ASEAN & Japan: G-Marks the Spot

What constitutes good design? The answer is highly debatable. With the way trends come and go these days, what is considered revolutionary today could be obsolete tomorrow.

Take the case of mobile phones, which are now smaller than one’s palm and can take pictures and videos, send and receive email, organize schedules, download music and information, and much more. A couple of decades ago, no one thought calling from the middle of nowhere was possible. Today, millions the world over claim they cannot live without their cellphones. Generations before managed to live without this "luxurious necessity"; so what makes it so indispensable now? Because they are designed to make life easier.

It is essential that designers and innovators challenge the status quo and move beyond established rules to make products that meet a need–even if that need is sometimes not recognized–in and with style.

Filipino designers have, of late, been recognized for their exceptional contributions to the design world. And one body that has repeatedly acknowledged Filipino talent is the Japan Industrial Design Promotion Organization (jidpo) with its Good Design Selection System and G-Mark seal of distinction.

The Good Design Selection is a comprehensive design evaluation system instituted in 1957 by the Japan Ministry of International Trade and Industry. In 2001, the Ministry and the ASEAN-Japan Center proposed the use of the Good Design Award in implementing part of the Center’s program to promote exports to Japan. jidpo studied the proposal in light of the various roles this award is supposed to fulfill, and decided to proceed by provisionally creating an ASEAN Design Selection category under the Good Design Award.

Presented in product, architecture, environmental, communication, and new frontier design categories, international submissions undergo a lengthy and rigorous two-part adjudication process headed by a team of highly esteemed Japanese designers and architects. Selected entries do not compete directly with each other in the Good Design Award system. Rather, they are judged on how well they enhance the quality of daily living and contribute to the future of the design industry. Winning works unequivocally answer the questions: Is it a good design? Is it a superior design? Is it a design that breaks new ground for the future?

Another purpose of the Good Design Award is to recommend to the public well designed products, architecture, and environments that offer them a "richer way of life." Based on this broad vision, they are handpicked to bear the G-Mark, which is Japan’s seal of excellence, synonymous with high quality, ease of use, and outstanding style.

To date, 23 Philippine-made products bear the G-Mark seal–eight were cited in 2003, 15 in 2004, and 10 this year.

Singled out for their exceptional product designs in 2003 were: cocoon chair from Gilded Expressions; wave daybed from Evolve Designs; James Bound vases from Mind Masters; voyage bed and Yin and Yang chair from Interior Crafts of the Islands; and photo frames and storage boxes from Craft Mill. An unparalleled degree of customization and proficient delivery services also earned Robemar Enterprises a G-Mark for its manufacturing system.

The products that made it in 2004 were: grassroots (abaca) carpets and premium edition photo album from Craft Mill Inc.; C-U-C-me folding screen, one-night stand, Kabuki buffet cabinet/dresser and loveseat/easy chair from Interior Crafts of the Islands; sun & moon and threesome from the Gilded Expressions; egg-shaped coffee table from Classical Geometry Export Trading; pea leaf design furniture series from MCCA Industrial; twine ball from the GSG Group; genie chair from Locsin International; abaca-laminated ribbed large vases from Angels and Snowflakes; and Paradise Mango Rum Liqueur from Destileria Limtuaco. Kilus Foundation Multi-Purpose Corp. was cited for its unique process of recycling juice containers into interesting fashion accessories.

The Kilus Foundation, an association of women in Barangay Ugong in Pasig City whose members were trained in ecological solid waste management, was recognized for its exceptional process of recycling doy packs into unique fashion accessories. These are hot fashion items in Europe and the USA, and certainly a good alternative to expensive designer bags–equally stylish, yet less expensive, and environmentally sound.

The Paradise Mango Rum Liqueur is the only food product that made the list. This unique drink blends the exquisite sun-ripened lusciousness of Philippine mangoes and the fiery taste of rum, which makes for a refreshing tropical beverage.

Joining the roster this year are: classic dog vowl from Berde Plants; entertainment caddy and ottoman from Craft Mill; Red Moon coffee table from Design Ventures; melon chair collection from Locsin International; mosaic resin lighting collection from Raphael Legacy; buri lamp from Spring Sheets; and leather Lupis round pillow, wicker square pillow, and oval office organizer from S.C. Vizcarra.

