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Cool Japan

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as a form of soft power in its post-WW2 era as a non-militaristic country, they were met with hesitation from many countries in the region, but most significantly, South Korea. While "Cool Japan" efforts have now improved their image in South Korea and the region as a whole, it took awhile for South Korea to trust Japan's intentions, and still faces hesitancy. South Koreans viewed this initiative as another way that Japan was inserting itself too much into different realms and cultures they did not belong to. Additionally, by attempting to spread their culture as a form of soft power, it was seen by others as Japan trying to put themselves into other countries in a way too similar to when they had done so during its imperial era. It appeared to be reminiscent of the Co-Prosperity Sphere, in which Japan attempted, and ultimately failed, to implement too much of itself into others under imperial rule. However, while this historical legacy of colonization had impeded Japan's efforts to implement "Cool Japan" initiatives in the region, the past two decades have indicated that it is improving their image and relationships. For instance, by coming together to create media and distribute it to each other's countries, Japan has been able to integrate a positive image in South Korea. This was evident when the two countries co-hosted the 2002 World Cup, showing that the two countries were willing to come together for a significant cultural moment, thus creating a positive image for the public. Another issue which challenged the effectiveness of "Cool Japan" was the lack of relatability throughout Asia. This is also due to the combination of Japan's imperial history and the resulting closed approach of other countries to the Japanese media. In Japan's attempts to spread culture through television and movies, they faced difficulties because other countries were not receptive to it and did not feel a connection to the characters. This is rooted in the rejection of Japanese culture and their attempts to separate themselves as different from its neighbors. Japan was forced to shift their approach to media and improve the relatability of how they present characters. However, Japan was successful in this and as a result saw a spread of Japanese media and culture to their neighboring countries.
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cultivated and pioneered soft power as its approach to its position on the global stage. In this, Japan was forced to figure out how to go about in security, aid, and leadership, starting with reinventing their image and rebuilding their negative reputation. Japan's "Cool Japan" Initiative was a major cornerstone of its soft power policy and greatly contributed to their reintegration into regional and global leadership.
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Japan's use of soft power through its "Cool Japan" has faced criticism connected to its imperialist history. Under its imperial rule over South Korea, Japan cultivated an extremely negative perception of itself due to its treatment of Koreans. Thus, when Japan began implementing "Cool Japan" policies
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The adoption of Cool Japan has also spurred changes in culture studies. As a result of the fascination of Cool Japan with Japanese youth culture and schoolgirls, a new wave of studies called 'girl studies' focuses specifically on the experience of girls and the girls-at-heart. Previously a subject of
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Due to the combination of its failures in World War 2 and its aggressive imperial history, Japan was forced by circumstances, specifically the United States, to alter its approach to global diplomacy. Under Article 9, Japan was no longer able to employ hard power through its military. As a result, it
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criticized the government in 2015 for having set up a huge budget, yet "have no idea where that money should go. It's no exaggeration to say it has fallen into a downward spiral of wasted tax money flowing into little known companies", and that such lack of support is causing Japan to "fall behind
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on cultural activities was ¥116.9 billion in South Korea, ¥477.5 billion in China, and ¥101.8 billion in Japan, forming 0.79%, 0.51%, and 0.12% of total government spending respectively. The fund was launched in 2013, and the Japanese government committed to the Cool Japan Fund ¥50 billion ($ 500
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established a new Creative Industries Promotion Office to promote cultural and creative industries as a strategic sector "under the single, long term concept of "Cool Japan", to coordinate different government functions, and to cooperate with the private sector". The
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reported that within five years the fund "suffered pretax losses totaling 10 billion yen ($ 88.9 million)", and that many projects failed to deliver earnings. Since June 2018, the management has been led by former Sony Music Entertainment (Japan) CEO Naoki Kitagawa.
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In 2017, a senior executive and several other senior male employees of Cool Japan Fund Inc. were accused of sexual harassment targeting female employees of the fund. The employees formed a labor union in order to fight against sexual harassment. In the same year,
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its Asian neighbors in terms of cultural exports". In 2016, Benjamin Boas pointed out that Cool Japan-branded efforts are often promoted without participation of foreigners, leaving out the perspectives of the very foreigners that they are trying to target.
