1. JAPAN: THE SUPER
NATION BRAND
Nancy Snow
Abe Fellow and Visiting Professor
Keio University

2. SOFT POWER SUPERPOWER

3. TELLING AMERICA’S STORY

7. Kyary Pamyu Pamyu,
J-Pop idol formerly
known as Kiriko
Takemura. Selfdescribed Harajuku
Lolita
We sell bonds!
What else do we sell?
Just another rainy
day in Tokyo? Or is
it?

11. WHY HAVE YOUNG PEOPLE IN JAPAN STOPPED
HAVING SEX?
ASKS THE SUNDAY OBSERVER

12. DR. RUTH WEIGHS IN ON TWITTER
Young people in Japan not having relationships or sex.
Somebody needs to bring me over there, no?
Nation Branding May…
Perpetuate stereotypes
Exaggerate trends
Use easy labels (spotlight)
Prefer sex/violence stories that travel
Avoid cultural context (landscape)

13. PACK MENTALITY IN GLOBAL MEDIA
No Sex Please, We’re Japanese (BBC Documentary)
Why have young people in Japan stopped having sex?
(Observer)
Japan’s Hottest New Sex Trend Is Not Having Sex
(Time)
Young People in Japan Have Given Up on Sex (Slate)
No, Japanese People Haven’t Given Up on Sex (Slate)
Japan’s sexual apathy is endangering the global
economy (Washington Post)
Don’t worry. The Japanese are having plenty of sex
(Washington Post)

14. JAPAN’S CELIBACY SYNDROME
WELCOME TO WIKIPEDIA!
http://en.wikipedia.org/wiki/Celibacy_syndrome
Like Hikikomori, Japan-specific

16. COOL JAPAN

17. CARE ROBOTS
Eldercare is a growth industry; lessons for Brand Japan?

18. Ferrari Sales
Beer Sales
WEF GGI
105
“Under
Control”
Discover
Tomorrow
Engage the logo within you

19. ISRAELIFICATION OF JAPAN BRAND

20. JAPAN’S PUBLIC DIPLOMACY
IS PLAYING CATCH-UP
(1) JPD R&R (Respond to negative; Reinforce favorable)
2013 BBC World Service poll “positive influence”
dropped by 7 points (58/51)
Negatives driven by neighbors (JPD should focus on region)
China (74%neg/17%pos) and South Korea (67%neg/21%pos)
Foreign correspondent presence diminishing
Tokyo: 209 bureaus/325 correspondents
Beijing: 385 bureaus/544 correspondents
(2) Greater Need to Foster Japanophiles 親日(Beyond Otaku)
(3) Counter “rightward shift” (Secrets Law)

21. EXPAND (AND NAME) THE CULTURE BRAND
PRC’s Confucius Institutes (900/108 countries
1,500 by 2020)
ROK King Sejong Institute (90/44 117/50)
Korean Cultural Centers 24 48 by 2017
Japan Foundation (22 branches in 22 countries)
Japan Cultural Centers (25/21)
JPD budget
⅓ in 10 years

22. WASHOKU 和食
Sophistication
Presentation
High quality taste

23. GLOBAL BRANDING OMOTENASHI
HAVING GOOD MANNERS
SHOULDN’T BE DIFFICULT BUT A
COUNTRY AS WELL BEHAVED AS
JAPAN HAS TURNED BEING NICE
INTO AN ART. (ANDREW TUCK)

24. And if I was in
charge of
marketing for
Japan, I’d be
bottling it and
selling it. Being
nice is nice.

25. It is said that heaven does not create one man
above or below another man. Any existing
distinction between the wise and the stupid,
between the rich and the poor, comes down to
a matter of education.
The world is large.
The same might be said of nation branding:
The world is large (i.e., complex, chaotic, dynamic) but
building up a good nation brand (public diplomacy)
begins with education, especially goal-driven
education.

26. Keep moving! Facebook (drnancysnow)
Twitter (drpersuasion)