
and Japan in interiorlifestyle products would be expected.
ii) ASEAN Pavilion was highlighted by two special settings. One was a
showcase of products selected from all ASEAN exhibitors to feature the
theme, “ASEAN Style” / New & Natural. The other was a showcase of
developed products from “Design & Product Development Workshop
held in Cambodia and Lao P.D.R”.
iii) Among all items on display, Crystal Lamp of Moise Inc. Pte. Ltd. from
Singapore had drawn the most attention from the Japanese buyers.
iv) After the show in June, Orange River Co., Ltd.
from Cambodia established a new brand in
November 2010. The company collaborated
with a Japanese buyer to launch a new brand,
“Sola Silk”, at the IFFT/interiorlifestyle Living,
Tokyo held in November 19-22, 2010.
Most of the products from Sola Silk were also the result of “Design & Product
Development Workshop in Cambodia”, under the Market Access Support Program
2009. Based on this experience, it would be important to keep providing
consulting assistance to the same companies for longer than 2 years until they
could develop suitable products for the Japanese Market.
3. Networking & Marketing Activities
(1) Institutional Participation in Japan (Trade Promotion in Kyushu)
a) Outline
Date September 16 (Thu) – 17 (Fri), 2010 2 working days
Venue Seiten Hall, Nishitetsu Solaria Hotel (Fukuoka City)
Theme
21
“New & Natural”
Products Interior Goods
Number of
Exhibitors
9 companies from
9 member countries
(selected from interiorlifestyle)
Number of
Visitors
Selling Mission September 14 (Tue) – 17 (Fri), 2010 14
Public Relations &
Related Activities
Publicity:
1. E-mail News: 43,500
2. PR by supporting agencies
(SMRJ, Fukuoka CCI, Fukuoka City, Fukuoka Foreign
Trade Association, DEP, JETRO and etc.)
50

) Performance Indicators
Related Activities:
1. Trade Seminar in Kagoshima
”Product development in ASEAN and import”
Date: September 14 (Tue), 2010
Venue: Dolphin Hall (Kagoshima City)
Lecturer: Ms. Noriko Okura
President of Gender Merie Co., Ltd.
Number of participants: 18
2. Market Survey Tour in Fukuoka
Date: September 15 (Wed), 2010
Destination: Hakata doll factory, Hakata Japan,
Hakataori Development College, Canal
City Hakata.
Number of participants: 14 mission members
3. Trade Seminar in Fukuoka
”Product development in ASEAN and import”
Date: September 16 (Thu), 2010
Venue: Nishitetsu Solaria Hotel (Fukuoka City)
Lecturer: Ms. Noriko Okura
President of Gender Merie Co., Ltd.
Number of participants: 17
4. Participation in Asian Pacific Festival Fukuoka 2010
Date: September 18 (Sat) – 20 (Mon), 2010
Venue: Marine Messe Fukuoka
Number of booth: 1
Spot Sales: Foods from ASEAN
Indicators Results
Number of Media Coverage 2
Number of Business Meetings 93
Estimated Amount of Sales USD 100,000
Client Satisfaction Rating (Exhibitors) 8.3
Client Satisfaction Rating (Buyers) 8.2
c) Evaluation
i) The program was conducted as part of a Networking & Marketing
Program. It would be important to continue such program to introduce
ASEAN products to the local cities of Japan and to raise the profile of
the Centre.
ii) To assure a substantial number of visitors, this program could be
conducted in conjunction with a local trade fair.
22

iii) The Market Study tour program was highly beneficial for ASEAN
exhibitors as it provided an opportunity to explore the Japanese market
especially in the local cities.
(2) Buying Missions to ASEAN Countries
To Singapore
Date April 28 (Wed) – May 2 (Sun), 2010 5 days
Venue The Pit Building, 1 Republic Boulevard, Singapore
Name of Exhibition ASIA FASHION EXCHANGE
Main Activities
ASIA FASHION EXCHANGE
April 28 (Wed.) – May 2 (Sun.), 2010
Asia Fashion Exchange aims to develop the
fashion industry by cultivating design talent,
stimulating demand locally and internationally,
and positioning Singapore as a fashion centre on
the international stage.
Audi Fashion Festival (TFF)
April 28 (Wed.) – May 2 (Sun.), 2010
The AFF showcases world-class collections by
top international designers and labels, amidst
glittering red-carpet parties attended by
supermodels and members of the fashion elite.
Asia Fashion Summit (AFS)
April 28 (Wed.) – 30 (Fri.), 2010
The AFS aims to bring together fashion industry
professionals across Asia to exchange ideas,
network, keep abreast of emerging industry trends
and business management strategies to gain a
foothold in the Asian markets.
Blueprint
April 28 (Wed.) – May 1 (Sat.), 2010
Blueprint is the first fashion trade show in
Singapore to showcase the best of design talents
from Singapore, Asia, Europe and U.S.A. to an
international buying audience.
Organizer Mercury Marketing and Communications
Evaluation This was the first attempt to dispatch a media
representative to Singapore which was proposed
23

y IE Singapore as part of PR activities to promote
trade fairs held in Singapore.
Mr. Inada of Senken Shimbun reported in the
Senken Newspaper on May 13 (Thu.), 2010, that
“Asia Fashion Exchange (AFX)” and other events,
such as Blueprint, Asia Fashion Summit would be
expected to help the fashion industry in Singapore
develop on a worldwide level and for Singapore to
become the international fashion hub.
To Indonesia
Date October 12 (Tue.) – 16 (Sat.), 2010 4 days
Venue At Jakarta International Expo, Kemayoran,
Indonesia
Name of Exhibition The 25 th Trade Expo Indonesia 2010
Co-organizer NAFED, Indonesia
Travel Agent World Air Tourist Co., Ltd., Tokyo
Participants 9 persons from 7 companies and 1 media
representative
Outline
The Trade Expo Indonesia is the largest annual
Expo held in Indonesia on October 13 - 17, 2010.
It offers a highly selective of world-class quality
products for export.
The ASEAN-Japan Centre arranged a business
inspection tour for business people from Japan for
a “3-night & 5-day visit” to the Expo.
The buyers who applied for this tour came from
all over Japan, such as Sendai, Fukuoka, Himeji,
Osaka, Nagoya and Tokyo.
Evaluation/Recommendation - Questionnaire has been dispatched to all
participants. As of November 30, responses from
all 9 Japanese participants were received and
summarized as follow:
5 were satisfied with the Expo.
3 were satisfied with the display and
exhibition.
4 were satisfied with the organizer.
6 were satisfied with the interpreters.
8 were satisfied with support from the
ASEAN-Japan Centre.
-Most of the participants expressed interestto join
an inspection tour to other ASEAN Member
Countries if it would be planned.
24

-Mr. Takayoshi Nagashima, President of Aik Co.,
Ltd, reported on the Trade Expo in his publication
called “Home Living” for 8 consecutive issues.
To Malaysia
Date November 9 (Tue.) – 11(Thu.), 2010 3 working
25
days
Venue
MATRADE Exhibition and Convention Centre
(MECC), Kuala Lumpur
Name of Exhibition INTRADE Malaysia 2010
Co-organizer MATRADE
Travel Agent None
Participants 30 persons from 25 companies
Evaluation/Recommendation - - The INTRADE 2010 attracted a total number of
8,666 visitors from 77 countries, compared to
6,956 visitors from 49 countries in 2009. Top
visiting countries were from China, Japan, UAE,
Singapore and India.
- - 30 buyers from 25 Japanese companies from
various industries participated in INTRADE
Malaysia 2010 Buying Mission with 344
business meetings arranged.
- “Seminar on Malaysia: Your Business Partner” as
a special program for Japanese buyers was
organized on November 10, 2010. Altogether,
15 Japanese business people participated in the
seminar in which an overview of Malaysia,
including government policies and business
potentials were presented.

To Cambodia
Date December 14 (Tue.) – 18 (Sat.), 2010 4 working days
Venue Koh Pich Exhibition Center (Phnom Penh)
Name of Exhibition The 5 th Cambodia Import-Export &
One Province One Product Exhibition
Co-organizer Ministry of Commerce, Cambodia
Participants 8 persons from 7 companies
Evaluation Direct invitation to Japanese buyers through email and
direct mail would be one of the most effective ways to
attract many buyers to the program instead of PR through
media such as newspaper.
Such specific product oriented trade fair would be
beneficial for the Japanese buyers rather than a general
trade fair in terms of business meetings.
4. Information Dissemination
(1) Seminar in ASEAN
a) Outline
The “Seminar in ASEAN” activity was implemented in Myanmar to create an
awareness on the importance of gathering information on Gifts, Houseware &
Decoration products for the Japanese market. Lacquerware and Fashion Jewelry
were proposed by Myanmar as the first priority products to be promoted and
developed toward the Japan market.
b) Activities
The Centre implemented two (2) workshops with seminar and consultation
26

sessions on the following dates;
i) First Workshop on August 5-7, 2010 in Mandalay
- To give information on related topics (1 day seminar)
- To give assignments to each participant to develop their product
(2-day group consultation sessions)
ii) Second Workshop on December 19-25, 2010 in Bagan and Mandalay
Following the first workshop, the second one was conducted to select 10
companies for participation in the Myanmar Trade Missions with
Business Meetings to be held in 2011 in Tokyo.
c) Evaluation
i) First Workshop on August 5-7, 2010 in Mandalay
On the first day of the program, seminars were conducted by Ms. Kahoru
Araki, Owner of Nandawun Japan and Mr. Junya Kitagawara, President of Art
Resources Inc.
There were 57 participants from the private sectors such as lacquerware,
fine jewelry, fashion jewelry, rattan products and silk & cotton textiles and 31
guests from Myanmar Ministry of Commerce, Mandalay Chamber of Commerce
and Industry, handicrafts institutes, jewelry association and the media.
The following two days were devoted to product development consultation
in four (4) sessions conducted by Mr. Kitagawara; 1) Lacquerware products, 2)
Fashion Jewelry, 3) Rattan & weaving items, and 4) Textile – home & fashion.
New product development was assigned to each group.
Mr. Kitagawara summarized the result of the seminar and consultations.
The purpose of his visit was to disseminate the information on Japanese lifestyle
and market trend at the seminar and to give advice/assignments to the participants
at the workshop to develop their product. He expected more lacquer ware and
rattan companies to join the workshop. He further suggested finding more
lacquer ware companies from Bagan for the second workshop.
ii) Second Workshop on December 20-24, 2010 in Bagan and Mandalay
Bagan: December 20-21
Appointments and visits to 6 lacquerware workshops in Bagan were made.
Four workshops were selected. Although lacquerware has been widely used in
Myanmar as food containers, it has not been approved for use as food containers in
Japan. Therefore, it was recommended that the lacquerware item be promoted as
home decorative items or others, but not for use as food containers.
Mandalay: December 22-23
There were three (3) main discussion sessions in Mandalay on December 23; 1)
Fashion Jewelry, 2) Textile – home & fashion, and 3) sequins tapestries. Since the
Mandalay Gems Association had completed the assignments given at the first
workshop held in August, Mr. Kitagawara recommended them to join the Trade
27

Mission with Business Meetings in Tokyo.
Yangon: December 24
One company was recommended.
In total, there were 9 companies from Myanmar to participate in the Trade Mission
with Business Meetings in Tokyo. Mr. Kitagawara explained that his criteria for
selection were “tradition”, “originality, “identity” and “quality”and recommended
playing focus on two (2) main categories, namely, Lacquerware and Fashion
Jewelry to represent the good image of Myanmar products with high quality and
value.
(2) Dissemination of Information (on the Japanese Market)
a) Outline
List of Publications distributed:
- Customs Tariff Schedules of Japan 2010
- Emerging Business Opportunities in Japan
(1. Food, 2. Household and Outdoor Goods, 3. Apparel and Fashion,
and 4. Furniture and Furnishings)
- Japan 2011 An International Comparison
- Package Design JPDA Member’s Work Today 2010
- Food Additives Index
b) Evaluation
The market relation publications distributed were appreciated by
ASEAN TPOs and the ASEAN Embassies in Japan. In particular, the
publication on “Emerging Business Opportunities in Japan 2010 was
well-received due to its coverage of four (4) major industries.
28

