According to Joseph Nye, the pioneer of soft power concept, Japan's attractiveness potential is one of the highest in the world. But at the same time Japan faces obstacles to its comprehensive implementation. First of all, it is a policy towards preservation of internal values and the way of life, Tokyo's aggressive policy in the first half of the 20th century still not forgotten by its milieu, demographic problems, successful competition by the rapidly developing neighbors, especially Republic of Korea and China, in the field of soft power. Today Japan's desire to revive the status of military power makes the situation more complicated.

State, "soft power" and cultural diplomacy

Traditional spheres the state is in charge of are economic and military because they both guarantee state's survival. In case of the state's participation in public diplomacy space for activity of special-purpose funds, NGOs, media and large corporations occurs. In today's world, one way or another, states are limited in the use of hard powerand it is soft power that becomes an instrument for creating favorable environment for foreign policy.

Japanese soft power developed independently of the state and rose from Japanese culture, national traditions, aureole of mystery and inaccessibility and later rose from modernization success and model of economic development. But at which stage did the state get involved and soft power become considered as a means of winning leading positions in the world economy, policy and culture for Japan?

After World War II Japanese government faced necessity not only to recover economy and reform governance system in the state but as well to overcome the image of aggressor in the international arena. Spheres of culture and public diplomacy offered Japan wide opportunities for such activity.

Today implementation of Japan's soft power is under control of Foreign Affairs Ministry. In 1972 the Japan Foundation was established under the Ministry's management for development of cultural exchange, promotion of Japanese studies abroad, researching activity of Western institutions and international cultural exchange standards and programs. In October 2003 the Foundation became an independent institution and now it has 24 offices around the world, its activity covers more than 190 countries. The main directions of Foundation's activity are exchange programs for outstanding specialists in the field of cross-cultural communication, science and culture as well as sport exchange programs and participation of Japanese scientists in international conferences, preservation of Japanese cultural monuments by Japanese specialists , cooperation on realization of joint projects with UNESCO.

Japan International Cooperation Agency (JICA) regulates the issues related to the official development assistance; its goals are the reduction of poverty, increase of effectiveness of management systems, ensuring human security and stimulation of educational and cultural exchange.

In 1988 Japan's Foreign Affairs Ministry began to publish the monthly journal on foreign affairs "Gaiko Forum", which also covered issues related to Japanese popular culture and public diplomacy.

In 2005 the Advisory Committee led by Tamotsu Aoki, professor of Hosei University, was formed to conceptualize the elements of Japan's soft power. In Diplomatic Blue Book 2004 a section of the 3rd chapter dedicated to the soft power concept and public diplomacy, improvement of image of the state abroad, students exchange programs, cooperation in the cultural sphere. One of the most important part is about "Cool Japan", public diplomacy program aimed at the promotion of Japanese popular culture. By 2014 the government's spending for promotion of Japanese pop-culture reached almost $883 million. In 2004, ex-prime minister Aso Taro in his speech about Japan's strategic development stressed soft power as one of the most perspective direction and Japan's attractiveness promotion in the world as one of the resources of growth.

There is a departure in the MOFA structure, that realizes Japanese film festivals, painting exhibitions, Japanese cuisine days. The MOFA's internet-page provides links to resources related to public relations abroad, cultural and people-to-people exchange, cooperation with international organizations (UNESCO, UNU) including WebJapan (available in Chinese, English, Arabic, Russian, Spanish, Korean, Portuguese, Danish and French) which provides information on trends in Japanese fashion, cuisine, nature, Japan's achievements in the field of economy, education, environmental protection and so on.

Also it is worth to note that neither the Prime Minister nor the Minister of Foreign Affairs, nor the Japanese Ambassadors refuse to give comments to the major national and foreign media on such seemingly acute issues as territorial disputes with neighbors. This looks like demonstration of Tokyo's willingness to discuss these issues openly and confidence in the legitimacy of the territorial claims.

The state invests a lot in support of external economic activity of Japanese enterprises. In the sphere of economy attractiveness of the state and national culture are valuable as they bring significant dividends to business. At the same time the country's economic success is already a powerful tool of positive influence which forms the attraction of Japanese corporate culture. In the Intellectual Property Strategic Program 2006 cultural and economic aspects were identified as complementary, and also there were measures proposed to improve the image of the country through the use of rich cultural potential, through support of Japanese business and promotion of Japan brand all over the world. The brand "Made in Japan" around the world is associated with the quality and reliability of Japanese products and despite the high price it is in great demand.

