Japan’s 15 minutes of social media fame
Joely Thompson (Ishikawa)
Japan in the digital age
Whether it’s sumo wrestlers in London, matcha latte reviews, ski season in Niseko or the Japanese ambassador chugging beer, Japan-related videos are unavoidable on social media. The social media generation is obsessed with Japan.
Japan’s Cultural Capital
Although Japan may be the man of the moment, it is no stranger to popularity and fame. Japanese culture has always been internationally renowned. In the 1980s, Japan was an economic superpower: Nintendo released Super Mario Bros., Studio Ghibli was founded, and famous Japanese pop songs (such as Miki Matsubara’s “Stay With Me”) enjoyed global fame.
By the 1990s and 2000s, although Japan was suffering from a recession, its global cultural influence only grew: the PlayStation was released, Miyazaki’s Spirited Away received international acclaim, and everybody knew the popular snack character, Hello Kitty. From the 2000s to modern day, anime has grown in popularity, while ramen, sushi, and udon restaurants are now commonplace in the West. Ultimately, Japan has always exported its culture en masse.
The rise of ‘cool’ Japan
In the early 2000s, authors started to write about the impact that these cultural exports could have on Japan’s economy and soft power. For example, in what would later become an article of great cultural significance, American journalist Douglas McGray wrote about Japan’s gross national ‘cool’. He suggested that if ‘cool’ could be measured in the same way as GDP, Japan would be the highest-grossing country.
Effectively, the argument goes that Japan very successfully transmits a mass culture. What sells well in Japan tends to sell well in the United States and the rest of the world. Pokémon, Hello Kitty, and Super Mario Bros. are all examples of this. Therefore, if Japan can harness its ability to export ‘cool’, it can increase its soft power and improve its economy (by increasing overseas visitors and product sales).
Following this article, the term “cool Japan” (first coined by McGray) became a catchphrase used to advance policies boosting the Japanese economy. For example, the Office of Cool Japan was established, and the Cool Japan Fund was launched—financing projects which introduce Japanese culture abroad. New investments were made in media, food, fashion and tourism. Furthermore, in 2015, the Ministry of Foreign Affairs (MOFA) was given $550 million to increase the nation’s influence on the global stage. MOFA established Japan House, an overseas cultural education hub, to “nurture a deeper understanding and appreciation of Japan by the international community.” Three international hubs in major cities (London, São Paulo, and Los Angeles) were created.
Therefore, whilst cool Japan might be new to the social media generation, this particular vision of Japan has been a long time coming. This perception is not accidental; it is the result of an intentional diplomatic strategy by the Japanese government. ‘Cool Japan’ was primarily about increasing soft power and improving the economy. Interestingly, in order to do this, high-end diplomacy shifted international audiences away from seeing Japan exclusively as the land of anime, gaming, and kawaii. Even though these were three key pillars upon which McGray’s article and the ‘cool Japan’ vision stood.
Instead, the ‘cool Japan’ strategy focused on craftsmanship, tradition, and high-culture, to attract city professionals and corporate individuals. Who could improve Japan’s economy and bolster their soft power. For example, Japan House “distinguish[es] itself clearly from other cultural activities, many of which have been defined by stereotypes and faux representations of Japan.” Furthermore, Japan House (London) is located in an Art Deco, grade -II- listed building in Kensington. Nothing says “we want to attract high society” quite like placing a cultural hub in one of the wealthiest areas of London.
Furthermore, the Cool Japan fund (aimed at introducing Japanese culture abroad ) diverted much of its investment towards refined areas of Japanese culture, such as traditional crafts. It also invests in companies offering tailor made group tours for high-end travelers, investment capital companies, real estate funds, shipping companies, and tech investment platforms. These factors are all indicative of the audience Japan is trying to attract and the cultured image it is trying to portray.
A perfect marriage
Understanding the motivation behind “cool Japan” provides a better understanding of Japan’s social media popularity. The rise of ‘cool’ Japan has coincided with a time in which Gen Z are reconnecting with traditional values. There is a marked shift on social media away from hustle culture and capitalist consumption towards a slower, more traditional way of life. It’s hard to scroll for more than a couple of minutes on social media without seeing popular buzzwords like ‘trad-wives,’ ‘organic,’ ‘homegrown,’ or ‘slow life’—all of which are associated with traditional values.
Mark Fisher, the author of Ghosts of my Life, suggests that this could be a direct result of late-stage capitalism. Neoliberalism’s destruction of solidarity and security brings about a hunger for the well-established and familiar. Other authors have echoed the same sentiment, suggesting that the intensity and precariousness of late-stage capitalist work leaves people overstimulated, and exhausted. They long for the ability to slow down and return to traditional ventures.
Whatever the reason for this renewed interest in traditional values, it has perfectly coincided with the rise of cool Japan. Japan’s celebration of tradition, quality craftsmanship, and refined culture has captured the attention of social media at a time when wellness, authenticity, and tradition are highly valued. Often ‘trad-wives’ and ‘slow-life’ enthusiasts have come under scrutiny for the privilege they experience, allowing them to live this kind of life. However, the cool Japan strategy sits comfortably alongside videos promoting a slow, and intentional life. First, you watch a video of a trad wife baking home made sourdough in her countryside cottage using local ingredients. You scroll, and the next video is of somebody living a slow life in rural Japan, sipping matcha out of their traditional chawan. These videos seem harmonious, they co-exist very well within the same online reality. Both connect with and promote traditional values.
Ultimately, Japan is trying to attract refined, wealthy individuals by focusing on sophisticated tradition and cultural exports and the social media generation is a willing consumer of tradition and culture. In other words, Japan aligns perfectly with the (social media) mood of the moment. ‘Cool’ Japan has been a long time coming—it just so happens that Gen Z has embraced it in a way which no-one predicted.
Author Bio:
Joely Thompson (Ishikawa) is a first year JET who enjoys writing, reading, and exploring Japan.