Beyond ‘kawaii’ pop culture: Japan’s normative soft power as global trouble-shooter

Abstract

Many studies of Japan’s soft power are premised on the ‘affective’ dimensions of its kawaii pop culture that generate liking or interest. While entirely warranted, emphasising cultural attraction does not do sufficient justice to the multi-faceted foundations of Japanese soft power. Neither does it recognise other components of Joseph Nye’s soft power framework stressing the ‘normative’ appeal of policies that reflect global norms. This article investigates the ‘normative’ dimensions of Japan’s soft power on climate change, and whether it translates into international influence, as Nye predicted. The first section examines the Cabinet’s 2010 New Growth Strategy, identifying a potential source of ‘normative’ soft power in its self-proclaimed desire to reinvent Japan as a ‘trouble-shooting nation on global issues’, specifically environmental challenges. Next, it analyses how Japanese entities (government, corporations, and NGOs) can transmit ‘normative’ soft power, and obstacles encountered. These transmission mechanisms include ‘Cool Earth Partnership’ programmes, the ‘Future City Initiative’ and the values-based Satoyama Initiative. The final section addresses conceptual implications that arise, and assesses whether Japan’s ‘normative’ soft power has paid dividends. Drawing from literature on pioneer states and external reviews of Japan’s alignment with key climate norms, the paper suggests that Japan’s normative soft power is lacking in driving agendas at global climate forums. At a pragmatic problem-solving level, however, Japan is increasingly perceived as an attractive source of transferable solutions, reflecting climate norms such as developing eco-friendly technologies and providing assistance to help vulnerable countries mitigate climate change