The presence of Japanese companies has been decreasing relatively in the global market over the last decades due to the appearing of new companies such as Google, Facebook, and Amazon. Even in the manufacturing industry, international brands like Apple, TESLA, GoPro, and Drone, are taking the place of Japanese companies. The Japanese GDP dropped so significantly between 2012 and 2015 that the scale of Japanese economy shrunk to the level of early 2000's. Among developed countries, Japan is the only country that experienced this level of economic setback. To compensate the lack of "internal innovation," Japanese companies have acquired foreign startups and companies. In 2015 and 2016, Japanese companies spent over $200 billion to purchase 1195 foreign companies. However, is it the best solution for Japanese companies? In this event, we will share how design can help technology to extract its core value and maximize the economic value that can be a great competitive advantage in the global competition. Japanese Technology Meets Spanish Design Masaaki Hasegawa, a business advisor of Erretres, will talk about how the combination of Japanese technology and Spanish design can generate unique synergies in the global market in the 21st century. In general, Japanese companies are strong at manufacturing: tangible value creation, such as Toyota, Sony, and Hitachi. However, they have some difficulties in intangible value creation like branding, marketing, and communication. Spain, on the other hand, is extremely strong at intangible value creation, such as art, tourism, fashion, education, gastronomy, sports, and of course, design. Masaaki will introduce how Spanish creativity can help Japanese technologies extract their full potential and maximize their economic value through converting technological value into intangible value. Business Transformation Through Design Design is not a result but a process. Design is often considered a tool to make something aesthetically beautiful. As a result, many companies are lacking to establish a link between design context and business context. Pablo Rubio, the founder of Erretres, will introduce a new role of design in the 21st century in the context of the digital era, and why strategic design is necessary for companies today. Particularly, he will share the essence of strategic design and the process of extracting the core value of companies and converting it into design strategy using different cases. Particularly, he will address how design can transform businesses in the current global market and maximize the economic value of technology. Innovation in Gastronomy Innovation and design in Gastronomy is an increasingly growing sector yet what happens behind the scene is mysterious. This talk will unlock ways to deliver innovation by using case studies from Japanese sake brands to Spanish Basque culinary tourism. Sake is the traditional fermented beverage from Japan (similar to wine). In this session we will take an in-depth look at how they are leveraging data, new business model, design to drive innovation and transforming into global brands. Sake Sommelier and Digital Marketing Strategist Kohei Okusa will reverse engineer the techniques behind gastronomy innovation. The case studies are designed to be immediately actionable for developing innovative ideas not only in food companies but professionals in tech, design or startups regardless of size, product line and channel - Anyone who seeks how to create innovation in any sector.

SPEAKERS

Pablo Rubio Ordás Owner, Chief Design Officer at Erretres Pablo is responsible for all creative projects at Erretres, a company he founded in 2003. He has directed numerous projects for clients such as El País, Movistar, Banco Pichincha, Virgin Money, Viesgo, and NTT Data, amongst others. His work has received multiple international design awards and he is a recognized figure in the design industry. From 2007 to 2017 he was creative director of the award-winning Matador magazine. Masaaki Hasegawa Business Advisor at Erretres Consultant, author, speaker, creator, entrepreneur and event organizer. Masaaki is the business advisor of Erretres leading the project “Japanese Technology Meets Spanish Design”. Having backgrounds in finance and technology, Masaaki believes in the power of design and helps technology companies to extract their full potential. He is author of three books on creativity and lecturer with over 4000 students in 120 countries on Udemy. Kohei Okusa Sake Sommelier and Digital Marketing Strategist Kohei Okusa has been exploring different cultures all his life. The experience of being raised in multiple cities and lived in 3 different continents, helps him seeing the world through different lenses. He's been in the Media/Entertainment/E-commerce world to make it easier, the exploration of thriving experiences. And he has been developing his own tools for communication to inspire others such as Digital Marketing, Storytelling, Strategic Brand development, and Visual Communication. Kohei Okusa has worked for TEDxWasedaU as Media Team Leader, he's been Content and Copywriter at FOX and now is Strategic Marketing Projects Lead at StubHub.

29.06.2018 19.00h - 19.40h Japanese Technology Meets Spanish Design 19.40h - 20.20h Business Transformation Through Design 20.20h - 21.00h Innovation in Gastronomy