In this Schnell Interkulturell explores why and how the meaning of the term Japanization has changed in the course of half a decade. We have a look at Japan's golden years, the bubble as well as the most recent incidents.

1. JapanizationNowandYesterday An Overviewbywww.schnellinterkulturell.de

2. JapanizationNowandYesterday Rememberyoucanlike, tweetorflattranytime An Overviewbywww.schnellinterkulturell.de

3. JapanizationNowandYesterday Rememberyoucanlike, tweetorflattranytime An Overviewbywww.schnellinterkulturell.de

4. So whatisitwearetalkingabouttoday?

5. A word

6. More precisely a concept

7. Andhowthisconcept…

8. …shiftedwithin 60 years time

9. „Wellwhatis aconceptthen?“

10. Hi there! I am thefamouslinguist Ferdinand de Saussure. Letmeexplaintheconceptof a… concept.

11. Language is made up of signs and every sign has two sides. Like a coin!

12. A sign looks like this…

13. Concept (Signified) Sound-Image (Signifier)

14. Here is an example…

15. horse

16. The funny thing is that signs can change.

17. Letters or sounds are arbitrary, and not connected to the concept.

18. The only requirement is that the difference in the symbols is understood by the collectiveconsciousness.

19. Hereis a wordforyou

20. Japanization, noun The actorprocessofmaking s.th. Japanese.

21. Speaking in terms of today’s topic. We could have something like…

22. ? ? ? ? Japanization

23. But enoughlinguisticsfornow,let‘stake a lookatthis…

24. Japan‘s GDP 1952 - 2009

25. A Little Bit ofHistory1950s After WWII Japan created an economicmiracle

26. A Little Bit ofHistory1960s Japan enters a Golden Age

27. A Little Bit ofHistory1960s to 1970s As resultof Vietnam War grassrootsmovementsspreadaroundtheworld (Hippies) notso in Japan

28. A Little Bit ofHistory1980s to 1990s 1980s to 1990s makingoftheJapanesebubble

29. A Little Bit ofHistory1990s 1991 thebubblebursts

30. A Little Bit ofHistory1991 to 2000 Resultofthe real estatebubble… SONY TOYOTA

31. A Little Bit of History1991 to 2000 Resultofthe real estatebubble… LOST DECADE

32. A Little Bit ofHistory2001 to 2011 Lehman shock Big earthquake, Tsunami and Fukushima crisis ?

33. So what‘stheconnectionto„Japanization“?

34. The shiftoftheconceptof „Japanization“ over half a centuryiscloselytiedtoJapan‘seconomy

35. JapanizationYesterday Stage I aka The Golden Years Stage II aka Cool Japan Stage III aka The 2nd lost decade

36. Stage I

37. The Golden Years

38. The Toyota Way “Doing it the Japanese way”

39. In the West many people were impressedby Japan’s rise after WWII

40. They wrote booksabout how to…

41. …do it the Japanese way (economically)…

42. …and how to JapanizeWestern management and economy

44. Thosewerethe Golden Years (Stage I)

45. The Golden Yearslasted…

46. …intothelate 1980s

47. Stage II

48. The bubble, economic stagnation and cultural Japanization

49. After the real estate bubble burst...

50. …Japan dipped into a recession

51. Life-long employment was replaced with temporary jobs Need a job!

52. Companies like S and Toyotabegan facing stiff competition from other Asian nations

53. Already high household savings rosefurther, consumption sank

54. …Japan’s economy began to stagnate

55. During the after bubble era another shift of conceptoccured

56. Japanization through J-Pop-Culture

57. Manga

58. Japanese Animation

59. …and Video Games

60. …from companies like

61. …became major exports of J-Pop-culture

62. The term Japanization shifts from…

63. …Japanese work ethos, production methods, etc., to…

64. …being and making something Japanese through Pop-Culture

65. A fact also Japanese scholarsand even politiciansrealized…

66. …and eventually built upon

67. coolJapan is born

68. The concept of cool Japan was coined in 2002 as an expression of Japan's emergent status as a cultural superpower

69. Adopted by media, academia by the Japanese government as well as trade bodies

70. Japanization 2.0 is a shift towards culture and soft power

71. Thosewerethe post-bubbleyears (Stage II)

72. The mostrecentshiftin theconceptofJapanizationoccured…

73. Stage III

74. Post-Lehman and Fukushima and into Lost Decade II

75. The economic outlook…

76. …has not changed very much since the burst of the 1990s bubble

77. Japan’s GDP is still stagnating

78. Politically Japan is getting more and more introvertedand caught in a never-ending stalemate

79. Financially Japanese institutions have not been able to deal with a strengthening ￥

80. Most recentlyforeignmediainitiated a newshift in theconceptofJapanization

81. The Fear ofJapanization!

83. Within a little more than half a century the meaning of Japanization shifted from…

84. Stage I Rising from the Ashes “lets copy that!”

85. Stage II Cultural Japanization “It’s-a me! SuperMario!”

86. Stage III The Fear of Japanization “What can we do to avoid becoming like Japan”

87. That’s it! Thank you very much!

88. Need moreinfo? Contactme! Schnell Interkulturell Consulting | Training| Market Research Marco Michael Damm TEL: (0049) 02421-2621884FAX: (0049) 03222-9983879MAIL: marco.damm (at) schnellinterkulturell.deWEB: www.schnellinterkulturell.de TWITTER: http://twitter.com/schnellnterkult