III. Investment
1. ASEAN Investment Promotion Seminar in Japan
a) Outline
The program provided each ASEAN Member Country the opportunity to
update the Japanese business community on its latest economic climate and
investment opportunities. Investment promotion seminars were organized in
cooperation with local government agencies, chambers of commerce and
industries, and embassies of the ASEAN Member Countries in Japan.
Representatives from Japanese companies operating in the member countries were
also invited to share their experience of doing business in the member countries.
In addition, visits and meetings with the Japanese Government, organizations,
companies and potential investors were arranged. Additional investment
promotion materials were also published under this program.
b) Activities
Project Date /
Venue/Number of
Participants
Brunei Darussalam
Brunei Investment
Seminar on Brunei
Halal Brand
Cambodia
Investment
Promotion Seminar
October 18, 2010
Tokyo
(100 people)
May 24, 2010
(Osaka)
75
May 26, 2010
(Tokyo)
231
29
Key Speakers
1. Hon. Penin Yahya
Minister of Ministry of Industry
and Primary Resources
2. Mr. Noel Shield
CEO of Ghanim International Food
Corporation
1. H.E. Mr. Sun Chanthol Senior
Minister and Vice Chairman of CDC
2. Mr. Yuji Imamura Investment
Environment Improvement Advisor
to CDC & JICA Expert
3. Mr. Yasujiro Suzuki
Chief Representative of JICA
Cambodia Office
4. Mr. Kiyotaka Doho
Representativeof JETRO Phnom
Penh Office
5. H.E. Mr. Lou Kim Chhun
Chairman and CEOof Sihanoukville
Autonomous Port

Indonesia
- Economic and
Investment Seminar
- Indonesia Business
Meeting
December 7, 2010
Tokyo
270 people
March 9-10, 2011
Nagoya and
Shizuoka
(30 people)
30
6. Mr. Tomoo Higuchi
Group Manager
Umami Seasoning Group, Overseas
Foods & Seasoning Department,
Food Products Division, Ajinomoto
Co., Inc.
1. Mr. Mohammad Rudy Salahuddin
Director for Investment Exhibition
& Promotion Media, The
Investment Coordinationg Board
(BKPM) Republic of Indonesia
2. Mr. H. Mustaqim Marzuki
Deputy Head of Region of Penajam
Paser Utara, East Kalimantan
3. Mr. Makoto Ohshima
President
PT BTMU-BRI Finance
4. Mr. Yoshiya Hamamachi
Hitachi Construction Machinery
Co., Ltd
5. Mr. Gunadi Sindhuwinata,
President Director
PT Indomobil Sukses Internasional
1. Mr. M. Abas Ridwan
Minister Counsellor
Embassy of The Republic of Indonesia
2. Mr. Kenny Daryat Nanang
Director
Indonesia Investment Promotion
Centre (IIPC)
3. Mr. Yasuo Uonomomi
Manager
International Business Promotion
Office
International Business Division
The Bank of Tokyo-Mitsubishi UFJ

Laos
Investment
Promotion Seminar
Malaysia
Malaysia Mini
Seminar on
Machinery &
Equipment
Myanmar
Briefing on Myanmar
Investment
Promotion Mission
and Recent Situation
of Remote Area
January 21, 2011
(Tokyo)
200
September 27, 2010
Tokyo, Japan
(30 people)
October 21, 2011
(ASEAN-Japan
Hall, Tokyo)
120 people
31
1. H. E. Dr. Sinlavong
Khoutphaythoune
Minister of Planning and Investment
(MPI)
2. Mr. Manothong Vongsay
Deputy Director General,
Investment Promotion Department,
Ministry of Planning and Investment
3. Mrs. Bouatha Khattiya
Director General
Secretariat of National Committee
for Special Economic Zones
Prime Minister Office
4. Mr. Bouakham Sisoulath
Governor
Savan-Seno Special Economic
Zones Authority, PMO
5. Mr. Masaaki Matsutani
President & Representative
Executive Officer, CEO, COO of
Mani Inc
6. Mr. Kazuya Endo
Director
First Southeast Asia Division,
Southeast and Southwest Asian
Affairs Department, Ministry of
Foreign Affairs of Japan
1. Mr. N. Sangaran
Director of Machinery and
Engineering Supporting Industry
Malaysia Industrial Development
Authority (MIDA)
1. Mr. Satoshi Abe
Director, Investment Division
ASEAN-Japan Centre
2. Asia (Oriyama) Mitsutoshi

Philippines
- Philippine
Investment Seminar
- Philippine
Investment Seminar
October 6, 2010
Tokyo
(300 people)
February 1, 2011
Tokyo
(300 people)
32
1. Hon. Christino L. Panlilio
Undersecretary for Trade and
Industry cum Vice-Chairman and
BOI Managing Head
2. Hon. Lilia B. de Lima
Director General
Philippine Economic Zone
Authority
3. Mr. Masayuki Tamiya
President
Tamiya, Inc.
4. Mr. Takaaki Yamaguchi
President
Pilipinas Green Solitech, Inc.
5. Mr. Masakazu Mizutani
Manager
Manila Branch
The Bank of Tokyo-Mitsubishi UFJ
Ltd.
6. Mr. Masaharu Tamaki
Ex-adviser, BOI Japan Desk
7. Mr. Takezo Yanagida
Executive Vice President
JETRO
1. Hon Gregory L. Domingo
Secretary
Department of Trade and Industry
2. Hon Jose Rene D. Almendras
Secretary
Department of Energy

Thailand
- Investment
Environment and
Opportunities in
Machinery Industry,
Combined with
Business Meetings
- Investment
Environment and
Opportunities in
Environment Friendly
Industry
- General Investment
Environment and
Opportunities
1. June 21, 2010
Tokyo
(38 people)
2. June 22, 2010
Yokohama
(133 people, 53
meetings)
3. June 23, 2010
Nagoya
(151 people)
1. August 3, 2010
Tokyo
(129 people)
2. August 4, 2010
Fukuoka
(38 people)
3. August 5, 2010
Nagoya
(83 people)
4. August 6, 2010
Osaka
(34 people)
August 24, 2010
Hadano
(94 people)
33
1. Dr. Atchaka Sibungruang
Secretary General
BOI of Thailand
2. Ms. Prapaiwan Muthitacharoen
Industrial Estates Authority of
Thailand
3. Mr. Makoto Ikeda
I.N. Precision Co., Ltd.
4. Mr. Yasuhide Fujii
Head of GJP ASEAN region
(Partner)
KPMG Co., Ltd
1. Dr. Pattamawan Khunprasert
Professional Scientist of Industrial
Waste Management Bureau
Department of Industrial Works,
Ministry of Industry of Thailand
2. Mr. Wirat Tatsaringkansakul
Acting Director
BOI Bangkok, Thailand
3. Ms. Vorawan Norasucha
Investment Promotion Officer
BOI Bangkok, Thailand
4. Mr. Kenji Onishi
President
Waste Management Siam Co., Ltd
1. Mr. Chokadee Kaewsang
Director
BOI of Thailand in Tokyo, Japan
2. Mr. Krisada Wechwithayakhlung
Deputy Director
BOI of Thailand in Tokyo, Japan
3. Mr. Tadahide Nomura
Sales Director
Nambu Co., Ltd

- Investment
Environment and
current situation of
Japanese investment
in Thailand, outlook
of Thailand industry,
automobile industry
and E&E industry
- Updated
Information on
Business and
Investment
Environment and
Policy
September 17, 2010
Tokyo
(426 people)
February 1, 2011
Fukuroi
(97 people)
34
1. Dr. Atchaka Sibungruang
Secretary General
BOI of Thailand
2. Mr. Junichi Mizonoue
President
Japanese Chamber of Commerce
and Industry in Bangkok, Thailand
3. Mrs. Achariya Tepatanapong
Senior Expert
Office of Industrial Economic
Ministry of Industry of Thailand
4. Mr. Vallop Tiasiri
President
Thailand Automotive Institute
5. Mr. Songsak Limbanyen
Executive Director
Investment Promotion Bureau 2
BOI of Thailand.
6. Mr. Seksan Ruangwohan
Executive Director
Investment Promotion Bureau 3
BOI of Thailand.
1. Ms. Bonggot Anuroj
Executive Director
Investment Promotion Bureau
BOI Bangkok of Thailand.
2. Mr. Krisada Wechwithayakhlung
Deputy Director
BOI of Thailand in Tokyo, Japan
3. Mr. Tadahide Nomura
Sales Director
Nambu Co., Ltd

- Updated
Information on
Political & Economic
Situations, Business
Environment,
Investment
Opportunities
Vietnam
- Investment
Promotion Seminar
Seminar on Mekong
Economic
Corridors,
Commemorating
ASEAN
Anniversary: Recent
Situation and Future
of Mekong Economic
Corridor
EPA/FTA Seminar
1. February 22,
2011
Nagaoka
(35 people)
2. February 23,
2011
Saitama
(176 people)
3. February 24,
2011
Suwa
(76 people)
November 9, 2010
Tokyo
(180 people)
August 11, 2010
ASEAN- JAPAN
Hall
(180 people)
1. July 5, 2010
ASEAN- JAPAN
Hall
(120 people)
2. July 30, 2010
ASEAN- JAPAN
Hall
(94 people)
35
1. Mr. Pariyes Piriyamaskul
Minister
Office of Economic and Investment
Royal Thai Embassy to Japan
2. Mr. Krisada Wechwithayakhlung
Office of Economic and Investment
Royal Thai Embassy to Japan
3. Mr. Yoichi Yajima
Senior Investment Adviser
JETRO Bangkok Center
1. H.E. Mr. Nguyen The Phuong
Vice Minister
Ministry of Planning and Investment
(MPI) of Vietnam
2. Mr. Do Nhat Hoang
Director General
Foreign Investment Agency
Ministry of Planning and Investment
of Vietnam
3. Mr. Kanji Uematsu
Deputy Director
Advisory & Marketing Department
Becamex IDC Corporation
4. Mr. Fumiaki Furuya
Production Manager
Kirin Beverage Co., Shonan Factory
1. Mr. Hideaki Matsushima
Manager
Logistics Development Dept.,
Logistics Planning Division,
Transportation Logistics Business
Unit, Mitsui & Co., Ltd.
2. Mr. Noriyasu Fukuda
Manager
Overseas Marketing Group, Sales &
Marketing Dept., Logistics Solution
Division, Sankyu Inc.
1. Mr. Katsuhide Takahashi
Professor
Kokugakuin University
2. Mr. Ryoji Asano
General Manager
Certification Centre, Osaka
Chamber of Commerce & Industry

ASEAN Seminar in
Kagoshima
Investment Seminar
in Fukuoka
Seminar on
Mekong-India
Economic Corridors
in Nagoya
September 14, 2010
Kagoshima City
(21 people)
September 16, 2010
Fukuoka City
(34 people)
October 27, 2010
Nagoya
(84 people)
36
1. Mr. Tri Mardjoko
Director, Trade Division
ASEAN-Japan Centre
2. Mr. In Thoeun
Director
Tourism & Exchange Division
ASEAN-Japan Centre
3. Mr. Satoshi Abe
Director, Investment Division
ASEAN-Japan Centre
4. Mr. Le Huu Quang Huy
Head of Investment, Promotion
Office, Vietnam Embassy
5. Ms. Noriko Okura
President, Gendar Marie, Expert of
Trade Program
1. Mr. Satoshi Abe
Director,Investment Division
ASEAN-Japan Centre
2. Mr. Le Huu Quang Huy
Head of Investment, Promotion
Office, Vietnam Embassy
3. Mr. Akira Yamamoto
President, YL Invest Co., Ltd.
1. Mr. Hideaki Matsushima
Manager, Logistics Development
Dept., Logistics Planning Div.,
Transportation Logistics Business
Unit, Mitsui & Co., Ltd.
2. Mr. Yoshiyuki Kaneko
Manager, Nagoya Logistics Dept.,
West Japan Logistics Div.,
Transportation Logistics Business
Unit, Mitsui & Co., Ltd.
3. Mr. Noriyasu Fukuda
Manager, Overseas Marketing
Group, Sales & Marketing Dept.,
Logistics Solution Div., Sankyu Inc.
c) Evaluation
In FY 2010, the Investment Division organized 30 investment promotion
seminars that reached out to an estimated 3,879 participants or more from the
Japanese business community. The seminars comprised of both general
investment seminars as well as sector-focused seminars.
This program was highly appreciated by the member countries and
participants from Japanese companies due to its good track record in updating the