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in charge of Japanese foods. Lecturer Roland Kelts has also suggested that a failure to fully distinguish, brand and engage the overseas audience and market may mean that "Cool Japan" is "over". In 2011,
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journalist Yuta Saito criticized fund's ambitions because their "lack of strategy, discipline gives rise to unprofitable projects", and there's possible conflict of interest by the executives. In 2018,
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titled "Japan's Gross National Cool", Douglas McGray wrote of Japan "reinventing superpower" as its cultural influence expanded internationally, despite the economic and political problems of the "
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available, stating that Sentai had achieved better financial results in 2019 compared to 2018, with plans for medium and long-term growth, and strategic changes following the COVID-19 pandemic.
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and multiple other television shows, Japan successfully established the idea of "Cool Japan" as a method of establishing and improving the country's cultural perception.
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The deputy director described its mission as to "brand Japanese products with the uniqueness of Japanese culture", with a budget of ¥19 billion for 2011 alone. In the
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who contributed ¥6.6 billion out of ¥11 billion, but failed to expand in multiple markets and generate viewership, with nearly ¥4 billion losses until 2017.
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Iwabuchi, Koichi (8 August 2015). "Pop-culture diplomacy in Japan: soft power, nation branding and the question of 'international cultural exchange'".
1206:, to promote Japanese goods and services. However, lack of demand resulted with a loss of circa $ 4.5 million, and all Cool Japan Fund shares sold to 1055:, which by the end of 2009 had reached over 100 episodes. Academic initiatives include the establishment of a "Cool Japan" research project at the 2061: 647: 2690: 1165:, Japanese satellite television channel that broadcasts Japanese programs to overseas viewers in Asia. It was a joint venture with broadcaster 2557: 2144: 2593: 1820: 1637: 1450:
Iwabuchi, K. (2015). Pop-culture diplomacy in Japan: Soft power, nation branding and the question of ‘international cultural exchange’.
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referred to Cool Japan as a form of state-sponsored cultural retreading she calls Gross National Propaganda. Japanese singer-songwriter
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adolescent psychology or feminism, girl studies emerged from Cool Japan to include an interdisciplinary analysis of girl culture.
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reported that it was too soon to consider it "grossly incompetent or corrupt", but was at least "under-performing" for now.
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argued that the government was not doing enough to advance the country's business interests in this sphere, allowing the
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The Japanese government has identified the culture industry as one of five potential areas of growth. In June 2010, the
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Groot, G. (2018). Cool Japan Versus the China Threat: Does Japan’s Popular Culture Success Mean More Soft Power?.
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critiqued Cool Japan campaign as exploiting and misrepresenting youth subcultural fashion and language. In 2013,
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million) over 20 years, with a target of ¥60 billion ($ 600 million) via private investor partnerships. However,
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starts Nippon Quest, a website to showcase and disseminate unknown Japanese regional specialties to the world.
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was distributed at no cost outside of Japan, and was well received in 46 countries. Through the success of
359: 897:, with the ability to "indirectly influence behavior or interests through cultural or ideological means". 886:, and traditional culture to robots, eco-friendly technologies, and other high-tech industrial products". 1220:, becoming a minority shareholder, to support making of content promoting Japanese food and destinations. 354: 91: 1385: 1373: 1207: 719: 677: 2529: 2759: 2754: 2749: 2211:"Traditional Japanese Crafts will be Showcased to the World as a Result of the Cool Japan Initiative" 1335: 813: 729: 724: 416: 111: 77: 1085: 1036: 761: 317: 1938: 971: 364: 215: 106: 2568: 1990: 1166: 453: 220: 116: 1424: 2729: 1831: 1648: 1281: 1263:
to overshadow Japan's efforts. The editorial highlighted structural inefficiencies, with the
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may even have boosted its national cool, due to the partial discrediting of erstwhile rigid
2636:"Gackt lashes out at Cool Japan: 'Almost no results of Japanese culture exported overseas'" 2507: 1773: 1185: 682: 625: 620: 401: 2443: 2279: 158: 8: 1827: 1735: 947: 672: 667: 595: 509: 2232: 2210: 2093:"After four years Cool Japan is Y4.4 bil in the hole and continuing to show few results" 1795: 870:," the Japanese government started using the phrase. The Cool Japan strategy is part of 205: 2336: 2309: 1679: 1556: 1181:
US cafes focused on Japanese tea, on which was spent ¥250 million for nearly 50% stake.
