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Policies are not only a tool to help Japan recover and promote the country''''s image after the war, but they also have great power in building a large community of people who love Japanese

TRƯỜNG ĐẠI HỌC VIỆT NHẬT

KHOA NHẬT BẢN HỌC

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BÀI TẬP CUỐI KỲ

MÔN HỌC: VĂN HÓA NHẬT BẢN ĐƯƠNG ĐẠI

Người thực hiện: Trần Bình Minh

Lớp: BJS K1 Mã SV: 20110028

Hà Nội, 2023

In the era of globalization, countries around the world have many

opportunities to integrate and spread their strengths globally At this time, unlike

the time of war, force is no longer a priority to show the strength of nations, but

instead is the strength of culture Culture, the unique identity of each country, is the

most optimal choice in expressing the country's strength, because that power does

not need weapons, does not have violence, but is full of weight and influence

profound influence on a worldwide scale

Japan is a country with a unique culture on the international stage and is

famous for its admirable cultural spillover campaigns One of those campaigns is

the foreign cultural policy “Cool Japan” Over the past decade, the Japanese

government's campaign has played an important role in exporting Japanese culture

to the world In June 2010, the Ministry of Economy, Trade and Industry of Japan

(METI) established the Creative Industries Promotion Office to shape and set

strategic goals with the official name "Cool Japan" " was released in late 2011.The

name "Cool Japan" is inspired by the 80s and 90s of the last century with the

British movement "Cool Britannia", and is a reference to an article titled "Japan's

Gross National Cool" by Douglas McGray back in 2002 The wave of cool

Japanese culture has spread around the world and has a profound influence

internationally, including in Vietnam Policies are not only a tool to help Japan

recover and promote the country's image after the war, but they also have great

power in building a large community of people who love Japanese culture in the

world the world, to the point that other countries like China and Korea have to

"imitate", "follow" to achieve the values that cool Japan has brought to Japan."

After the devastation of World War II, Japan hoped to improve its economy

and national image by distributing Japanese popular culture around the world,

especially through East Asia in order to increase its popularity reputation and

alliances with neighboring countries Contrary to its history of forming a strong

military power, Japan follows the path of establishing itself as a soft power, which

Japan believes will change its perception of its national image Beginning in 1980

after the establishment of the Ministry of Foreign Affairs (MOFA), Japan began to

intensify efforts to build a national brand Through the release of a soap opera

television series title Oshin The film was well received and this provided an

instant boost to the image that Japan was trying to improve Through the success of

Oshin and many other TV shows, Japan introduced the idea of "Cool Japan" to

successfully tap into Japanese popular culture and distribute it in the direction of

cultural awareness nationalization At present, the cool Japan policy is constantly

expanding across fields and propaganda tools such as: popularizing Japanese,

cultural and artistic exchanges, games, cartoons, comics, music, and movies TV,

fashion

1 The original strategy

Since 2012, the Cool Japan campaign has been under the direction of a minister

appointed by the Cabinet Office of Japan to coordinate policy among different

government agencies A document published by METI around this time shows that

the main objective of the campaign was to develop trade, partly due to the dire

economic situation of the country in the late 2000s and early 2010s At the

moment, Japan is facing a prolonged deflationary situation, a shrinking population

and falling domestic consumption Cool Japan is proposed as a solution to reach

the international market to get out of the gloomy situation of the domestic market

The document also shows that although Japanese fashion, food and culture

are popular around the world, they do not bring significant revenue to the country

For example, one report noted a very low rate of textile exports from Japan to

China, even though Japanese fashion magazines are very popular in the country

"For the first few years, the campaign focused on promoting Japanese

anime, manga and other content to overseas markets, and then expanded further,"

said a government official with the Cool campaign Japan spoke on condition of

anonymity because he was not a spokesman for the campaign "We see it as a

success, so from two years ago we changed our focus to developing soft power

Now we are planning to set up new performance indicators to reflect reflect this

goal"