Japanese business community of investment opportunities and environment in
individual ASEAN Member Countries. The inclusion of Japanese companies’
representatives as speakers at the seminar enabled the audience to gain valuable
insights through the Japanese perspectives on business conditions and operations
in the member countries.
d) Performance Indicators
Indicators
FY 2010
Targets
a. Number of
Seminars &
Promotion
Missions
b. Number of
Participants
d. Client Satisfaction
Rating
(Participants)
10
(i.e. minimum 1 per
country)
Tokyo: 100-200
Outside Tokyo:
30-100
H.E. Mr. Sun Chanthol
Senior Minister and Vice Chairman
Council for the Development of Cambodia
made a speech at “Cambodia Investment
Seminar” on May 26, 2010, Tokyo
37
Results
FY 08 FY 09 FY 10
27 23 30
Tokyo:
Avg. 235
Outside:
Avg. 132
Tokyo:
Avg. 154
Outside:
Avg. 105
Tokyo:
Avg. 181
Outside:
Avg. 77
Good & Above Good Good Good
H.E.Dr. Sinlavong Khoutphaythoune
Minister of Planning and Investment (MPI) of
Laos made a speech at “Laos Investment
Seminar” on January 21, 2010, Tokyo
2. Publication & Distribution of Investment Collateral Materials &
Networking
a) Outline
The aim of the program was to make available facts and data on the current
investment climate and opportunities in each of the ASEAN Member Countries
and in ASEAN as a whole. This objective was achieved through channels such as
the Investment Division’s website (which is linked to each ASEAN Member

Country’s investment website), publication of investment guidebooks and related
information materials in Japanese, and networking activities with the Japanese
government and private institutions.
b) Activities
Regular updates to the Investment Division’s website ensured that the latest
information on the Division’s activities and on investment in the ASEAN Member
Countries could be made available to online visitors. The Investment Division’s
website was also linked to the websites of investment promotion agencies in the
respective ASEAN Member Countries so that online visitors could readily access
the investment information of each ASEAN Member Country.
Additional investment guidebooks and other related information materials
were prepared and published for dissemination at the Centre and its supporting
partners’ events and activities.
Networking activities were conducted with the Japanese government and
private institutions (e.g. METI, JETRO, JICA, chambers of commerce and
industries, and business associations) involved in investment promotion and
development to strengthen the cooperation with the Centre.
In addition, the Division also handled day-to-day activities which included
attending to inquiries from walk-in clients, responding to telephone and email
inquiries, briefings, collection and dissemination of investment information.
c) Performance Indicators & Evaluation
Indicators
a. Production of
Investment
Promotion Materials
b. Number of Inquiries
FY 2009
Targets 1
Investment Guides
Printed 2 &
Distributed 3
No. of copies
distributed
(approximately)
To attend
to all inquiries
38
FY 08
Results
FY 09 FY 10
Brunei, Laos,
Myanmar ,
Thailand,
Vietnam
3. Investment Promotion Missions in ASEAN
Brunei,
Cambodia, Laos,
Malaysia,
Myanmar,
Philippines ,
Thailand,
Vietnam
Brunei,
Cambodia,
Indonesia,
Philippines,
Singapore,
Thailand,
Vietnam
1,570 735 3,000
658 378 231
a) Outline
Outbound investment missions from Japan to the ASEAN Member
Countries were organized with the aim to allow Japanese businessmen, business
1
No specific targets set as the no. of investment guides published each year varies according to the member countries’
requests and budget availability.
2
Printed based on availability of budget and the member countries’ requests.
3
Investment Division also helped to distribute guides printed using bilateral budgets for the member countries.

association officials, and journalists to have a first-hand observation of the
investment climate, living conditions, and infrastructure of the ASEAN Member
Countries.
b) Activities
Project Date Venue
Myanmar
Outward Investment Mission to
Myanmar
Philippines
Outward Investment Mission to
the Philippines
Thailand
Outward Investment Mission to
Thailand
(Press Coverage)
Vietnam
Outward Investment Mission
to Vietnam (Industrial Estates)
August 16-22,
2010
39
Yangon, &
Nay Pyi Taw
March 7-12,
2011 Manila, Davao and Clark
January 23-29,
2011
August 22-28,
2010
Bangkok, Prachinburi,
Chonburi, Ayuttaya and
Lopburi Province
Hanoi, Ho Chi Minh City,
Quang Ninh, Hai Duong and
Long An Province
c) Evaluation
In FY 2010, a total of four (4) investment promotion missions were
organized. The outward missions enabled Japanese businessmen and journalists to
be updated on the investment conditions and industries in the ASEAN Member
Countries. The Technical Assistance Program helped the ASEAN Member
Countries to understand the latest trends and development of Japanese business
and industry requirements.
The missions assisted the ASEAN Member Countries in promoting
investment opportunities in specific industries to potential Japanese investors
participating in the missions, as well as the Japanese business community, and the
general public in Japan through articles written by journalists. More than 20
articles were written by the press participants in FY 2010.

d) Performance Indicators
Indicators
a. Number of
Participants
b. Media
Coverage
(no. of
articles)
FY 2010
Targets
Maintain the
involvement of
both journalists
and
businessmen/
business
associations in
each mission
Media
coverage by
journalists and
to collect and
distribute
articles to
concerned
agencies both
in Japan and
member
countries
FY 08
Results
FY 09 FY 10
Brunei: 10
(4 private sectors,
3 press,
1government,
0 academic, 2 org.)
Cambodia: 19
(15 private sectors,
0 press,
2 government,
0 academic, 2 org.)
Cambodia: 23
(8 private sector,
4 press,
6 government,
1 academic, 2 org.,
2 others)
Indonesia
-Singapore: 16
(8 private sector,
4 press,
2 government,
0 academic, 2 org.)
Laos: 13
(7 private sector,
3 press,
1 government,
0 academic, 2 org.)
Myanmar: 13
(7 private sector,
0 press, 1 academic,
3 government,
2 org.)
Philippines: 15
(8 private sector,
2 press,
2 government,
0 academic, 2 org.,
1 others)
Thailand: 10
(0 private sector,
5 press,
1 government,
0 academic, 4 org.)
Vietnam: 7
( 2 private sector,
2 press,
1 government,
0 academic, 2 org.)
Brunei: 8
Cambodia: 6
Indonesia: 11
Laos: 2
Myanmar: 1
Philippines: 2
Thailand: 26
Vietnam: 2
40
Cambodia-Laos-
Vietnam: 14
(11 from Japanese
companies,
3 officials from
Cambodia, Laos,
Vietnam)
Indonesia: 8
(2 from Japanese
companies,
1 from Japanese
public sector,
5 media)
Malaysia : 13
(7 from Japanese
companies,
2 from media,
2 from Japanese
public sector,
2 from Myanmar
government)
Philippines : 15
(9 from Japanese
companies, 3 from
Media, 3 from
Embassy staffs)
Singapore : 1
(1 expert)
Thailand : 12
(4 from media, 5
from public sectors,
3 embassy staffs)
Cambodia: 2
Indonesia: 13
Laos: 2
Myanmar: 18
Philippines:2
Thailand: 29
Myanmar: 11
(9 from Japanese
companies, 1 from
Myanmar Embassy and
1 from JETRO)
Philippines: 16
(14 from Japanese
companies, 2 from
Philippine Embassy
to Japan)
Thailand: 12
(6 journalists from Jiji
Press, Nikkan Kogyo
Shimbun, Sangyo Press,
Yomiuri Shimbun and
and Asahi Shimbun,
1 officer from Osaka
Prefecture, 1 officer
from local economic
organizations, Aichi
Industry Promotion
Organization, Aichi
prefecture, and 4 staffs
from Chamber of
Commerce and Industry
of Nagoya, Osaka, Kyoto
and Kobe)
Vietnam: 9
(JBIC, law firm,
manufacturer,
universities)
Cambodia: 3
Laos: 1
Myanmar: 2
Thailand: 17
Vietnam: 1

4. Capacity-Building Program: Industrial Familiarization Mission (IFM)
a) Outline
This program aimed to update ASEAN government officials and private sector
representatives on the latest trends and developments in Japanese industries, FDIrelated
Japanese government agencies and organizations and the needs of Japanese
investors.
The industrial familiarization visits to Japan for ASEAN government officials
and private sector representatives included meetings with Japanese government
agencies and businessmen, visits to Japanese manufacturing facilities and industry
associations, as well as updates and exchanges with the Japanese business
community through platforms such as seminars and roundtable discussions. Followup
meetings with previous contacts were also conducted. The industrial
familiarization visits were also arranged in other ASEAN Member Countries where
suitable Japanese and ASEAN facilities were established.
In some cases, these visits were organized as part of technical assistance
programs. Japanese industry experts were dispatched to evaluate, assist, and
develop the industries that the member countries wanted to improve so that these
industries could be upgraded to match Japanese standards, or ASEAN experts or
officials were dispatched to Japan to attend training program or workshop.
b) Activities
Project Date Venue
Cambodia
Cambodia Industrial Familiarization
Mission Vietnam
Indonesia
Indonesia Industrial Familiarization
Mission to Japan
Laos
- Laos Industrial Familiarization
Mission to Vietnam
41
September 12-17,
2010
March 9-10, 2011
January 3-8, 2011
- Laos Industrial Familiarization
Mission to Cambodia March 20-29, 2011
Malaysia
Malaysia Industrial Familiarization
Mission on Electronic Industry to Japan
Myanmar
- Myanmar Technical Training
Programme in Food Analysis in Japan,
- Dispatch of Experts on Food Analysis
to Yangon, Myanmar
June 13-19, 2010
October 30-
November 6, 2010
Aug. 15-21, 2010
Ha Noi & Hai Phong
City
Nagoya & Shizuoka
Ha Noi & Hai Phong
City
Phnom Penh &
Siem Riep
Tokyo, Kanagawa,
Aichi, Osaka,
Okayama, Kyoto &
Hyogo
Osaka,
Yangon, Myanmar

Project Date Venue
- Myanmar Industrial Familiarization
Mission to Japan
Vietnam
Vietnam Industrial Familiarization
Mission to Thailand
Capacity Building Workshop for
investment promotion officials of
ASEAN countries in Japan
February 27-March 5,
2011
October 17-23, 2010
March 14-16, 2011
42
Tokyo, Kanagawa &
Shizuoka
Bangkok & Chonburi
Province
ASEAN-Japan Hall,
ASEAN-Japan Centre
c) Evaluation
A total number of nine (9) missions under the Industrial Familiarization
Program and one Capacity Building Workshop were organized in FY 2010 for 73
government officials from the ASEAN Member Countries.
The ASEAN Member Countries had expressed that this program was very
important and beneficial to the officials and private sector representatives from
their countries, as well as to Japanese businessmen and industry associations.
Representatives from both sides were able to understand each other’s
requirements in maintaining the existing investments and in attracting future
investments through direct contact and discussions.
d) Performance Indicators
Indicators
a. Number of
Industrial
Familiarization
Missions /
Projects
b. Satisfaction
Rating
(Participants)
FY 2010
Targets
Minimum 10
(i.e. 1 per country)
7 out of 10
(Good and above)
Vietnam Industrial Familiarization Mission
visited Sumitomo Rubber (Thailand) Co., Ltd in
Chonburi, Thailand on October 21, 2010 during
their visit to Thailand from October 17-23, 2010
Results
FY 08 FY 09 FY 10
13 15 10
7.5
(Good)
7.5
(Good)
8
(Good)
Myanmar Industrial Familiarization Mission
visited ASEAN-Japan Centre during their visit
to Japan from February 27-March 5, 2011

