JAPAN: THE SUPER
NATION BRAND
Nancy Snow
Abe Fellow and Visiting Professor
Keio University
SOFT POWER SUPERPOWER
TELLING AMERICA’S STORY
Kyary Pamyu Pamyu,
J-Pop idol formerly
known as Kiriko
Takemura. Selfdescribed Harajuku
Lolita
We sell bonds!
What else d...
WHY HAVE YOUNG PEOPLE IN JAPAN STOPPED
HAVING SEX?
ASKS THE SUNDAY OBSERVER
DR. RUTH WEIGHS IN ON TWITTER
Young people in Japan not having relationships or sex.
Somebody needs to bring me over there...
PACK MENTALITY IN GLOBAL MEDIA
No Sex Please, We’re Japanese (BBC Documentary)
Why have young people in Japan stopped havi...
JAPAN’S CELIBACY SYNDROME
WELCOME TO WIKIPEDIA!
http://en.wikipedia.org/wiki/Celibacy_syndrome
Like Hikikomori, Japan-spe...
COOL JAPAN
CARE ROBOTS
Eldercare is a growth industry; lessons for Brand Japan?
Ferrari Sales
Beer Sales
WEF GGI
105
“Under
Control”
Discover
Tomorrow
Engage the logo within you
ISRAELIFICATION OF JAPAN BRAND
JAPAN’S PUBLIC DIPLOMACY
IS PLAYING CATCH-UP
(1) JPD R&R (Respond to negative; Reinforce favorable)
2013 BBC World Service...
EXPAND (AND NAME) THE CULTURE BRAND
PRC’s Confucius Institutes (900/108 countries
1,500 by 2020)
ROK King Sejong Institute...
WASHOKU 和食
Sophistication
Presentation
High quality taste
GLOBAL BRANDING OMOTENASHI
HAVING GOOD MANNERS
SHOULDN’T BE DIFFICULT BUT A
COUNTRY AS WELL BEHAVED AS
JAPAN HAS TURNED BE...
And if I was in
charge of
marketing for
Japan, I’d be
bottling it and
selling it. Being
nice is nice.
It is said that heaven does not create one man
above or below another man. Any existing
distinction between the wise and t...
Keep moving! Facebook (drnancysnow)
Twitter (drpersuasion)
Public Lecture Presentation Slides (11.11.2013) Nancy Snow_Japan: Super Nation Brand
Public Lecture Presentation Slides (11.11.2013) Nancy Snow_Japan: Super Nation Brand
Public Lecture Presentation Slides (11.11.2013) Nancy Snow_Japan: Super Nation Brand
Public Lecture Presentation Slides (11.11.2013) Nancy Snow_Japan: Super Nation Brand
Public Lecture Presentation Slides (11.11.2013) Nancy Snow_Japan: Super Nation Brand
Public Lecture Presentation Slides (11.11.2013) Nancy Snow_Japan: Super Nation Brand
Public Lecture Presentation Slides (11.11.2013) Nancy Snow_Japan: Super Nation Brand
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Public Lecture Presentation Slides (11.11.2013) Nancy Snow_Japan: Super Nation Brand

Published on: Mar 3, 2016
Published in: Education      News & Politics      Travel      
Source: www.slideshare.net


Transcripts - Public Lecture Presentation Slides (11.11.2013) Nancy Snow_Japan: Super Nation Brand

  • 1. JAPAN: THE SUPER NATION BRAND Nancy Snow Abe Fellow and Visiting Professor Keio University
  • 2. SOFT POWER SUPERPOWER
  • 3. TELLING AMERICA’S STORY
  • 4. 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?
  • 5. WHY HAVE YOUNG PEOPLE IN JAPAN STOPPED HAVING SEX? ASKS THE SUNDAY OBSERVER
  • 6. 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)
  • 7. 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)
  • 8. JAPAN’S CELIBACY SYNDROME WELCOME TO WIKIPEDIA! http://en.wikipedia.org/wiki/Celibacy_syndrome Like Hikikomori, Japan-specific
  • 9. COOL JAPAN
  • 10. CARE ROBOTS Eldercare is a growth industry; lessons for Brand Japan?
  • 11. Ferrari Sales Beer Sales WEF GGI 105 “Under Control” Discover Tomorrow Engage the logo within you
  • 12. ISRAELIFICATION OF JAPAN BRAND
  • 13. 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)
  • 14. 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
  • 15. WASHOKU 和食 Sophistication Presentation High quality taste
  • 16. 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)
  • 17. And if I was in charge of marketing for Japan, I’d be bottling it and selling it. Being nice is nice.
  • 18. 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.
  • 19. Keep moving! Facebook (drnancysnow) Twitter (drpersuasion)