1. Overview

The Tokyo Consortium held an in-person event titled "PR Strategies for the Tokyo Metropolitan Area Startup Ecosystem on the Global Stage" at Shibuya Solasta Conference on Monday, January 30, 2023.Ayumi Fujimoto from Plug and Play was invited to speak. She explained the challenges facing Japan's startup ecosystem, particularly in the Tokyo metropolitan area, and discussed PR methods for Japan's startup ecosystem to address these challenges, drawing on PR case studies from startup ecosystems around the world. Following this, participants split into small groups for a workshop on the approach to PR for the Tokyo metropolitan area's startup ecosystem.

2. Event Implementation Overview

(1) Input Session: Global Startup Ecosystem PR Case Studies

First, Mr. Fujimoto introduced us to PR case studies from startup ecosystems around the world.

Challenges facing Japan's startup ecosystem include "low numbers of people working in startups and low mobility," "limited exit options," and others. Among these, "fragmentation of the ecosystem" stands out as a particularly significant issue.While numerous ecosystems exist across Japan, limited cross-ecosystem collaboration makes information access difficult. This forces individuals to gather information from each ecosystem separately. Consequently, overseas startups interested in entering Japan often abandon their plans because they cannot obtain sufficient information about the Japanese startup environment.

To further strengthen the global outreach of Japan's startup ecosystem, particularly in the Tokyo metropolitan area, it is essential to consolidate scattered information and disseminate it regularly. Specifically, it is crucial to maximize opportunities for global communication, focus on key messages, publish information regularly and frequently, and utilize appropriate platforms for dissemination.Additionally, participating in conferences where overseas startup ecosystem cities and startups gather, such as the Startup Blink Online Summit*1 and Ecosystem Player Meetup*2, is beneficial. This allows for promoting one's own startup ecosystem while learning about other cities' initiatives and broadening one's perspective.

When using social media to promote a startup ecosystem, it is essential to carefully select which platforms to utilize to ensure information reaches the target audience effectively. Examining how overseas startup ecosystems conduct their PR reveals frequent use of LinkedIn, Twitter, Facebook, and similar platforms. Additionally, they demonstrate strategic approaches such as tailoring the target audience, language used, and content based on the specific social media platform.

Startup entrepreneurs must collaborate with numerous stakeholders—including governments, administrative bodies, experts, venture capital firms, accelerators, large corporations, and academia—while also defining KPIs to determine the ultimate state of the startup ecosystem they aim to achieve through enhanced PR efforts.

*1: A summit where world-renowned experts and leaders in ecosystem development gather to share knowledge and discuss building environments where entrepreneurial spirit thrives. Held quarterly.

*2: A global event hosted by Startup Genome. In 2022, it was held in Portugal with participation from approximately 60 cities. At the event, each city discussed its startup ecosystem initiatives and potential collaborations with other cities.

(2) Workshop: To raise global awareness of Tokyo's startup ecosystem

To strengthen the PR of Tokyo's startup ecosystem globally, it is crucial to clearly define the ideal state of effective PR. Therefore, the workshop focused on two themes: "The Desired State of Japan's Startup Ecosystem" and "Action Declaration to Promote Tokyo's Startup Ecosystem Globally Starting Tomorrow." Participants divided into small teams to discuss these topics.

Theme 1: The Desired State of Japan’s Startup Ecosystem

First, we discussed what constitutes an effective PR state for Japan's startup ecosystem and the ideal form of Japan's startup ecosystem.Participants suggested that the ideal state for Japan's startup ecosystem should include an expansion of outbound activities, such as an increase in Japanese startups going public overseas. Another ideal state was improving Japan's entrepreneurial environment to attract more foreign startups entering the Japanese market. Additionally, opinions were raised about the importance of overcoming language barriers by communicating the appeal of Japan's startup ecosystem not only in Japanese but also in English and other languages, as well as actively accessing all kinds of information both domestically and internationally.

Theme 2: A Declaration of Action to Promote Tokyo’s Startup Ecosystem Globally, Starting Tomorrow

Finally, several participants made action declarations on what steps to take first to expand Japan's startup ecosystem globally. Key declarations included launching social media accounts for their own startups and beginning to share information in English, supporting Japanese startups by incorporating a global perspective such as introducing overseas initiatives, and communicating the appeal of Japan's startup market to overseas startups.