20 Years of Consistent Cultural Support

 

For the past 20 years, Japan has elevated the promotion of culture to a new level with the unique initiative known as "Cool Japan", consistently implementing it to this day. This comprehensive government strategy aims to promote the richness of Japanese culture beyond its borders while generating profit. Public funds have supported artists and entrepreneurs for two decades. Under "Cool Japan", from the Ippudo Ramen restaurant chain, through the fashion-forward Japan Expo in Paris to the anime Attack on Titan available on Crunchy Roll and Netflix, have been supported to reach millions.

 

It's interesting how the Japanese government has been accounting to its citizens for the money spent over the last 20 years. Led by the Ministry of Economy, Trade, and Industry (METI), Japan maintains full transparency in fund management, regularly publishing reports and press releases. These documents not only reveal the goals and scope of "Cool Japan" projects but also precisely inform how funds are allocated - showing “when and how much goes where”.

 

 

What's "Cool Japan" About?

 

Don't be misled by the name; "Cool Japan" is not a lighthearted shōjo manga title but a government strategy that emerged in the early 21st century with the primary goal of promoting Japanese culture abroad. It’s not just about sushi and samurais; we're talking about a broad concept of pop culture - from manga and anime, through modern technologies and street fashion, to traditional board games, literature, and traditional interior design.

 

Launched officially by the Japanese government in 2002, the "Cool Japan" project aimed to present Japan as a cultural superpower on the international stage. This strategy, initiated in response to the growing popularity of Japanese cultural goods like manga and anime, had an ambitious goal: to increase the export of culture from the Land of the Rising Sun to new, unprecedented heights.

 

The goal of "Cool Japan" was clear: to show the world that Japan is not only about technology and cars but also a nation with a rich, creative soul. This strategy encompassed everything from video games and manga to modern technologies and fashion. The program anticipated substantial investments in cultural export. For example, in 2013, the Japanese government invested 50 billion yen (about 500 million dollars) in the "Cool Japan" Fund, mainly for overseas promotion.

 

However, despite these impressive figures and commitment, the "Cool Japan" strategy encountered certain challenges and setbacks along the way. From issues of effective fund management to criticism regarding the authenticity and global accessibility of exported cultural products. Even the best intentions can always encounter difficulties and resistance. Nevertheless, Japan's determination and enthusiasm in promoting its culture on the global market cannot be denied.

 

 

 

The Origin of "Cool Japan"

 

The beginnings of the "Cool Japan" strategy date back to the early 2000s. This idea emerged as a response to the growing interest in Japanese culture worldwide, especially the fascination with manga, anime, and Japanese pop music. A key moment for the formal shaping of this idea was in 2002 when American journalist Douglas McGray published an article titled "Japan's Gross National Cool" in "Foreign Policy" magazine. In his text, McGray presented Japan as a country that could use its culture to build international influence, becoming a kind of "cultural superpower".

 

Recognizing the potential of this idea, the Japanese government officially adopted the "Cool Japan" strategy as part of its international and economic policy. This initiative was implemented by the Japanese Ministry of Economy, Trade and Industry (METI) and the Ministry of Foreign Affairs (MOFA). The goal was not only to promote Japanese culture worldwide but also to use it as a tool to increase exports and strengthen Japan's economic presence internationally.

 

"Cool Japan" was not merely an attempt to export popular mass culture products. The Japanese government wanted to show the world a wide spectrum of its culture, from traditional crafts through culinary arts to the latest achievements in technology. This comprehensive approach aimed to create an image of Japan as a country of innovation, creativity, and originality.

 

Thus, what started as a discussion on the global impact of Japanese culture transformed into a comprehensive government policy aimed at consistently strengthening Japan's position on the cultural and economic global stage.

 

 

Economic and Diplomatic Aspects of 'Cool Japan'

 

The 'Cool Japan' strategy, established by the Japanese government at the beginning of the 21st century, aimed not only to promote Japanese culture worldwide but also to serve as an engine driving the country's economy. The launch of the 'Cool Japan' Fund in 2013, with an initial capital of 50 billion yen (approximately 500 million dollars), was an ambitious step towards achieving these goals. This fund was tasked with investing in projects that promote Japanese culture abroad, ranging from pop culture to gastronomy and craftsmanship. By 2023, 'Cool Japan' has engaged in diverse ventures, supporting the expansion of Japanese brands and products into international markets.

