Since 2000, Japan has launched higher education reforms including the third-party evaluation, investment management, national university incorporationalization, and university internationalization, in order to enhance university competitiveness. Among these policies, Center of Excellence for 21st Century (COE) program and Good Practice (GP) are two important strategies to improve the quality of education and research within higher education institutions. Therefore, this paper intends (1) to explore the contexts of investment management for higher education, (2) to more clearly understand the development and current situation of the COE program, and (3) to discuss the impacts on university developments and trends. Finally, the author points out the COE program not only as an important policy cooperated with national university incorporationalization but also enlarged the existing gaps between top universities and others by way of gaining external resources