Crowdfunding is a method by which an unspecified number of people provide funds via the internet to other people or organizations aiming to realize a project.
While this service is becoming increasingly popular in Europe and the United States, crowdfunding sites are popping up one after another in Japan as well, each offering their own unique services.
Among these is the crowdfunding service "Tokyo Calendar Fund," which launched at the end of March. It is a joint venture between Tokyo Calendar Co., Ltd., the publisher of "Tokyo Calendar," a magazine that proposes urban lifestyles from Tokyo, and One More Co., Ltd., which provides crowdfunding ASP services and provides consulting services.
What's unique about "Tokyo Calendar Fund" is that the projects are initiated by creators or organizations in fields that are somehow related to food, such as the restaurants and products featured in "Tokyo Calendar" magazine. For example, currently available projects include the "Flamingo Wine Glass Development Project" proposed by the product design team MicroWorks, the "Purchase 20 Types of Tequila Not Imported to Japan in Mexico" project proposed by the Japan Tequila Association, and the "Develop a Spoon for Enjoying Ice Cream with the Ultimate Texture" project proposed by CS Innovation.
To use the site, first create a login account. Once you find a project you'd like to support, click the "Support This Project" button and select the amount you'd like to support (payments are accepted by credit card only). Then, simply enter and confirm the required information on the payment screen. Each project has a set fundraising period and target amount. If the target is not reached within the period, backers will receive a full refund. Another feature of the service is the various rewards offered based on the amount of support. For example, if you pledge 15,000 yen to the "Flamingo Wine Glass Development Project" proposed by the product design team MicroWorks, you'll receive the right to dine at a carefully selected restaurant serving delicious wines selected by Tokyo Calendar. The Tokyo Calendar Fund was born out of the harsh economic environment surrounding the food and beverage industry as a whole. While new food-related creative ideas are flourishing, funding for food and beverage businesses has stagnated due to the worsening financial situation of financial institutions and sponsors. This initiative allows readers of the Tokyo Calendar magazine and website visitors to support the activities of businesses and creators challenging themselves with new creative endeavors by providing small amounts of funding. While the contribution of an individual with an interest in food may be small, when many people come together, new services and products centered around food can be realized. Another unique feature of the Tokyo Calendar Fund is that it inspires supporters to participate in food-related businesses. Going forward, the Tokyo Calendar Fund will solicit proposals for projects in areas such as the production of magazines, product development in collaboration with creators and clients, and reader-participation events hosted by restaurants. The goal is to raise 50 million yen in funding for a total of 50 projects by the end of 2013. One More, the company providing the service, also plans to support various crowdfunding services offered by magazine companies.