In 2004 the Ministry of Economy, Trade and Industry launched the "Japan Brand" program, aimed at promoting certain products produced in Japanese regions at the foreign markets. This program became a part of a strategy for stimulating external economic activity of small and medium-sized enterprises.

Vectors of dissemination

After the World War II Japan managed to solve an extremely difficult task: in a short period of time the country not only earned the reputation of a peace-loving country and a reliable economic partner but still continues to support it successfully.

Japan's cautious, non-assertive policy and economic assistance to the countries of Asia Pacific after the World War II played a key role. In 1954 Japan became a participant of the Colombo Plan for the joint economic and social development of Asia and the Pacific. From that moment, directly or through participation in international projects, Japan began to provide official development assistance, grants without requiring their return and long-term loans on preferential terms. Today speaking of lending Japanese banks keep a leading position in the Asia Pacific region.

The construction of Japan's infrastructure projects is another significant area, however today Japan faces strong competition from China. Tokyo invests in the construction of schools, hospitals, purchase of equipment, construction of roads. In May 2015 Shinzo Abe announced the launch of the "Partnership for Quality Infrastructure" project which should embrace South, Southeast and Central Asia countries. Next five years Tokyo intends to invest 110 billion dollars for the project implementation. Despite the recession that has continued since the 1990s, Japan remains the main donor of economic assistance and lender in Asia, one of the founders of the Asian Development Bank and the largest contributor to infrastructure development projects.

Assistance for developing countries, financing of development programs, provision of preferential long-term loans, training of personnel and sending Japanese specialists to developing countries allows to form the positive image of the country and favorable environment for Japanese business.

During the recovery period after the World War II the cautious Tokyo's policy, the emphasis on the provision of economic means, loans, grants, and investments in infrastructure project played an important role in spreading the so-called soft influence of Japan in North Asia and Southeast Asia – closest Japan's neighbours. Thus, after the beginning of reforms in the People's Republic of China in the late 1970s Japan was one of the main trading partners and still one of the main investors.

Because of geographical proximity and close historical ties China and South Korea became the first countries which felt Japanese soft power influence through the popular culture. In late 1990s Japan faced a strong competitor: South Korea film production, music (K-pop) and tourism to Korea, Korean ethnic cuisine, electronics intercepted interest in Japan. Korean pop culture first captured China and Japan, then Vietnam, Cambodia, Taiwan, Thailand, Russia, Mongolia, European, Central Asian, Middle Eastern and African countries, America. Nevertheless, 99% of the exports of the Korean cultural industry go to Asian countries.

To some extent Japan nurtured its competitor itself: it was the Republic of Korea that was the largest consumer of the products of the Japanese popular industry, and then the imitator, subsequently adding its national flavor to the most popular samples of Japanese pop culture.

In Southeast Asia Singapore became a kind of reference point for distribution of Japanese popular culture. In November 2009 the Japan Creative Center was opened in Singapore to introduce traditional and modern Japanese culture, technological achievements, cuisine, anime, crafts, cinema and music.

In Central Asia the basis of Japanese soft power is Japan's Asian identity, similarity. Diplomatic relations with the countries of the region Tokyo established in the 1990s, but they won attention much earlier and today they are spurred by Tokyo's interest in energy potential and transit opportunities of these countries.

The undeniable advantage of Japan in the Central Asian region is the absence of military aggression in the past and, as a result, the absence of negative memory of the peoples regarding Japan. "Residents of Central Asia remember tens of thousands of Japanese prisoners of war on the territory of Kazakhstan, Uzbekistan and Tajikistan after the World War II. Until now buildings built by their hands have been preserved, for example, the Central Telegraph and the Ministry of Culture in Tashkent, the Academy of Sciences in Almaty, the Farhad Hydropower Station in Tajikistan", notes Olga Dobrinskaya, Research Officer at the Department of Japanese Studies, Institute for Oriental Studies of the Russian Academy of Sciences.

In the 1990s Central Asian countries had to choose the way for further development including economic model. The Japanese case with the leading role of the state seemed very attractive, as well as the fact that Japan acted as a carrier of Western values of democracy with some Eastern specificity.

Ryutaro Hashimoto's concept of the "Eurasian diplomacy" meant revitalization of Japan's relations with Central Asia, the Caspian Sea region and China. In 2004, Japan initiated the launch of the "Central Asia plus Japan" Dialogue to strengthen mutual understanding between countries. In 2006 Central Asia along with the South Eastern and Central Europe, the Caucasus, the Middle East, South, Southeast and Northeast Asia were inserted in the concept of the "Arc of Freedom and Prosperity". Shinzo Abe's visits to the countries of Central Asia in November 2015 became a demonstration of serious interest in cooperation with the countries of the region.

