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.