CULTURAL POLICIES AND POP CULTURE AS MEANS OF PROMOTING JAPAN'S INTERNATIONAL IMAGE: AN EXPLORATORY SURVEY

Abstract

Since the late 20th century, there has been an observable dissemination of Japanese cultural products and brands worldwide, contributing to the academic discourse on a country's soft power in the international arena. Terms such as Kawaii, J-Rock, Manga, Anime, Tokusatsu, Studio Ghibli, Nintendo, and many others have increasingly gained global recognition, symbolizing the essence of what Japan has been and continues to be associated with. In this context, this study aims to centrally map the cultural policies implemented by the Japanese government over the years, seeking to understand its role in the dissemination of its cultural products and brands, with particular emphasis on the Shinzo Abe administration (2012-2020). Accordingly, the article begins with the following research question: what policies have been adopted over the years by the Japanese government to promote its pop culture and influence international perceptions of itself, especially during the Shinzo Abe administration (2012-2020)? The analysis is grounded in reflections on cultural diplomacy and the soft power debate, and methodologically, the study adopts an exploratory and descriptive approach to Japanese cultural policies. The article highlights that Japan uses culture as a strategic tool to project a positive image of itself on the international stage. During Shinzo Abe's administration, these cultural projects were significantly expanded, driven not only by the longevity of his tenure but also by the interests of a more assertive foreign policy, with a focus on strengthening the country's position in the regional context.