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Re-assessment of the Cool Japan Strategy

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Shinji Sugiyama

on 1 February 2014

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Transcript of Re-assessment of the Cool Japan Strategy

Soft Power
Group E

Lack of an Integrated
Towards a new strategy
for Cool Japan
Lack of Resources
Unclear Target
Glocalized Ryokan
Selling Japan
ーRe-assessment of the "cool Japan" Strategy

Tomoka Uozumi, Momori Ura, Yosuke Okada, Soyolmaa Otgonbayar, Sayaka Kuge, Kanako Kuboyama, Umihiko Kokubo, Keita Shimoe,
Shinji Sugiyama, Yuki Takahashi, Momo Tsukiji, Honomi Homma,
Erika Matsui, Haruna Yamazaki

We have ignored
potential market in Asia
Cool Japan
"the collective efforts of exporting Japanese culture regarded as "Cool" in foreign countries"
definition by METI
Cool Japan is
a source of "Soft Power"
"the ability to affect
others to obtain the
outcomes one want
through attraction"
Soft Power is...
Joseph Nye
Public Diplomacy
Country A
Why Japan should
promote Soft Power?
1. Weak in Military Power
2. Japan can get higher
Misunderstanding the of target
we failed to win hearts and minds of Asian
New Middle class
New Cool Japan is
based on a real life
Omotenashi spirit
Win-Win relation
share Japanese
culture and spirit
provide Local employment
and economic benefit
Full transcript