JAPAN’S CULTURAL DIPLOMACY

Abstract

The image of Japan obviously has a dual nature: on the one hand, we perceive it as a high-tech, economically developed, pragmatic global actor, and on the other - we associate it with exotic cuisine, mysterious traditional culture, ultra-modern pop-culture and incredible nature. After the Second World War, these images were purposefully created by cultural diplomacy, which was transformed almost every ten years depending on changes in the foreign policy environment. In particular, the Japanese government formed and promoted the following images of the state: “peaceful Japan” (1950-1960s), “economically developed Japan” (1970s), “international actor” (1980s, however during this period, the Asian region was dominated by the image of “faceless Japan”), “the country of innovative culture” (1990s), “partner for peace development” (early XXI century), “the country of postmodern culture and the best cuisine in the world” (since 2012). The Japanese Foundation, as an institution of cultural diplomacy, encourages and promotes the Japanese language, cultural exchanges and the organization of Japanese studies abroad. The Ministry of Foreign Affairs of Japan  actively advances the country’s culture through “pop-culture diplomacy”, supports the study of the Japanese language and research related to Japan. Diplomatic missions abroad organize comprehensive cultural activities within their territories to improve understanding of Japan and the education of pro-Japanese groups. An effective and influential tool of Japan's cultural diplomacy is gastrodiplomacy as a resource of soft power that increases the attractiveness and desirability of Japanese culture, people, values ​​and ideals; it strengthens the association of some products with Japan, and enables economic gains, including food exports, increased tourism.