IV. Tourism & Exchange
1. ASEAN Fair (Tourism & Exchange)
(Renamed from the former “ASEAN Tourism Fair”, the ASEAN Fair is an
integration of trade, investment and tourism events.
a) Outline
i) Implementation of the ASEAN Fair:
Date: September 15 – 20, 2010 (6 days)
Place: Yamakataya, Kagoshima City, Kagoshima Prefecture
ii) The aim is to showcase ASEAN’s rich culture and traditions by inviting
ASEAN delegates to perform arts and handicrafts-making demonstrations at
the Fair.
iii) Two (2) cultural performers from Brunei, Indonesia, Malaysia, Philippines
and Singapore; one NTO (National Tourism Organization) staff member as
team leader and one artisan from each ASEAN Member Country were
invited to the Fair. (Total of 30 persons).
iv) Yamakataya organized an “Asian Bazaar” on the same floor of the Fair where
Asian products were sold. A small restaurant was also set-up to serve
Indonesian, Thai and Vietnamese food.
v) Main activities conducted:
- Performance of traditional and contemporary ASEAN performing arts by
dancers/musicians and handicraft-making demonstrations by
artists/artisans invited from the ten member countries:
Country Activity
Brunei Traditional dance
Bamboo handicraft
Cambodia Silverwork
Indonesia Traditional and contemporary musical
instrument and songs
Weaving
Laos Wood Carving
Malaysia Traditional musical instrument
Batik painting
Myanmar Tapestry
Philippines Traditional dance and songs
Barong embroidery
Singapore Contemporary cultural performance
Peranakan beaded
shoe Making
Thailand Umbrella painting
43

Vietnam Dried flower leaf art
- A Travel Information Corner was set up at the venue for distribution of
ASEAN tourism brochures and pamphlets of ASEAN package tours, and for
dissemination of ASEAN tourism information.
vi) Ad-hoc events/activities:
(1) ASEAN Promotion Seminar in Kagoshima (September 14)
The “ASEAN Now: Latest Information on Business and Tourism” which
was conducted for the general public to provide up-to-date information on
ASEAN’s trade, investment and tourismwas attended by 20 participants.
(2) Special Program for the Ambassadors (September 14 – 17)
Seven ASEAN Ambassadors attended the Opening Ceremony as well as a
special programwhich included courtesy visits to the head of local
governments (Kagoshima Prefecture, Satsuma-Sendai City, Ibusuki City),
visit to a local elementary school, and travel on the Kyushu Shinkansen.
(3) Two-way Tourism Exchange Program (September 16)
The City of Kagoshima and the Centre organized a Two-way Tourism
Exchange Program for the travel trade sector in Kagoshima and ASEAN
NTOs. After visits to major tourist spots of Kagoshima, the NTO
representatives exchanged views on their impression of the places they had
visited with the travel trade sector people. Some suggestions and comments
on how to further improve Kagoshima as a tourist destination were made.
(4) Cooking Demonstration (September 19)
The Centre organized an ASEAN cooking demonstration session on the
stage located at the venue floor of the ASEAN Tourism Fair. Ms. Tomo
Kurihara, ASEAN Food Ambassador, conducted the demonstration session
featuring Thai and Vietnamese dishes.
(5) Distribution of Orchid Flowers 600 cut orchid flowers were distributed
to visitors.
(6) ASEAN Tourism Seminar & Night (September 17)
The Centre conducted an ASEAN Tourism Seminar for the travel trade
sectors at the Dolphin Port in Kagoshima. About 50 participants from the
government offices, travel agencies and other tourism-related offices
attended the seminar, where the NTO officers from Brunei, Indonesia,
Malaysia, Philippines and Singapore delivered presentations on the
latesttourism information of their countries. Additionally, information
desks were set up for all ASEAN Member Countries for visitors to collect
the updated information. A reception was organized following the seminar.
(7) Handicraft-Making Class (September 20)
With the cooperation of the handicraft-making demonstrators,
handicraft-making classes were conducted for the general public twice.
44

(8) Long Stay Seminar (September 17)
The Seminar was conducted at Yamakataya by inviting speakers from the
Long Stay Foundation and Tourism Authority of Thailand’s Fukuoka
Office.
b) Performance Indicators
Indicators
FY 2010
Targets
45
Results
FY08 FY09 FY10
a. Number of Visitors 40,000 43,373 30,424 46,000
b. Number of Activities
Conducted
5 4 7 10
c. Number of Audience-reached
Media Coverage
10 8 10 14
Opening Ceremony Handicraft-making Class (Laos)
Music Performance (Indonesia) ASEAN Tourism Seminar & Night
c) Evaluation
Yamakataya in Kagoshima was eager to host this event since the person
in charge at Yamakataya had participated in and observed the successful
outcome of the previous ASEAN Fair in Kokura in 2009. The Fair captured the
fascination of the people in Kagoshima on the uniqueness and attractiveness of

the tour destinations in the ASEAN region.
Handicraft-making demonstration was a good opportunity for the Japanese
visitors to observe closely the fine skills of the artisans coming from ASEAN.
The handicraft-making class appealed to participants who were interested in
handicraft-making.
The visitors were able to enjoy the stage performances by the ASEAN
performing artists throughout the day.
2. Technical Workshop on Sustainable Development of Tourism Destination
for BIMP-EAGA
a) Outline
i) Implementation:
Date: October 31 – November 6, 2010
Place: Tokyo and Karuizawa
ii) The aim is to support sub-regional HRDby inviting tourism stakeholders from
BIMP-EAGA to provide them an opportunity to learn about the Japanese
tourism market and hands-on training on ecotourism.
iii) A total of 19 management-level tourism stakeholders participated in the
Workshop as follows:
Brunei – 4 (2 from the government sector / 2 from the private sector)
Indonesia – 6 (4 from the government sector (2 self-financed)/ 2 from the
private sector)
Malaysia – 4 (3 from the government sector / 1 from the private sector)
Philippines – 4 (3 from the government sector / 1 from the private sector)
BIMP-EAGA Facilitation Centre – 1
iv) List of presentations and trainings:
Topic/program Presenter/Lecturer Place
Japanese government’s Mr. Yuji Hamada
Tokyo
approach to BIMP-EAGA Ministry of Foreign Affairs
Importance of tourism in Japan Ms. Ryoko Okada
Japan Tourism Agency
Tokyo
Japan’s approach to outbound Mr. Akihiko Hosaka
Tokyo
travel
Japan Association of Travel
Agents
Ecotourism in Japan Mr. Masaya Kusube
Japan Ecotourism Society
Tokyo
Role of NTOs in Japan Ms. Midori Satoh
Tourism Authority of Thailand
Tokyo
46

AJC’s approach to tourism Mr. In Thoeun
Tokyo
promotion of BIMP-EAGA ASEAN-Japan Centre
Guided tour of Wild Bird PICCHIO Wildlife Research Karuizawa
Forest
Center
Night Tour of Wild Bird
Forest
- ditto - Karuizawa
Wildlife preservation - ditto - Karuizawa
How to create attractive
products
- ditto - Karuizawa
Advanced eco-tour - ditto - Karuizawa
v) Participants’ evaluation of the program:
Excellent Very Informative Should be Total
informative
improved
3 14 2 1 20*
*one multiple answer
Excellent Very Useful Should be Total
informative
improved
7 11 1 1 20*
*one multiple answer
Source: Post-program questionnaire completed by the participants
b) Performance Indicators
Indicator
FY 2010
Target
47
Result Result
FY09 FY10
Number of Participants 16 14 19
c) Evaluation
The Centre managed to provide a balanced program for the participants
with lectures on tourism and ecotourism in Tokyo combined with hands-on
learning in Karuizawa.
In particular, the visit to Karuizawa was a valuable experience for the
participants. Many of them expressed the view that they were impressed not
only by how well-maintained Karuizawa area was, but also by the way the
professional guide guided them during the eco-tours using the various tools at
appropriate places to better communicate with the participants.

Workshop in Tokyo Group Photo
Guided eco-tour in Karuizawa
A guide showing a special device used for
bear conservation
3. Seminar on Sustainable Development of Tourism Destination
a) Outline
i) Implementation:
Date Place
February 14, 2011
Makassar, Indonesia
February 17
Bandar Seri Begawan, Brunei
February 18
Kota Kinabalu, Malaysia
March 8
Davao, Philippines
ii) Follow-up seminars were held at the respective BIMP-EAGA destinations
after the conduct of the “Technical Workshop on Sustainable Development of
Tourism Destination for BIMP-EAGA” for the workshop participants from
BIMP-EAGA to share their learning in Japan with industry stakeholders back
in their home countries.
iii) Number of participants of the respective seminars:
Indonesia 63 / Brunei 41 / Malaysia 46 / Philippines 42
TOTAL: 192 persons
48

iv) The Centre dispatched an ecotourism expert, Mr. Masaya Kusube, to
BIMP-EAGA to lecture at the seminars on “Ecotourism in Japan”.
Additionally, ecotourism experts in the respective countries delivered
presentations on their ecotourism situations, while the workshop participants
made presentations on what they had learned in Japan. Panel discussion
was also held at the end of the seminars.
b) Performance Indicators
Indicator
FY 2010
Target
49
Result Result
FY09 FY10
Number of Participants 160 206 192
c) Evaluation
By conducting the follow-up seminars, the Centre could disseminate
information on ecotourism in Japan and BIMP-EAGA to many industry
stakeholders in the respective countries.
The seminars were also ideal occasions for the exchange of views with
local stakeholders on how to leverage tourism resources and to improve
approaches, as well as to discuss some concerns regarding ecotourism. Topics
were not always specifically on the Japanese market, but covered a wider area.
Additionally, the seminar participants included local tourism experts and
university academians, who could further pass on the knowledge to their
stakeholders and students.
Many participants shared the opinion that it was important to protect the
environment while considering the livelihood of the local community, and that
education was the key to sustainable development. Many of them also actively
participated in the program by raising questions during the Q&A sessions, and
very lively discussions took place.
Q&A Session (Philippines) Panel Discussion (Brunei)

