Abstract
ABSTRACT The recent development of heritage industries and national heritage promotions in non-Western countries opens a new space for international cooperation and competition in ways that directly link to the power-political relations between states. What motivates these countries to accelerate their efforts to promote their cultural heritage internationally? Are such dynamics different from how cultural heritage is constructed and used in Western countries? This study conceptualises heritage as soft power in terms of culture, values and foreign policies, and by focusing on Japan and China, it examines the ways and motives of using cultural heritage as soft power. Although Japan and China are distinctly different countries, both share a remarkably similar approach to the construction and promotion of national heritage when participating in international heritage platforms. The present study’s findings suggest that the promotion of cultural heritage is not only a feature of nation-building and nation-branding but also feeds into global and regional competitions over the attainment of cultural and moral supremacy.
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