Naumov A.O. Soft power of the Land of the Rising Sun

Abstract: The article studies the potential of Japan’s soft power. The author analyzes the main sources, institutions, problems and prospects of this direction of foreign policy of contemporary Japan. Since the early 21st century, the emphasis of Japan’s soft power has been placed on the promotion of the modern popular culture. The special “Cool Japan” concept had been developed. The concept was supported by Japanese scientists and politicians. Today, this concept is being implemented by Japanese soft power institutions – the Agency of Culture, working within the Ministry of Education, Culture, Sport, Science and Technology and the Ministry of Internal affairs of Japan, the Cool Japan Fund and the Japanese centers established in the late 20th centuries in the developing states. The author applies the method of historicism, the institutional approach and comparative analysis. Japan’s soft power is studied in its historical aspect; the author analyzes the work of its institutions and compares its potential with the potentials of soft power of other countries of Asia-Pacific region. The author concludes that contemporary Japan tries to win the world not with the attractiveness of its ancient traditions, but with the modern technologies and popular culture. Thus, Japan’s soft power is primarily aimed at achieving its geo-economic objectives. 

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