4. ASEAN PR Activities (tourism & exchange)
a) Outline
i) The Centre participated in and supported tourism-related fairs/exhibitions
organized by other organizations to promote ASEAN tourism as follows:
Event (Participated) Date and Place Turnout
Keikyu Asia Fair August 5 – 10, 2010 (Yokohama) n.a.
APEC SME Products
International Fair
October 1 – 3, 2010 (Gifu) 9,800
Asian Pacific Festival Fukuoka
2010
September 18 – 20, 2010 (Fukuoka) 66,000
JATA World Travel Fair 2010 September 24 – 26, 2010 (Tokyo) 111,000
Sakai ASEAN Week Tourism
Seminar
October 7, 2010 (Sakai) n.a.
Overseas and Domestic
Longstay and Immigration Fair
November 13, 2010 (Tokyo) 8,350
Forum for Mekong-Japan
Public-Private Cooperation
Promotion
December 14, 2010 (Tokyo) 50
ASEAN Yokocho March 11 – 13, 2011 (Gifu) n.a.
ASEAN Yokocho March 23 (Chiba) n.a.
Event (Supported) Date and Place Turnout
APEC Photo Exhibition July – September 2010 (Sendai) n.a.
Vietnam Culture and Tourism
Festival
June 23 - 24, 2010 (Tokyo) n.a.
Angkor – Photographs by Baku
Saito
July 24 – August 8, 2010 (Shizuoka) n.a.
Sakai ASEAN Week September 27 – October 10, 2010
(Sakai)
18,000
ASEAN Kentei (ASEAN August 29, 2010 (Tokyo, Osaka, 3,000
Knowledge Exam)
Nagoya, Fukuoka)
exam
takers
ASEAN Kentei (ASEAN March 12, 2011 (Osaka, Nagoya, 760 exam
Knowledge Exam)
Fukuoka, Bangkok (Thai Exam only) takers
to the earthquake on March 11.
50

ii) The Centre organized the following events:
Event Date and Place Turnout
ASEAN Tourism Seminar* June 21, 2010 (Fukui) 25
ASEAN Photo Exhibition* June 19-20, 2010 (Fukui) n.a.
ASEAN Photo Exhibition* October (Gifu) n.a.
ASEAN Tourism Seminar* October 8, 2010 (Gifu) 25
“Nurie (Picture Coloring)”
Campaign of ASEAN’s
traditional consumes
September – October 2010 (various
venues)
*organized in conjunction with the APEC Ministerial Meetings
51
About
100
applicants
iii) Presentations were delivered at the universities and special classes
arranged at an elementary school:
Featured topics Date and Place Number of
Students/Pupils
Introduction of AJC, October 15, 2010 (Shizuoka
85
ASEAN-Japan relations,
tourism in Japan and ASEAN
University)
- ditto - November 16, 2010 (Aichi
University)
56
- ditto - November 17 & 19, 2010 (Tokai
University)
27
- ditto - November 25 & December 9,
2010 (Jumonji University)
81
Introduction of ASEAN
countries (C, I, M, P, S, T)
January 15, 2011 (Onarimon
Elementary School)
180
Introduction of Brunei
including traditional dance
performance
February 24, 2011 (Onarimon
Elementary School)
60
iv) The Centre supported and organized events at the ASEAN-Japan Hall:
Event Date Turnout
Thailand Longstay Seminar April 10, 2010 80
Singapore Study Tour Seminar July 28, 2010 60
Cambodia Tourism Seminar September 8, 2010 25
Debrief Meeting on JATA’s
Familiarization Trip to
Sihanoukville, Cambodia
September 10, 2010 30
Studyabroad in Singapore
Seminar
November 6, 2010 90
Vietnam Longstay Seminar December 22, 2010 30
Report on “ASEAN + 3 Youth
Project”
January 14, 2011 50
Myanmar Tourism Seminar March 4, 2011 40

v) The following printing/promotional materials were produced:
Material Number of copies
ASEAN Desk Calendars for 2011 with public
holidays of ASEAN countries
2,000 copies
ASEAN Tourism Guide Map 4,000 copies
vi) The Centre through the tourism website provided the latest information
on ASEAN tourism and also responded to telephone or e-mail inquiries from
the general public and the travel trade.
b) Performance Indicators
Indicators
a. Number of Outside
Fairs/Exhibitions
Participated or Supported
by the Centre
b. Number of Visitors to the
Events Participated or
Supported by the Centre
c. Publications
(Tourism Promotional
Materials)
d. Number of Copies of
Production in the Year
e. Number of Information
Services Provided in the
Year
f. Number of Events at the
ASEAN-Japan Hall
(Organized or Supported)
FY 2010
Targets
52
Results
FY08 FY09 FY10
10 4 11 20
300,000 117,030 618,962 217,110
1 kind 1 2 2
4,000 copies 1,400 6,400 6,000
1,300
2,254 1,338 1,079
6 - 5 8
g. Number of Visitors to the
Events Organized at the
ASEAN-Japan Hall
300 - 377 405
h. Number of School Visits 5 - 3 6
c) Evaluation
The Centre actively participated in or supported events organized by other
organizations to further enhance ASEAN tourism. Additionally, the Centre fully
utilized the ASEAN-Japan Hall for tourism promotion by organizing events in the
hall or supporting tourism-related events which were held at the Hall.
As part of the Centre’s effort to encourage young people to travel to
ASEAN destinations, visits were made to universities to deliver presentation on the
Centre as well as ASEAN Member Countries. Furthermore, upon request from a
nearby Onarimon Elementary School, the Centre twice arranged special classes on
ASEAN culture with the cooperation of ASEAN Embassies/NTOs and ASEAN

students who are based in Tokyo. The program was well received by the pupils
and their parents, and would be continued in the next fiscal year.
The Centre also supported a series of “ASEAN Kentei (ASEAN Knowledge
Exam)” which was organized by Recruit Co., Ltd. This exam to test people’s
knowledge of ASEAN countries was well received by ASEAN fans, and as many as
3,000 people took the first exam on Thailand.
Singapore Study Tour Seminar at the
ASEAN-Japan Hall (July 28, 2010)
Asian Pacific Festival Fukuoka 2010
(September 18 – 20, 2010)
Leaflets of “ASEAN Kentei (ASEAN
Knowledge Exam)”
Introduction of Brunei culture at
Onarimon Elementary School (January
15, 2011)
53

5. Networking and Marketing Activities
a) Outline
i) A Brunei’s Tourism Catchphrase Competition was conducted by inviting
catchphrases to enhance Brunei’s tourism from the general public in
Japan.
Duration: March – May 2010
Applications: 1,035 (five catchphrases were selected)
ii) Long-size posters featuring ASEAN’s tourism attractions were displayed
at Shimbashi, Shinjuku, Tokyo, Ohmiya and Yokohama JR (Japan
Railway) stations.
Period: September 20 – 26, 2010
(coincided with the JATA World Travel Fair)
Viewers: Approximately 1.25 million people
iii) The Centre participated in the ASEAN Tourism Forum 2011 and made
presentation on its roles and activities to key tourism stakeholders of the
ASEAN Member Countries at ASEAN NTOs and ASEAN Tourism
Ministers’ Meetings. During the Tourism Ministers’ Meeting, the
Centre was given a plaque of appreciation to commemorate its 30th
anniversary. The Centre also assisted Japanese buyers during the
Travel Exchange (TRAVEX: a business meeting held in conjunction
with ATF).
Duration: January 15 – 22, 2011
Place: Phnom Penh, Cambodia
iv) Three articles on ASEAN’s tourism were featured in the “Travel Journal”
Magazine.
Issues: October 11, 2010 / November 8, 2010 / December 6, 2010
v) The Student Activity for Equator Asia (BIMP-EAGA) was conducted
with the main purpose to publicize Equator Asia among youths, and to
train Japanese students as young opinion leaders as well as to enhance
tourist traffic from Japan to BIMP-EAGA and ASEAN Member
Countries. 20 students (five per country) who were selected were
dispatched to BIMP-EAGA destinations in June/July 2011 under the
JENESYS (Japan-East Asia Network of Exchange for Students and
Youths), a program of the Japanese Ministry of Foreign Affairs.
(1) Entry period: September 1 – November 30, 2010 (Received
applications from students)
(2) Selection of students: 20 students were selected among 234 applicants
from 90 universities/vocational schools.
(3) Study Camp in Tokyo – February 12 - 13, 2011 (Briefing on
BIMP-EAGA for the selected students)
54

* The students visited BIMP-EAGA destinations in June/July 2011 under
the program, after which proposals were made by them on how to
promote the region.
b) Performance Indicators
Indicators
a. Number of applications of
Brunei’s Tourism
Catchphrase Competition
b. Number of Viewers of
Poster Promotion *
FY 2010
Targets
55
Results
FY08 FY09 FY10
500 1,035
1,000,000 - 14,000,000 1,250,000
c. Number of Featured Articles 1 4 - - 3
d. Number of students who
applied to BIMP-EAGA
Student Project
100 - - 234
* FY09: On-train poster display / FY10: Poster display at major stations
c) Evaluation
The Centre conducted a poster campaign by displaying large-size posters at
five major JR train stations in the Tokyo Metropolitan area. Considering the large
number of train commuters in the area, the Centre was able to have a wider
outreach.
In order to enhance Equator Asia (BIMP-EAGA) as an attractive tourist
destination and to encourage Japanese youths to travel to ASEAN Member
Countries, the Centre conducted the Student Activity for Equator Asia. Although
the general perception was that the young generation was not travelling abroad as
much as it used to be, but in actuality, more than 200 applications from students
were received. The students were eager to learn about and to visit the destinations.
Poster Display Campaign at major JR train stations

Student Activity for Equator Asia (Study
Camp in Tokyo)
56
Student Activity for Equator Asia (Study
Camp in Tokyo)
6. Quality Service Training Workshop for ASEAN Travel Trade Sector
a) Outline
i) Implementation:
Activity Date Place
Training Workshop June 9 – 11, 2010 Vientiane, Laos
June 14 – 16, 2010 Siem Reap, Cambodia
July 7 – 9, 2010
HCM City, Vietnam
July 12 – 14, 2010 Yangon, Myanmar
ii) The Centre implemented the three-day training workshop for front-liners of
ASEAN travel trade sector on how to improve their service skills, manners,
Japanese language usage, as well as on characteristics of Japanese tourists,
through lecturers dispatched from Japan. The trainings were conducted in
the Japanese language.
iii) Lecturers dispatched from Japan and presentation topics were as follows:
Lecturers Presentation Topics Country
Mr. Yoshinori Yama � Characteristics of Japanese Cambodia
President
tourists
Laos
Office Yama
� How to offer quality service Myanmar
expected by Japanese tourists Vietnam
� How to use the proper
Japanese
business
language in the
Mr. Joukei Fuchigami
� Tour guide techniques
� How to deal with complaints
from Japanese tourists, etc.
� Trends of Japanese overseas Cambodia
Assistant Director travelers
Laos

Tourism & Exchange
Division,
ASEAN-Japan Centre
� Market segments and size of
Japanese overseas travelers
� Japanese culture & tradition
� Puzzling features of lifestyle
& custom in Japan
� Puzzling manners and
behavior of Japanese, etc.
iv) Number of participants by country:
Cambodia:57; Laos:36; Myanmar:41; Vietnam:53
[187 persons in total]
b) Performance Indicators
Indicators
Number of Participants
per Country
FY2010
Target
57
Results
FY08 FY09 FY10
40 36.7 46.2 46.7
Myanmar
Vietnam
c) Evaluation
In the post-training questionnaire survey, more than 30% of participants
expressed that the three-day duration of the program was not adequate. Many
of them also commented that the program be organized again and frequently
with duration of one week or longer.
A DVD presentation on “Japanese Tourists are Coming” produced by the
Centre, was well received as an ideal introduction to Japanese people and their
travel behavior since many of the participants had not visited Japan before.
Role-playing Session (Cambodia)
Certificate Presentation (Laos)

Mr. Yama and the participants
(Myanmar)
58
Certificate Presentation (Vietnam)
7.
Survey for CLMV Tourism Promotion (continued project from FY2009)
i) Reports were compiled by the experts who visited CLMV destinations to
survey new tourism resources:
Report in Japanese language – 200 copies for Japanese travel trade
Report in English language – 100 copies for stakeholders in CLMV
ii) 1,000 copies of brochure were produced by compiling the series of articles
that had originally appeared in “Travel Journal” magazine which highlighted
CLMV’s “water travel.”
iii) A shooting crew was dispatched to CLMV to produce a short video to
introduce the CLMV’s river cruise, as follows:
1st shooting: November 16 – 25, 2010 (Cambodia, Myanmar and Vietnam)
2nd shooting: December 14 – 18, 2010 (Laos)

V. PR Activities of the Centre
a) Outline
i) Publications
In recognition of the need to enhance the promotional activities of
the Centre, the following publications were produced and were
distributed to interested parties who visited the Centre including the press,
as well as on the occasions of trade fairs, exhibitions, seminars, etc.
(1) “ASEAN-Japan Centre News” (online publication)
A quarterly publication which includes up-to-date reports and
announcements of the Centre’s activities and a colorful selection
of current photos, both in Japanese and English.
(2) “ASEAN-Japan Centre 2010” (A4 brochure)
An annual brochure which comprises general information on the
Centre’s role and activities both in Japanese and English.
(3) “ASEAN-Japan Centre Guide” (leaflet)
A leaflet which supplements the brochure “ASEAN-Japan Centre
2010.”
(4) “ASEAN-Japan Statistics 2010” (online publication)
The only comprehensive annual publication which features the
statistics of the ASEAN Member Countries and Japan. The
data are collated from government announcements and
publications of international organizations. Data on China
had been incorporated in the statistics for the purpose of
comparison. A compilation of the PDF print-outs of the
publication in a simple booklet form has also been produced in
response to the strong request by the users.
(5) E-mail magazine
Distribution of an e-mail magazine was started in June 2009 to
introduce forthcoming events for the general public and
publications.
ii) PR Activities through Media
PR activities through media were implemented to raise the profile of
the Centre and enhance an understanding of the ASEAN Member
Countries among the general public.
iii) Participation in Events
For PR purpose, the Centre participated in three events organized by
external organizations:
The Centre participated in the “Asian Networks of Major Cities
21(ANMC21) Exhibition” on November 8 and 9, 2010, by holding the
59

