Uncommon
Cool Japan
20th–21st century Japanese soft power strategy
Cool Japan
Cool Japan (クールジャパン, Kūru Japan) refers to the aspects of Japanese culture that non-Japanese people perceive as "cool". After the success of "Cool Britannia," the Japanese government started using the phrase. The Cool Japan strategy is part of Japan's overall brand strategy, aiming to disseminate Japan's attractiveness and allure to the world. The target of Cool Japan "encompasses everything from video games, manga, anime, and other forms of content, fashion, commercial products, Japanese cuisine, and traditional culture to robots, eco-friendly technologies, and other high-tech industrial products". Due to the combination of its failures in World War II and its aggressive imperial history, Japan was forced by circumstances, specifically the United States, to alter its approach to global diplomacy. Under Article 9, Japan was no longer able to employ hard power through its military. As a result, it cultivated and pioneered soft power as its approach to its position on the global stage. In...
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