And the new Cool Japan campaign has really been noticed since that time

Initially, the budget for Cool Japan in 2011 was 20 billion yen and by 2020, the

number has increased to 55 billion yen

In 2013, the Cool Japan Fund was established to invest in businesses that

promote consumer demand for Japanese products and services Over the past eight

years, this fund has invested more than 100 billion yen in about 50 projects of all

kinds

In the same year, the Japanese Content Promotion and Localization Support

Subsidies program was also launched to finance the translation of Japanese

entertainment and content programs for foreign markets The Japanese government

has invested in promoting domestic works of art and culture abroad, and

established international marketing centers and export groups

2 Manga:

According to the BBC, these days, the British Museum in London is hosting the

world's largest manga (Japanese comic) exhibition The event once again recalls

the global reach of manga - an interesting phenomenon that happened before

the Korean wave (Hallyu) invaded the world

In Vietnam, since the early 1990s, children of the 8x generation have been

acquainted with the robotic cat Doraemon from Japan It can be said that, before

seeing Japan, global residents already have a concept of Japanese culture

through manga (and anime - animation)

Korean animator Yeon Sik Hong expressed his thoughts on manga: "When I

think of Japanese culture, the first thing that comes to mind is manga and

anime Many Koreans have no knowledge of manga and animation I think so

too I think those two represent Japanese culture."

Far from Asia, the colonial legacy influenced the reception of manga in other

places, such as Africa Alexandra Gueydan Turek, professor of French studies

at Swarthmore University (USA), commented that manga has been used as a

useful tool to help post-colonial countries maintain their own cultural identity

"Captain Tsubasa" is a manga series about football popular in Algeria and in the

Arab world From here, Dz-manga, or manga of Algeria, was born as an

alternative to Western drawing and traditional Islamic art

Overall, the influence of manga on readers and their worldview is magnified by

the fact that most approach manga at a very young, vulnerable age.Years ago, a

survey in four European countries found that 15% of readers became familiar

with manga before the age of 10, 45% between the ages of 10-14, and 29%

before adulthood This is a very important stage in personality

formation.Cultural dynamism is one reason manga transcends Japan in so many

ways "Manga has become an international language today"

3.Anime:

Anime events and conferences - a gathering place for anime/manga fans to

express their passions have begun to appear They even combined with the

participation of voice actors and project staff to discuss the film together

From here, the origin of cosplay is also dead The "anime fanatics" have

begun to transform into the characters in the movie Cosplay today is not limited to

anime but also transcends Western characters, cartoons, Hollywood movies

Another aspect is that the art style of the anime is very unique with big eyes

and "unusual" hair Western countries have also adopted that particular style One

of those achievements was the birth of Avatar: The Last Airbender and The

Legend of Korra Both are American works

With a growing number of fans and the strong development of the internet,

dozens of anime viewing websites have also officially been born to serve those

who are discovering and learning about anime In many different and simpler

ways, anime has become closer and closer to many young audiences

Anime is considered as a means of promoting Japanese culture in the

Japanese government's Cool Japan policy to the world, playing the role of Japan's

public diplomacy and cultural diplomacy

4.Japanese cuisine: Japanese cuisine attracts diners first in the

sophistication of the food arrangement In terms of taste, most people will find

Japanese food a bit difficult to eat when they first taste it, but those who have

overcome the "taste challenge" are almost all enthralled and want to enjoy more

Up to this point, it is estimated that in Ho Chi Minh City alone, there have been

hundreds of Japanese-style eateries and restaurants that are very popular with

young people

Besides restaurants, enjoying Japanese-style coffee and tea ceremony is also

gradually becoming popular everywhere These include maid coffee with

waitresses wearing maid uniforms often seen in comics as well as tea ceremony

shops serving tea according to the "standard" Japanese ritual

No noise, Japanese cultural features enter the minds of young Vietnamese in

a gentle, quiet but addictive way Is that also a characteristic of Japanese culture -

gentle but equally profound

5.Cosplay culture and kawaii:

Cosplay is Dress up as a character by dressing up as game or anime

characters Enthusiasts and players gather together for photo sessions or role-play

in game and animation event venues for photographers to capture and other fun

ways There are also many role-playing enthusiasts in Europe and the United

States

Kawaii is a word that comes from Japanese The word can refer to objects,

people and animals that are charming, graceful, "fragile", shy and innocent

It is thanks to the cool Japan policy that Japan has enhanced its ability to

actively communicate with the world; remove barriers to creativity and willingness

to accept challenges; support collaborative efforts that are not limited by a

hierarchical structure Japan has developed a better Japan image to the world;

increasing the mobility of Japanese cultural and information products in the

international community; accept foreign perspectives to find the true appeal of

Japan Japan has personalized the problems that Japan and the world are facing;

promote industries through which Japan can contribute to the world gender, by

addressing issues such as the environment, declining birth rates and aging

populations; provides information on the ancient Japanese philosophy of

sustainability and harmony

Thus, the implementation of the Cool Japan Strategy mission is a long-term

process, proceeding from self-construction of internal strength and national

attractiveness to expanding attraction, spreading outward and using political

admired by the world to affirm their attractiveness, thereby with their values and

abilities to help the world in solving common problems of mankind, towards a

society of sustainable development stability, harmony and prosperity

The bloody lesson "'hard' creates force, 'soft' creates position and only soft

power is able to draw a 'soft border' for the nation" has been thoroughly inherited

and applied by Korea Due to the unique geo-political position of the South of the

Korean peninsula, which suffered the heavy consequences of the Cold War

(dividing the nation at the 38th parallel), they had to live common with the "giants"

(Japan, China) and the constant threat of nuclear attack (North Korea) Facing too

many challenges to maintain security and peace for the country and the region,

Korea needs to balance internal and external forces through soft power The above

orientation is completely consistent with the psychology of Koreans as they

experienced loss during the Japanese colonial period (1938-1945) and poverty after

the Korean War (1950-1953) It was because of choosing the strength of a noble

culture over the power of an invader that Korea easily penetrated and spread its

influence peacefully Since the end of the twentieth century, the birth of "Hallyu"

(Korean wave) has become a "craze" and a "phenomenon" of efforts to replicate

the national brand throughout Asia In China, Japan and Vietnam began to be

flooded with Korean culture, from music, fashion, movies, online games to

language and lifestyle As a result, Hallyu becomes a "window" for Asian countries

to look at Korea - a developed, dynamic and prosperous land More importantly, it

also created a "soft belt" around the economic powerhouse Japan and the military

power of China; at the same time, successfully building a chain of "soft links" with

Southeast Asia

Cool Japan's foreign policy is not only successful in helping Japan change

the face of the country in the international arena, but it is also one of the profound

lessons for other countries who want to learn to spread the country's culture

through soft power, which typically includes China and Korea, has been very

successful Vietnam is a small country, with a late-developed economy, Vietnam's

soft power is by default "cultural soft power" with the ability to influence and

attract with spirit and ideology through various political and economic activities In

the form of cultural exchanges, cultural, educational, film and mass media

channels, Japan's Cool Japan foreign policy is an ideal model for Vietnam's foreign

policy follow and learn

6.Remaining problems

While some individual initiatives have faltered, Cool Japan has emerged as a major

driving force in the development of Japanese cultural products through sponsorship

and promotion

Still, experts say this development is a natural and unintended development, rather

than government-driven

"The government's vision for Cool Japan is nothing like Cool Japan in most

consumers' eyes," said Matt Alt, author of Pure Invention: How Japanese Pop

Culture Conquered the World "When governments get involved in the production

of cultural products, they raise all sorts of problems from logic to ethics."

"They're focusing on anime and manga with traditional crafts, and they tend to

focus on direct advertising, which is a resource-intensive method But there are

quiet initiatives, though not attention, but it's quite effective," Alt said, pointing to

the translation subsidy given to J-LOC and J-Lit to cover the cost of localizing

cultural products

It should be noted that not all cultural productions are as successful as anime and

food Although it also received a lot of favor from Cool Japan, Japan's film and

music scene faced many difficulties when dealing with foreign markets, especially

when compared to Korea Japanese content creators in some creative industries

work with low wages and poor working conditions And the Covid-19 pandemic

makes things even more difficult

For the past year or so, Cool Japan's activities have simply focused on keeping the

creative industry alive with subsidies for companies, business owners and

freelancers