“ASEAN Market”, to offer the “tastes of ASEAN” in the form of snacks,
beverages and lunch boxes. The Exhibition located inside the Tokyo
Metropolitan Government office building attracted many of the
Metropolitan Government office staff members as well as the general
public. The lunch boxes were very well-received and purchased by at
least 123 repeat buyers on the second day. The Centre also provided
some of the traditional costumes of ASEAN countries to the organizer to
be used in the “Experience Asian Culture” corner.
The Centre also participated in the “Global Festa Japan 2010” held
on October 2 - 3, 2010 at the Hibiya Park, Tokyo. While information
materials on the Centre and the ASEAN Member Countries were
distributed to visitors, other interactive activities also took place such as
the ASEAN quiz, “Taste ASEAN” (sampling of ASEAN snacks), and
“Experience ASEAN” (coloring drawings of traditional costumes of the
ASEAN countries; playing children’s games; trying ball games). The
“Experience ASEAN” corner was conducted under the cooperation of
students studying in Japan from the ASEAN Member Countries.
In addition, the Centre participated in a cultural exchange event,
“ASEAN-Japan Youth Leaders Summit,” on November 1, 2010, for the
fourth time. It was organized as a part of “The Ship for South East Asian
Youth Program” hosted by the Cabinet Office of Japan.
iv) Briefing/Lectures on ASEAN and the Centre (Receiving Visitors/
Lecture Visits)
The Centre received visitors including junior high / high school and
university students for PR purpose. Explanation on the role and activities
of the Centre and an introduction of the ASEAN Member Countries and
its relations with Japan was made to the visitors to provide them with an
opportunity to gain a better understanding of the Centre and ASEAN.
Also upon request by a University and a local elementary school,
the Centre conducted lecture visits to promote the Centre’s roles and
activities, about ASEAN-Japan relationship, and other specific topics on
ASEAN with the support of appropriate resource persons.
v) Implementation of ASEAN Promotional Events at the ASEAN-Japan
Hall
In addition to the implementation of events organized by the Centre
at the ASEAN-Japan Hall, the Centre also offer the Hall as a venue to
external organizations for events/activities that promotes ASEAN-Japan
relationship. In FY2010, a wide variety of events were co-organized with
external organizations at the Hall ranging from photo exhibitions,
seminars, and cultural events.
vi) PR Activities through ASEAN-Japan Centre Website
60

The ASEAN-Japan Centre’s website was utilized to upload and
publicize the Centre’s publications such as ASEAN-Japan Centre News,
ASEAN-Japan Statistics and to make announcements on activities of the
Centre, as well as up-to-date information on trade, investment and
tourism.
b) Activities
a ASEAN-Japan Centre News
(Quarterly Issues No. 99-102)
i) Publications Dates and Circulation
b. ASEAN-Japan Centre 2010
The Organization and Its Main Activities
61
July, October 101 Januaryand March
2011
5,000 copies in English/Japanese (June
2010)
c. ASEAN-Japan Centre Guide 5,000 copies in Japanese (March 2011)
d. ASEAN-Japan Statistics 2010
e. E-mail magazine
Uploaded on the web (March 2011)
Simple booklet: 500 copies (March
2011)
24 magazines published between April
2010– March 2011. Number of
subscribers: 1,300 in total.
ii) PR Activities through Media (advertorials) Dates and Circulation
a. The Sankei Shimbun (Chubu area issue)
b. The Nikkei
c. The Daily NNA – KAMPASAR Vol. 1
d. Let’s Enjoy TOKYO
e. International Cooperation Guide 2012
f. The Japan Times
g. The Daily NNA – KAMPASAR Vol. 2
h. Nikkan Plus
April 24, 2010
Circulation: 100,000 copies
June 21, 2010
Circulation: 3,056,000 copies
July 2010
Circulation: 80,000copies
September, 2010
Total PV: 7.4 million/month
October, 2010
Circulation: 50,000 copies
December 17, 2010
Circulation: 67,000 copies
January 2011
Circulation: 100,000 copies
January, February and March 2011
Circulation: 430,000 copies each

i. Asahi Weekly
j. Idou Kyoushitsu Nenkan
i. AERA
iii) Participation in Events
Participation in “Global Festa Japan 2010”
Participation in “Japan-ASEAN Youth Leaders
Summit”
Participation in the “Asian Networks of Major
Cities 21 Exhibition”
62
February 27 & March 27, 2011
Circulation: 92,000 copies each
March 2011
Circulation: 76,500 copies
March 19, 2011
Circulation: 250,000 copies
Dates and Participants
October 2-3, 2010
Visitors:
people
Approximately 106,000
November 1, 2010
Visitors: Approximately 500 people
November 8 & 9, 2010
Visitors: Approximately 33,000 people
iv) Briefing/Lectures on ASEAN and the Centre
15 groups (117 people)
Junior High School Students: 11 groups
High School: 1 group
University Students: 3 groups
A series of five lectures on ASEAN at Japan
University of Economics
(Receiving Visitors/ Lecture Visits)
Receiving Visitors
Lecture Visits
Lecture on ASEAN at the Onarimon Elementary
School
May – December 2010
January 15, 2011
vi) PR Activities through ASEAN-Japan Centre Website
Average number of page views: Approximately 151,000/month
Average number of visitors: Approximately 32,000 /month

vi) Implementation of ASEAN Promotional
Events at the ASEAN-Japan Hall
a. “Indonesian Batik Show” by the Embassy of the
Republic of Indonesia
b. “Vietnam Photo Exhibition” by Vietnam Embassy
c. “Japan-Thailand Art Culture Exhibition” by the
World Art and Culture Exchange
d. ”ASEAN Panel Exhibition” by the ASEAN-Japan
Centre
e. “Indonesian Art Exhibition” by the Society for the
Study of Indonesian Arts
f. “ASEAN Food Stall Festival” by the
ASEAN-Japan Centre
g. Seminar on EPA/FTA by the ASEAN-Japan Centre
h. “ASEAN Anniversary 2010” by the
ASEAN-Japan Centre
i. ASEAN Cloth Cutout Art Exhibition by the
ASEAN-Japan Centre
j. Photo Exhibition on JENESYS Cambodia Program
for Young Photographer by Japan International
Cooperation Centre
k. Photo Exhibition “Devata - smiles of the goddess”
of BAKU Saito by the ASEAN-Japan Centre
l. Art Exhibition “ORIENT 2010” by the Asian Artist
Network by the Asian Artists Network
m. ASEAN Autumn Fair & Movie Nights by the
ASEAN-Japan Centre
n. Little Indonesia in Japan/ Indonesian Exhibition
with Business Meetings by the Embassy of
Indonesia and the Association for Overseas
Technical Scholarship
o. “Japan-Indonesia” Costume Culture Exhibition by
the Japan-Indonesia Costume Culture Association
p. Students Exchange Event “Exchange & Volunteer
in ASEAN” Week by the ASEAN-Japan Centre
q. Photo Exhibition “The World of Shadow Puppet
Theatre of South East Asia” by the ASEAN-Japan
Centre
63
Dates and Participants
April 15 –17, 2010
Visitors: Approximately 2,000 people
April 27 - 30, 2010
Visitors: Approximately 1,200 people
May 11-19, 2010
Visitors: Approximately 2,180 people
June 8-11, 2010
Visitors: Approximately 820 people
June 17-24, 2010
Visitors: Approximately 1,660 people
June 30, 2010
Visitors: Approximately 560 people
July 5 & July 30, 2010
Visitors: Approximately 270 and 220
respectively
August 9-12, 2010
Visitors: Approximately 1,950 people
August 20-26, 2010
Visitors: Approximately 450 people
August 31 – September 2, 2010
Visitors: Approximately 840 people
September 7 -16, 2010
Visitors: Approximately 1,200 people
October 11-15, 2010
Visitors: Approximately 740 people
October 25-28, 2010
Visitors: Approximately 700 people
November 23-25, 2010
Visitors: Approximately 2,790 people
December 13-18, 2010
Visitors: Approximately 2,330 people
January 12-20, 2011
Visitors: Approximately 800 people
January 25 – February 3, 2011
Visitors: Approximately 1,130 people

c) Evaluation
i) Publications
The “ASEAN-Japan Centre News” and “ASEAN-Japan Centre
2010” are among the essential publications produced by the Centre to
introduce the outline and activities of the Centre to Japanese
businesspeople and the general public.
Another publication entitled “ASEAN-Japan Statistics” has gained
popularity and it has become a highly regarded publication among
Japanese businesspeople and associated bodies, owing to the fact that
very few publications are made available which exclusively feature
ASEAN-Japan data and statistics. The data are available online for the
user to download. In addition, limited volumes of the printed version
were also made since the publication has been used regularly by some
business and academic circles as basic reference materials and there are
strong request by various external organizations for a print-and-bind
issue.
Also, “ASEAN,” a brochure targeted at junior high school students,
has continued to be popular. No additional prints were made in FY2010
since there were plenty of stocks, but the brochure has been useful as
an easy reference to introduce the ASEAN Member Countries and
ASEAN-Japan relations and widely read by not only junior high school
students but also by adults. The Centre has received many requests for
the copies to be utilized at school lessons and to be handed out at events.
The Centre also issues the PR e-mail magazines regularly to announce
about events organized in the ASEAN-Japan Hall and other information
that could be of interest to the general public. The subscribers to the
e-mail magazine increased from about 500 in FY2009, to 1,300 by the
end of the FY2010.
ii) PR Activities through Media
Media has served as an effective means to raise the profile of the
Centre and its activities so as to further enhance the understanding of the
ASEAN Member Countries among the general public in Japan.
In addition to the media which the Centre place advertorials annually,
such as the “International Cooperation Guide” (targeting those interested
in pursuing an international career), “Asahi Weekly” (targeting students
and housewives interested in international issues), “Idou Kyoushitu
Nenkan” (to attract more student group visits to the Centre), some new
forms of media were explored in FY2010:
“Let’s Enjoy TOKYO” is an online events information site and the
Centre has placed advertorials of the photo exhibition “Devata – smiles
of the godess” (September 2010) and the “ASEAN Autumn Fair &
Movie Nights” (October 2010) that took place at the ASEAN-Japan Hall.
According to the web page access analysis, the advertorial was the top 7
source to access the event page of the Centre for the photo exhibition.
64

