Japan’s Soft Power: A Case Study of Uniqlo and AKB48

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    Supported by Japan's official "Cool Japan" policy, popular culture products of Japan are consumed internationally. This new cultural promotion attempts to project Japan's sofi: power, which is the ability to achieve a goal through attraction rather than coercion according to the theory's founder Joseph Nye. Japan's main political goal over the last 25 years has been economic revitalization. In forwarding this objective, today's Japan attempts to capitalize on its position within popular culture including fashion and J-pop music through the export of products generated through Japan's creative industries. This stands in contrast to conventionally exportable manufacturing products.
    Original languageEnglish
    Pages (from-to)33-58
    Number of pages26
    JournalJapan Studies Association Journal
    Publication statusPublished - 2016


    • Japan
    • Soft power
    • Uniqlo
    • AKB48


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