This document summarizes the author's dissertation on the history of Swedish nation branding. Some key points: - Sweden became famous internationally in the 1960s-70s for its welfare state and "Swedish model" of an equal society. However, this model has since collapsed as wealth inequality has increased. - The author researched Swedish history education, marketing by Swedish global companies, modern history coverage in foreign media, and how this shaped Sweden's international image over time. - While Sweden was praised for its environmental and EU leadership, the "Swedish model" remained the dominant impression despite criticisms from the US and changes within Swedish society. - Sweden has been effective at verbally defining and institutionally promoting its

1. Ayaka
Minami
-Spread each true value of every matter to
the world correctly-
MYPORTFOLIO

2. Table of contents
AyakaMinami
MYPORTFOLIO
1.Introduction
6.Academic
Swedish Nation Branding History
2.Facilitation for Japanese
to be more active at International conference
Japanese Model UN Projects
IoT Project
ALOBABY＆TOROTORO
3.Market Research
4.Share the true value of Japanese products
G-power
JAPAN BRAND PRODUCE SCHOOL
5.Others/Design

3. Introduction
My mission is to find potential values of people, products and
projects, and represent their value to the world.
I would like to introduce digital marketing and
design to traditional Japanese industries and people
to widen their possibility.
Skill/Experience:
・Market research
・Promotion and Sales
・Facilitation of events, projects
・Direction of design, web site, documents, videos,
etc.

4. Facilitation for Japanese
to be more active at International
conference
English committee for
All Japan MUN in Kansai(KMUNC)/
Project to send
Japanese representative
to National Model UN in NY(NMUN NY)

5. -KMUNC-
How I organized English committee and made Japanese MUN more
international.
JapanModelUNProjects
About:
Model UN is a conference, which general people discuss global issue
discussed in UN. People who have different opinions discuss and find the
best solution for all. KMUNC is one of the biggest official Japanese
MUN conference. Recently, English conferences are not held as often as
before because majority of participants is Japanese, and they prefer to
discuss in Japanese. Then, it becomes a problem that there are few
opportunity for participants to interact with people who have a really
different culture.
Problem:
・Usually, the conference had few foreign
participant.
・It was unusual to hold English conference in a
Japanese national tournament .
・There were only few opportunities for Japanese
students to communicate internationally.
・Japanese MUN had a lack of people who were
willing to held an English conference in Japan.
Myjob:
Head Director of
English conference and international
groups(2016-2017)
Purpose:
・To make Japanese MUN
international and open to the public.
・To make opportunities for Japanese
students to communicate in English, and
discuss with diversity.

6. -KMUNC-
Achievement:
・We got participants from a total of 20
countries.
・Foreign Participants joined
the next All Japan MUN as well. We got about
50 foreign participants.
Process:
1・Made concept&plan of English MUN.
2・Collected organizing team members
3・Promoted to foreign universities&international
4・Supported foreign participants
5・Organized the conference for three days
6・Made a community group among
participants and encourage them to keep in touch

7. -Project to send Japanese representative to NMUN NY-
How I made more opportunities for normal Japanese students to
play active roles on the world stage.
JapanModelUNProjects
About:
NMUN NY is the biggest international MUN conference in the world.
About 4000 people join and discuss some issues and suggest policies at
the headquarter of UN.
This project selects and trains normal Japanese students as a Japanese
representatives to NMUN.
Except for this project, there are only two universities which send
students to NMUN NY. This project wants to make more opportunity for
them to join international big conference. This project aims that Japanese
students make connection with foreign students and UN, diplomats, and
keep the connection close.
Problem:
・34th representatives were not good at speaking English.
・We needed to get vote from the participants.
・We had not kept strong connection with US diplomat.
・We didn't know how to train negotiation skill in English.
・We needed to increase opportunities to interact with rare
people such as diplomats, UN staffs, and students at
American university in English because some groups which
send students to international conference appeared.
Myjob:
Member of representative(2015-2016)
Manager of public relationships,
Planner of training program of English
negotiation(2016-2018)
Purpose:
・To give Japanese students opportunities to
interact with UN staffs and bureaucrat,
opportunities to think, research and negotiate in
English with various people.
・To give a trigger for students to expand their
career internationally.
・To improve representatives' skill to get award in
NMUN every year.

8. NMUN NY
Achievement:
・We organized Briefing with the representative of
Japanese government, OECD,WHO, UNESCO,UN
staffs.
・I invited several diplomats from US embassy to
policy presentation event.
・We got award for 2 years.
・I made format of English workshop to train
students' ability of negotiation with colleagues.(this is
still held by the students ever since I made the
format)
Process:
1・Planned a schedule and how to train members'
negotiation skill in English.
2・Researched workshops of negotiation&English
training .
3・Invited diplomats&professors
4・Organized workshops
5・Organized meeting with
diplomats&scholars&members
6・Organized policy presentation event at UN
university
English workshop
Picture after we got award
Policy presentation
Meeting with
Permanent Mission of Japan to the United Nations

9. Market Research
Researching IoT startups in Europe
for Japanese System Integrator.
Promoting ALOBABY&TOROTORO
in Thailand.
Discussing potential of Japanese products in Europe
with investor and CEO of VC in Berlin,
Ulrike Müller

