the role of culture in diplomacy: anime and manga as
TRANSCRIPT
THE ROLE OF CULTURE IN DIPLOMACY: ANIMEAND MANGA AS JAPANESE CULTURAL
DIPLOMACY TOWARDS INDONESIA (2012-2016)
ByANDI RACHMAN
ID no. 016201300167
A thesis presented to the Faculty of HumanitiesPresident University
In partial fulfilment of the requirements forBachelor Degree in International Relations
Concentration Diplomacy Studies
2017
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THESIS ADVISER
RECOMMENDATION LETTER
This thesis entitled “The Role of Culture in Diplomacy: Anime andManga as Japanese Cultural Diplomacy towards Indonesia (2012-2016)” prepared and submitted by Andi Rachman in partial fulfilmentof the requirement for the degree of Bachelor of Arts in InternationalRelations from the Faculty of Humanities has been reviewed and foundto have satisfied the requirements for a thesis fit to be examined. Itherefore recommend this thesis for Oral Defense.
Cikarang, Indonesia, January 25th 2017
Drs. Teuku Rezasyah, M.A., Ph.D.
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DECLARATION OF ORIGINALITY
I declare this thesis, entitled “The role of Culture in Diplomacy:Anime and Manga as Japanese Cultural Diplomacy towardsIndonesia (2012-2016)” is, to the best of my knowledge and belief, anoriginal piece of work that has not been submitted, either in whole or inpart, to another university to obtain a degree.
Cikarang, Indonesia, January 25th 2017
Andi Rachman
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PANEL OF EXAMINER
APPROVAL SHEET
The Panel of Examiner declare the thesis entitled “The Role of Culturein Diplomacy: Anime and Manga as Japanese Cultural Diplomacytowards Indonesia (2012-2016)” that was submitted by AndiRachman majoring in International Relations from Faculty ofHumanities was assessed and approved to have passed the OralExamination on March 6th, 2017.
Drs. Teuku Rezasyah, M.A., Ph.D.Chair – Panel of Examiner
Hendra Manurung, MAExaminer
Isyana Adriani, BA, M.Si.Thesis Adviser
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ABSTRACT
Title: The Role of Culture in Diplomacy: Anime and Manga as Japanese CulturalDiplomacy towards Indonesia (2012-2016)
This research aims to discuss the influence of Anime and Manga as Japanesecultural diplomacy in cultural and bilateral relations between Japan and Indonesiathat limited in the period of 2012-2016. This research used qualitative methodwhich is explained descriptively the effort of Japanese government in using Animeand Manga as cultural diplomacy through cultural activities with other country andalso Indonesia. Anime and Manga used to promote other Japanese culture bothpopular and traditional. The researcher found out the support from Japanesegovernment as well as from the creator and artist in promoting Japanese culturethrough Anime and Manga. As Japanese government foreign policy to exportculture in purpose of building relations with other country, especially Indonesia.The development of Anime and Manga in Indonesia is surprisingly increased, it canbe seen through many forums, clubs and groups of Anime and Manga fans inIndonesia. Japan also keep supporting Japan Foundation Jakarta as their agent ofculture which sometimes do film screenings of Anime and Manga. JapaneseFestival or Matsuri is also held annualy in Indonesia, with help from Japan’sambassador in Indonesia. Japanese products are getting famous day by day inIndonesia, the use of Anime and Manga as Japanese cultural diplomacy is reach thetarget. Culture is one of Japanese government program whether to build or improvethe relations between countries, in this case Japan and Indonesia.
Keywords: Anime and Manga, popular culture, cultural diplomacy, JapanFoundation Jakarta
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ABSTRAK
Title: The Role of Culture in Diplomacy: Anime and Manga as Japanese CulturalDiplomacy towards Indonesia (2012-2016)
Penelitian ini bertujuan untuk membahas pengaruh Jepang Anime danManga sebagai diplomasi budaya dalam hubungan budaya dan bilateral antaraJepang dan Indonesia yang terbatas dalam periode 2012-2016. Penelitian inimenggunakan metode kualitatif yang secara deskriptif menjelaskan upayapemerintah Jepang dalam menggunakan Anime dan Manga sebagai diplomasibudaya melalui kegiatan budaya dengan negara lain dan juga Indonesia. Anime danManga digunakan untuk mempromosikan budaya Jepang baik populer dantradisional. Peneliti menemukan dukungan dari pemerintah Jepang maupun daripencipta dan seniman dalam mempromosikan budaya Jepang melalui Anime danManga. Sebagai kebijakan luar negeri pemerintah Jepang untuk mengeksporbudaya dengan tujuan membangun hubungan dengan negara lain, terutamaIndonesia. Perkembangan Anime dan Manga di Indonesia secara mengejutkanmeningkat, dapat dilihat melalui berbagai forum, klub dan kelompok penggemarAnime dan Manga di Indonesia. Jepang Juga tetap mendukung Japan FoundationJakarta sebagai agen budaya mereka yang terkadang melakukan pemutaran filmAnime dan Manga. Festival Jepang atau Matsuri juga diadakan setiap tahunnya diIndonesia, dengan bantuan dari Duta Besar Jepang di Indonesia. Produk-produkdari jepang semankin terkenal hari demi hari di Indonesia, penggunaan Anime danManga sebagai diplomasi kebudayaan Jepang mencapai target. Budaya adalah salahsatu program pemerintah Jepang Baik untuk membangun atau meningkatkanhubungan antar negara, dalam hal ini Jepang dan Indonesia.
