Category Archives: east meets west

What does it mean to be cool? And how can it be used for financial gain? These are questions asked by some in Japan as they look toward Korea, and discussed in this post in the Asia Society blog.

According to the Asia Society Blog, “An editorial in the Daily Yomiuri titled, ‘Time to capitalize on ‘Cool Japan’ boom‘ criticizes the Japanese government’s failure to turn Japan’s popularity overseas into economic growth.  ‘The government seems content for Japan to just be extolled overseas as ‘cool.’ However, we think the government has not tried hard enough, or been imaginative enough, in taking advantage of this popularity for the benefit of business expansion,’ asserts the Daily Yomiuri” (via)

“The editorial urges Japan to look to South Korea as a leading example of a country who has made their coolness into a money-maker. Korean dramas, K-pop albums, and clothing lines are extremely popular throughout Asia and to a lesser degree in western countries. Japanese pop culture actually seems to be slightly more popular in the west and Japanese companies already have a reputation for producing high-quality products. It seems these factors would set ‘cool’ Japanese companies up for success in the west. Still, Japan isn’t reaping the full benefits of their perceived popularity.

In June, the trade ministry in Japan released its ‘strategy to promote a culture-oriented industry,’ which recognized the potential of ‘Cool Japan’ products and exports. Yomiuri believes that the government needs to get on board for this business strategy to be effective.

‘Japan should emulate the Korean formula of ensuring cooperation transcends fields such as fashion, movies, food and manga, instead of promoting business through separate government ministries and agencies. If the ‘fences’ between these government offices remain too high, the Cabinet minister and other politicians who head each ministry must step up and exercise leadership to make this cooperation a reality,’ writes the Daily Yomiuri.”

What do you think? Is this the formula Japan should go for? Exporting coolness?

There’s no denying that Japanese products have an exoticism for Americans. I don’t argue that, but I think the appeal of Japan is more than that–at least I hope so!

Recently, I was invited to Japan-YAY! YAY!-by the organization Jetro, the Japan External Trade Organization. (Much, much, much more to come about that trip.) When I’ve talked with them in the past, one of the main questions they have for me is what Americans think about Japanese goods and why we’re interested.

My answer never really varies. I talk about a cool factor, sure, but I also talk about a commitment to quality, a great design sense, the fact that the products are distinctly different from what we’re able to get here and express a strong point of view. I DON’T talk about Hello Kitty.

My question would be what does it mean to capitalize on your coolness? Does it make you trendy and quickly passe? Does it mean your time is over when the next, cooler thing comes along? Who becomes the next big thing when the current big thing is over?

And how do you limit your audience when you focus on the cool? I know, for one, that with Korea, K-Pop just ain’t my thing. But if that’s what Korea can make money off of, is that to be the focus of the cultural exports? I think we can do better. (It’s the reason we say Japan isn’t just Harajuku and Hello Kitty!)

It’s interesting that Jetro has embarked upon a project called Cool Japan, dedicated to introducing Americans to the “undiscovered” Japan. “When most people think of Japan, they think of cars, Kimonos, and Karaoke. But there are still many more things to be discovered in Japan that Americans haven’t even heard of yet…“Cool Japan” …was created to bring you the ‘hidden gems’ of Japan that are still yet to be discovered on this side of the Pacific. We’ll introduce things like the coolest Japanese cuisines, fashions, and designs.” (via)

Hmmm-is this what the newspaper had in mind?

All that said, let it be clear that when I’m in Japan? Darn Tootin’ I will be looking for the coolest to bring back to you. Okay, enough rant for tonight. Tomorrow? More cool stuff. I promise.