2020년 도쿄올림픽과 글로벌 문화도시 구상‒긴자와 긴자식스의 사례‒

Abstract

As the host of 2020 Tokyo Olympic, Japan puts emphasis on ‘Cool Japan’, an overseas development project for Japanese Culture, and looks forward greatly to the revitalization of local economy and tourist industry through policies such as increasing the convenience of foreign visitors. Particularly for Tokyo as the Olympic host city, it is worthy to pay attention to its complex shopping mall project driven in association with its recent urban regeneration project. This study investigated Japan’s culture contents strategy in association with Tokyo Olympic called ‘Global Culture City’ and ‘National Prosperity through Tourism’, as well as its characteristics, through Ginza Six, the complex shopping mall newly opened in 2017. Ginza Six is newly redefining the essence and meaning of Japanese culture in order to pave the way for ‘Global Culture City’ and ‘National Prosperity through Tourism’, bearing 2020 Tokyo Olympic in mind. Tokyo’s Ginza is trying to change its city brand image to Global Ginza and this means a formation of Japan’s new cultural platform that connects the world with region, evolving from Ginza’s history. AT the same time, Ginza is now reborn as a space of new luxury where domestic and foreign people can enjoy traditional culture and art in ‘Original Luxury 1st Street’. Accordingly, it is expected that, in Japan’s various policies of urban regeneration and regional prosperity, region’s cultural transformation and new value creation shall be appearing in a form of implementing more from the aspect of foreign tourists.