Kata Kunci: Anime dan Manga, budaya populer, diplomasi budaya, JapanFoundation Jakarta
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ACKNOWLEDGEMENT
I would like to thanks to Allah S.W.T. by His grace and His blessing to help the
writer finish this thesis. I might not have completed my thesis without Your
permission and thank you for giving me strength and ease my way to finish this
thesis.
I would also give my gratitude to my happy family who always give me good advice
about thesis, to always remind me to be patience and not forget to pray. Dad, mom,
and my little sister thank you very much for all the pray and for the good wishes.
This thesis would not complete without guidance from my advisor Mr. Teuku
Rezasyah Ph.D. and Ms. Isyana Adriani M.Si. thank you for being good to me and
thank you for being patience in guide me to complete my thesis.
I would like to say thank you for my friends Luki Juniansyah, Danar Wardhana,
Hervian Putra, Richard Mattoali, Jonathan Damanik, and Andrianto Arief who
always support me. Thank you for all your praise and kindness to me during
completing this thesis. Thank you all, hope we all could pass together and meet
again with our degree.
The last is big thank to beloved IR friends especially in Mr. Teuku Rezasyah’s
group of thesis who always remind and support each other. Thank you for the
support and thank you for giving many important information which help me to
complete my study.
Bekasi, January 25th 2017
Andi Rachman
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LIST OF ACRONYMS
AFAID : Anime Festival Asia Indonesia
ASEAN : Association Southeast Asia Nations
CGI : Computer Generated Imaginary
CJCC : Cambodia-Japan Cooperation Center
CJF : Cool Japan Fund
COSPLAY : Costume Play
FDI : Foreign Direct Investment
FTA : Free Trade Area
GDP : Growth Domestic Product
IJEP : Indonesia-Japan Economic Partnership
PM : Prime Minister
IMMG : International Media Marketing Group
JCC : Japan Creative Culture
JENESYS : Japan-East Asia Network of Exchange for Students and Youths
JPF : Japan Foundation
JTA : Japanese Tourism Agency
METI : Ministry of Economy, Trade and Industry
MILT : Ministry of Land, Infrastructure, Transport and Tourism
MOFA : Minister of Foreign Affairs
ODA : Official Development Assistance
U.S. : United States
UNSC : United Nations Security Council
WWII : World War
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TABLE OF CONTENT
THESIS ADVISER RECOMMENDATION LETTER.......................................................ii
DECLARATION OF ORIGINALITY ...............................................................................iii
PANEL OF EXAMINER APPROVAL SHEET ................................................................iv
ABSTRACT.........................................................................................................................v
ABSTRAK..........................................................................................................................vi
ACKNOWLEDGEMENT .................................................................................................vii
LIST OF ACRONYMS ....................................................................................................viii
CHAPTERSCHAPTER I INTRODUCTION......................................................................................... 1
I.1. Background of studies .............................................................................................. 1
I.2. Problem Identification .............................................................................................. 5
I.3. Statement of Problem ............................................................................................... 8
I.4. Research Objectives ................................................................................................. 8
I.5. Significance of the Study.......................................................................................... 8
I.6. Theoretical Framework............................................................................................. 9
I.6.1. Soft Power ......................................................................................................... 9
I.6.2. Cosmopolitan Constructivism ......................................................................... 11
I.7. Literature Review ................................................................................................... 13
I.8. Research Methodology ........................................................................................... 17
I.8.1. Research Time and Place................................................................................. 18
I.8.2 Research Instrument ......................................................................................... 19
I.9. Scope and Limitations of the Study........................................................................ 19
I.10. Definition of Terms .............................................................................................. 20
I.10.1. Soft Power ..................................................................................................... 20
I.10.2. Cultural Diplomacy ....................................................................................... 20
I.11. Thesis Structure .................................................................................................... 21
CHAPTER II Japanese Waves and Cultural Diplomacy .................................................. 23
II.1. Japanese National Interest ..................................................................................... 23
II.1.1. Japanese National Interest in Tourism ........................................................... 25
II.1.2. Japanese National Interest in Popular Culture................................................ 28
II.2. Japanese Cultural Diplomacy................................................................................ 31
CHAPTER III The Development of Japanese Popular Culture in Southeast Asia........... 37
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III.1. Japanese Cultural Influence in Southeast Asia .................................................... 37
III.1.1. Japanese Culture Take Part in Southeast Asian Society ............................... 37
III.1.2. The Development of Anime and Manga in Southeast Asia .......................... 42
III.2. Anime and Manga as Japanese Culture Agent in Southeast Asia........................ 47
CHAPTER IV The Development of Anime and Manga as Japanese Cultural Diplomacytowards Indonesia (2012-2016) ........................................................................................ 58
IV.I. Japan-Indonesia Cultural Relations...................................................................... 58
IV.II. The Influence of Anime and Manga in Indonesia as Japanese CulturalDiplomacy (2012-2016)................................................................................................ 62
IV.III. The Impact of Japanese Cultural Diplomacy through Anime and Manga inIndonesia ....................................................................................................................... 70
CHAPTER V CONCLUSION.......................................................................................... 76
BIBLIOGRAPHY............................................................................................................. 80
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CHAPTER I
INTRODUCTION
I.1. Background of studies
International Relations (IR) scholars are aware with the term of diplomacy
which is often used in every IR phenomenon. The definition of diplomacy itself is
various, it depends on the perspectives of people. Jan Melissen stated on his book,
diplomacy are about stressed its main purpose (the art of resolving international
difficulties), its principal agents (the conduct of relations between sovereign states
through the medium of accredited representatives) or its chief function (the
management of international relations by negotiation).1 Diplomacy might be
perceived as a method of political interaction at the international level and the
techniques used to carry out political relations across international boundaries.2
There are many kinds of diplomacy in international arena, diplomacy transform into
various kinds and uses. Modern diplomacy is the most useful in globalization era,
to increase the rate of interest to people and to expand the country’s name in
international society. It is also pursue some national interest as well as a
sustainability progress and may lead to expansion of national brand throughout a
country.
