Cool Japan and Sustainable Nation Branding - Reviving Japan’s Tourism in the Post-COVID-19 era
Japan sought to improve its national brand overseas to drive tourism through ‘Cool Japan’. This case study explores the strategy, especially during the COVID-19 pandemic.
At a glance
Country
Japan
Initiative Goal
Enhance Nation Branding
Year Enacted
2015
2013: Cool Japan Fund started
Case Study Focus
Marketing and International Relations, Communication, Tourism, Culture, Public Diplomacy, National Soft Power
Abstract
The "Cool Japan" initiative, launched in 2012, showcases Japan's efforts to strengthen its national brand by promoting cultural and technological assets such as anime, manga, cuisine, traditional arts, and advanced technologies. This campaign aimed to enhance global perceptions of Japan, boost tourism, and drive economic growth through cultural diplomacy. Despite initial success, the COVID-19 pandemic dealt a severe blow, reducing inbound tourism from 31.9 million visitors in 2019 to record lows in 2021, exposing vulnerabilities in the strategy.
This case study examines the initiative's achievements and challenges, including its global cultural influence, financial constraints, and criticisms of stakeholder misalignment. It explores ethical considerations in nation branding, the complexities of balancing economic objectives with societal and environmental concerns, and strategies for mitigating over-tourism. The case study prompts the assessment of the campaign's impact and proposes innovative solutions for integrating economic, cultural, and sustainability goals in Japan's post-pandemic recovery.
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