 

From an economic perspective, the export of cultural goods, including manga, anime, music, fashion, and technology-related products, has increased the visibility of Japanese products globally, contributing to economic growth. A 2015 report estimated the 'Cool Japan'-related market value at over 2 trillion yen (approximately 18 billion dollars), highlighting the significance of culture in Japan's economy.

 

Diplomatically, 'Cool Japan' has become a tool for building and strengthening international relations. By promoting Japanese culture, the Japanese government aimed to increase international understanding and respect for its traditions. Through the organization of cultural events, exhibitions, and festivals worldwide, this strategy has helped create a positive image of Japan, facilitating the establishment of new diplomatic and economic partnerships.

'Cool Japan' has also contributed to an increase in the number of tourists visiting Japan. According to the Japan National Tourism Organization (JNTO), the number of foreign tourists in Japan rose from 8.3 million in 2012 to a record 31.9 million in 2019, marking a threefold increase. Tourism, a key element of 'Cool Japan', brought significant benefits to the local economy, generating revenue from the sale of cultural products, culinary services, and hospitality.

 

 

 

Examples of How the 'Cool Japan' Fund Has Been Used

 

Let's see where the fund goes.

 

 

Expansion of Japanese Gastronomy

The 'Cool Japan' Fund financed the opening of Japanese restaurants abroad, promoting Japanese cuisine such as sushi, ramen, and kaiseki. These actions aimed not only to promote culinary culture but also to support the export of Japanese food products. If a Japanese entrepreneur opened a business abroad and his restaurant with traditional Japanese cuisine met the program's requirements, he could count on financial support from the Japanese government (for example, the Ippudo Ramen chain, whose strong expansion in Western Europe and the USA is observed to this day).

 

 

Promotion of Japanese Fashion

Investments in international fashion shows, where Japanese designers could present their collections, were one of the actions aimed at highlighting the uniqueness of Japanese design. Both established and young fashion creators could count on support in organizing events that promoted their designs among an international audience (such as Uniqlo in 2015 at international fashion weeks).

 

 

Support for Japanese Cultural Festivals

The fund financed the organization of Japanese culture festivals abroad, including film screenings, manga and anime exhibitions, Japanese music concerts, and workshops related to traditional Japanese arts and crafts. The biggest example here might be the Japan Expo in Paris.

 

 

Expansion of Japanese Media and Entertainment

Funding was also directed towards promoting Japanese films, series, video games, and pop music through their distribution on international streaming platforms and participation in international trade fairs and industry festivals. Moreover, the 'Cool Japan' Fund invested in anime productions with global potential, such as 'Attack on Titan' and 'My Hero Academia', supporting their distribution outside Japan and aiding their creators in placing their anime on streaming platforms like Netflix and Crunchy Roll.

 

 

Promotion of Technology and Innovation

Projects showcasing the innovativeness of Japanese technologies, including advanced electronic gadgets, robotics, and digital technologies, were supported to emphasize Japan's role as a leader in this field.

 

 

 

How Transparent is the Japanese Government in Managing the 'Cool Japan' Fund?

 

Transparency and accountability are key aspects of managing public funds, and the 'Cool Japan' Fund is an excellent example of this. The Japanese Ministry of Economy, Trade, and Industry (METI), along with the 'Cool Japan' Fund itself, have taken significant steps to ensure that information regarding projects, funding, and achievements is easily accessible to the public.

 

 

Documentation and Reporting

METI regularly publishes annual reports and press releases, which contain detailed information about all projects carried out under the 'Cool Japan' umbrella. These documents not only present the goals and scope of individual initiatives but also detail how funds are allocated and spent. This allows citizens of Japan and interested parties worldwide to follow the program's progress, increasing transparency and building trust in the management of public financial resources.

 

 

Openness to External Evaluations

The transparency of the 'Cool Japan' program is further reinforced by its openness to external evaluations and reviews. Analyses conducted by independent research institutions, NGOs, and the media not only highlight the successes of the program but also point out areas in need of improvement. This willingness to accept constructive criticism and adjust strategies in response to changing market conditions is a testament to the commitment to effectiveness and efficiency in promoting Japanese culture worldwide.

 

 

Charges and Mishaps

Despite its ambitious goals and impressive achievements, the 'Cool Japan' strategy is not free from criticism and challenges. The focus on promoting a broad understanding of Japanese culture worldwide has elicited a variety of reactions, both positive and negative. Below is a discussion of the main points of criticism and the challenges the project faces.

