Public Diplomacy and Nation Branding in Japan

I found an interesting article in the Japan Times’ Opinion Section entitled “Japan’s ‘brand’ as good as the people behind it.” http://www.japantimes.co.jp/opinion/2013/10/10/commentary/japans-brand-as-good-as-the-people-behind-it/#.U0LQcm5s7HQ. In this article, Nancy Snow explains the importance of Japanese public diplomacy and nation branding, particularly in light of the 2020 Olympics which will be held in Tokyo. She talks about the establishment of the Japan Brand Fund, which was created with the goal of enhancing and promoting Japan’s unique cultural specificities by funding Japanese business opportunities overseas. Snow stresses the importance of PD efforts at the individual, people-to-people level, in both the formal and informal spectra. Specifically, Snow argues that in this day and age, it is crucial to include and take into account the prevalence of social media as tools for diplomacy.

According to the Ogawa article, the notion of public diplomacy in Japan has in recent years developed and expanded significantly, and has been utilized “as a tool for strategies of diplomacy, cultural promotion, trade, tourism and urban planning” (p. 270). The Ministry of Foreign Affairs (MOFA) and the Japan Foundation are tasked with furthering Japan’s diplomacy programs and endeavors; specifically, promoting Japanese culture and values abroad, as well as the Japanese language and studies, people-to-people exchanges, and the strengthening of foreign relations (p. 270-271). Ogawa states that MOFA had historically separated the realms of culture and PR; however, with the various reforms that were put in place in 2004, they are now treated concurrently, and culture has become a more intrinsic part of Japan’s diplomacy programs.

This highlights an important point in the Ogoura article, which is that Japanese society has undergone multiple and continuing transformations in recent decades and this has undeniably affected its role on the global scale.  Therefore, Ogoura maintains that Japan’s PD efforts are closely related to its cultural diplomacy since its image abroad is often linked to “Japan’s own culture or national identity.”

Finally, Ogawa’s article reveals an interesting dynamic of Japanese public diplomacy: its strategies for engagement and the furthering of relations with the Middle East. Ogawa explains that the main goal of Japan’s PD efforts in the region is to differentiate itself from Western diplomacy efforts there, and to encourage “intellectual exchange; support for cultural promotion in the Middle East; and promotion of better understanding of the Middle East among the Japanese” (p 280).

206 thoughts on “Public Diplomacy and Nation Branding in Japan”

  1. Thank you for your blog.

    I agree with what you said. I think that a lot of what government officials forget is the “public” part in public diplomacy. More often than not, people are going to notice things like Lady Gaga visiting over a government official. That is the reality of today’s society.

    More people are apt to read what is one twitter and Facebook than spend the time on something like the White House blog for example. I agree with what the author said about nation branding and how important it is to get the public on board. The government can only do so much especially when the public is driving most of the image that is being generated abroad.

    Right now Japanese culture is extremely popular abroad and while the government has just recently come to accept the power of cultural diplomacy it still has a way to go if it wants to use cultural/public diplomacy to its political advantage. The Japan Foundation, which was established in 1972, offers programs and activities in three major categories: art and culture, language and overseas intellectual exchange. It is in exchange that perhaps Japan can leverage the most power from public diplomacy.

    I make this argument in my research paper about the Tomodachii Initiative which was established after the 2011 Triple Disaster and serves as a major supporter of programs that facilitate cross-cultural interactions between US and Japanese students.

  2. Thank you for your post.

    I agree with what you said. I think that a lot of what government officials forget is the “public” part in public diplomacy. More often than not, people are going to notice things like Lady Gaga visiting over a government official. That is the reality of today’s society.

    More people are apt to read what is one twitter and Facebook than spend the time on something like the White House blog for example. I agree with what the author said about nation branding and how important it is to get the public on board. The government can only do so much especially when the public is driving most of the image that is being generated abroad.

    Right now Japanese culture is extremely popular abroad and while the government has just recently come to accept the power of cultural diplomacy it still has a way to go if it wants to use cultural/public diplomacy to its political advantage. The Japan Foundation, which was established in 1972, offers programs and activities in three major categories: art and culture, language and overseas intellectual exchange. It is in exchange that perhaps Japan can leverage the most power from public diplomacy.

    I make this argument in my research paper about the Tomodachii Initiative which was established after the 2011 Triple Disaster and serves as a major supporter of programs that facilitate cross-cultural interactions between US and Japanese students.

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