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Funding of the development of content creators for anime and manga outside Japan by
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is one of the key elements for Cool Japan and that pop culture includes
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https://www.cao.go.jp/cool_japan/english/pdf/published_document2.pdf
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Schmitt, G.J. (2014). "A hard look at soft power in East Asia".
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The first investment with new management was $ 12.5 million in
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Walker, J. "Soft Power and Japan's role in a complex world".
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Cool Japan Strategy Public-Private Collaboration Initiative,
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Structure, Audience and Soft Power in East Asian Pop Culture
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Structure, Audience and Soft Power in East Asian Pop Culture
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Structure, Audience and Soft Power in East Asian Pop Culture
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Miller, Laura. "Cute masquerade and the pimping of Japan."
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efforts through the release of a television series titled
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The phrase gained greater exposure in the mid-2000s as
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Hong Kong University Press. pp. 119–144. 2235:. 経済産業省 Ministry of Economy, Trade and Industry 2213:. 経済産業省 Ministry of Economy, Trade and Industry 1728: 1604: 1573: 1273:Ministry of Agriculture, Forestry and Fisheries 851: 2725:Japan External Trade Organization - Cool Japan 2014: 2012: 1761: 1099: 845: 2555: 2527: 2049: 1635: 1194:Isetan the Japan Store, a joint venture with 821: 2052:"Can Japan profit from its national "cool"?" 2594:International Journal of Japanese Sociology 2558:"The Politics of Popular Culture - Panel 2" 2009: 1880: 1271:responsible for cultural exchange, and the 893:Cool Japan has been described as a form of 2596:. Vol. 20, Issue. 1, pp. 18–29, 2011. 2179: 2142: 1796:"Press Conference 27 September 2005 - III" 1018:Taken up in the international media, with 828: 814: 2682: 2444:"Time to capitalise on "Cool Japan" boom" 1489: 1198:to make a five-floor department store in 1147:Traditional Japanese crafts showcased at 2530:"Japanamerica: Why "Cool Japan" is over" 2330: 1533:International Journal of Cultural Policy 1530: 1453:International Journal of Cultural Policy 1439:Japanese language and soft power in Asia 2720:Cool Japan / Creative Industries Policy 2412: 2175: 2173: 2171: 2169: 1995:Ministry of Economy, Trade and Industry 1965:Ministry of Economy, Trade and Industry 1265:Ministry of Economy, Trade and Industry 1082:Ministry of Economy, Trade and Industry 1077:Ministry of Economy, Trade and Industry 1035:linked the idea to Bhutan's concept of 2737: 2331:Hodgkins, Crystalyn (3 October 2020). 2280:"Cool Japan Fund drops Malaysia store" 2138: 2136: 2045: 2043: 1908: 1883:""Cool Japan" suffers from cruel cuts" 862:that non-Japanese people perceive as " 2356: 2113: 2087: 2085: 2083: 2081: 2079: 1861:Massachusetts Institute of Technology 1673:Talbot, Margaret (15 December 2002). 1567: 1370:Cool Japan Strategy Promotion Council 1057:Massachusetts Institute of Technology 1024:running a retrospect "Year in Ideas: 2660: 2605: 2397: 2382: 2166: 1800:Ministry of Foreign Affairs of Japan 1729:Faiola, Anthony (27 December 2003). 