Japanese Animation as Cultural Trade: Soft Power, Economic Spillovers, and National Competitiveness
Abstract
Cultural products have increasingly emerged as pivotal assets in international trade, moving beyond symbolic roles to directly boost national competitiveness.This paper explores Japanese animation as a case study in cultural diplomacy, highlighting its role as an entertainment, diplomatic instrument, and commercial industry. The analysis proceeds in three steps: first, situating anime within theoretical debates on culture and trade; second, evaluating the Cool Japan initiative as a policy vehicle; and third, tracing economic transmission mechanisms, including export revenue, tourism, merchandising, and fan-driven economies. The findings indicate that anime has broadened Japan’s soft power reach while generating substantial economic returns—¥3.346 trillion in 2023, with overseas markets outperforming domestic consumption for the first time. Persistent challenges include revenue concentration in intermediaries, risks of cultural homogenization, and intensifying competition from Korea and China. The paper concludes that cultural products are now embedded in economic modeling and policy frameworks, redefining the boundaries between trade and diplomacy.
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