Japanese culture is known for its uniqueness and elements that have been preserved over many years. In recent years, it has gained international recognition and been embraced by large audiences, especially in areas like food and cinema. Japan has adopted strategies to export its cultural industry not only to the domestic market but also to international markets. These policies have evolved with advancing technology and practices.
Japan’s efforts to promote its cultural elements date back many years. In the late 19th century, World Expositions held in Paris and other locations provided an early opportunity to introduce Japanese elements to the Western world. In the first half of the 20th century, Japanese culture spread to various regions of Asia. In the years following World War II, there was a growing interest in Japanese martial arts and, by extension, Zen Buddhism, which had a significant impact on philosophy, poetry, cinema, and the arts.[1]
The international recognition of Japan’s cultural elements and practices is not a new trend; rather, it has been a situation that has existed for over 100 years. Japanese culture began to influence a wide geography from Asia to Europe, and in the increasingly globalized world, the spread of culture has gained momentum. In this context, Japan’s ability to preserve its historical and cultural heritage over many years has also played a significant role.
Many scholars working on the transnational movement of political pop culture have examined the political and economic dimensions of this process. In this context, the global spread of Japanese media products is sometimes seen as representing a new form of cultural imperialism, often referred to as Japan’s “soft power.”[2]
The spread of Japanese culture internationally can be seen as parallel to Japan’s increasingly growing technological and economic influence in the world. This situation can be compared to the economic growth of the United States during the 1950s, when American culture spread across many countries. Furthermore, it can be said that Japan has been trying to build bridges with other countries and deepen its relationships through cultural exports.
Japan’s export of animation, which began in the 1960s, has been steadily growing. The Japanese content industry has grown to the point where its export value can compete with that of the steel industry. In 2022, the total overseas sales of Japanese content reached 4.7 trillion yen, while the steel industry reached 5.1 trillion yen, and the semiconductor industry reached 5.7 trillion yen. The content industry also generates economic benefits through tourists visiting locations related to anime and other works.[3]
It would not be incorrect to say that Japan has a unique formation in the animation and content sector. Indeed, the international recognition of Japanese animations is widely accepted, and it is a sector that is steadily growing within the country. The contribution of animation and other content to Japan’s economy continues to increase every year, and this sector positively influences Japan’s image in the world.
Japan’s success in exporting popular culture stems not only from creating attractive products but also from developing innovative methods to market and spread them. Additionally, by leveraging technological advancements, Japan has reduced costs and made popular culture products affordable for people from all economic classes, localizing its products to appeal to middle-class audiences worldwide.[4]
The success of Japan in spreading its cultural elements in the international market is significantly influenced by its strategies to eliminate economic constraints. Being aware that consumption is largely carried out by the middle class, Japan has marketed its popular culture elements at a level accessible to them. From another perspective, Japan has worked to adapt its popular culture, not just as it is, but tailored to specific markets, and has succeeded in doing so.
For Japanese popular culture to be more successful in other markets, Japanese and local companies have collaborated to translate products into the local language. Japan’s pop culture boom has had a highly positive impact on the country’s image and identity. This is because Japan is exporting a carefully selected image it wants to present to the world. This image focuses on the superficial aspects of popular culture and national identity.[5]
Another success in Japan’s cultural exports lies in overcoming the language barrier. This has made its spread and adoption by other countries much easier. Moreover, Japan has used its popular culture elements to create a Japanese identity on the international stage. While this identity suggests that preserved traditions are being maintained, it also represents a unique Japanese culture distinct from the West.
Japan has worked to develop popular culture at the local grassroots level, which is different from Western-style popular culture typically managed by large corporations. Japanese companies, before exporting their products to other countries, have expanded from local markets to national ones, determining what works in their domestic market before venturing into international markets.[6]
The uniqueness of Japanese cultural elements can be seen as coming from local markets. It can be said that Japan’s strategy differs from the West in that it not only avoids neglecting the domestic market but also allows for the preservation of local elements. Existing cultural elements are being reconstructed on a broader scale and presented to both domestic and international markets.
The “Cool Japan” initiative: The “Cool Britannia” policy in the United Kingdom inspired Japan’s current “Cool Japan” movement. Over a decade has passed since the “Cool Japan” concept was first proposed, became a Cabinet policy, and began to be gradually implemented in Japan. The broad concept of “Cool Japan” encompasses all aspects of Japanese culture, from subculture products like manga and Japanese animation to traditional cultural heritage.[7]
Japan’s support for the development and spread of its cultural industry is evident. This can be seen as part of the policies Japan has developed to become an influential country in other continents. It also demonstrates the importance Japan places on its international image. Similar to Japan’s efforts to adapt its culture to the languages and economic classes of other countries, Japan has also integrated the United Kingdom’s policy into its own. This initiative not only spreads Japanese culture in the West but also generates economic contributions.
[1] Mouer R, Norris C. Exporting Japan’s culture: From management style to manga. In: Sugimoto Y, ed. The Cambridge Companion to Modern Japanese Culture. Cambridge Companions to Culture. Cambridge University Press; 2009:352-368. (Access Date: 21.12.2024)
[2] Ibid
[3] Times, J. (2024, June 8). Japan to boost support for anime and manga exports. The Japan Times. https://www.japantimes.co.jp/news/2024/06/08/japan/japan-manga-anime-export/, (Access Date: 21.12.2024).
[4] Lux, Gillianne, “Cool Japan and the Hallyu Wave: The Effect of Popular Culture Exports on National Image and Soft Power” (2021). East Asian Studies Honors Papers. 3. https://digitalcommons.ursinus.edu/eastasia_hon/3 (Access Date: 21.12.2024)
[5] Ibid.
[6] Otmazgin, Nissim Kadosh. Regionalizing Culture: The Political Economy of Japanese Popular Culture in Asia. University of Hawai’i Press, 2014. JSTOR, www.jstor.org/stable/j.ctt6wqw63 (Access Date: 21.12.2024)
[7] Cool Japan Strategy-Cabinet Office Home page. (n.d.). Cabinet Office Home Page. https://www.cao.go.jp/cool_japan/english/index-e.html, (Access Date: 21.12.2024).