1675:"The Year in Ideas; Pokemon Hegemon" 1230:in American anime licensing company 1071:Creative Industries Promotion Office 909:(MOFA), Japan began to increase its 907:Japanese Ministry of Foreign Affairs 2730:JETRO report on "Cool Japan" (2005) 2133: 2040: 13: 2076: 2050:Mackay, Mairi (19 November 2010). 1645:University of California, Berkeley 1506:Exporting culture via 'Cool Japan' 1401: 1063:courses due to the "cool" effect. 14: 2771: 2708: 1932:Amano, Tomomichi (14 June 2010). 1498: 1362: 2661:Boas, Benjamin (24 April 2016). 2427: 1762:Frederick, Jim (4 August 2003). 1636:Allison, Anne (5 October 2007). 795: 122:Post-Japanese occupation history 42: 2654: 2628: 2606:Snow, Nancy (7 November 2013). 2599: 2586: 2549: 2521: 2492: 2464: 2436: 2421: 2406: 2391: 2376: 2350: 2324: 2298: 2272: 2247: 2225: 2203: 2107: 1983: 1953: 1925: 1902: 1874: 1849: 1830:. November 2009. Archived from 1813: 1788: 1755: 1722: 1694: 1666: 1629: 1598: 1010:and big-business career paths. 2180:Yuta Saito (6 November 2017). 2143:Yuji Nitta (24 October 2018). 1881:Corbyn, Zoe (5 October 2007). 1702:"Japan counts on cool culture" 1605:McGray, Douglas (1 May 2002). 1574:McGray, Douglas (1 May 2002). 1524: 1463: 1444: 1431: 1395: 1378: 1: 2556:Kelts, Roland (5 June 2010). 2528:Kelts, Roland (17 May 2010). 2415:American Enterprise Institute 2114:Kelts, Roland (9 July 2013). 1934:"How to Promote "Cool Japan"" 1857:"Cool Japan Research Project" 1576:"Japan's Gross National Cool" 1545:10.1080/10286632.2015.1042469 1356: 1129:Timeline of notable endeavors 2233:"METI to Start NIPPON QUEST" 1477:The Journal of Asian Studies 1267:promoting "Cool Japan", the 1242: 7: 1470:Yano, Christine R. (2009). 1309: 1269:Ministry of Foreign Affairs 1253: 1153: 1139:Law of Cool Japan Fund Inc. 1051: 1033:Ministry of Foreign Affairs 1013: 992: 933: 927: 915: 852: 10: 2776: 1821:""Cool Japan" Goes Global" 1208:Isetan Mitsukoshi Holdings 1188:Contents Academy Co., Ltd. 900: 2095:. Japan Today. 4 May 2018 1491:10.1017/s0021911809990015 1336:Japanese economic miracle 1100: 1052:Hakkutsu: Kakkoii Nippon! 866:". After the success of " 858:refers to the aspects of 846: 2745:Japanese popular culture 2499:Yasumoto, Seiko (2006). 2020:"Promoting "Cool Japan"" 1731:"Japan's Empire of Cool" 1372:, Cabinet Office, 2015, 1251:A 2010 editorial in the 1226:Cool Japan Fund invests 1159:(manufacturing) culture. 1046:began a series entitled 1037:Gross National Happiness 2357:Singh, A (7 May 2023). 1939:The Wall Street Journal 1511:7 November 2012 at the 1386:"Cool Japan Initiative" 87:Science, and Technology 16:Japanese brand strategy 1991:"クール・ジャパン/クリエイティブ産業政策" 1909:Miller, Laura (2011). 221:Japanese Sign Language 1096:, and B class gourmet 998:("cuteness") such as 940:In a 2002 article in 496:Pottery and porcelain 2715:Cool Japan Fund Inc. 2508:University of Sydney 1915:Japan Studies Review 1141:(Act No.51 of 2013). 1086:Japanese pop culture 980:consumer electronics 710:World Heritage Sites 658:Association football 616:Mobile phone culture 2574:on 31 December 2010 2398:Huat, C.B. (2012). 2383:Huat, C.B. 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Index

a series
Culture of Japan

History
Era names
Demographics
Historical currency
Economic history
Education
Science, and Technology
Healthcare
Imperial history
Foreign relations
Historiography
Military history
Naval history
Post-Japanese occupation history
People
Japanese
Zainichi Koreans
Ainu
Ōbeikei Islanders
Yamato
Ryukuyuans
Languages
Japonic
Japanese
Ryukyuan
Hachijō
Ainu

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