 

 

Criticism of Cultural Commercialization

One of the main criticisms of 'Cool Japan' is the excessive commercialization of Japanese culture. Critics argue that the pursuit of maximizing profits from cultural exports may lead to a loss of authenticity and distortion of traditional values. Instead of promoting a deep understanding of Japanese culture and heritage, the strategy could inadvertently promote a superficial and stereotypical image of Japan, focused on those aspects that are most 'sellable' on the international market.

 

 

Challenges Related to Global Accessibility

Another challenge is ensuring global accessibility and understanding of the promoted content. What may be attractive to a Japanese audience does not always resonate beyond the country's borders. Cultural differences, language barriers, and divergent aesthetic preferences can make the acceptance of Japanese pop culture difficult in some markets. There is a risk that without proper localization and adaptation, 'Cool Japan' initiatives may not achieve the intended effects.

 

 

Investment Efficiency

The financial efficiency of the project is also questioned. Critics point out that despite significant investments, the return on these expenditures is not always clear or measurable in traditional economic categories. They question whether public funds could be better used on other objectives that would bring more direct benefits to the Japanese economy and society.

 

 

 

The Accusation is Inefficiency, Not Inhonesty

As of April 2023, in the context of the 'Cool Japan' Fund, there have been no widely publicized financial scandals or cases of fraud that have become publicly known on a large scale. Actions of this initiative, managed by the Japanese Ministry of Economy, Trade, and Industry (METI) and by the dedicated 'Cool Japan' Fund, have been extensively documented and reported, available for review by all citizens.

 

It seems that most of the criticism has focused rather on issues related to spending efficiency, selection of projects for funding, and challenges associated with measuring the direct impact of investments on improving cultural exports and Japan's image abroad. Critics have raised questions about whether funds allocated to 'Cool Japan' projects were being used in the most efficient way and whether the program's goals were being satisfactorily achieved.

 

However, as with many large government programs worldwide, managing public funds on a large scale is a complex challenge and may be subject to public discussion and criticism. In response to such criticism, institutions managing the 'Cool Japan' Fund and related agencies have sought to increase transparency and provide regular reports on project implementation, their efficiency, and impact on promoting Japanese culture globally.

 

 

 

Future Directions?

Currently, the 'Cool Japan' strategy is at an exciting stage of evolution, where its impact on promoting Japanese culture and products worldwide is increasingly visible. Japan is effectively strengthening its position as an exporter of unique culture and innovations. METI, continuing transparent management and reporting, ensures that funds are used effectively, and 'Cool Japan' projects reflect the authenticity and diversity of Japanese culture.

 

With the dynamic development of the digital world and changing tastes of the global audience, the future of the 'Cool Japan' strategy looks promising but is also full of challenges. Adapting to new technologies, such as virtual reality and artificial intelligence, may offer new ways to interact with Japanese culture, from virtual tours of historical sites to interactive experiences in the world of anime. At the same time, a key challenge will remain to balance commercialization with the protection of cultural heritage.

 

 

 

Author's Brief Comment

 

If the author may add a word or two – both the consistency (20 years of following the set goal) and the very meticulous accounting to citizens of every penny (sorry, yen) and the scale at which support is provided to entrepreneurs (including small businesses, as the Fund covers support even for 1-person cultural activities) are impressive and it's not easy to find such honestly and consistently implemented cultural policy in other countries.

 

Nevertheless, the author must admit that there are some doubts. Namely, whether the burden of social and financial effort should be shifted more than is currently the case, from cultural development to solving Japan's social problems. This country has quite extreme social and demographic problems. There are pressing issues in Japan such as the work culture destructive to individuals, completely depopulated hundreds, thousands of square kilometers of villages (Shōmetsu shuraku), not the best emotional state and clearly too strong social pressure for too many Japanese (the second highest suicide rate in the world, or extreme social withdrawal, like hikikomori). Above all, however, Japan's most significant problem is demographic forecasts (which, in turn, result from the above problems). 28% of Japanese today are over 65 years old. In 2060, this rate may exceed 50%. One would like to say more pointedly: "soon there will be nothing to promote".

 

The topic is not simple, nor is it that the Japanese government is doing nothing about Japan's contemporary social problems. Nevertheless, the grimly looming future of this nation necessarily must affect, in principle, all long-term projects that are undertaken there and there are currently no issues concerning contemporary Japan that can be discussed without considering this threat.

 

 

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