Opinion | Japan’s soft power renaissance will help it attract the talent it needs

Japan has long been considered a “cool” country and even a soft power superpower. The Japanese government embraced this positive labelling when developing the Cool Japan initiative in the 2010s.

However, Tokyo’s efforts have been overshadowed in recent years by economic stagnation, South Korea’s commercial success with its “Korean wave”, or hallyu, and China’s charm offensives amid its economic rise. While this might have been more perception than reality as Japan’s global appeal remained high, the media and scholars alike seemed to take the country’s status for granted.

The successful execution of the delayed 2020 Summer Olympics perhaps marked the renaissance of Japan’s international appeal. This extends beyond cultural clout to efforts to address demographic decline while ensuring long-term prosperity. What are some prominent signals of this new-found confidence in reaffirming Japan as an attractive and ambitious global power?

To begin with, Japan’s popular culture continues to attract interest and expand. The Wall Street Journal and The Economist published investigations last month into the global fascination with anime, showing that interest has not been challenged by the rise of streaming platforms but enhanced by increased accessibility.

Tourism is another prominent example of the country’s broad appeal, skilfully combining ancient and traditional elements with modern and futuristic ones. Despite challenges such as overtourism and misbehaving visitors, Japan is on track to fully recover from and could even exceed pre-pandemic tourist arrivals, and its approach to these issues could solidify its adaptable image.

Its cultural appeal – the one commonly recognised as soft power – remains evident and enduring. Japan has mastered captivating imaginations and keeping visitors enthralled, a trait many envy.