Arturo Dimaano, deputy executive director for operations of the Center for International Trade Expositions and Missions (CITEM) currently seconded to the AJC as assistant director for trade, shares in the triumph. "The Good Design Award is a clear indication that the Philippines has an outpouring of talents and creative skills that we can be truly proud of."

Partners & Friends

Regardless of the problems that the 10-member Association of Southeast Asian Nations (ASEAN) continues to face, it is considered one of the most successful regional cooperative associations in the world.

In Japan, there is one organization that is steadfast in its efforts to help the ASEAN carry out its objectives, as well as actively support its members’ various projects and programs –the ASEAN Japan Center (AJC).

Established in May 25 1981, AJC encourages regional activities in trade, investments and tourism. Its functions include promoting and increasing exports of ASEAN products to Japan, intensifying tourist traffic, and accelerating the flow of investments between Japan and ASEAN member countries, including the transfer of skills and technology.

With Japan accounting for 20.1 percent of the Philippines’ total export sales valued at US$7.963 billion, there is no question that Japan is an important partner of the Philippines.

In line with its objectives to promote ASEAN products in Japan, the Center has made available a Permanent Exhibition Hall (PEH) where a wide range of products, as well as an extensive compilation of information materials and references on the trade and tourism industries of ASEAN member countries, are showcased to the Japanese.

AJC also sends Japanese experts in the fields of trade, investments, and tourism to each ASEAN country to hold or conduct seminars and consultations on product design and development, marketing, even basics of exporting and trade rules and regulations in Japan.

Likewise, AJC organizes trade promotion activities which members could use as a venue to promote their products and services. Along with other ASEAN countries, the Philippines participated in several fairs in 2004, such as the ASEAN Interior/Lifestyle Exhibition, the International Furniture Fair and the Tokyo International Gifts Show. These helped the Philippines generate nearly US$3 million in total sales, further increasing exports of Philippine-made products to Japan from 15 percent in 2002 to 19 percent in 2004.

Aside from promoting ASEAN products, the Center also recognizes the members’ exceptional contribution through its Good Design Award, which is Japan’s only comprehensive design evaluation and commendation system instituted by the Ministry of International Trade and Industry in 1957. (See previous story.)

The year 2003 marked a milestone for AJC with its involvement in the ASEAN-Japan Exchange Year, which served as a vehicle in promoting closer relations between the Association and Japan. This year, AJC is all geared up to further spur the growth of ASEAN exports to Japan and strengthen regional cooperation with its Capacity Building Program.

"The program is the first of a two-module component that will include lectures, presentations, exercises, and other related activities. It is aimed at providing a holistic approach in training ASEAN exporters to meet the challenges facing them in the global setting," says AJC Secretary General Nobutoshi Akao.

Participants of the program, ongoing until April 22, are expected to gain new insights and have a better understanding of techniques to maximize opportunities in trade fairs and exhibitions, particularly in marketing and promotions. Likewise, participants will learn new market trends and business practices to help them determine the strengths and weaknesses of their business and make the necessary modifications.

One of the highlights of this event is a showcase of unique world-class products from each ASEAN country. Taking place during CITEM’s bi-annual Manila F.A.M.E. International from April 18 to 21, the exhibition at the lobby of the Philippine Trade Training Center (PTTC) will feature exceptional handicrafts and houseware from Brunei and Cambodia, superbly handcrafted wood furniture from Indonesia, outstanding hand-woven silks and textiles and stylish fashion accessories from Laos and Thailand, exquisite lacquerware from Vietnam, and outstanding home accessories from Japan and the Philippines.

"Given its reputation as Asia’s leading trade show on furnishings, houseware, fashion accessories, and holiday decor, as well as the thousands of buyers it attracts, Manila F.A.M.E. International is the perfect opportunity for ASEAN members to showcase their products to an international audience," relates AJC Assistant Director for Trade Arturo Dimaano.

With the goal of building a closer Japan-ASEAN partnership, Secretary General Akao urges ASEAN members to "act together and advance together by making use of the valuable experiences they have gained through the years. On our part, AJC will continue to develop and implement an even more extensive range of programs to further enhance the mutual understanding and deepen the relationship between ASEAN countries and Japan."