Understanding the emotional connection that people have to products inspires the innovative research and work of current Corporate Affiliates Program Fellow Yuichi Moronaga.

Moronaga engaged in policy-related work for Japan's Ministry of Economy, Trade, and Industry (METI) for nearly a decade, and he most recently served as a deputy manager for the Prime Minister's Cabinet Secretariat. As a student, Moronaga, who holds a bachelor's degree in mechanical engineering and a master's degree in biomedical engineering from Keio University in Yokohama, studied universal design--the design of making products, such as drinking fountains, and spaces, such as public parks, accessible to all. Moronaga took universal design one-step further by considering the emotional aspect of design, factoring positive feeling into accessibility.

In his work for METI, Moronaga applied his creativity and knowledge of universal design to numerous projects, including a child-focused policy agenda. Moronaga and his colleagues considered the psychology and physique of children when developing the agenda, noting the curiosity of children for exploring places considered dangerous by adults--those that are high, dark, and enclosed--and the broad range of variations in children's physiques. Mean data is not appropriate for child-focused design, says Moronaga, and so he and his team measured approximately 50 different body parts in order to provide a broad data set for designers to work from. After five years, child-focused design is catching on in Japan. A Kids Design award is now in place and the Kids Design Association, a non-profit organization, monitors products, businesses, and public spaces for child safety. Nearly 80 businesses in Japan are now dedicated to child-focused design. At the recent APEC Forum held in Japan, METI sponsored a booth displaying child-friendly products. Moronaga hopes that the trend will spread to other countries.

At the Walter H. Shorenstein Asia-Pacific Research Center (Shorenstein APARC), Moronaga is now engaging in research about essential value, which he describes as the "background story" behind companies and their products. Marketing based on essential value focuses on such things as a tradition of excellence, quality materials, and careful craftsmanship behind a company or product, which causes consumers to feel good about their purchase. The online shoe retailer Zappos, which emphasizes its customer service, is an example of a company that markets essential value. Moronaga is currently studying how social media enhances essential value, such as the way that positive consumer recommendations raise the value of a product. Already widespread in the United States-especially California, Moronaga says consumer reviews are catching on more in Japan.

Moronaga values the opportunity to speak with people at Stanford University and in local companies about his research and work experience, and about topics ranging from the environment to politics. Amidst the prevalence of hybrid cars and exciting green technology research in California, he was surprised to find that energy-saving technologies, such as solar panels, are not as widespread as in Japan. On the other hand, he appreciates discussions and hearing American perspectives on political topics, such as security issues, that he feels are less commonly discussed in Japan.

Moronaga views the connections with people that he and his family are making while at Shorenstein APARC this year as long term and he hopes that his son, who is four years old, will have a happy adjustment to living in the United States and remember the experience for the rest of his life.

October 15, 2010 was the 100th anniversary of the birthday of Edwin O. Reischauer, former U.S. Ambassador to Japan and a key leader in establishing the field of East Asian studies. George R. Packard, president of the United States-Japan Foundation, worked with Reischauer in the 1960s and recently published a biography about him entitled Edwin O. Reischauer and the American Discovery of Japan. Packard spoke at the Walter H. Shorenstein Asia-Pacific Research Center on October 28 to share his perspective on Reischauer's life and career.

Reischauer was born to missionary parents in Japan, where he spent the first part of his life. According to Packard, Reischauer had a lifelong appreciation for Japan that deepened with time, but he also recognized that the more time he spent living in and studying Japan, the more that there was for him still to learn. Reischauer attended Oberlin College as an undergraduate and Harvard University as a doctoral student. During World War II, he worked for the U.S. State Department translating intercepted messages.

The Pearl Harbor-era view of Japan in the United States was that of a "treacherous" country-one that still surfaces from time to time, according to Packard. Reischauer's life's work was to improve American education and understanding about Japan. While teaching at Harvard University, Reischauer, along with China studies pioneer John King Fairbank, helped to build the field of East Asian studies in the United States. Packard credits their efforts for changing the British imperial-era designation of the "Far East" to "East Asia." In addition to his works such as Japan, Past and Present and A History of East Asian Civilization, Reischauer was committed to writing about Japan in popular publications like Reader's Digest.