People are aware with the branding system for instance Republic of Korea
with their K-Pop, India with their Bollywood movies, and Japan with their anime.
Globalization is a crucial factor of branding system, it helps those brands travel all
the world, often through people whether from social media or mouth-to-mouth.3 IR
perceived that system as part of soft power which is using the persuasion as the
1 Melissen, Jan. The New Public Diplomacy: Soft Power in International Relations (2005) PalgraveMacmillan: New York. P.52 Robert Leguey Feilleux, Jean. The Dynamic of Diplomacy: The Meaning of Diplomacy as an Issue(2009) Lynne Reinner Publisher: United States; quoted in Meyditya Yuswandari, The Role ofCulture in Diplomacy: Bollywood as Indian Cultural Diplomacy towards Indonesia (1998-2013).(President University, Cikarang, Bekasi: 2016), 1.3 Szondi, Gyorgy. Public Diplomacy and Nation Branding: Conceptual Similarities and Differences(2008) Desiree Davide: Netherlands Institute of International Relations ‘Clingendael’. P.27-28
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main weapon. Soft power is a common knowledge in diplomacy strategies, it is a
persuasive way to make others do what one’s desire want instead of coercive way.4
It is also a perfect way to pursue national interest as well as promoting nations in
international arena.
Public diplomacy could be categorized as soft power, this diplomacy is meant
to target people in other countries. According to Mark Leonard, British scientist and
book author, on his book Public Diplomacy (2002):
“Public diplomacy based on the premise that the image and reputationof a country are public goods which can create either an enabling ordisabling environment for individual transactions. Work on particularissues will feed off the general image of the country and reflect back onto it – in both positive and negative directions5.”
The goals of public diplomacy is to attract people’s mindset to love by foreign
products. There are many ways to do public diplomacy, it might through student
exchange/culture exchange, movies, music, television programs, and sports and so
on. The implementation of public diplomacy through culture is known as cultural
diplomacy.6
Popular culture or pop culture are the most acceptable among teenagers
these days, because they are still dazed and easily approached by foreign culture.7
Popular culture need to have rapid grow of commodity culture in order to attract
people and turned into culture instead of consumptive things.8 The essence of
popular culture is to persuade people to love what other country serve as well as to
carry some national agenda. Popular culture could be called mass culture, because
this particular culture are loved by the people of one country as well as people in
other country.9 The measurement of succeed in popular culture is by the people
4 S. Nye, Joseph. Soft Power: The Means to Success in World Politics (2004) Public Affairs: UnitedStates.5 Leonard, Mark. Public Diplomacy (2002) The Foreign Policy Centre: United Kingdom. P.96 J. Waller, Michael. Cultural Diplomacy, Political Influence, and Integrated Strategy, in StrategicInfluence: Public Diplomacy, Counterpropaganda, and Political Warfare (2009) Institute of WorldPolitics Press: Washington, DC. p74.7 Agustino Saputra, Alvino. Ancaman Budaya Pop Korea Terhadap Eksistensi Budaya Lokal diIndonesia (2014) Journal. University of Indonesia. P.28 Fiske, John. Understanding Popular Culture (1989) Routledge: United Kingdom.9 Kato, Hidetoshi. Handbook of Japanese Popular Culture (1989) Greenwood Press: The Universityof Michigan.
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interest, the more interest the more popular culture succeed in specific country.
Cultural diplomacy is all about framing and showing the popular culture (dance,
music, lifestyle/fashion, etc.) to merge some stereotypes in a country. Each country
have their own predominance in promoting popular culture, some countries are
showing their national custom as well as the originality.
Japan is one of the famous country with their strong popular culture spread
out of the world. The first thing in mind about Japan is anime obviously, almost
everybody know and admit the fact. According to Hidetoshi Kato, anime and manga
could be categorized as one of Japanese cultural diplomacy because of many of
anime and manga had been produced and succeed outside Japan.10 Anime is an
animation form that is cel based, uses various time and labor saving devices that
give it a lower cel count, and has a strong tendency toward the development of
complex human relationships, stories and worlds.11 According to Hayao Miyazaki
one of famous artist from Studio Ghibli, anime as a "limited-animation" style
popularized by Japanese studios and only for television broadcast.12 Anime started
from manga which is a drawing of pictures that have dialogues and printed into a
book while anime is the moving-manga. 13Anime and give the audience a daily
activity or some fantasy life time that could bring imagination along with a good
story. Anime and manga is only few things of Japanese popular culture, there are J-
pop; Idols; Nintendo; and Hobby.
Hobby is not only about sports, in Japan, hobby is about figurised person or
anime character or could be the equipment appeared in anime and manga. The
figure size depends on the developer or the company who produce the figure as well
as the material for figure. There are a lot of hobby place in Japan, not only sell some
figure but also other tools and its complement. Figure is not only character or things
in anime and manag, it also could be a real life person who have such inspiring story
10 Kato, Hidetoshi. Handbook of Japanese Popular Culture (1989) Greenwood Press: TheUniversity of Michigan.11 Yokota, Masao. Japanese Animation: East Asian Perspectives (2013) Sec. 1 A Bipolar Approachto Understanding the History of Japanese Animation (Nobuyuki Tsugata). University Press ofMississippi.12 Ibid.13 Ibid.
