【Reasons to recommend the awards】
During the 5 years I served to bridge cultural divide between Asia and Japan, I was surprised by the fact that how much overseas consumers are likely to choose award-winning products or products received recognition from a certain independent organization. Although “Made in Japan” evokes an image of reliable high-quality products, the real good points about Japanese products are yet to remain unclear to overseas consumers. Take cosmetics as an example, “Shiseido” is a household brand; however, consumers may not distinguish between inferior brands. And with that, products awarded by assessment organizations in Asia, Europe, USA and so on are considered worthy products and then imported for sale in their market. Japanese customers are capable of distinguishing products made in Japan to some extent; but when it comes to consumers in Asian market, they may end up choosing a product based on its buyer reviews or awards it has received due to the language barrier. With awareness of the fact, Asia・Japan Excellence Entrepreneur Federation, together with ASIA GOLDEN STAR AWARD were established on June 1st, 2017 for the purpose of supporting business expansion and branding in Asia.