“Nikkan Plus” is another media which the Centre has newly explored
in FY2010. It is a monthly paper that is enclosed in a daily sports
newspaper, and the Centre has placed a series of three advertorials
introducing the ASEAN Members Countries in a fun-to-learn format. As
feedbacks from readers have been very positive, this will be another
media that the Centre wishes to future utilize in the coming fiscal year.
While the Centre places an advertorial on “The Japan Times” every
year, the advertorial in FY2010 was accompanied by a feature article
focusing on the Forum on the Contents Industry held in Singapore in
November. This was to widely appeal to the international and the
business sector about the Centre’s new initiative on the development of
the Contents Industry.
On the whole, the number of advertorials placed was larger than in
previous years providing more PR exposure for the Centre in time for its
30 th anniversary in May 2011.
iii) Participation in Events
Participation in the “Asian Networks of Major Cities 21 Exhibition”
(ANMC21) was a new example of collaboration with external
organizations. The exhibition was organized by the Tokyo Metropolitan
Government Office, and for running the “ASEAN Market”, the Centre
collaborated with restaurants and sellers of foodstuff of the ASEAN
Member Countries. By participating in this event, the Centre gained a lot
of publicity through the Tokyo Metropolitan Government’s channels
such as the official newsletters, website and the local TV network. The
exhibition itself attracted a huge number of visitors.
The Centre’s participation in the “Global Festa” in FY2010 took a
different approach from the previous years. The Centre collaborated with
the students from the ASEAN Member Countries studying in Japan to
create more interactive activities at the booth by having quiz, coloring
sheets of traditional costumes, puzzle of an Angkor ruin motif,
introduction of games of the ASEAN Member Countries, and tasting of
snacks. Through these activities, the visitors were able to experience the
unique ASEAN culture in addition to taking home the information
materials.
The Centre again participated in the “Japan-ASEAN Youth Leaders
Summit” to distribute the information materials and to exchange with the
youths of the ASEAN Member Countries and Japan.
iv) Briefing/Lectures on ASEAN and the Centre (Receiving Visitors/
Lecture Visits)
Having acquired good responses over the years and due to the
growing interest towards ASEAN, the Centre has been receiving a large
number of visitors, especially junior high school and university students.
Upon request by the Japan University of Economics, the Centre
arranged and conducted a series of five lectures between May and
65

December 2010 on ASEAN culture and arts. It was the first time for the
Centre to arrange such lecture series through which the Centre gained
experience and strengthened networks with resource persons.
Another lecture visit conducted in FY2010 was to a local
elementary school, Onarimon Elementary School. The school has been
focusing on getting their students to learn about countries in Asia
including ASEAN, and therefore make a request to the Centre t to
conduct such a lecture visit. The lecture visit was conducted with the
cooperation of students from the ASEAN Member Countries. It was
very well received by the school with requests for re-visit in the near
future.
vi) Implementation of ASEAN Promotional Events at the ASEAN-Japan
Hall
One of the Centre’s objectives is to fully utilize the ASEAN-Japan
Hall to promote activities that will strengthen ASEAN-Japan
relationship.
In FY2010, 17 events were organized by the PR Section of the
Centre, some independently and others in collaboration with other
organizations. Compared to FY2009, where six events were jointly
organized, this is a big step not only in terms of the utilization of the hall
but also in terms of networking and collaboration with external
organizations.
Another aspect to note is that there were some events which
focused on the youths and students. From these events, several students
volunteered for future events organized by the Centre. It is important to
increase the number of “fans” of ASEAN and the ASEAN-Japan Centre
to ensure success in organizing future events.
vi) PR Activities through the ASEAN-Japan Centre Website
The website has proven to be a useful means for information service
both domestically and internationally and for promoting the Centre on a
larger scale. The Centre’s website is ranked high in the internet search
engines such as Yahoo Japan and Google when the word “ASEAN” and
the like are used, which proves that the Centre’s website is
well-recognized.
Announcement of events and reporting of events have been placed
carefully to be in time for the event activities to catch the attention of the
potential participants. The e-mail magazines (which can be registered
online through the Centre’s website) is also fully utilized to make
announcements of the events and publications of the Centre.
66

PR Publications
ASEAN-Japan Centre 2010 ASEAN-Japan Centre Guide
ASEAN-Japan Centre News (No.99, 100 ,101& 102)
PR Activities through Media
67
ASEAN-Japan Statistics 2010

“Asian Networks of Major Cities 21”
November 8 & 9, 2010
Participation in Events
Briefing/Lectures on ASEAN and the Centre
(Receiving Visitors/ Lecture Visits)
Lecture at the Japan University of Economics
May – December, 2010
68
“Global Festa Japan 2010”
October 2-3, 2010
“ASEAN-Japan Youth Leaders Summit”
Japan-ASEAN Cultural Exchange Program
November 1, 2010
Lecture Visit at
the Onarimon Elementary School
January 15, 2011

Implementation of ASEAN Promotional Events at the ASEAN-Japan Hall
“ASEAN Food Stall Festival”
June 30, 2010
“Autumn Fair & Movie Nights”
October 25 - 28, 2010
Students Exchange Event during the
“Exchange & Volunteer in ASEAN” Week
January 12 - 20, 2010
69
Talk Event at the Photo Exhibition
“Devata – smiles of the godess”
September 7-16, 2010
“Little Indonesia in Japan”
Hosted by the Embassy of Indonesia
November 23-25, 2010
Floor Lecture at the Photo Exhibition
“The World of Shadow Puppet Theatre of South
East Asia”
January 25 – February 3, 2011

VI. ASEAN National Activities
a) Outline
Under the ‘ASEAN National Activities’, every ASEAN Member Country have
the authority at its own discretion to fully utilize the amount equivalent to its
contribution made to the annual budget of the ASEAN-Japan Centre for its own
promotional activities, either in Japan or in the ASEAN Member Countries
concerned.
In FY2010, an amount of ¥5,262,000 was allocated for every ASEAN Member
Country to undertake its promotional activities as follows:
b) Activities
Country Promotional Activities
Brunei
- Participation in the 6 th -
International Gift Show in Fukuoka
Travel expenses for 3 travel agents/journalists to participate
in the Tourism Familiarization Trip to Brunei
- Advertising Brunei as a tourist destination in “The Asahi
Shimbun”
- Publishing promotional pamphlets on Brunei in Japanese
Cambodia
- Publishing trade promotional brochure on Cambodian
potential export products
- Study visit by Cambodia officials to Vietnam on promotion
and facilitation
- Media Familiarization Trip from Japan to Cambodia
- Organizing travel promotion workshop to attract Japanese
tourists to Cambodia “Kingdom of Wonder”
Indonesia
- Organizing the “Indonesian Batik Festival” at the
ASEAN-Japan Hall
- In-store promotion at a department store in Osaka
- Indonesia Investment Seminar
- Production of Promotional DVD: “Flores: The Jewel of
Southeast Island” (Subtitled in Japanese)
- Travel Expenses to attend the 30 th Annual Meeting of
Council
Laos
- Workshop on mid-term review for the implementation of
ASEAN Economic Community Blueprint 2015
- Seminar on Enterprise Development and trade promotion
- Printing brochures for the Department of Trade Promotion
and Product Development
- Publishing the investment-related newsletter
- Reproduction of the investment promotional video CD for
distribution
- Printing investment-related guidebook
70

Malaysia
Myanmar
Philippines
Singapore
Thailand
Vietnam
- Travel Expenses to attend the 30 th Annual Meeting of the
Council
- Seminar on the Impact of Climate Change Upon Economic
Development
- Participation in the Lao National Exhibition
- Trade promotion visit to Kagoshima
- Trade promotion visit to Fukushima
- Activities for product enhancement of Malaysian food and
beverage for the Japanese market
- Specific project mission – Electronics industries sector
- TV commercial campaign “Malaysia My Second Home”
- Advertising of Myanmar tourism in the “Tokyo Shimbun”
- Participation in the JATA Fair at the Tokyo Big Sight
- Production of tourism promotional pamphlets in Japanese
- Industrial familiarization mission to Japan
- Production of investment and tourism brochures
- Participation in the 19 th Software Development Expo and
Conference (SODEC) 2010 in Japan
- Philippine Food Fair at the Okura Hotel
- Doing business in Japan seminar
- Investment seminar in Japan
- Reverse mission to Singapore
- Tourism promotion activity at Sapporo Snow Festival
- Business networking seminar in Sapporo
- Trade mission and to promote Singapore as regional trading
hub and business centre
- Reverse mission to promote bilateral trade
- Business development trip to Japan
- Sourcing of reference books
- Thai spa wellness to local resorts in Japan
- Thai spa promotion for Japanese market
- Pet products development for Japanese market
- Thai fresh fruit and vegetable promotion for Japanese
market
- Publication of the “Directory of Vietnam’s Exporters to
Japan”
- Seminar and consultation on designing and marketing
handicrafts for the Japanese market
- Study mission to Singapore
- Travel expenses to attend the 30 th Annual Meeting of the
Council
- Travel expenses to attend the ASEAN Food and Beverage
exhibition at the ASEAN-Japan Hall
71

- Travel expenses for the Vietnam Lifestyle Exhibition at the
ASEAN-Japan Hall
- Promotion visit (trade, investment and tourism) to Miyazaki
and Kagoshima
- Promotion visit (trade, investment and tourism) to Ehime,
Kochi, Kagawa and Tokushima
- Promotion visit (trade, investment and tourism) to Sendai
and Morioka
- Promotion visit (trade, investment and tourism) to Fukuoka,
Kitakyushu and Beppu
- Promotion visit (trade, investment and tourism) to Osaka
and Kobe
c) Evaluation
The results of the activities were reported to have been fairly successful and it
is desirable to continue to maintain similar effectiveness under the ASEAN National
Activities.
However, there were some problems on the process of the settlement, such as
absence of relevant documents to be submitted (bills, contracts, receipts or other
supporting vouchers) and delay in transmitting reports and the above-mentioned
documents by the deadlines. This failure caused a serious problem to the
Secretariat in preparing for the annual audit.
All ASEAN Member Countries are therefore urged to make further efforts in
completing projects by December or January, so that the settlement of the accounts
could be completed within each fiscal year.
72

VII. Administrative and Financial Matters
1. Administrative Matters
(1) Annual Meeting of the Council
Item Date Venue
Outline
30 th Annual Meeting
of the Council
February 9-10, 2011
73
ASEAN-Japan Hall
Tokyo
i) The Meeting was chaired by H.E. Mr. Manuel M. Lopez, Council Director
for the Philippines, Ambassador, the Embassy of the Republic of the
Philippines in Tokyo.
ii) Main Agenda:
a. Highlight Report on the Centre’s FY2010 Programs and Activities
b. Approval of the Annual Work Program and Budget for FY 2011
c. Amendments to the Agreement establishing the ASEAN-Japan
Centre
The 30th Annual Meeting of the Council
Tokyo
February 9-10, 2011

(2) Executive Board/ Working Group Meetings
Item Number of Meetings in FY 2009
Executive Board (Tokyo) 5
Working Groups on;
Trade
Investment
Tourism
Total number of the EB
and WG Meetings in
FY 2009
Outline
In FY 2010, five Executive Board Meetings were held, mainly to consider
the amendments to the agreement establishing the Centre and the transfer of the
incremental portion of the Obligatory Contributions from the ASEAN Member
Countries to support the core operational activities of the Centre for FY2011.
2. Financial Matters
Outline
i) The total amount of the budget for FY 2010 was ¥769,091,510 including
the special fund amounting to ¥41,556,510 which was transferred from
the unappropriated balance for FY 2008 by the decision of the 29 th
Annual Meeting of the Council, and the extra funding, the ASEAN-Japan
Integration Fund (JAIF), amounting to ¥18,785,069.
ii) All the planned projects for FY2010 were completed within the fiscal
year (except for one investment promotion seminar and one industrial
familiarization mission planned in late March 2011 which were cancelled
due to Tohoku disaster).
iii) The unappropriated balance for FY 2010 was ¥54,542,479.
iv) The annual audit for FY 2010 was conducted by an external auditing firm.
There were no problems pointed out by the above auditing firm on the
financial statements of the ASEAN-Japan Centre for the year ended
March 31, 2011.
v) The Annual Report on Revenues and Expenditures of the ASEAN-Japan
Centre for FY2010 was approved by the Council by correspondence on
July 31, 2011.
74
2
2
0
9

VIII. Annexes
1. List of Publications of the ASEAN-Japan Centre during FY 2010
a) General PR Materials
1) ASEAN-JAPAN CENTRE – The Organization and Its Main Activities ★
2) ASEAN-Japan Centre Guide
3) ASEAN-Japan Centre – Main Achievements & Future Direction – ★
4) ASEAN-Japan Centre News (quarterly) ★
5) ASEAN-Japan Statistics (annual) ★
6) ASEAN (brochure targeted at junior high school students)* ★
7) ASEAN-Japan Centre Introduction DVD ★
b) Trade-Related Materials
Japan’s Market for Interior Furnishing Products*
c) Investment-Related Materials
1) Investment Guidebooks for 10 ASEAN Member Countries * ★
2) Other investment-related information such as information on
Industrial estates and seminar document* ★
d) Tourism-Related Materials
1) ASEAN Regional Map*
2) ASEAN Travel Guide* ★
3) ASEAN Tourism Promotional Videos/DVDs ★
4) ASEAN Tourism Photos ★
5) Posters*
* Japanese version only
★
available or viewable online
75

