By Chris Betros

Executive Impact Nov. 25, 2009 - 09:50AM JST ( 1 )

TOKYO —

In 2003, Koh Aoki established the NPO Active Middle International Association (AMIA) for middle-aged people who are actively seeking opportunities for leaning about Japan and other countries and socializing. AMIA organizes monthly forums and parties, attracting more than 3,000 participants so far.

The forum activities have gained momentum especially since 2007, due to the more than 20 forums with ambassadors/ministers from different countries, as well as seminars and lectures.

Japan Today editor Chris Betros chats with Aoki to hear more.

How did AMIA get started?

AMIA has its roots in the mutual support activities and social safety networking called Metropolitans’ Board and Link, which started in 1997, with the aim of studying social policy on a grass-roots level. We changed our association’s name and were registered as an NPO in 2003. I used to organize seminars for companies and I worked for Reed Exhibitions, so I’ve had a lot of experience at organizing such events.

Tell us about the events AMIA organizes.

The forums we organize are focused on two domains: the ones with embassies, where we can educate ourselves about social issues across the world, and the ones with business leaders and social entrepreneurs in the private sector, where we exchange views as to the meaning of wealth in the light of global challenges.

How popular are the events?

The forums at embassies can attract from 50 to 100 participants. Currently, the number of young participants/members are increasing, and we are looking forward to promote our social activities by intermingling with more people across cultural/generational boundaries. We have members in their 30s and some in their 70s. A lot more women are attending the forums—about 60% of our members are women.

Which embassies have taken part so far?
Lots. The ambassadors or ministers themselves often speak. So far, we have held events at the embassies of Israel, Sweden, Kyrgyz Republic, Denmark, Malaysia, Finland, Norway, San Marino, Bulgaria, Germany, Cuba, Australia, Romania, Egypt and on Dec 3, we will hold a forum at the Laos embassy.

What is the program at an embassy event?

The ambassador or minister gives a talk on their country’s relationship with Japan, followed by a Q&A. Then we have drinks and dinner, plus some traditional musical instrument recital.  The evening usually goes for about 2 ½ hours.

How much does it cost participants?

It depends on the embassy. It might cost up to 10,000 yen per person.

Is there a membership fee for joining AMIA?

Yes, 10,000 yen a year. We have been getting 5-6 new members per month recently.

How do you market AMIA’s activities?

Word of mouth is the best way. Our homepage has a lot of info and I use websites like Ecentral. The Mixi community is also good for promoting embassy events.

How do you approach an embassy?

First, I call up and ask to speak to the ambassador’s secretary. I explain the format of the event and send more details by email. Maybe a week later, they call back. So far, about 70% of embassies have said yes.

How do you decide which embassies to approach?

Each year, there are anniversaries in some nations or anniversaries of their relationships with Japan. For example, this year is the 50th anniversary of the Republic of Cuba. Next year, South Africa will host the soccer World Cup, so we are hoping to do something with them. Also, in 2010, Mexico and Japan will make the 400th anniversary, also Portugal and Japan will mark the 150th anniversary of their relationship.

What other activities are you planning?

We are thinking about an amateur world soccer tournament between embassies next spring just before the World Cup starts.

For further info, visit http://amia.jp