Soft Power and Cool Japan: Shaping Japan's National Image

This article examines the «Cool Japan» strategy as one of Japan's soft power tools in the process of building the country's national image. The article focuses on the mechanisms by which the «Cool Japan» strategy is implemented as part of public diplomacy to enhance the country's cultural and political influence. The article also explores how the strategy contributes to the establishment of a distinctive national image that influences the perception of Japan in different regions of the world and promotes its integration into the global cultural and economic field. To achieve the research objectives, the article applies an interdisciplinary approach, including elements of international relations theory and sociocultural theory. The main research methods used are: content analysis, case studies, historical and comparative analysis. The novelty of this paper lies in the comprehensive analysis of «Cool Japan» as a soft power strategy aimed at redefining and reshaping Japan's national image. The article offers a distinctive perspective on soft power in the context of Japanese foreign policy and assesses the effectiveness of «Cool Japan» implementation at the regional and global levels. «Cool Japan» served as the catalyst for Japan's successful rebranding, allowing the country to redefine and update its perception in the eyes of the global community. Anime and manga, as central elements of Japanese pop culture, have become global phenomena actively consumed in various countries around the world. These cultural products not only contribute to increasing interest in Japan, but have also become important components in building a positive image of the country by appealing to different demographic groups. Given historical factors and political differences, East Asian countries such as China and the Republic of Korea are actively consuming Japanese cultural products. This fact shows that Japanese soft power is successfully breaking barriers and gaining acceptance in the region.

Japan, Cool Japan, Public Diplomacy, Cultural Politics, Anime, Manga, Olympic Games, East Asia, National Image, Rebranding