国際政治基礎 A 2015Final Exam

SOFT POWER CASE STUDYLook at the following slide show and write a short essay for question no.

on the exam.

Good luck!

“Japan Brand” Strategy

21st Century strategy to “pick winners”

• Increase cultural exports• Revitalize economy• Budget of USD 371

million for 2014: USD 1 billion by 2015 (PUBLIC money)

• 20 year plan 2

• Promote Japanese products around world.

• Advise Japanese restaurants.

• Buy and rent space throughout Southeast Asia to sell and promote Japanese cultural, food

and fashion products.

Cool Japan Fund: Private-Public

Japanese wine-tasting in Shanghai supermarket: Sponsored by JETRO (Japan External Trade Organization)

Cool Japan Fund

和食 Washoku

UNESCO Intangible World Heritage, 2013 5

Cool TV? Japan Channel

“harmony,” “compassion,” “coexistence”-Council for the Promotion of Cultural Diplomacy

“Japan is a culture…that appeals to the general population and that anyone can enjoy…We approach the creation of objects with a love for their beauty…At the root of this approach lies a spirit of harmony, which is evident in our philosophy of co-existence with nature.”

-Creative Japan, Japanese Ministry of Foreign Affairs

What is the Japan “Brand”?

“Manga is about love. Manga is about friendship. Manga is about growing up Manga

is about everything.” 　 Aso Taro

Former Foreign Minister Aso

Taro.

The Soft Power of Cool?

Cool Japan also has a POLITICAL Goal

• Increase influence in international affairs

• A soft power resource.

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Japan’s Soft Power Resources

• Cultural products• Food • University education & exchange• “Peace” (Article 9)• “harmony…compassion…coexistence…”

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The Soft Power of Being Cool

Soft power strategy tells us how Japan’s government wants Japan to be seen

• Country of individuality • Country of originality• Japan remembers its traditions yet…• Embraces modernity.And most of all…• Japan is a peaceful, peace- loving country.

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• China’s “first generation”: Grew up with filtered influence of foreign entertainment (esp. Ikkyu-san, etc.)

• Chinese children in 80s and 90s saw more Japanese children’s shows than American

J Pop Culture & China (Nakano Yoshiko)

“Modern, spacious” houses seen in shows like Doraemon

J Pop Culture & China

Aspire to the lifestyle portrayed: Updated image of Japan1990s: J dramas become “how-to videos” for middle-class lifestyles (Tokyo Love Story)

J Pop Culture & China

• Chinese have updated image of Japan• Chinese aspire to Japanese-style middle-class lifestyle.

Do Chinese want the same things Japan wants?

J Pop Culture & China

How do other Asian countries feel about Japan?

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19BBC Global Poll, 2011-2012

How does China feel about Japan?

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What are these? Who owns them?

Yasukuni Shrine

Anti-Japan demonstrations in China