[1][2] Due to the combination of its failures in World War II and its aggressive imperial history, Japan was forced by circumstances, specifically the United States, to alter its approach to global diplomacy.
[3] Cool Japan has been described as a form of soft power,[4][5] with the ability to "indirectly influence behavior or interests through cultural or ideological means".
He also argued that Japan's recession may even have boosted its national cool, due to the partial discrediting of erstwhile rigid social hierarchies and big-business career paths.
[16] The phrase gained greater exposure in the mid-2000s as NHK began a series entitled Cool Japan Hakkutsu: Kakkoii Nippon!, which by the end of 2009 had reached over 100 episodes.
[27] However, Nikkei Asian Review reported that within five years the fund "suffered pretax losses totaling 10 billion yen ($88.9 million)", and that many projects failed to deliver earnings.
Additionally, by attempting to spread their culture as a form of soft power, it was seen by others as Japan trying to put themselves into other countries in a way too similar to when they had done so during its imperial era.
In Japan's attempts to spread culture through television and movies, they faced difficulties because other countries were not receptive to it and did not feel a connection to the characters.
[40] A 2010 editorial in the Yomiuri Shimbun argued that the government was not doing enough to advance the country's business interests in this sphere, allowing the Korean Wave to overshadow Japan's efforts.
[41][42][43] Lecturer Roland Kelts has also suggested that a failure to fully distinguish, brand and engage the overseas audience and market may mean that "Cool Japan" is "over".
[46] In 2013, Nancy Snow referred to Cool Japan as a form of state-sponsored cultural retreading she calls Gross National Propaganda.
It's no exaggeration to say it has fallen into a downward spiral of wasted tax money flowing into little known companies", and that such lack of support is causing Japan to "fall behind its Asian neighbors in terms of cultural exports".
[50] In the same year, Nikkei Asian Review journalist Yuta Saito criticized fund's ambitions because their "lack of strategy, discipline gives rise to unprofitable projects", and there's possible conflict of interest by the executives.