Cool Japan (Week 8)

Over the past few decades, Japanese anime and manga have grown from niche interests into major global cultural forces. While fans, technological advancements, and creative industries have all played key roles in this expansion, one often-overlooked contributor is the Japanese government itself. 

In the early 2000s, the Japanese government formally recognized anime and manga as Japanese cultural symbols, materializing in the Council for Overseas Exchange, led by the Ministry of Foreign Affairs (MOFA). The goal was “To increase the Number of People Who Understand and Love Japan.” In the 2010s, the Ministry of Economy, Trade, and Industry (METI) launched “Cool Japan,”  which is exactly what it sounds like––make Japan seem “cool.” 

Cool Japan budgeted investments in promoting anime, manga, fashion, food, and design. METI’s agenda included cultivating creative talent, improving broadband content markets, and financing content producers. Meanwhile, the Ministry of Foreign Affairs (MOFA) launched complementary projects such as the International Manga Award, appointed Doraemon as “Anime Ambassador,” and appointed three young women as official “Kawaii Ambassadors.” It also created Japan Creative Centres in countries like Singapore, which houses a library of Japanese manga, and holds cultural events.

Kawaii Ambassadors

With these two ministries, the Japanese government has named the United States, South Korea, China, and Southeast Asia (many of which hold longstanding historical tensions with Japan) as particular areas of focus. In South Korea and Taiwan, Japanese manga was initially smuggled in, which Japanese names and backgrounds changed to avoid detection due to postwar restrictions, but gradually gained mainstream acceptance as restrictions loosened. Even in China, where foreign animation is more regulated, Japanese anime remains highly popular, especially online. These fan-driven trends were amplified by the government’s efforts to ease content restrictions.

The Japanese government also worked to expand international broadcasting, establish cultural centers abroad, and fund workshops and events, such as the World Cosplay Summit. These efforts were aimed not just at spreading content, but at encouraging genuine cultural interaction, especially among young consumers, who are seen as the future of Japan’s international relationships.

By aligning public policy with creative industries, Japan turned pop culture into an economic and diplomatic asset. The government’s efforts helped position anime and manga not merely as entertainment but as representations of Japanese identity. As fan communities grow, and more young people take an interest in the Japanese language and society, it is clear that Japan’s soft power strategy is succeeding.