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Cool Japan

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The concept of Cool Japan (クールジャパン), along with that of "Gross National Cool," was coined in 2002 as an expression of Japan's emergent status as a cultural superpower. Gaining broad exposure in the media and academia, the brand of "Cool Japan" has been adopted by the Japanese government as well as trade bodies seeking to exploit the commercial capital of the country's culture industry. It has been described as a form of soft power, "the ability to indirectly influence behaviour or interests through cultural or ideological means."[1][2]

Origins

In a 2002 article in Foreign Policy entitled "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 "lost decade." Surveying youth culture and the role of manga, anime, fashion, film, consumer electronics, architecture, cuisine, J-pop, and phenomena of cuteness such as Hello Kitty, McGray highlighted Japan's considerable soft power, posing the question of what message the country might project. He also argued that Japan's recession may even have boosted its national cool, due to the partial discrediting of erstwhile rigid social hierarchies and big-business career paths.[3][4][5]

Adoption

Taken up in the international media, with the New York Times running a retrospect "Year in Ideas: Pokemon Hegemon,"[6] an increasing number of more reform-minded government officials and business leaders in Japan began to refer to the country's "gross national cool" and to adopt the unofficial slogan "Cool Japan."[7][8][9] In a 2005 press conference, the Ministry of Foreign Affairs linked the idea to Bhutan's concept of Gross National Happiness.[10] The phrase gained greater exposure in the mid-noughties as NHK began a series Cool Japan Hakkutsu: Kakkoii Nippon! which by the end of 2009 had reached over a hundred episodes.[11] Academic initiatives include the establishment of a "Cool Japan" research project at the Massachusetts Institute of Technology,[12] while some western universities have reported an increase in the number of applicants for Japanese Studies courses due to the "cool" effect.[13]

Criticisms

Comparing Japanese popular culture with American phenomena such as McDonald's, McGray argued that some of the former seems shallow by contrast,[3] while the head of Japan's Agency for Cultural Affairs does not favour the concept.[14] McGray also highlighted the difficulty of quantification,[3] while academics have explored inherent difficulties in the "selective appropriation" of cultural products by policy-makers for national aims and cultural diplomacy.[15]

A 2010 editorial in the Yomiuri Shimbun conversely argued that the government was not doing enough to advance the country's business interests in this sphere, allowing South Korea to emerge as a competitor. The editorial highlighted structural inefficiencies, with the Ministry of Economy, Trade and Industry promoting "Cool Japan," the Ministry of Foreign Affairs responsible for cultural exchange, and the Ministry of Agriculture, Forestry and Fisheries in charge of Japanese foods.[16][17][18] 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."[19][20]

Creative Industries Promotion Office

The Japanese government has identified the culture industry as one of five potential areas of growth.[21] In June 2010 the Ministry of Economy, Trade and Industry 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."[22] The deputy director described its mission as to "brand Japanese products with the uniqueness of Japanese culture."[14][23] For 2011 it has a budget of ¥19 billion.[23] In FY 2008, public spending on cultural activities was ¥116.9 billion in South Korea, ¥477.5 billion in China, and ¥101.8 billion in Japan, respectively 0.79%, 0.51%, and 0.12% of total government spending.[14]

See also

References

  1. ^ Yano, Christine R. (2009). "Wink on Pink: Interpreting Japanese Cute as It Grabs Global Headlines". The Journal of Asian Studies. 68 (3). Cambridge University Press: 683. Retrieved 18 March 2011. {{cite journal}}: More than one of |pages= and |page= specified (help)
  2. ^ Nagata, Kazuaki, "Exporting culture via 'Cool Japan'", Japan Times, 15 May 2012, p. 3
  3. ^ a b c McGray, Douglas (1 May 2002). "Japan's Gross National Cool" (PDF). Foreign Policy. Retrieved 18 March 2011.
  4. ^ McGray, Douglas (1 May 2002). "Japan's Gross National Cool (subscription required)". Foreign Policy. Retrieved 18 March 2011.
  5. ^ Allison, Anne (5 October 2007). "J-brand: What image of youth is getting sold in Japan's "gross national cool"?" (PDF). University of California, Berkeley. Retrieved 18 March 2011.
  6. ^ Talbot, Margaret (15 December 2002). "The Year in Ideas; Pokemon Hegemon". The New York Times. Retrieved 18 March 2011.
  7. ^ "Japan counts on cool culture". BBC. 13 December 2004. Retrieved 18 March 2011.
  8. ^ Faiola, Anthony (27 December 2003). "Japan's Empire of Cool". Washington Post. Retrieved 18 March 2011.
  9. ^ Frederick, Jim (4 August 2003). "Forget about salarymen, gridlocked politics and zombie corporations". Time. Retrieved 18 March 2011. {{cite web}}: Cite has empty unknown parameter: |1= (help)
  10. ^ "Press Conference 27 September 2005 - III". Ministry of Foreign Affairs of Japan. Retrieved 18 March 2011.
  11. ^ ""Cool Japan" Goes Global" (PDF). Government of Japan. November 2009. Retrieved 18 March 2011.
  12. ^ "Cool Japan Research Project". Massachusetts Institute of Technology. Retrieved 18 March 2011.
  13. ^ Corbyn, Zoe (5 October 2007). ""Cool Japan" suffers from cruel cuts". The Times. Retrieved 18 March 2011.
  14. ^ a b c "Promoting "Cool Japan"". The Japan Times. 15 August 2010. Retrieved 18 March 2011.
  15. ^ Daliot-Bul, Michal (2009). "Japan Brand Strategy: The Taming of "Cool Japan" and the Challenges of Cultural Planning in a Postmodern Age". Social Science Japan Journal. 12 (2): 247–266. Retrieved 18 March 2011.
  16. ^ "Time to capitalise on "Cool Japan" boom". Yomiuri Shimbun. 30 August 2010. Retrieved 18 March 2011.
  17. ^ "South Korea, China overtaking Japan in "cool" culture battle". Asahi Shimbun. 26 July 2010. Retrieved 18 March 2011.
  18. ^ Yasumoto, Seiko (2006). "Japan and Korea as a Source of Media and Cultural Capital" (PDF). University of Sydney. Retrieved 18 March 2011.
  19. ^ Kelts, Roland (17 May 2010). "Japanamerica: Why "Cool Japan" is over". 3:AM Magazine. Retrieved 18 March 2011.
  20. ^ Kelts, Roland (5 June 2010). "The Politics of Popular Culture - Panel 2" (PDF). Temple University. Retrieved 18 March 2011.
  21. ^ Amano, Tomomichi (14 June 2010). "How to Promote "Cool Japan"". The Wall Street Journal. Retrieved 18 March 2011.
  22. ^ "Establishment of the Creative Industries Promotion Office". Ministry of Economy, Trade and Industry. Retrieved 18 March 2011.
  23. ^ a b Mackay, Mairi (19 November 2010). "Can Japan profit from its national "cool"?". CNN. Retrieved 18 March 2011.
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