J@pan Inc Newsletter<br><br>The 'JIN' Japan Inc Newsletter<br>A weekly opinion piece on social, economic and political trends<br>in Japan.<br>Issue No. 441 Wednesday November 21, 2007, Tokyo<br><br>****OUT NOW: J@PAN
INC MAGAZINE'S****<br>IT SPECIAL (NOV/DEC 2007)<br>J-SOX Software Solutions-Virtual Machines-Industry Analysis-<br>PLUS Politics, Fashion, Business, Travel, Finance, Technology<br>Read online at <a href="http://www.japaninc.com">
www.japaninc.com</a><br><br><br>----------------- Travel 67 Photography -----------------<br><br>Limited Edition Prints of Japan<br><br>Bring the spirit and beauty of Japan into your home<br>or workplace with a limited edition print.
<br><br>From the majestic Mt. Fuji to Okinawa's golden beaches<br>we provide a selection of fantastic images produced<br>with archival quality materials.<br><br>Looking for that perfect gift, souvenir or work of art,<br>
visit our Prints Gallery at <a href="http://www.travel67.com">www.travel67.com</a><br><br>-----------------------------------------------------------<br><br><br>Miss Universe Japan<br><br><br>In 1998, if you happened to be a pretty Japanese girl walking
<br>through Yoyogi park, you might have encountered a frantic French<br>woman on a bike offering you the chance to find fame and fortune<br>as a competitor in the Miss Universe Japan contest. The Miss <br>Japan pageant had existed since 1952 but it wasn't until 1998
<br>that it became the Miss Universe Japan competition. Having <br>somehow managed to secure a sponsorship deal with direct <br>marketing firm Amway, Ines Ligron, pioneer of Miss Universe <br>Japan had to make sure that she had some viable candidates
<br>for the competition. By making up for what she lacked in <br>Japanese ability with a good head for business and designer <br>bagfuls of confidence, Ligron was able to go ahead with the <br>pageant and had secured funding for the next three years.
<br><br>For the first year she was paid a retainer by Donald Trump but, <br>of a strong entrepreneurial inclination, after the first year, <br>she bought the license from the Trump Foundation thus making <br>herself founder and president of Miss Universe Japan. This year,
<br>she really hit the headlines when Riyo Mori of Shizuoka became <br>the winner of the international contest. This success was what <br>Ligron had been working for since she first came to Japan. She <br>told us that this was 'the point that I wanted to get to' and
<br>she is unashamed to take credit for the triumph. 'I have become <br>better at my job. I know how to turn the girls from the <br>condition in which they arrive in my office into Miss <br>Universes.' The girls often come from the countryside and if
<br>they make the cut for the final 15, they stay at Ligron's house <br>and are dressed in only the best and most expensive clothes. <br>They receive intensive training, to turn them into confident, <br>beautiful superstars. When asked how the family reacts to having
<br>15 models living with them for a fair chunk of the year, Ligron <br>explains that initially her husband didn't like it. 'Most men <br>would be happy to let a Calvin Klein model use their razor but <br>my husband used to find it annoying. But he is very supportive
<br>and has got used to it. I also have two boys aged six and seven <br>and the girls treat them like princes. They are going to have <br>very high standards in the future….'<br><br>While the contest and Ligron have attracted media attention as a
<br>result of the nature of the pageant and the reader friendly <br>images it can offer, the business and the force behind it are <br>equally worthy of focus. (Although we are unable to include <br>photos in this newsletter, a visit to
<br><a href="http://myblog.ask.jp/muj_ines_ligron">http://myblog.ask.jp/muj_ines_ligron</a> will provide). <br>Ligron first came to Asia when her former husband was moved to <br>Hong Kong. She was, at the time, selling tanning machines in
<br>Europe and she explained to her boss that she wanted to move to <br>HK. Reluctant to lose a talented rep, her boss offered her the <br>role of selling the machines in Asia. So, in a country where <br>white skin is a sign of beautiful chic, Ligron found a niche
<br>market selling tanning machines to luxury hotels; because of the<br>perception that the Chinese market was not a good place to <br>sell tanning equipment, there was zero competition and yet a <br>small but significant demand for the machines from visiting
<br>celebrities and models who expected tanning salons in the hotels<br>where they stayed. <br><br>After doing this for about five years, Ligron's sales ability <br>got her was recruited by the IMG model agency. Then, in
<br>backstage discussions at a Victoria's Secret's fashion show, <br>her name came up as the person to head up Miss Universe Japan, <br>the license for which had been brought by Donald Trump in 1997. <br>After her initial success with Amway, Ligron came up with a
<br>unique business model. 'I had to offer companies something more <br>than just event sponsorship. So with little experience and <br>without knowing how to make a PowerPoint presentation, I put <br>together a very attractive package. What I offered was a unique
<br>form of product placement.' When the final shortlist of 15 girls<br>is made, they sign a six-month agreement by which they surrender<br>all control over their image to Ligron. She tells them what <br>make-up to wear, what brand of bag to carry and what bottled
<br>water to drink. For cosmetics companies this gives them a stake <br>in the transformation of the girls and, as well as the media <br>exposure, they get rights to use the winner at events and all <br>kinds of opportunities to promote their products. At roughly 20
<br>million yen a package, the business is highly lucrative. <br>Nowadays, Ligron sees these deals as more than sponsorship, <br>'they are promotional partnerships. I choose companies that are <br>good for women and have a synergy with the aims and ideals of
<br>the contest. For example, I would never partner with KFC.' <br>Among the partners for Miss Universe Japan 2008 Ligron is proud <br>to include such names as Evian and Maybelline.<br><br>Ligron admits that she had a fair amount of good luck along the
<br>way. For instance, in the early years she never had to pay for <br>office space: her first office was provided by a former <br>distributor she had a connection with. Unfortunately, he ended <br>up disappearing overnight, probably due to his yakuza activities
<br>that led him into trouble with the police. However, she claims <br>that she never takes a holiday and confided that her <br>determination is partly the result of a feeling of being <br>different that she has had since childhood. 'My family are all
<br>talented performers, my mother was an actress and my father was <br>a chef but I couldn't sing or dance. But, I do have a skill, <br>and that is to be able to see the potential for beauty in <br>people, particularly women, and I know exactly how to transform
<br>and improve them. I went into business as an entrepreneur when <br>I was 21 and since then I have been very comfortable with who I <br>am.'<br><br>By Peter Harris<br>Chief Editor<br><br>WHAT DO YOU THINK OF J@PAN INC?
