The Wonder 500 project is a regionally-driven Cool Japan project designed to discover “local products that are the pride and joy of Japan but not yet known outside of Japan,” and then promote them around the world.
A total of 500 products from all 47 Japanese prefectures were selected by 30 expert producers and public voting.
The selections were evaluated in the three categories of Tourism, Craftsmanship, and Food, based on the following criterion: Innovative items created with a certain concept or passion, combined with traditional values supporting unique Japanese craftsmanship and good service.
Each and every one of these 500 items express the values nurtured in the Japanese since ancient times (impermanence and permanence, respect for nature and one’s ancestors, craftsmanship, concept, excellent design, wisdom, etc.).
Through the 500 items, we hope to communicate warmth and wonder, and if it inspires even one person to visit Japan, to buy a Japanese product, or eat some Japanese food, we will have accomplished our goal.