4
or the famous living person in time. The most famous idol in Japan, AKB48 also
have their own figure sell in japan and the kung-fu legend from Hong Kong, Bruce
Lee is not missed from figure. Japanese people are proud about their figure
products, they also collect all the figure series. People are eager to buy such large
amount of figure and willing to pay expensive price in order to complete their
collection. The hype of hobby cannot be controlled by anyone even the government
of Japan itself, people might express their feelings to what they love instead of
doing such crime or other negative act.
Mobile-Suit Gundam, one of the most favorite anime in Japan which have
a lot of series and become the 10 biggest franchise until 2016 using the same
strategy to expand their franchise through hobby.14 Yoshiyuki Tomino is the first
creator of Mobile-Suit Gundam, not only Gundam the creator also involved in the
making of other famous anime such as Tetsuwan Atomu (Astro Boy). Doraemon
followed the popularity of Gundam in anime world, this anime turned into
television series and first aired in Indonesia since 1974.15 The most memorable and
created toys for the anime is Dash! Yonkuro which is broadcasted in Indonesia since
1880s, back on the day the popularity of 4WD mini racing car increase because
there are no car toys using machine on that year. Most of anime have their own
replicate in toys or in model kit form, this meant to spread out the hype of anime as
well as the popularity of Japan as anime country. Anime did help the government’s
program to support internationalization to the world.16
The government supported all the innovation that originally created in
Japan, not only the anime but also the other sector especially culture. Japanese
government also wanted to bring back the good perception to the world, to show
14 Anime News Network. The Internet’s most Trusted Anime News Source.http://www.animenewsnetwork.com/encyclopedia/lexicon.php?id=45. 14 November 2016.15 Akihiko. Konsulat Jenderal Jepang di Makassar. Cinta dan Cita-Cita.http://www.denpasar.id.emb-japan.go.jp/indonesia/konnichiwa%2013/konnichiwa13_20.html.15 November 2016.16 Ogura, Kazuo. Japan’s Cultural Diplomacy, Past and Present (2009) Aoyama Gakuin University:FFTokyo. http://www.jripec.aoyama.ac.jp/english/publication/more/more0004.html. 15November 2016.
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that Japan is kind and friendly through their cultural diplomacy.17 The speech from
minister of foreign affairs Japan 2006, Taro Aso emphasized the fact that Japan did
do use popular culture as a tool of diplomacy in purpose of gaining ally for
diplomacy. He said:
“The diplomacy on the national level strongly depended on the publicopinion and “that is exactly why we want pop culture, which is soeffective in penetrating throughout the general public, to be our ally indiplomacy”18
The speech deliver directly from MOFA showed that Japanese government agree
about the status quo of anime and manga as their strong soft power. Taro Aso
represented all the regulations and policies of Japanese mission in Diplomatic
Bluebook 2005 about soft power and pop culture especially anime and manga.
I.2. Problem Identification
Anime turned into Japanese popular culture, even became their branding in
the world. People like anime in many ways, there are people who like the storyline
or the excitement of particular anime (like robots, high-tech, futuristic environment)
even the girls character. People outside Japan still believed that anime is same as
the cartoon in common, just like American product, so mostly the audience of anime
outside Japan are children. Actually, anime have its own genre and category, some
people are not just aware about this differentiation. Teenagers and adults also have
their own genre in anime, there are some genre that have contain mature background
such as war anime that may contain blood and violence.
Anime is not only strong in every story and character, but also the music
background that produced during the show, original soundtrack (OST) are helping
17 Ogura, Kazuo. Japan’s Cultural Diplomacy, Past and Present (2009) Aoyama Gakuin University:FFTokyo. http://www.jripec.aoyama.ac.jp/english/publication/more/more0004.html. 15November 2016.18 Taro Aso speech, the minister of foreign affairs Japan on April 18th, 2006 “A New Look atCultural Diplomacy: A Call to Japan’s Cultural”; quoted in Elizaveta Semeneko. Japan’s CulturalDiplomacy: How to Conquer the World through Pop Culture (2012)http://japanstudies.ru/index.php?option=com_content&task=view&id=183&Itemid=63. 16November 2016.
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the musician to raise and expand their market. The musician that have OST in anime
were invited to one of the most prestigious event called Anime Festival Asia
Indonesia (AFAID) 2015 in Indonesia in collaboration with Japanese government.19
The event was held annually in Indonesia, the idea is to combine two different pop
culture into one and become a perfect place for the Japanese pop culture lovers.
People love music, people also love anime, people also love to be a Cosplayer
(Costume Player) Japanese matsuri is the best place to express and to share people’s
favorite. There are many matsuri that had been held in Indonesia, mostly are
become annual event such as Sakura Matsuri (annual), Puri Bankasai: Cosplay
Competition & Fans Meet and Greet (2016), Popcon Asia (annual), Jak-Japan
Matsuri (annual) and many more. The phenomenon showed that Japanese pop
culture have an influential aspect to Indonesian people especially youth generation
and also marked the cultural diplomacy had successfully instill Indonesian people.
One anime might contain many aspects that can promote and bring whether
the pop culture or the Japanese culture itself. Doraemon for instance, contain the
morale of life as well as the daily habit of Japan people. The anime showed the
morale value that every children should have, such as respect the elderly or not lie
even a small things. The other example is Mobile-Suit Gundam anime which brings
culture as well as creator’s idea is through the plot where people finally have an
access to more sophisticated technology. Gundam Reconguista in G showed that
earth is dying because of human’s act, Tomino wanted to deliver a message that
people need to find another source of energy.20 Anime is not always about to
promote culture, sometimes anime also give the audience a true story/event that
really happened in real life. Fate/Stay Night or One Piece are the examples of anime
that have real events and characters in their episodes.
