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

The Isetan Mitsukoshi 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 2017?

In 2017, we will send out the "this is japan." message under the theme of "placing importance on fundamentals with courage to face the future."

Our message of "this is japan." in 2017 is "Refinement of basics, radiant with trust -- The important things in life never change. this is japan."

As the symbol of "this is japan." in 2017, Isetan Mitsukoshi has cast internationally renowned ballerina Hannah O'Neill. Born in Japan, O'Neill brought life to those sensibilities even whilst moving overseas, persevering through difficult training to fulfill her dream and join the Paris Opera Ballet.

3. Visual display of "this is japan." in 2017

Isetan Mitsukoshi seeks to express the idea of "a future and courage with a sense of energy that fulfills hopes." In their conversations, world-famous choreographer Pierre Lacotte and renowned dancer Hannah O'Neill discussed the courage to face the future and their dreams.

(Image: http://prw.kyodonews.jp/prwfile/release/M102762/201612277531/_prw_OI1fl_VFX9nL11.jpg)

For visual content, visit the following website: http://this-is-japan.jp/

You can see a video on interviews with choreographer Pierre Lacotte and dancer Hannah O'Neill. In and after February, O'Neill will show 24 different dance scenes matching images of the 24 seasonal turning points of the lunar calendar that finely denote the changing of the seasons in Japan. Each scene will be introduced as a seasonal greeting on and after February 4 (Saturday).

4. Isetan Mitsukoshi 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 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 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.

Regarding special goods it produces based on Japan's excellent artisanship, Isetan Mitsukoshi will begin to expand the lineup of products this coming spring. Isetan Mitsukoshi is determined to strengthen its efforts to make various proposals and dispatch information through its product lineup, shopping environment and hospitality. Isetan Mitsukoshi hopes consumers will stay tuned for the "this is japan." campaign.