<br>We invite you to take a survey and to win a bottle of<br>premier gin for your troubles. Basically, we're interested to<br>know what readers think of J@pan Inc magazine, since we<br>significantly boosted readers and content at the start of
<br>this year. Tell us what you think and and get the chance to<br>win a bottle of Tanqueray No. Ten: <a href="http://tinyurl.com/yof8sd">http://tinyurl.com/yof8sd</a><br><br>++FEEDBACK<br>Want to comment? It is now even easier to voice your opinion
<br>than ever before! Simply visit <a href="http://www.japaninc.com/jin441">www.japaninc.com/jin441</a> and<br>post a comment below the article. Alternatively, you can email<br>it directly to the author at <a href="mailto:peter.harris@japaninc.com">
peter.harris@japaninc.com</a><br><br>++EVENTS<br><br>--------Marcus Evans Events - Supported by J@pan Inc-------<br><br>Date :27th - 28th November, 2007<br>Venue: Hilton Tokyo Hotel<br><br>1) Creative Advertising and Media Marketing Strategy
<br><a href="http://www.marcusevans.com/events/CFEventinfo.asp?EventID=12919">http://www.marcusevans.com/events/CFEventinfo.asp?EventID=12919</a><br>This event features leading case studies from Fuji Xerox, KDDI<br>Corporation, Nissin Food Products, Kubota and Nihon Michelin
<br>Tyre Co. There will be no future without effective advertising!<br><br>2) Quality Sourcing and Strategic Procurement<br><a href="http://www.marcusevans.com/events/CFEventinfo.asp?EventID=12593">http://www.marcusevans.com/events/CFEventinfo.asp?EventID=12593
</a><br>Come listen to best practices and case studies from renowned<br>organisations like Pioneer Corporation, Bayer Healthcare, Fujitsu<br>and Mastercard.<br><br>'J@pan Inc readers are entitled to a 10% discount upon
<br>registration with Ms. Esther Wong.'<br><br>For further details and brochures, please contact:<br>Ms. Esther Wong<br>Tel No: +603 2723 6736 Fax No: +603 2723 6699<br>Email add: <a href="mailto:estherw@marcusevanskl.com">
estherw@marcusevanskl.com</a><br><br>-----------------------------------------------------------<br>Entrepreneur Association of Tokyo - Wednesday, December 5th<br><br>Panel Discussion Title: 'Boost Your Sales in 2008!'
<br><br>Mr. Brian Nelson - President and CEO of ValueCommerce Japan<br>Mr. Dan Harris - Principal at Market Analytic Partners<br><br>This coming December, EA-Tokyo will be inviting two past<br>speakers and entrepreneurs who are also experts in B2B
<br>sales. They will be sharing some of their experiences and<br>tips for selling in Japan and then opening up the floor to<br>questions.<br>If you are interested in boosting your sales in 2008 this<br>is an event you won't want to miss!
<br><br>Date/Time: Wednesday, December 5, 7:00 pm<br>Location: Shinsei Bank Head Office 20F<br>Language: English<br>Website: <a href="http://www.ea-tokyo.com">http://www.ea-tokyo.com</a><br>Email: <a href="mailto:info@ea-tokyo.com">
info@ea-tokyo.com</a><br><br>-----------------------------------------------------------<br><br>Globis International School presents Airbus Japan<br>-CEO Glen S. Fukushima<br><br>On December 14, Globis International School is proud to
<br>present a speech by Airbus Japan CEO Glen S. Fukushima.<br>Mr. Fukushima will give a speech titled 'Strategy and<br>Globalization in Japan's Future' at our main campus in<br>Kojimachi, where he will discuss how the strategic use of
<br>knowledge gained through management education can help<br>companies gain an edge.<br><br>For more information, please visit:<br><a href="http://tinyurl.com/2ozgx9">http://tinyurl.com/2ozgx9</a><br><br>Please e-mail <a href="mailto:gis@globis.co.jp">
gis@globis.co.jp</a> to reserve your place at<br>this important seminar.<br><br>For more information about Globis International School,<br>including trial classes and customized corporate training<br>offerings, visit <a href="http://gis.globis.co.jp/e/">
http://gis.globis.co.jp/e/</a><br><br>-----------------------------------------------------------<br><br>Japan's First Family Social Network is here! <a href="http://www.piqniq.jp">www.piqniq.jp</a><br><br>Are you raising a family in Japan? Do you speak English?
<br>Would you like to meet other English speaking families in<br>your area? Piqniq is a Social Network Service tailored<br>specifically for you!<br>Our concept is "Families helping Families" and we invite<br>anyone that wants to meet other families, help other families,
<br>or discuss family-related issues pertinent to life in Japan<br>to come and join the Piqniq today!<br><br>For more information: <a href="http://www.piqniq.jp">www.piqniq.jp</a><br><br>-----------------------------------------------------------
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