2. Lsit of the Directors of the Council and Executive Board Members (as of March, 2011)
Country * Name Position Division Organization Address
Economic Cooperation Ministry of Foreign International Convention Centre (ICC)
Brunei
Darussalam
CD
ACD,
EBR
Ms. Kamilah Hanifah
Ms. Nor Zerlina Momin
Minister Counsellor
Second Secretary
Department
Affairs and Trade
Embassy of Brunei
Darussalam in Tokyo
Jalan Pulaie, Berakas BB3910
Brunei Darussalam
6-5-2, Kitashinagawa, Shinagawaku,
Tokyo 141-0001 Japan
Kingdom of
Cambodia
Republic of
Indonesia
Japan
Lao P.D.R.
Malaysia
CD H.E. Mr. Hor Monirath Ambassador
ACD Mr. Iem Puthviro Counsellor
EBR Mr. Lim Thearith Commercial Attache
CD Ms. Hesti Indah Kresnarini Director General
ACD Mr. Darmawan Djajusman Deputy Chairman
EBM Mr. Ardi Hermawan Minister
EBM Mr. M. Abas Ridwan Minister Counsellor
EBM Mr. Dwatmaji Hanomanresi Counsellor
EBM Mr. Djatmiko Bris Witjaksono Trade Attache
CD Mr. Kunio Umeda Director-General
ACD Mr. Hiroshi Inomata Director-General
ACD Mr. Makoto Shiota
Deputy Director
General
ACD Mr. Naoyoshi Yamada Vice Commissioner
EBR Mr. Yoshinori Fujiyama Director
EBM Mr. Takao Imafuku
Principal Deputy
Director
EBM Mr. Ken Nakamura Deputy Director
EBM Mr. Kunihiko Shinoda Director
EBM Mr. Koichi Iwamoto Counsellor
CD Mr. Latsamy Keomany Director General
ACD Mr. Bounsom Phommavihane Director General
EBR Mr. Thepthavone Sengmany First Secretary
CD Mr. P. Ravidran Senior Director
ACD, Mr. Mohammad Sanusi
EBR Abdul Karim
76
Royal Embassy of
Cambodia in Tokyo
8-6-9, Akasaka Minato-Ku, Tokyo
107-0052 Japan
Royal Embassy of 8-6-9, Akasaka Minato-Ku, Tokyo
Cambodia in Tokyo 107-0052 Japan
Royal Embassy of 8-6-9, Akasaka Minato-Ku, Tokyo
Cambodia in Tokyo 107-0052 Japan
Directorate General for Ministry of Trade JL. M.I. Ridwan Rais No.5,
National Export
Jakarta 10110
Development
Indonesia
International Cooperation Investment Coordinating Jl. Jend. Gatot Subroto No.44,
and Investment
Promotion
Board (BKPM)
Jakarta 12190, Indonesia
Embassy of the Republic 5-2-9 Higashi Gotanda,
of Indonesia in Tokyo Shinagawa-ku, Tokyo 141-0022
Embassy of the Republic 5-2-9 Higashi Gotanda,
of Indonesia in Tokyo Shinagawa-ku, Tokyo 141-0022
Embassy of the Republic 5-2-9 Higashi Gotanda,
of Indonesia in Tokyo Shinagawa-ku, Tokyo 141-0022
Embassy of the Republic 5-2-9 Higashi Gotanda,
of Indonesia in Tokyo Shinagawa-ku, Tokyo 141-0023
Southeast and Southwest
2-2-1 Kasumigaseki, Chiyoda-ku,
Asian Affairs Department Ministry of Foreign Affairs
Tokyo 100-8919 Japan
Southeast and
Southwest Asian
International Regional
Policy
Regional Policy Division,
Asian and Oceanian
Affairs Bureau
Reginal Policy Division,
Asian and Oceanian
Affairs Bureau
Regional Policy Division,
Asian and Oceanian
Affairs Bureau
Asia and Pacific Division,
Trade Policy Bureau
Department of
Economic Affairs
Foreign Trade Policy
Department
ASEAN Economic
Cooperation
Minister Counsellor Commercial Affairs
Ministry of Foreign
Affairs
2-2-1 Kasumigaseki, Chiyoda-ku,
Tokyo 100-8919 Japan
Ministry of Economy, 1-3-1 Kasumigaseki, Chiyoda-ku,
Trade and Industry Tokyo 100-8901
Japan Tourism Agency 2-1-3 Kasumigaseki, Chiyoda-ku,
Tokyo 100-8919 Japan
Ministry of Foreign
Affairs
Ministry of Foreign
Affairs
Ministry of Foreign
Affairs
Ministry of Economy,
Trade and Industry
2-2-1 Kasumigaseki, Chiyoda-ku,
Tokyo 100-8919 Japan
2-2-1 Kasumigaseki, Chiyoda-ku,
Tokyo 100-8920 Japan
2-2-1 Kasumigaseki, Chiyoda-ku,
Tokyo 100-8921 Japan
1-3-1 Kasumigaseki, Chiyoda-ku,
Tokyo 100-8901
Japan Tourism Agency 2-1-3, Kasumigaseki, Chiyoda-ku,
Tokyo 100-8918
Ministry of Foreign
Affairs
Ministry of Industry and
Commerce
Embassy of Lao
People's Democratic
Republic in Tokyo
Ministry of International
Trade and Industry
Embassy of Malaysia in
Tokyo
*CD=Council Director / ACD=Alternate Council Director / EBR=Executive Board Representative / EBM=Executive Board Member
23 Sing Ha Rd, Vientiane,
Lao P.D.R.
Phon Xay Road, P.O.Box 4107,
Vientiane, Lao P.D.R
3-3-22 Nishi Azabu, Minato-ku,
Tokyo 106-0031
Block 10, Government Offices
Complex, Jalan Duta 50622, Kuala
Lumpur, Malaysia
20-16, Nanpeidai-cho, Shibuya-ku,
Tokyo 150-0036 Japan

Country * Name Position Division Organization Address
Malaysia External Trade Ginza Showadori Bldg 6F., 8-14-14,
EBM Ms. Yuslinawati Mohd Yusof Director
Development Corp. Ginza, Chuo-ku, Tokyo 104-0061
(MATRADE) Tokyo Japan
Malaysia
Myanmar
Republic of
the
Philippines
Republic of
Singapore
Kingdom of
Thailand
Socialist
Republic of
Vietnam
EBM Mr. Mohamad Hashim Director
EBM Mr. Noor Azlan Abu Bakar Director
CD H.E. Mr. Khin Maung Tin Ambassador
EBR Mr. Kyaw Nyun Oo First Secretary
77
Malaysian Industrial
Development Authority
(MIDA) Tokyo Office
32F, Shiroyama Trust Tower,
4-3-1, Toranomon, Minato-ku,
Tokyo 105-6032 Japan
Malaysia Tourism 5F, Chiyoda Bldg., 1-6-4
Promotion Board Yuraku-cho, Chiyoda-ku,
(MTPB) Tokyo Office Tokyo 100-0006 Japan
Embassy of the Union of 4-8-26, Kita-shinagawa,
Myanmar
Shinagawa-ku, Tokyo 140-0001
Embassy of the Union of 4-8-26, Kita-shinagawa,
Myanmar
Shinagawa-ku, Tokyo 140-0003
Embassy of the Republic 5-15-5, Roppongi, Minato-ku,
CD H.E. Mr. Manuel M. Lopez Ambassador
of the Philippines in
Tokyo
Tokyo 106-8537 Japan
ACD,
Ms. Gina A. Jamoralin
EBR
Minister Economic Section
Embassy of the Republic 5-15-5, Roppongi, Minato-ku,
of the Philippines in Tokyo 106-8538 Japan
Tokyo
EBM Mr. Mauino T. Haresco
Commercial
Counsellor
Embassy of the Republic 5-15-5, Roppongi, Minato-ku,
of the Philippines in Tokyo 106-8539 Japan
Tokyo
Tourism Attache and
Embassy of the Republic 5-15-5, Roppongi, Minato-ku,
EBM Mr. Valentino L. Cabansag Representativer for Department of Tourism of the Philippines in Tokyo 106-8540 Japan
East Japan
Tokyo
EBM Ms. Angelica C. Escalona
First Secretary and
Consul
Embassy of the Republic 5-15-5, Roppongi, Minato-ku,
of the Philippines in Tokyo 106-8541 Japan
Tokyo
CD Mr. Chua Taik Him
Deputy Chief
Executive Officer
International Enterprise
Singapore
(IE Singapore)
230 Victoria Street #09-00 Bugis
Junction Office Tower, Singapore
International
International Enterprise 230 Victoria Street #09-00 Bugis
ACD Mr. Ivan Yeo Regional Director Operations (North Asia Singapore
Junction Office Tower, Singapore
and Pacific) Division (IE Singapore)
EBR Ms. Seow Wei Qi
Centre Director
(Tokyo)
International Enterprise
Singapore
(IE Singapore)
1102-Bureau Toranomon, 2-7-16,
Toranomon, Minato-ku,
Tokyo 105-0001
EBM Mr. Peh Yi Han
First Secretary
(Industy)
Office of the
Counsellor (Industry)
Embassy of the Republic 11F, Imperial Tower, 1-1-1,
of Singapore in Tokyo Uchisaiwai-cho, Chiyoda-ku,
Tokyo 100-0011
CD Mrs.Nuntawan Sakuntanaga Director General
ACD Mr. Pilun Bhanich Supapol Director
ACD,
Mrs. Amparwon Pichalai
EBR
EBM Mr. Pariyes Piriyamaskul
Minister
(Commercial)
EBM Ms. Benchawan Sunetvorakul Director
Minister (Economic
and Investment)
CD Mr. Do Thang Hai Director-General
EBR Mr. Vu Van Trung
Commercial
Counsellor
EBM Mr. Ta Duc Minh Commercial Attache
EBM Mr. Le Huu Quang Huy Counsellor
Office of International
Trade Strategy and
Planning
Office of Commercial
Affairs
Office of Economic &
Investment Affairs
Vietnam Trade
Promotion Agency
(VIETRADE)
Head of Investment
Promotion Office
Department of Export
Promotion (DEP)
Department of Export
Promotion (DEP)
Royal Thai Embassy in
Tokyo
Royal Thai Embassy in
Tokyo
Tourism Authority of
Thailand, Tokyo Office
Ministry of Industry and
Trade
44/100 Nonthaburi 1 Rd., Muang,
Nonthaburi 11000 Thailand
44/100 Nonthaburi 1 Rd., Muang,
Nonthaburi 11001 Thailand
6F, Setani Bldg., 5-4, Kojimachi,
Chiyoda-ku, Tokyo 102-0083 Japan
Fukuda Bldg. West 8F, 2-11-3
Akasaka, Minato-ku, Tokyo 107-
0052 Japan
Yurakucho Denki Bldg. South Tower
2F,
Rm.259, 1-7-1, Yurakucho, Chiyoda-
20 Ly Thuong Kiet St., Hanoi,
Vietnam
Embassy of the Socialist 50-11, Motoyoyogi-cho,
Republic of Vietnam in
Tokyo
Shibuya-ku, Tokyo 151-0062 Japan
Embassy of the Socialist 50-11, Motoyoyogi-cho,
Republic of Vietnam in
Tokyo
Shibuya-ku, Tokyo 151-0063 Japan
Embassy of the Socialist #504 Daiei Hatsudai Mansion
Republic of Vietnam in 4-59-3 Yoyogi, Shibuya-ku
Tokyo
Tokyo 151-0053 Japan