Japan’s Nation Branding Strategy Through “Cool Japan” Campaign and Its Acceptance Among Pakistani Youth

Abstract

This study explores Japan’s cultural diplomacy with a focus on its nation branding strategy through the “Cool Japan” campaign and its reception among Pakistani youth. Drawing on theoretical frameworks of public diplomacy, cultural diplomacy, and nation branding, the research examines how Japan employs anime, manga, video games, and cuisine to construct a favorable global image. Using a mixed-method approach, including qualitative analysis and a quantitative survey of 190 Pakistani youth, the findings reveal a high degree of awareness and positive perceptions of Japanese culture. The majority of participants reported frequent engagement with Japanese cultural products, which significantly influenced their interest in Japan, lifestyle choices, and desire for cultural exchange. Results confirm that Japan’s cultural diplomacy is highly effective in shaping positive attitudes abroad. Furthermore, the study highlights valuable lessons for Pakistan to strengthen its own cultural promotion strategies.

Keywords: Nation Branding, Cultural Diplomacy, Public Diplomacy, Cool Japan Campaign, Japanese Culture, Pakistani Youth