What are the goals and limitations of Cool Japan and how do case studies of former occupied countries show us its ability to succeed in nation-branding?

Abstract In the recent years Japanese pop culture has become an essential medium in the nation-branding strategy “Cool Japan”. The government has invested in Cool Japan especially in the Asian region as there are still lingering tensions over Japan’s imperial past. This thesis explores how popular culture is used in nation-branding strategy in two countries that were occupied by Japan during the Second World War, Indonesia and South-Korea. How Japan implements nation-branding in South Korea and Indonesia and whether Japan uses a specific approach with consideration to historical memory and if a pattern can be distinguished is still under-examined, and therefore wishes to contribute to this discussion. This research uses policy analysis to assess the Cool Japan policy approach in South Korea and Indonesia. As Cool Japan is largely reliant on soft power, this study also tests Joseph S. Nye’s theory of soft power as a general theory applicable to Japan. My findings demonstrate that the...Show moreAbstract In the recent years Japanese pop culture has become an essential medium in the nation-branding strategy “Cool Japan”. The government has invested in Cool Japan especially in the Asian region as there are still lingering tensions over Japan’s imperial past. This thesis explores how popular culture is used in nation-branding strategy in two countries that were occupied by Japan during the Second World War, Indonesia and South-Korea. How Japan implements nation-branding in South Korea and Indonesia and whether Japan uses a specific approach with consideration to historical memory and if a pattern can be distinguished is still under-examined, and therefore wishes to contribute to this discussion. This research uses policy analysis to assess the Cool Japan policy approach in South Korea and Indonesia. As Cool Japan is largely reliant on soft power, this study also tests Joseph S. Nye’s theory of soft power as a general theory applicable to Japan. My findings demonstrate that the ideal conditions for nation-branding strategy to work, depend on how the countries in question (South Korea and Indonesia) view the country that implements nation-branding(Japan). Therefore,Cool Japan nation-branding can only succeed in countries that have a relatively positive image of Japan.Show less

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What are the goals and limitations of Cool Japan and how do case studies of former occupied countries show us its ability to succeed in nation-branding?