A Japanese CEO Decorates “Art Island” For Two Generations

Turning a whole island into a live art gallery has been conducted in Japan for 18 years. It is so called the “Naoshima Project.”

Naoshima is located at Setonaikai Sea national park off of the middle-right coast of the Japanese main island. It is 20 minutes distance by a ship from the Okayama port. The world-famous travel magazine, Traveler, chose this 8.13 square km area, similar to Yeoui-do, and 3,600 populated island as one among the seven spots which you have to visit before you die.

The island appears as a place for a summit meeting of the G8, which discusses measures on how to deal with biological terror attacks in the newest 007 film. Residents are already excited because of the possibility of film locations on the island.

On the island, there is the art gallery of the famous architect, Ando Tadao, a super mini-luxury hotel with 16 rooms, an international camp in which Pao of Mongo was built for business hotels, unique art galleries converted from empty old houses, glass steps which are set up in the middle of a Japanese shrine, and an exhibition room rebuilt from a stable. The island itself is a huge art gallery and exhibition center, forming a cultural village. Why was this city-suitable art gallery built on an island?

Driving the Naoshima Project for 18 years over two generations, the president of Benesse Corp., Fukutake Soichiro (59-year-old, photo) smiled, saying, “I built it considering both beauty and business.” Benesse Corp. has subsidiary companies specializing in communications materials for teaching, education institution and welfare facilities for old folks, and also owns a culture foundation.

Various formed structures, wooden ships and open hot springs in the beach are art works themselves.

Over 40,000 people, including 2,000 from abroad, visit Naoshima Culture Village a year. An art gallery, which was designed by Ando, will be presented displaying “A water lily” of the master impressionist Mane in July.

The support by the company is absolutely needed because the 1,000 yen (approximately 10,000 won) admission fee per person, and the 60-90,000 won meal or 200,000 won lodging charge can’t maintain those facilities.

“Management is not just saving and making money. To have a profit and extend executives’ tenure is American style. It will be sufficient if I and employees are happy as a “cultural family” on this island.”

Just as “Bene” means good and “Esse” means being, it is impressive that CEO Fukutake aims at “good being.”

Hun-Joo Cho hanscho@donga.com