COOL JAPAN AND
THE ART OF SOFT POWER

Japan is a well-known country for its kawaii culture, manga, anime, mascots and so much more. A fund called Cool Japan to bring the culture out to the rest of the world. Yet, behind the adorable, wondrous and colorful world of creativity lies a big secret.

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The Cool Japan campaign, brought to life by the Japanese government, was believed to be a propaganda tool to attain soft power. Soft Power can be understood as the result of the government attempt to reach a desired outcome by co-opting than coercing. In other words, it makes people want to do what you want them to do, which enables great control and power once obtained as a result.

 

This video essay discusses how Cool Japan helps the Japanese government reach their goal, its effect and criticism.