The emergence of Japanese film festivals in the Asia-Pacific 1990-2018

ABSTRACT This article traces the historical transformations of the Japanese film festivals (JFFs) in the Asia-Pacific, reflecting on the reasons behind their emergence and subsequent expansion. It identifies JFFs as cultural diplomacy film festivals due to the participation of the Japanese government in facilitating the events. By situating the analysis within the global, regional, national and local trends that gave rise to the JFF model, we can better understand the roles these festivals have played in the promotion of national cultures abroad since their inception. Drawing on archival materials, personal interviews with the festival organizers, and institutional documents, this essay will show that the developments of JFFs are influenced by several interconnected discourses including the proliferation of the film festival format globally, changes in Japanese cultural diplomacy, the globalization of Japanese popular culture, and soft power discourse in the region. In engaging with these forces, JFFs evolved from sporadic small-scale film screening events with limited international reach to institutionalized festivals characterized by their growing commercial approach and broader programs.