10. -Researching IoT startups in Europe for Japanese SI-
How I made relationships between Japanese companies and European
startups
MarketResearch
About:
I joined a consulting project of researching IoT
startups for Japanese SIer company to invest
for their new business development.
Especially, I searched about startups which
invent IoT solution for livestock, forestry, or
fishery.
Problem:
・Client needed information about IoT startups
which cannot be found on the internet.
・Client did not accept information about
common solution.
・Client wanted to find companies which seem
to have a similar vision they can agree and
seem to be sustainable but still seeds.
Myjob:
Market Research& Made proposal
＆Arrangement of business meeting in Berlin.
(2017-2018)
Process:
1・Researched basic structure&trend of
IoT for primary industries in Europe&Japan
2・Interviewed client about purpose, needs
and vision with team members
3・Listed up potential startups by
interviewing&online researching
4・Visited or contacted them& setting meeting
5・Made a proposal about IoT market to
suggest client ideas about new business
development (IoT for forestry&livestock
industry)

11. RESEARCHING
IOT STARTUPS
Achievement:
・We had meetings with startups in
Berlin&suggested some solution to
launch new project to develop IoT
solution.
・As a result, the client decided to
collaborate with startup which invent
IoT system for watching farm,
mountain, etc. The client have
improved their IoT solution for farm
and field with the startup.(details are
confidential.)
listsofstartupsfortheclient 1pagepfproposalmeetinginBerlin

12. -Promoting ALOBABY＆TOROTORO in
Thai at YCP Bangkok-
How I found a way to expand the market
of Japanese brand in Thailand
MARKETRESEARCH
About:
ALOBABY is Japanese cosmetics brand owned by a
consulting company,YCP.
TOROTORO is Japanese sweet brand as well.
In Thailand, YCP Bangkok has tried to expand the market
of these brands in Thailand since 2016.
Problem:
・These brands were unknown still in Thailand.
・The market of Japanese products were almost red
ocean but still not occupied and we needed to
increase sales channels fast.
・These brands did not have enough channels to
approach foreign women in Bangkok.
Myjob:
Market Research Sales
Advertising Manager for foreign wives(Especially, Japanese wives in
Thailand.)(2017)
Purpose:
To expand the market of Japanese brand
products in Thailand more.
Process:
1・Researched dessert market beauty market in Thailand
2・Join community of foreigners in ThailandInterviewed
foreign women online based
3・Estimated how much our products sold potentially with each
sales channels and suggested some options of new sales channel.
4・Suggested stores to put our products
5・Choose 2 free papers to put advertise to reach foreign women.
6・Made pictures for advertise writing.

13. ALOBABY
TOROTORO
Achievement:
・We opened a booth of TOROTORO in Paragon, a big department store in Bangkok.
・We made new sales channels such as Facebook page, beauty salons, local for
Japaneseforeign women.
・We put advertise on free paper for Japanese wives, and got 32 contracts of house
parties in a first month.
Bootheincenterworld,Bangkok PictureputonFURIKOPI
catalogueofdepartmentstores
MadetheshelfforALOBABYfornewsaleschannelssuchasParagon,
beautysalons,etc.

14. Share true value of
Japanese product
G-power/
Japan Brand Produce School
I was on TV,
and be interviewed about G-power project.

15. -G-power-
How I changed traditional Japanese SME and share the
value of their products to the world.
PromotionJapaneseproducts
About:
Product is bullet proof glass coating.
Its technology is new and the quality is
high.They were struggling with expanding
their market abroad.
Also,they consider appearance of many
competitors.
Problems:
・They did not have an English employee.
・They were poor at brandingPR
because they had spread by personal
connection in Japan so far. They did not
have any public relationship officer.
・They did not organize information to
prove effect of glass coating.
My job:
Sales,Marketing in Europe
Manager for foreign market(2017-Present)
Process:
1・Got appointment by Email,Made a list
2・Built a team for G-power in UK
3・Researched competitorspotential clients
4・Made official documents about house
coatingpersonal belongings properly
5・Did walk in sales in Europe during my trip.
6・Joined international exhibition and made
speech about G-power
7・Built relationships with 10 companies and
facilitate negotiation. Got 2 contracts.
8・Made videos, documents to introduce G-
power smoothly.
9・Established department of international
business.

16. G-POWER
Achievement:
・We got 2 contracts in Turkey
and Singapore.
・We got 30 inquiries in English
in 2 weeks by changing videos
and documents and English
website.(Before, we got only got 3
in one year)
・We built a team to approach
clients in English internationally.
Businessmeetingwith
TurkishTradingcompany
JoinedseveralexhibitionsandprogramofBerlinPartner

17. HOW I changed design of G-power? -Document-
Before After
・It is too wordy and
difficult to get important
points, and what we want
to insist.
・There are too many
colors and points.
・There are no clear
mention about merit of G-
power coating.
・I organized information
and data to emphasize
important points clearly.
・I separated a page for
products, usage and merit
like pictures on the right
side.
・I collected pictures
which can show clear
difference and have an
impact.
・I used illustrations and
pictures to convey
important information
smoothly.