Prime minister of Japan, Shinzo Abe fully support all of program that
promoting Japan culture in order to bring Japan economy back that had been
countered by Republic of Korea and People’s Republic of China. The establishment
19 Riantrisnanto, Ruly. Liputan 6. Anime festival Asia 2015 di Indonesia Bertabur Musisi TopJepang. http://showbiz.liputan6.com/read/2226763/anime-festival-asia-2015-di-indonesia-bertabur-musisi-top-jepang. 16 November 2016.20 Ibid.
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of promoting popular culture started when Japanese government make a slogan
called “Cool Japan” since 2004 which is also become a government program to do
diplomacy. The soft power development program were succeed as seen on the
percentages from BBC World via Globe Scan around 85% Indonesian people give
positive rate towards Japan influence.21 Another case of the success of cultural
diplomacy as soft power seen through Machiko Manga School which established
since October 2002 in South Jakarta (Machiko Maeyama as the founder) and gained
legal certificate from Ministry of Education and Culture, the school also invite some
famous comics from Japan on their events up until now.22 Cosplay phenomena in
Indonesia marked that cultural diplomacy of anime got positive feedback from
Indonesian people as the event been supported by governor of DKI Jakarta.23
Cosplay itself is come from Japanese language kasou (仮想) which means to
virtualize or to use imagination, because of the word sound strange, it turned into
Cosplay or Costume Play and recognized by Japanese people.24
The initiation of soft power through cultural diplomacy using anime and
manga have finally taken its toll. Indonesia and Japan relations is not going well all
the year, both countries have experience the dark days in the past. Japan did not
want to let Indonesia become their enemy although the policy “free and active”.
Music, fashion, foods and now anime is one of the most favorite culture in
Indonesia, because now this culture touched every age. Shinzo Abe spending some
¥90 billion ($883m) to boost Japan’s creative industries abroad, he also stated the
strategy called “Abenomics”. Tomomi Inada, a minister whose job it is to press
ahead with “Cool Japan”, is working hard for this program to help government as
well Japan develop and grow bigger through culture.25 The program of Cool Japan
21 Survey on positive influence towards various countries held in 2013.http://www.globescan.com/news_archives/bbc06-3/. 16 November 2016; quoted in RannyRastati. From Japanese Soft Power to Hijab Cosplay (2015) Pusat Penelitian Kemasyarakatan danKebudayaan.22 Machiko Manga School. Official Website: http://machikomangaschool.tumblr.com/. 16November 2016.23 Rastati, Ranny. From Japanese Soft Power to Hijab Cosplay (2015) Pusat PenelitianKemasyarakatan dan Kebudayaan.24 Ibid.25 The Economist. Japan’s Soft Power: Squaring The Cool (2014)http://www.economist.com/blogs/banyan/2014/06/japans-soft-power. 17 November 2016.
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will keep running to provide people abroad the knowledge of trending culture in
Japan, the Ministry of Economy, Trade and Industry believe this program will
suffice the huge consumer of Japan culture in other country.26
I.3. Statement of Problem
This research is about determining the role of culture in diplomacy. In this
research, anime and its character have strong influences in doing cultural diplomacy
from Indonesian perspective. How did anime and manga as one of Japanese
cultural diplomacy, help to promote Japanese culture towards Indonesia in
cultural relations?
I.4. Research Objectives
According to the statement of the problem, the research objective of this
thesis is to prove the extent of improvement in cultural relations between Indonesia
and Japan. The following are the main objectives of this thesis:
To analyze the positive impact of cultural diplomacy using pop
culture between Japan and Indonesia
To find the use of pop culture, in this case anime and manga to
influence Indonesia people about Japanese good image
To analyze the strategy in cultural diplomacy using anime as well
as manga and its character in improving cultural relations,
especially Japan-Indonesia
I.5. Significance of the Study
26 Ministry of Economy, Trade, and Industry of Japan (METI). Video Publications on Youtube viaofficial channel of METI Japan.https://www.youtube.com/watch?v=4Ez4lUHzooc&feature=youtu.be. 17 November 2016.
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This research is significant because it means to explore the advantages of
cultural diplomacy and this research will increase our knowledge about the other
side of anime as well as manga and its character that also turned into a pop culture
in Japan which is used as the tool of Japanese cultural diplomacy.
I.6. Theoretical Framework
This research uses two theories of International Relations that might provide
exact and clear explanation about anime as well as manga and its character in
Japanese cultural diplomacy towards Indonesia. They are Soft Power theory and
Cosmopolitan Constructivism theory.
I.6.1. Soft Power
Power is refers to the ability to persuade as well as influence the others to
do one’s desire it might be in coercive or in persuasive way, scholars often use the
term of “stick and carrot”.27 Defense and military are not always a tool in politics,
to impress other or to influence are more powerful nowadays. According to Joseph
S. Nye, there are three ways to influence others; coerce them with threats, induce
them with payments and attract or co-opt with them.28 Globalization era made soft
power more powerful than hard power, people are easily attracted by persuasive
agenda such as student exchange; cultural exchange; festival/Matsuri and many
others. Soft power will make others follow what others want without any harm or
force.
