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Is Japan Really Cool?

Hakodate National College of Technology

B: Have you ever heard the phrase, “Cool Japan?” We assume some of you have. These days, the Japanese government has adopted the word, but how many of us would be able to explain what it means. Who started saying that? What does it mean according to our government? Today, we would like to share some information about Cool Japan, and beyond the proposals of our government, we will offer our original ideas to promote the concept.

G: The phrase “Cool Japan” first appeared in a 2002 journal, Douglas McGray wrote about Foreign policy entitled "Japan's Gross National Cool". Surveying some facets of Japanese culture, McGray highlighted Japan's considerable soft power, posing the question of what message the country might project. The brand of "Cool Japan" has been adopted by the METI, the Ministry of Economy, Trade and Industry as well as trading companies seeking to exploit the commercial capital of the country's culture industry.

R: Then, how much has the concept of “Cool Japan” received recognition overseas? Since January 2006, Professor Ian Condry has organized the Cool Japan: Media, Culture, Technology Research Project at MIT and Harvard. The project presents meetings, international conferences, and artistic events to examine the cultural connections, dangerous influences, and critical potential of popular culture. He also published a book titled, “The Soul of Anime.” Looking at his research, “Cool Japan” seems to get a lot of attention, but actually, it does not. Professor Condry once said in an interview that “Otaku or geeks in the United States don't use Cool Japan so much and they don't like the words, either”. Cool Japan is an outdated expression often favored by “oyaji”, said Condry.

B: In the first place, how many of us Japanese really know “Cool Japan”, and what it is about? To investigate this matter, we surveyed students in our school. As you can see in the results, most of them didn't know about it.

R: If “Cool Japan” keeps a low profile, it will never gain much popularity, and even have a bad influence on the Japanese economy. We have to raise the popularity of this concept for our future.

G: Japanese pop cultures are recognized all over the world. Manga, anime, video games, and fashions are spread overseas in a way that more foreigners have come to know about our country.

R: Now I remember, when I gave Taiyaki to a French friend of mine, he was surprised to see it and said “I've seen taiyaki in Japanese anime,” as he enjoyed eating it

B: In my opinion, implementing strategies to activate these pop cultures of “Cool Japan” could really help the Japanese economy. For example, how about making pop-culture districts, say, in Kyoto, home to many animation studios. Also, the Japanese government could imitate New Zealand and provide preferential treatment concerning taxes to people and companies dealing with pop cultures. As a direct consequence, New Zealand is favored for movie locations, and is now popular with the movie industry just like Hollywood.

B: Secondly, we'd like to suggest a plan of making “Cool Japan” Streets overseas to experience Japanese pop cultures such as Cosplay, maid-café, or AKB48 and provide foreigners with more chances to know about “Cool Japan” proactively.

R: If we make “Cool Japan” towns in a foreign country, we can let the local people know the beauty of Japanese pop cultures.

B: Yes. Once they enjoy eating Japanese sushi and experience Harajyuku's kawaii fashion in these Japan streets, next they will want to visit the real Japan and experience the real tastes of “Cool Japan” by themselves.


G: Wouldn't it be great to create “Cool Japan” towns? But is it that simple? If this is the right answer, why don't we see any now? Our government should have built them all over the world by now.

B: You are right. There must be some reason why “Cool Japan” has not become very popular by now.

G: I think Japanese people should become more aware of this issue.

R: We Japanese are probably losing our pride and traditions such as BUSHIDO and WABISABI. For example, let's talk about HANAMI, a very unique cultural element which is said to have started in the Nara Period with a poem about cherry blossoms that was written in Manyo-shu, the oldest anthology of Japan. It is a time when people feel the coming of spring by watching cherry blossoms, as they drink and have a barbeque.

G: Actually, drinking sake while watching cherry blossoms is an old tradition. I am not saying it is bad. However, look at these sad pictures of garbage left after Hanami, ruining the beauty of cherry blossoms.

B: Cherry blossoms have momentary beauty, as they are here today, gone tomorrow. They bloom only for one week each year. I think the Japanese started Hanami as they were attracted by this beauty. Popular cultures such as anime and manga of “Cool Japan” also have a short life within the long Japanese history. However, people from all over the world should respect this Japanese aesthetic sensibility that has its roots in our history.

R: I assume this aesthetic feeling has been fading away from the Japanese mind these days. Therefore, these pictures of ugly scenes are observed everywhere after Hanami.

G: In addition, we have come to the conclusion that Japanese people are less confident of themselves compared with other people in the world. Please look at the results of a survey. The graph shows how other countries see Japan as a country having a good influence in the world. As you can see, Japan is well regarded by most countries in the graph. Then, we look at the Japanese people's opinions about the country's global positive influence. Comparing the results of these two graphs, we see that Japanese people consider their country less influential than other countries. This is not cool at all! I believe we should be proud of Japan.

R: By rekindling our Japanese pride, we can remember our original sensibilities cultivated through our history and generate the feeling to foster and spread our cultures.

B: There must be something cool hidden near you, a shining gold where you never look twice. It's not a bad idea to turn your attention to what is around you.

R; And Cool Japan can evolve in such a way it will show the world we are rethinking ourselves. A country, its culture, and society are created by the people. By all means, we ourselves should be cool to let the world recognize Japan as a cool country.