From Imperial to Cool: How Japan’s Image Rebrand Expands its Soft Power

ABSTRACT: Japan‘s current image is in part the result of a two-decades long rebranding campaign by the Japanese government. Facing post-war, post-industrialization economic stagnation, the government made a move toward becoming a more intellectual property-based nation. The ―Cool Japan‖ public relations strategy was developed to increase popular culture exports and make Japan appear more friendly internationally. First, this study explores the evolution of this strategy within its historical context. Second, it provides an analysis of Japanese government documents and strategies, focusing on the 2018 ―Nihon-Gatari-Sho,‖ or Guidelines for Narrating Japanese Culture. Third, the effectiveness of the strategy is assessed; this study compiles survey data from a decade of public opinion polls. One quantifier of Japan‘s ―Cool‖ strategy is the success of its pop culture in South Korea and China. Survey data show a rise in positive sentiment toward Japan in China and South Korea over the past decade. This study investigates the impact of the strategy and reception of cultural exports (such as popular manga and anime) on Japan‘s soft power, focusing on South Korea and China. Finally, it is evident from analysis of government documents, governmental strategies, and survey data that the ―Cool‖ Japan strategy has been an effective way of growing Japan‘s soft power.

KEYWORDS – Cool Japan, Japan, soft power, popular culture, imperialism, China, South Korea