- Eddie Jones, Former Head Coach of Japanese National Rugby Team, Makes Debut Appearance in Japanese Advertising -

Isetan Mitsukoshi Holdings Ltd. will continue "this is japan." -- which it launched last year as a corporate message showing the direction of its corporate activities more clearly -- in 2016, and step up its efforts to send this message to the world.

1. What is "this is japan." message?

The Isetan Mitsukoshi Holdings Group has promoted its campaign titled "JAPAN SENSES" since 2011 to rediscover values created by Japanese tradition, culture and aesthetic consciousness and offer them to its customers as new values. Under the new corporate message, "this is japan.", which it launched in 2015 by deepening this campaign, the group has brushed up its corporate activities, including its product lineup, hospitality and employees' behavior, by fully using its five senses nurtured by Japan's four seasons.

2. What's new about "this is japan." in 2016?

This year, Isetan Mitsukoshi Holdings will conduct a New Year advertising campaign featuring Eddie Jones, the former head coach of the Japanese national rugby team and current head coach of the English team, the nation in which the sport originated.

Jones rose to prominence by leading Japan to an unprecedented success in the 2015 Rugby World Cup. Impressed by his powerful conviction that "Japanese people can exceed their expectations by refusing to become complacent," Isetan Mitsukoshi Holdings has now signed an advertising contract with Jones, the first such venture for him in Japan.

His first message at the start of 2016 is "Exceed your expectations." Endowed with diligence and creativity, Japanese people are capable of achieving an even greater success on the world stage. This message seeks to exhort the Japanese to expect more of themselves, without becoming complacent, and to demonstrate "this is japan." to the rest of the world. The rock-steady look in Jones' eyes as he says these words leaves a lasting impression.

Jones' message can be read by visiting the following website: http://this-is-japan.jp/

For visual content of its advertisements, visit the following website: http://www.imhds.co.jp/english/news_release/

3. Isetan Mitsukoshi Holdings to continue efforts relating to "this is japan." and step up efforts to send this corporate message to the world

Based on its corporate message, "this is japan." ,the Isetan Mitsukoshi Holdings Group as a whole is determined to step up its efforts to offer Japanese goods and marketing services that are appreciated by the world and dispatch information worldwide.

Specifically, Isetan Mitsukoshi Holdings will expand its biannual "JAPAN SENSES" campaign to a quarterly campaign. Isetan Mitsukoshi will upgrade this campaign to one that the whole group will promote, focusing on not only goods but also highly advanced value-added services and recommending goods and services that will suit customers' culture and lifestyles.

In this year's first round of the JAPAN SENSES campaign from January 3 to 12 (from January 2 to 12 at Mitsukoshi Nihombashi Main Store and Isetan Fuchu Store), the group respects desire for happiness and a deep sense of hope that people have at the beginning of the year and proposes "art & culture" that will lead to the creation of a prosperous future.

Regarding special goods it produces based on Japan's excellent artisanship, Isetan Mitsukoshi Holdings will begin this coming spring to expand the lineup of products under not only the "NUMBER TWENTY-ONE" brand but also "SEKItoWA" for men, "Johaq" for women and "nippoppin," which is a general merchandise brand aimed at helping consumers enjoy their day-to-day living.

Furthermore, Isetan Mitsukoshi Holdings is set to launch the "#_thisisjapan" project this coming spring using Instagram, which is a non-language means of communication, in order to more proactively send its "this is japan." corporate message to the world.

Isetan Mitsukoshi Holdings is determined to strengthen its efforts to make various proposals and dispatch information through its product lineup, shopping environment and hospitality. Isetan Mitsukoshi Holdings hopes consumers will stay tuned for the "this is japan." campaign.