Priority Areas of Japan’s “Soft Power” Policy in the 21-st Century

Abstract

The article analyzes the term ‘soft power’ policy, developed by J. Nye, in relation to Japan as the country with the largest resource of its application due to the need of national business to adopt foreign cultural experience. The limitations of its use in the country’s foreign policy are associated with the internal conservative orientation of Japanese culture and society, Japan’s militaristic past, demographic problems and the language barrier, as well as competition with other states. The spheres of implementation of the ‘soft power’ policy are economic, ideological, diplomatic, and cultural. According to the statements of Japanese officials, the following priority areas and goals for applying the ‘soft power’ policy in the 21st century are highlighted: expanding cooperation with the world community, including investments; promoting Japanese pop culture and promoting the national language on the world stage through educational organizations and funds. Organizations that implement ‘soft power’ policy in the country are the Ministry of Foreign Affairs, the Advisory Council, the Japan Foundation, the Japan-Russia Youth Exchange Center, etc. These organizations offer programs for academic and student exchange, acquisition of educational materials, grants for holding events and translations of different kinds of literature, attracting foreign labor to the country and developing diplomacy. In order to achieve the goal set by the Japanese government, international competitions in the Japanese language, an international exam for knowledge of the Japanese language, and Japanese centers abroad are created, financed by the state and receive various subsidies and benefits. The main feature and trump card of Japan is that the country acts within the framework of the promotion of values that are reflected in the status of the country through humanitarian assistance, a positive image of the state and positive education. In the conclusion, the authors highlight the fact that Japan managed to create a positive image of the country in the international arena; strengthen economic, political and cultural ties at different levels; reinforce the position of Japan in the world community as one of the leading countries; export the Japanese traditions and culture to other countries.