Although soft power seems useful in the globalization era and use less cost
rather than hard power but soft power have its own limit. Joseph S. Nye said that
27 Petrović, Jelena. Stick And Carrot: All You Wanted To Know About The Policy ofConditionality But Didn't Dare To Ask (2007) part of Western Balkans Security Observer – EnglishEdition, issue 4 / 2007. P. 54-6128 S. Nye, Joseph. The Benefits of Soft Power (2004) taken from Harvard Business School.http://hbswk.hbs.edu/archive/4290.html. 17 November 2016.
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the crucial resources of soft power are outside the control of governments and their
effect depends heavily on acceptance by receiving the audiences and soft power
sometimes take years to produce the desired outcomes.29 Culture is one of the most
powerful tool in supporting both cultural and public diplomacy as well as a
tremendous soft power. Shinzo Abe as the Prime Minister of Japan also aware about
the development of culture as his speech:
“Japan acting as a bridge between Asia and the world in the flow ofpeople, goods, money, culture and information, and thereby achievinggrowth together. As part of this Initiative, we will also formulate "TheJapanese Cultural Industry Strategy," which will enhance thecompetitiveness of areas that represent the good traits and uniquenessof Japan, such as animated film, music and Japanese food, and presentthem to the world30.”
He emphasized that culture might be a good strategy in supporting potential growth
in Japan as well as promoting Japan to the world. The seriousness of this statement
are seen in recent years after re-elected on 2012 and now he continue to promote
culture in order to be one of Japan soft power.
As prior explanation, Japan government have intensified their influence
through culture since 2004 with slogan “Cool Japan” as their campaign for Japanese
culture and yet become their public diplomacy31. Public Diplomacy Department
had been established under Minister’s Secretariat on the same year as public
diplomacy slogan. The department is aimed to do cultural exchange and public
relations in a more systematic way, and provides a structure that enables
cooperation between the public and private sectors.32 The awareness of their soft
power through culture grow bigger until now, only take 10 years, Japanese pop
culture brings back the image of Japan as well as their diplomacy through culture.
Southeast Asia and their nearest neighbor are the new target to strengthen the
relations whether in culture and economy. Cool Japan Fund (CJF), founded in
29 Yuswandari, Meyditya. The Role of Culture in Diplomacy: Bollywood as Indian CulturalDiplomacy towards Indonesia (1998-2013). President University: Bekasi.30 Shinzo Abe’s in his Policy Speech (2007) Policy Speech by Prime Minister Shinzo Abe to the166th Session of the Diet. Speeches and statements by Prime Minister.http://japan.kantei.go.jp/abespeech/2007/01/26speech_e.html. 17 November 2016.31 Japan Ministry of Economy, Trade, and Industry (METI), Diplomatic Bluebook 2005.32 MOFA Japan. Diplomatic Bluebook 2005.http://www.mofa.go.jp/policy/other/bluebook/2005/index.html. 17 November 2016.
11
November 2013 is a public-private fund to help government by promoting Japanese
culture throughout the world as well as to supporting Cool Japan program, CFJ is
also part of government project.33 Shinzo Abe, after re-elected as Prime Minister
on 2012, said:
“Japan's strengths in content, fashion, and culture and tradition arealso attracting attention from the world. As we work to ensure that theboom in anime and other content does not end as a temporary fad,besides promoting Japan as a tourism-oriented country that attractspeople from around the world, let us also make "Cool Japan" into aworld-class business34.”
The speech showed that every government parts are supporting and agree to use
popular culture, in this case anime as well as manga as one of favorite pop culture
in the world.
I.6.2. Cosmopolitan Constructivism
The normative view of cultural diplomacy in terms of promoting mutual
understanding and cultural-cooperation through intercultural dialogue and cultural
exchange is propagated within the framework of cosmopolitan constructivism.35
Cesar Villanueva (2007) stated on his article:
“Cosmopolitan constructivism is a theory which based on multilateraldiplomacy, formulated by people who interested in peace,understanding, and friendly relations among nations.36 The bottom lineof this theory is about people, cultures, and state matters, and culturaland public diplomacies collaborate in the inter-subjective constructionof ideas, norms, and identities towards cooperation, welfare andunderstanding. The theory celebrates cultural difference, cultural
33 Cool Japan Fund. What is Cool Japan Fund. Official Website: https://www.cj-fund.co.jp/en/about/cjfund.html. 17 November 2016.34 Prime Minister Shinzo Abe Policy Speech to the 183rd Session of the Diet held on February 28,2013. Speeches and Statements by the Prime Minister.http://japan.kantei.go.jp/96_abe/statement/201302/28siseuhousin_e.html. 17 November 2016.35 Villanueva, Cesar. Cosmopolitan Constructivism: Mapping a Road to the Future of Cultural andPublic Diplomacy (2007); direct quote from Hyungseok Kang. Reframing Cultural Diplomacy:International Cultural Politics of Soft Power and The Creative Economy (King’s College London,2013).
12
exchanges and face-to-face encounters in the struggle to foster commonunderstanding.”37
The cosmopolitan constructivism theory explained that cultural diplomacy will
imply the long term foreign policy objectives, where every country needs process
to make common understanding and cultural exchanges with other societies and
trying to encourage other societies to join the process.
According to Cesar (2007), there are six programs that cultural diplomacy
can do under the cosmopolitan constructivism framework38:
Making the creation of peace and friendly relation with other nations
Investing in international educational exchanges targeting groups in foreign
societies which have talent but may not have resources to study abroad
Creating a solid infrastructure for international cooperation, in which money
and human resources can flow together and address important and urgent
common topics with other nations
Establishing institutions abroad as a platform for sharing knowledge and
engaging foreign publics, also discuss domestic issues that may be relevant
for the two parties such as human rights, life conditions of children, or
popular culture
Building the necessary channels to communicate with foreign public to
listen to their concern and to create mutual ways involvement
Educating young people in school programs related to international
solidarity, mutual understanding and sensitivity do diversity and
multiculturalism.