18. HOW I changed design of G-power? -Video-
Before After
・It showed merit of G-
power coating by
interviewing and putting
water like picture on the left
side.
・In the previous video, the
difference between coated
object and non-coated one is
not clear.
・It is 7minutes long and
too long for customers to
watch.
・I made a story of comparison
between a daily life of a man with
G-power and the one without G-
power like pictures on the right side.
・There are two types of customers;
individuals, clients who wants to
start coating service. So, I made two
short videos.
・I showed each merit of G-power
coating by comparing two patterns.
・I edited the video to make it 1
minutes and 30 seconds.

19. -Japan Brand Produce School-
How I supported Japanese traditional craft industry
to share their value correctly
MARKETRESEARCH
About:
This school is a project organized by MITEMO and TCE,
companies which connect designers and local business owners.
This aims to promote Japanese traditional industry with
designers.
I joined this project as a participant and one of facilitators to
connect workers of Japanese companies with potential foreign
customers or designers.
My job:
Mediator between Japanese participants and foreigners.
Advisor for Japanese participants about how to
approach to foreign market and communicate with
foreign advisors(designers).
Process:
1・Researched business and products of participants by
interviewing and visiting,
2・Joined lessons about branding and concept making with
participants
3・Consulted them to find their unique point and helped them to
built their vision with members of MITEMO and TCE.
4・Helped them to communicate with foreign designers.
5・Introduced several ways such as Facebook boost, sending sales
letters, joining foreign events to try to sell products in foreign
countries from Japan, like I did for G-power before.
Purpose:
・To revitalize Japanese traditional products and companies.
・To introduce the true value of Japanese products which have high
potential to foreign market.

20. JAPAN BRAND
PRODUCE SCHOOL
Achievement:
.・I suggested G-power coating and make different points compared
to competitors.
・I established web site for individual handicraft artists.
・I suggested new items for ORIN（Buddhist religious objects）
craftman.
Picture of ORIN,
and design of new healing product using ORIN.
Eye catch, main image on the web site
Japanese knife coated
with G-power

21. Others/Design
・Facilitation and assistant
of Adobe Design Event for
the local government
employee to encourage them
to design using Adobe and
improve performance of
local government.(often in
Japan)
・Facilitation of summer
camp for young students
to guide them about how to
think about what each of
them think important in
their life, what they really
want to do, and future
career.
(every year)
I made eye catch, main image of LP
of the event participants created during the event

22. Others/Design
I also design banners like the
ones on the right side.
The pictures on the top row
are for digital contents about
Japanese history.
The ones on the bottom row
are for marketing and seminar
by a professor at the university.

23. ACADEMIC
Swedish Nation Branding History

24. Swedish Nation Branding
History
Abstract of my dissertation:
I have researched history of Swedish nation branding
and Swedish image. The purpose is to find out what
have formed Swedish image internationally. Sweden is
famous for its welfare and social inclusion system as
Swedish model.
People associate Sweden with equal society. However,
Swedish model is collapsed and the gap between rich
and poor has widen. Also, the gap between foreigner
and Swedish people from Europe has widen as well.
I have researched history education in Sweden and
history of international marketing activity of Swedish
global companies, modern history, and how foreign
media have reported historically.
Starting with the welfare state and the Swedish model,
the Swedish model remained in the impression of
people as criticisms such as assassination and
restraining individual choices by USA negative
campaign.. While efforts to address environmental
issues were evaluated, participation in the EU departed
from the focus of attention, and the EU's leadership and
response to the immigration crisis still attracted
attention from other countries.
Swedish model is already collapsed because of Economic crisis and refugee crisis. A
percentage of GDP in governmental expenditure decreased from 68% to less than 50% in
the 90s. The public service is changed to be provided by a private sector. The gap
between the rich and poor and between man and women are also mentioned by the
OECD.
However, it is 1960-70 when Sweden attracted attention from foreign medias. At that time,
Swedish companies used Swedish image as their identity and Swedish model was
interesting system because it was different from other two big economic system;
capitalism, and communism. When Swedish model came to be destroyed, Sweden joined
EU and it was recognized as more normal nation.
In addition, negative campaign against Swedish image by USA, made medias spoke
negative aspects such as assassination of key people and suppression of individual choice
as a result of Swedish model. Thefore, people focus on Swedish model not on change of
Swedish society.
Sweden is good at forming brand image of the nation.
Sweden has verbalized and summarized its country's image from historical education, and
has established an institution for branding since the age of 1945, when the concept of
branding began to be spoken. This is because they take consistent actions based on the
image set by their country, such as investing in Japan, accepting immigrants and renewing
the country's branding identity. And in fact, such behavior has been taken up by foreign
media.
Then, even if the hypothesis that the image of Sweden is misaligned is not wrong, it can be
said that Sweden is a country that can successfully convey its image to the outside.
According to the Reputation Institute's national reputation ranking (June 2016), Sweden
is the top, and it is always the top in the NBI.

25. Thank you!
Ayaka Minami
atm.epoch@gmail.com
https://www.facebook.com/ayaka.
minami.9028