Japan’s upper house gave final approval on June 12 for a $500 million, 20-year fund to promote Japanese culture overseas. Called Cool Japan, the multidisciplinary campaign is designed to plug everything from anime and manga to Japanese movies, design, fashion, food and tourism
The Japanese government has recently decided to mimic the success of their neighnor country,
South Korea. In 1998, according to METI, the South Korean government invested $500 million into a cultural-promotion fund. Fifteen years later, its artists dominate the pop-music charts in Asia, its television and movie titles are top sellers throughout the region, and the whole world knows a South Korean rapper named Psy. Even better, South Korean goods — think of Samsung phones or Hyundai cars — have become global successes, with an image that’s modern, young.
“South Korea is keenly aware of the global reach of its entertainment content,” says Seiji Horibuchi, a pioneer in the business of marketing Japanese culture abroad who, in 1986, founded North America’s Viz Media, one of the first overseas distributors of Japanese manga, anime and popular culture. “They have created a successful model that Japan could emulate.”
japan spends millions to promote campaign "Cool Japan” to boost the nation’s troubled economy and to re-invigorate the shrinking youth workforce. Now with the Tokyo 2020 Olympics on the horizon, Japan is looking to fight its way back onto the global stage again after being crippled by competition from its Asian neighbours.
Of course, many will ask why Tokyo should follow Seoul’s lead, given that Japanese design is internationally synonymous with chic, and such things as sushi, the films of Hayao Miyazaki and “cosplay” are already global phenomena. The answer, according to the Japan Times, is that Japan’s cultural exports have been of a random and piecemeal nature, and there has been no sustained attempt to exploit merchandising opportunities. This is because creative companies, in the main, tend to be small or medium-size and lack the resources to establish a global presence. Anime producers — responsible for one of the country’s best-known cultural exports — are struggling because of plummeting DVD sales, while the Asian regional market in content and electronics is dominated by South Korea and China.
There are many cases of popular anime sparking a boom in local tourism, as Kuki, Hakone and Kyoto have all become popular destinations among hardcore anime fans.
Though already a popular tourist spot, Hakone is getting an extra boost from “Evangelion“ fans who often make a pilgrimage to the area to view places featured in the smash hit anime. There’s now an official map of the area especially for fans called the Hakone Hoken Map.
Kyoto, featured in both the hugely popular “K-On” and in the cult hit “The Tatami Galaxy,” is another well-established tourist destination that’s profiting from otaku tourism.
Tourism tie-ups aren’t limited to anime/manga but games as well.
fans of Konami’s virtual dating game Love Plus got a chance to live out their fantasy dates in Atami (the latest version of the game Love Plus + featured an option to go sightseeing in the seaside resort town). Fans who went on the tour could take augmented reality photos of their Love Plus girlfriends,
The Japanese government is trying to internationalize the pilgrimage , but it's not certain whether or not foreigners would follow the culture of japanese enthusiasts.
But many strength of japanese cultures are melted into pilgrimages.
First, Japanese local governments know how to be differentiated from other areas of country and marketing themselves well
Second, the Japanese are good at ' storytelling ' Japanese often give meaning to a minor things.
They made pilgrimages culture out of animation backgrounds and that's a proof.
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