At the Kansai Economic Federation’s forum, Jacob Benbunan discussed how place branding can elevate Osaka and the region.

STANDING OUT ON THE WORLD STAGE

In the heart of Japan’s Kansai region, Osaka is preparing to step into the global spotlight. With the World Expo 2025 on the horizon, the city—and the wider region—has an opportunity to position itself as an international hub for innovation, culture and commerce. This kind of opportunity isn't unique to Osaka and Kansai. Places worldwide are constantly competing for tourism, business and talent. Japan, too, <a href="https://saffron-consultants.com/journal/delivering-japans-culture-to-a-global-audience" target="_blank" rel="noreferrer noopener">is reflecting</a> on how to strengthen its national brand to enhance its influence and appeal abroad. At the <a href="https://www.kankeiren.or.jp/English/" target="_blank" rel="noreferrer noopener">Kansai Economic Federation</a>’s seminar series, we shared our insights on place branding—a tool for cities, regions, and countries to stand out even on the biggest of stages. Jacob Benbunan shared with an audience of public and private sector leaders how a distinctive, memorable brand can unlock opportunities and contribute to Osaka and Kansai’s global reputation as a destination to live, work, visit, and invest

Together with Professor Mitsue Tokuyama of <a href="https://www.kansai-u.ac.jp/Fc_inf/en/en_index.html" target="_blank" rel="noreferrer noopener">Kansai University Graduate School of Informatics</a>, Jacob discussed how strong branding helps places stand out and attract investment, tourism, residents, and talent. He emphasised that, more than a single campaign or slogan, a successful place brand is a cohesive identity shaped by governance, culture, trade, and investment. It’s about balancing the realities of place-making with the art of telling an authentic, compelling story to the world.
Jacob also shared lessons from our work with clients like <a href="https://saffron-consultants.com/work/meta-archive" target="_blank" rel="noreferrer noopener">Meta</a> and <a href="https://saffron-consultants.com/work/a1-a-new-era" target="_blank" rel="noreferrer noopener">A1</a>, showing how evolving a brand can drive meaningful impact and help organisations adapt in uncertain times. The takeaway: whether for cities or corporations, a strong brand is a vital tool for navigating change

As Osaka and Kansai look ahead, branding provides a way to redefine how they engage with the world and unlock future opportunities, even beyond the World Expo in 2025.
We’re grateful to have been part of this important conversation and thank the Kansai Economic Federation for the opportunity. With their vibrant culture and ambitious vision, the future is bright for Osaka and Kansai as they shape their story on the global stage.

Shaping Kansai’s global future

Related links

Related work

Inside the future of air travel

Let’s Talk Design #33

When a place understands itself, the world does too