Reischauer served as U.S. Ambassador to Japan from 1961-1966. While there, he helped to diminish the "Occupation mentality" of Americans in Japan and planted the seeds for the eventual return of Okinawa, said Packard. During his time as ambassador, Reischauer suffered many professional and personal setbacks, including the death of President Kennedy, a supporter of his efforts; the escalation of the Vietnam War, for which he drew criticism although he was not a proponent of it; and being stabbed by a deranged student. According to Packard, after the stabbing incident Reischauer was deeply concerned about generating negative sentiment toward Japan, and thus intentionally kept quiet about it to the media. After returning to Harvard University in the late 1960s, Reischauer continued to draw criticism for the Vietnam War and in later decades was labeled as a "Japan apologist."

Despite his critics, the wisdom of Reischauer's work in academia and government rings true today, as evidenced by Japan's place as a global economic power and the successful and significant role that the U.S.-Japan relationship plays in the peace and economic stability of East Asia. 

In an interview with The Incheon Daily, Gi-Wook Shin, director of Shorenstein APARC and KSP, stresses the significance of Incheon's designation as host city to the 2010 Asia Economic Community Forum. He suggests that Incheon, and in particular the Songdo Free Economic Zone, could become an important meeting ground for Asian nations, in part because it represents a geographical and political compromise, between China and Japan. For this reason, the time has come to seriously reflect upon the role that Songdo will play in Asian unification. According to Shin, Asia should do as Europe has done, following the example of the European Union, which, he maintains, has brought Europe together and strengthened the region. In this integrated Asia, he argues further, Incheon Songdo is perhaps the city best suited to serve as the regional hub.

Beyond his childhood ties to Hawai'i and Indonesia and his self-styled designation as "America's first Pacific President," President Barack Obama has demonstrated significant and genuine interest in Asia and in developing trans-Pacific ties. He embarked on November 5 for the second presidential visit to Asia during his term, and while there he will visit India, Indonesia, South Korea to attend the summit of the Group of 20 (G20), and finally to Japan to attend the annual heads of state meeting of the Asia-Pacific Economic Cooperation (APEC) conference. Secretary of State Hillary Clinton will travel a week ahead of Obama to attend the Association of Southeast Asian Nations (ASEAN) gathering and the East Asia Summit (EAS) in Vietnam, followed by visits to Malaysia, Papua New Guinea, New Zealand and Australia. Her trip will include an added-in stop to China's Hainan Island. To address major issues surrounding the President's trip to Asia--including the "China question" and historic U.S. bilateral alliances--four scholars from the Walter H. Shorenstein Asia-Pacific Research Center (Shorenstein APARC) gathered for a public panel discussion on October 27.

Thomas Fingar, Oksenberg/Rohlen Distinguished Fellow of the Freeman Spogli Institute for International Studies, spoke about the symbolic aspects of Obama's visit, noting the importance of a presidential visit for showing a sense of real commitment to the region and an acknowledgement of the "rise" of countries like China and India. On a more pragmatic side, he also suggested that meeting in person with other leaders is crucial in order to "bring about deliverables." The omission of a visit to China should not be weighed too heavily, Fingar said, pointing out that the President visited China last year. The stops in Japan and South Korea are tied to important multilateral meetings, though they will also reaffirm longstanding ties with those allies, while the visit to India is an indication of growing relations between the two countries. Of particular importance is Obama's participation in the G20 Summit in South Korea and the APEC meeting in Japan because, Fingar stated, a major purpose of the visit is about the "United States having a role in building new multilateral institutions." Finally, while much of the success of the Asia trip rests on how well Obama conducts himself, Fingar expressed confidence that the President would skillfully manage the visit.

During his visit to Indonesia, Obama will meet with Indonesia's President Susilo Bambang Yudhoyono for a bilateral discussion of such issues as economics, security, and higher education. Donald K. Emmerson, director of the Southeast Asia Forum, said that the postponement of earlier-planned visits to Indonesia has lessened some of the enthusiasm for Obama's "homecoming" to Jakarta. China's omission on the trip agenda is noteworthy, he suggested, and Clinton's addition of a stop in Hainan is due, in part, to help alleviate recent tension between the United States and China regarding China's claim of sovereignty over the South China Sea. Clinton's involvement in the EAS is an "important multilateral engagement" for the United States because of the presence of its ally Japan and the fact that the United States and China both have a voice there, unlike the ASEAN Plus Three meetings that do not include the United States. While in recent months the U.S.-China relationship has become more strained, Emmerson asserted that the "United States is not going to get into a cold war with China."

