An increasing number of foreign people become fascinated by Japanese culture and settle down in Japan. However, some of them feel disappointed about rapidly changing Japanese scenery because Japan demolishes old and historical buildings to builds new and fashionable buildings. It seems that modernizing means building new structures to Japanese mindset. No products can restore the original figure once they are demolished. We have to keep in mind there are two kinds of products. One is tangible products like cars and TVs, and the other is intangible products like scenery and culture. Japan has been exerting lots of energy to export and market tangible products. But, it will be vital to market intangible products and let foreign people enjoy them. The Japanese government has kicked off a campaign to attract foreign people with such intangible products as culture, scenery, hospitality, and entertainment. Niigata Prefecture is studying how to attract tourists from Russia. Some municipalities are driving Korean people to play golf in Japan. More than eight million foreign people visited Japan in 2007. It is not a difficult job to increase the number of foreign visitors by marketing Japanese intangible products.

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