Leveraging Tokyo 2020 to re-image Japan and the Olympic city, post-Fukushima

Abstract

Recovering post-Fukushima, Japan utilised Tokyo 2020 to re-image the country as a safe and culturally distinctive destination by deploying creative place-branding initiatives. This paper investigates how and why, by drawing on insights generated via three complimentary methods – (i) 26 in-depth interviews, (ii) a 33-day walking observation, and (iii) policy and media document analysis – offering a unique and detailed case study. Analysis is principally framed around two state-led national and Tokyo-city ‘representational’ innovations deployed: ‘EnjoymyJapan’ and ‘Tokyo, Tokyo’, augmented by ‘functional’ country-wide tourism infrastructure innovations: both playing a critical role for re-imaging Japan. Conceptually, the paper argues how straddling both types of innovation, particularly representational innovation(s) as of late is a key strategic objective and principal reason for hosting: helping to develop, distil and better articulate a place's cultural identity. Separately, yet relatedly, in addition to recovering post-Fukushima, the paper notes how Japan simultaneously sought to mobilise tourists' engagement away from busy metropolitan tourist zones, beyond the country's so-called ‘Golden Route’: a key part of the country's pledge to United National Sustainable Development ambitions. Finally, more broadly and critically, the article notes how these complex processes are fuelled and enabled by a dual shock: produced by ecological (Fukushima) and economic shock (Tokyo 2020) affording host-culture to be leveraged for re-imaging purposes. • Post-Fukushima, Japan utilised Tokyo 2020 to re-image Japan's blemished place brand. • Fukushima and Tokyo 2020 positioned as a dual shock enabling strategic leverage of host culture. • Details ‘EnjoymyJapan’ and ‘Tokyo, Tokyo’, the two key branding campaigns deployed. • Functional, and, more recently representational innovation is increasingly central to justify hosting. • Tokyo 2020 illustrates the multidimensional nature of mega-event led re-imaging processes.