Those points have been implemented by Japan government, as they established
many exchange such as JENESYS (Japan-East Asia Network of Exchange for
Students and Youths) since 2007. Former Foreign Minister, Taro Aso established
the annual event called “The International Manga Award” since 2007 and still
37 Villanueva, Cesar. Cosmopolitan Constructivism: Mapping a Road to the Future of Cultural andPublic Diplomacy (2007); direct quote from Hyungseok Kang. Reframing Cultural Diplomacy:International Cultural Politics of Soft Power and The Creative Economy (King’s College London,2013).38 Ibid.
13
continue until now. He wanted to promote Japan as the originator of Manga to the
world and eager to do beneficial relations and associate with Japanese government
for the winner.39
The culture center of Japan have been established in some countries
especially Southeast Asia. Singapore, supported by the Foreign Minister Makoto
Yamanaka, built JCC (Japan Creative Culture) in purpose of promoting and sharing
Japanese pop culture to Singaporean youth.40 The other country, Japan government
developed “The Japan Foundation” (JPF) same as JCC in Singapore, JPF is meant
to promote as well as educate people about Japan and the culture.41 Indonesia have
already became partner since 1979 up until now, JPF helped people in education;
culture; language as well as to bring back good image of Japan.
Globalization era is a modern era where people spreading friendly
environment to others. Japanese government are aware that culture is one of the
most powerful agent of diplomacy that might build a good relations with every
countries in the world. Culture can influence people, change their perception and
easily invite people to have the same goal. Anime might be have the biggest
impression to people all around the world, again people would say anime when they
heard about Japan. The nation branding principle showed that through culture Japan
can induce people with their visions through anime, inspired people so they brand
Japan with the country of anime. The reality might help Japan in building as well
as maintaining good relations with other countries.
I.7. Literature Review
The writer used various book and thesis in order to find out theories from
experts especially in cultural diplomacy, as well as the phenomena that happened
39 Former Foreign Minister Taro Aso (2007-2009) in his speech during the first opening of TheInternational Manga Award held annualy in Tokyo, Japan since 2007.40 Ambassador Makoto Yamanaka’s speech “At the Frontline of Public Diplomacy: Singapore andJapan Creative Centre” presented at Nagoya University on June 24, 2011. Summary in Media andSociety Vol. 4, 2012, Graduate School of Languages and Cultures at Nagoya University.41 Japan Foundation. About Us. http://www.jpf.go.jp/e/about/index.html. 18 November 2016.
14
related to cultural diplomacy in the world. The detail of books and thesis would be
like following list:
The New Public Diplomacy: Soft Power in International Relations, this
book have many eleven chapters from public diplomacy experts that divided into
three parts. Jan Melissen as the editor of this book as well as Senior Research Fellow
at Netherlands Institute of International elaborate a good explanation and divided it
into chapters that could help the reader find out what he/she needs. The book is not
only explain about public diplomacy in modern era but also the branches of public
diplomacy itself. People might not aware that nation branding is also part of cultural
diplomacy that need some set up in order to reach the perspectives and persuade
other people.
The book is start with introduction and brief explanation by Jan Melissen
himself, theories and practices as well as. Second chapter is about the
implementation that happened in real situation in some locations. This chapter also
contain information about the practices of cultural diplomacy, whether it failed or
become a new tools in diplomatic relations. Negative perception or labelling from
other country to specific country is explained clearly in this chapter. The terrorist
perception for instance which is a burden for Middle East country to do diplomatic
relations or other diplomacy activity.
The last chapter elaborate the further implementation and practices in doing
public diplomacy such as nation branding or promoting culture. This book took an
example from United States and France to show their extended public diplomacy
towards the world. The writers explain it clearly, such as France that struggling to
promote their national brand throughout the world. Public diplomacy could turn
into a flexible diplomacy according to this book which means could be done by
advertisement, events, and also culture. Theories and basic understanding in this
book are useful for this thesis.
The second resource is a thesis from Meyditya Yuswandari about The Role
of Culture in Diplomacy: Bollywood as Indian Cultural Diplomacy (1998-
2013). The writer elaborate a good explanation from soft power to cultural
diplomacy which is also part of public diplomacy. Liberalism perspective applied
15
in this thesis as the writer argued that cultural diplomacy might boost the relations
between two countries, the writer took India as the research. The arguments are
strong and supported by surveys to the people and interviews with experts.
Cultural diplomacy is not always about people to people, there are also
involvement from government as well as private company in purpose of helping the
culture spread worldwide. The writer start explanation from broad phenomenon,
Bollywood in the world to the development of Bollywood in Indonesia. This thesis
stressed how culture might be so powerful even in different generation. The reality
also show that cultural diplomacy need long preparation in order to make it succeed
and also to instill the perception of other country to specific country. The
information from this thesis are valuable for the writer to finish this thesis, moreover
the explanation about how powerful culture in international arena were being
proofed. The proof of cultural diplomacy influence in Southeast Asian people
especially Indonesia, become a precious information for this thesis.