Among the examples of Japan's soft power in Central Asia, it is significant to mention programs of official assistance to the development of the Central Asian states, projects in the field of ecology, green and energy-saving technologies, in the spheres of agriculture, education, health. Successes in these fields have strengthened Japan's image as a state that promotes and develops non-military security.

Japan is interested in Central Asia's transit routes and energy resources, and that's why the Japanese government is interested in the stability of the region including environmental dimension, political, economic and social spheres.

Difficulties and prospects

In the Soft Power 30 global index of Portland in 2017 Japan ranks sixth while in 2015 it was located on the eighth position. Despite the high indices there are factors which contain the further realization of the potential of Japan's soft power.

The most important one is related to the perception of foreign influence. Soft power becomes an unattainable ideal wherever different identities, ideologies, views collide. It becomes effective only if the 'recipient' of soft power shares the notions of the way of life, worldview, culture of the soft power 'projector'. Concerning effectiveness of Japanese soft power the following question arises: how much is Japan's soft power viable in Northeast Asia given the growth of nationalist sentiments in Asia including those in China and Korea, and Japan's implementation of military reforms policy? Can it cope with competition from the Chinese cultural heritage which is much older than Japanese one?

Another issue concerns weakness of soft power in overcoming hostility and rivalry rooted back far in the past and kept in memory of several generations. It is evident within long-lasting memory of Japan's militaristic and colonial policy in Asia in the first half of the 20th century.

Today in Japan military component as an invariable attribute of great power gradually displaces the 'soft' component, which is absolutely important in the world of international technologies and free information flows. Nevertheless, soft power cannot be disregarded, since it is one of the most important elements shaping the image of the state, which strives for a more weighty position among powerful actors and in dealing with global issues.

Moreover, the longest life expectancy results in a high rate of aging; the desire to preserve the culture, way of life, business ethics appears in rigid migration legislation, which exacerbates demographic problems. The migration legislation provides a facilitated regime for obtaining visas and citizenship for "unique" specialists, however, a language barrier remains a strong obstacle. Japanese popular culture is experiencing serious competition from the Korean one. Competition with China in Southeast Asia and Central Asia is increasing and India is rising a a new vigorous rival in the economic field.

So the question is if it is possible in the current conditions to give a new impetus to the Japanese soft power. In case Abe's government is able to cope with domestic economic problems, Japan will be able to maintain its status as a reliable economic partner and one of the main creditors in the international community.

An important but hardly feasible step could be Japan's willingness to discuss the issues related to its militaristic past, which the present government is trying to forget with all its might.

In cultural diplomacy Japan relies on pop-culture, the brand of anime and manga, which should promote a deeper interest in the country's rich culture. But maybe today the world needs things which fascinated foreigners in the XIX-XX centuries? For example, traditional, authentic cultural heritage?

Today military reforms can eradicate the government's efforts to project its soft power and their further implementation will require much more effort and resources to maintain Japan's attractiveness in the world. A great opportunity to put life into Japanese soft power can be the 2019 Rugby World Cup and the 2020 Olympic Games which will be held in Japan.

As well 2018 is a cross-cultural Russian-Japanese year. For both countries it is a great opportunity to better understand each other, to make people interact more often and find more common points for cooperation. Despite the Kuril issue, which is yet to be resolved, current stable and friendly relations between Russia and Japan provide great potential for dialogue and collaboration. Within the Pivot to the East Russia now makes an attempt to establish close ties with promising and highly developed Asian countries, and 2018 grants Japan a more privileged position at least in terms of people-to-people contacts.

Japan`s cultural events are warmly welcomed in Russia. For instance, in Autumn 2017 just three big events took place in Moscow: 7th Moscow Biennale, exhibitions by Takashi Murakami "There will be a gentle rain" and Keichi Tanaami "Country of mirrors".

But opportunities granted to Japan by international large-scale sports and cultural events have temporary effects although they give a good chance to show the country at its best. Japan as an influential soft power actor requires a long-term strategy which would work in accordance with other state policies. Otherwise, Japanese government run risks to lose its positions as one of soft power leaders if it chooses hard power instruments for projecting its influence and will have to fully revise its soft power strategy.

Original text in English
Original pre-revised text in Russian
Photos: JAPAN BRAND