Obama will travel from Indonesia to South Korea for the G20 Summit, another major multilateral engagement during his travels. David Straub, associate director of the Korean Studies Program, described several significant aspects of this time in South Korea. While not technically an organization, Straub said, the Summit is an important forum for the discussion of economic stability and growth. Similar to Fingar, Straub noted the efficacy and significance of in-person meetings. The Summit provides an opportunity for world leaders to have face-to-face discussions on non-economic issues, such as North Korea's political situation. Straub suggested that President Lee Myung-bak's investment in the Summit is based, in part, on raising South Korea's global prestige, which is tied also to increasing the status of the G20 to become the premiere global financial organization. Finally, Straub stated that alongside the G20 meeting, Obama and Lee are expected discuss bilateral relations, which are at an all-time high, including the stalled U.S.-South Korea free trade agreement (Korus FTA). The FTA, which would be the most significant free trade agreement for the United States since NAFTA, has faced opposition and mixed support on both sides.

Obama's visit to India will be the third U.S. presidential visit there in the past decade, which is indicative of changing U.S. perceptions of India brought about through the IT boom and growing economic ties, suggested Daniel C. Sneider, associate director of research for Shorenstein APARC. Sneider pointed to a broader shared agenda despite a lack of clarity on some issues, such as Pakistan, and a focus on India as Asia's "other" growing economy. He stated that he would be watching for the United States and India to work together to emphasize India's role in East Asia, highlighted by India's participation in the EAS. India's Prime Minister Manmohan Singh has championed a "look east" policy and expressed stronger interest in East Asia, especially China. In terms of Obama's visit to the APEC heads of state conference in Japan, Sneider noted the importance of this trip also for the U.S.-Japan alliance. The newly formed government of Prime Minister Naoto Kan has worked to ease tensions in the alliance and both countries hope to use the visit to bolster a more positive image of the alliance. Certain points of contention, like the move of the U.S. military base on Okinawa, have been put aside for the time being. Sneider stated that recent China-Japan tensions have also served to reinforce the importance of the relationship.

Events during Obama's Asia visit in the next two weeks will help to solidify or possibly call into question his image as the "Pacific President," and undoubtedly influence the role of the United States in Asia for the future.

I promise that this program could change your mind and future.

-Daisuke Maeda

Daisuke Maeda, 2008-2009 Corporate Affiliates fellow, embraced the opportunity of being at Stanford University in order to actively engage with students, scholars, and Silicon Valley entrepreneurs. Connecting in person in an environment of innovation and entrepreneurship informed Maeda's thinking about his work with the Sumitomo Corporation, both retrospectively and for the future.

Established in 1919 but with business roots extending back into the 17th century, Sumitomo Corporation is a Tokyo-based general trading company with approximately 200 offices and 800 subsidiaries worldwide, including such major global cities as Beijing, London, Madrid, Istanbul, Casablanca, Sao Paulo, and New York City. Sumitomo is divided into seven business units based on its wide diversification: metal products; transportation and construction systems; infrastructure; media, network, and lifestyle; mineral resources, energy, chemical, and electronics; general product and real estate; and financial and logistics. Some of its subsidiary companies include Discovery Japan, Inc.; Barneys Japan; and Pacific Summit Energy, LLC. The corporation's mission statement expresses a strong focus on social responsibility.

Before coming to Stanford, Maeda had the responsibility for overseeing the marketing strategy of one of Sumitomo's e-commerce companies and while at Stanford he then conducted research about the "long tail" statistical theory which emphasizes the strength of a vendor, such as Amazon, selling a wide array of specialty goods. Maeda looked at arguments for and against this theory and spoke with Stanford students and Silicon Valley entrepreneurs on this subject.  In addition to his research, Maeda met with local startup companies and offered advice on marketing their products in Japan.

Maeda is now a director in the mobile and internet department of Sumitomo's media, network, and lifestyle business unit, which is home to Japan's largest cable television provider, the biggest home shopping television channel, and a major households goods e-commerce website. His current work involves developing a Japan-focused online marketing strategy for Sumitomo's healthcare business offerings.

Maeda urges current fellows to seize the opportunity of being at Stanford, saying, "Don't hesitate. Time is limited." He explains that he actively sought out opportunities to enrich his own knowledge and potential, including meeting and talking with people. "I promise that this program could change your mind and future," he concludes.