The third resource is a book from Kazuo Ogura with title Japan’s Asian
Diplomacy: A Legacy of Two Millenia. Ogura was became Japanese ambassador
for Viet Nam, South Korea, and France. After his retirement, he trusted to lead
Japan Foundation by Japanese government. The book’s background is
understanding the real situation of Japan towards their neighborhood country and
also about Japan’s strategy to other Asian country. The writer argued that the
attention is important for Japan’s politics and power struggle in Asia as their foreign
policy to build relations. The constructions of policy to Asia is elaborated in this
book especially with China and South Korea as their relations seems unstable since
those countries have their own internal conflict.
Ogura shown the influence of Japan in some areas is purposed for
maintaining prestige, mutuality and equality as well as diplomatic relations. In the
chapter two, ‘The Interaction of Domestic and Foreign Policy’, he did mentioned
the strategy of Japan to be a leader of economy in Asia. Apologizing and influential
actions should be taken by Japanese government to reach the goals of economy
leader and existence in Asia. Although this book explain more about Japan and their
16
relations with neighbor country, but the writer put the recent strategy of Japanese
government towards Asia.
As people might knew that Japan presence in Asia were side to side with
South Korea and China in various field. Japan have their lead in culture and
relations with Asian country especially Southeast Asia region. This book told about
Japanese foreign policy towards some Southeast Asia country, in order to maintain
presence and to share interests. The last chapter of this book explain about Japan
towards other Asian country such as Russia, United States and so on. The behavior
of Japanese government in their foreign policy is a useful information for
development of this thesis.
The next is a book titled Searching for A Cultural Diplomacy edited by
Jessica C. E. Gienow-Hecht and Mark C. Donfried. The book is perceived cultural
diplomacy as a long way to create what to be happen in recent days. Cultural
diplomacy is started from the cold war era in order to gain diplomatic activity using
soft power instead of hard power. This book defined that political issues or national
interest might be easy to perceive by others through cultural diplomacy. Perception
is a hard things to be dealt in international arena especially to gain national interest,
but through cultural diplomacy it might take a long period of time but it will also
have a great outcomes.
The book consist of eight chapters and divided into four parts, the
introduction part is explain about the origin of cultural diplomacy. Cultural
diplomacy as an agent of state that bring perceptions and perspectives of one
country to another country. It is valuable for a country with national interest or a
will to create diplomatic relations to other country. Power is not only topics in this
part, civilization also alluded in this part which an important actor in cultural
diplomacy. Part I until part IV is elaborate about the practices of cultural diplomacy
in Eastern Europe, Russia, Middle East, and Japan. The book wanted to make the
reader to see how cultural diplomacy might be easily implemented by countries in
the world, although it took long preparations but instead of war or framing, culture
gave us a new option to gain national interest.
17
The fifth resource is a thesis from Yolana Wulansuci with title Budaya
Populer Manga dan Anime sebagai Soft Power Jepang from University of
Indonesia. The writer started with broad explanation about soft diplomacy and the
effectiveness of it post WWII. The focus of explanation is Japan which is suffer
huge loss in WWII and need to bring back their country. A way to rebuild their
country, Japan decided to use the only one thing that remain from their country,
culture. Japan have a lot of culture, whether traditional and pop culture, besides it
will cost less than using hard power with coerce. The writer also emphasized that
Japan are aware with their traditional and pop culture existence in the world since
they use culture as a diplomacy tool.
Study case of this thesis is using the mascot and the proud of Japan’s people
in anime and manga, Doraemon. The influence of this character in Indonesia is big,
not only children but also all part of family could enjoy this anime. Doraemon
produced in animation and comic (manga) in Indonesia, the series are still
broadcasted and the comic still produce in Indonesia. This particular character also
became the ambassador of Japan’s anime and manga in the world. Japanese
government is being serious about their culture, as they finally agrred to support all
culture activity outside Japan. The influence and study case are very usefel for this
thesis, looking the enthusiasm of Indonesian people about anime and manga and
also Japanese strategy to put anime and manga as their tool of diplomacy to some
countries especially Indonesia.
I.8. Research Methodology
The research method that will help the writer to develop this thesis is
Qualitative Research. Qualitative research is aim to discovering the underlying
motives and desires, using in depth interviews for the purpose.42 The methods will
help to analyze the various factors which motivate people to behave in a particular
42 C.R. Kothari, Research Methodology: Methods and Techniques 2nd edition (2004) New AgeInternational Limited Publisher: New Delhi. P.3
18
manner or which make people like or dislike particular thing.43 Qualitative research
will support the purpose of this thesis, which is to find the influence of anime as
well as manga and the character in Indonesia-Japan relations through document
analysis and case study.44
The writer also used field research to support the thesis, which is done by
interviewing fans of manga series as well as its hobby. Interviews help the writer to
know about attitude and opinion of people towards phenomenon. Library research
also help the writer in arguing the development and the real phenomena that ever
happened related to anime and their characters.
I.8.1. Research Time and Place
Place of Research:
Adam Kurniawan Library, President University, Bekasi
Perpustakaan Nasional, Jakarta
Japan Foundation, Jakarta
Time of Research:
The research taken from 1st (first) November 2016 – 25th (twenty five)
December 2016 while the interviews are on first week of December 2016. The
writer also did do some surveys during events to people that related to the thesis
which taken at J-AniCo Fest 2016 (19th – 20th November 2016) on BSD City,
Tangerang and Colony Collection Market (3rd - 4th December 2016) on Jakarta
Convention Center Hall B, Jakarta. Surveys done to some forums of Gundam
through social media as well as forums that writer joined and some close friends.
43 C.R. Kothari, Research Methodology: Methods and Techniques 2nd edition (2004) New AgeInternational Limited Publisher: New Delhi. P.344 Brecher, