Promoting Cool Japan
The government of Japan is yet set to step up efforts to promote its marketing strategy to boost exports of Japanese cultural goods and services to reach a target of more than 12 trillion yen over the next 10 years.
It is the first time that the government of Prime Minister Naoto Kan has set a goal for its mainstay industrial policy named “Cool Japan,” aimed at promoting Japanese pop culture, including anime, manga, fashion and food, to overseas markets.
The Kan administration defined the overseas development of its Cool Japan campaign as one of the “national projects for Japan’s economic recovery in the 21st century” in its new growth strategy announced in June. However, the proposed growth strategy only stated that the government would aim to achieve 1 trillion yen in exports of media content by 2020.
While a bureaucratic-led push for creativity has its problems, any soft power contribution Japan can make to the world will surely be welcomed, especially if it can also stimulate renewed self-confidence and vitality within Japan itself.
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