Exerpt taken from
http://www.washingtonpost.com/wp-dyn/articles/A33261-2003Dec26.html Japan's Empire of Cool
Country's Culture Becomes Its Biggest Export
By Anthony Faiola
Washington Post Foreign Service
Saturday, December 27, 2003; Page A01
TOKYO -- In the supercharged air of Shibuya, Tokyo's fiercely hip teen quarter, music videos by Japanese pop stars topping the charts throughout Asia boom from towering, outdoor liquid-crystal display screens. The streets below are clogged with hordes of young women wearing the Japanese schoolgirl look -- streetwalker's makeup, sexy stockings and plaid miniskirts -- styled by international fashion magazines as the height of child-delinquent chic.
Under a galaxy of neon, cubicle-sized stores sell trendy trinkets, including phone mascots -- cute characters first dangled off cell phones here years ago, now common in Seoul and Hong Kong and seen in Sydney, New York and Paris.
In the cacophony of cool, foreigners mingle with streams of Japanese descending by a cave-like hole into the entrance of Mandarake, the world's largest Japanese manga -- comics -- and anime department store. They buy original celluloids, or cels, from Japanese animation, most at about $30 each, along with comic books, action figures, posters and CDs. Hundreds of online orders come in daily to operators speaking Japanese, English, Spanish, French and Korean.
Company President Masuzo Furukawa, whose office is entered through an anime-like tube with round, orange electronic doors, is direct about the reason: "If it's Japanese, the world wants it. Japan is hot."
Even as this country of 127 million has lost its status as a global economic superpower and the national confidence has been sapped by a 13-year economic slump, Japan is reinventing itself -- this time as the coolest nation on Earth.
Analysts are marveling at the breadth of a recent explosion in cultural exports, and many argue that the international embrace of Japan's pop culture, film, food, style and arts is second only to that of the United States. Business leaders and government officials are now referring to Japan's "gross national cool" as a new engine for economic growth and societal buoyancy.
Revenue from royalties and sales of music, video games, anime, art, films and fashion soared to $12.5 billion in 2002, up 300 percent from 1992. During the same period, Japanese exports overall increased by only 15 percent. Its cultural exports are now worth three and a half times the value of all the televisions this nation exported in 2002, according to a report by the research arm of the trade conglomerate Marubeni.
"Japan is finding a new place in the world, and new benefits, through the worldwide obsession with its culture -- especially pop culture," said Tsutomu Sugiura, director of the Marubeni Research Institute. "The global embrace of things Japanese has given us a new kind of influence, different than what Japan once had, but influence nonetheless."
You can check out the article at
http://www.washingtonpost.com/wp-dyn/articles/A33261-2003Dec26.html- Anthony Colon
