The Japanese government launched the "Cool Japan" strategy in 2010 to monetize soft power. The results are mixed. While Demon Slayer: Mugen Train became the highest-grossing film globally in 2020, the government struggles to replicate that success with high-culture exports (tea ceremony, kimono).
Ironically, the globalization is happening organically via OTAKU (subculture fans). The term "otaku," once pejorative (meaning "social shut-in"), has been reclaimed. International fans now pilgrimage to Nakano Broadway (Tokyo) to buy vintage transformers and Sailor Moon cels. They are the missionaries of Japanese entertainment culture.
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Japan’s entertainment future lies in hybridization:
However, Japan remains cautious about soft power as a deliberate policy (unlike South Korea). Entertainment is still viewed domestically as asobi (play) first, export second—which paradoxically preserves its authenticity. The Japanese government launched the "Cool Japan" strategy
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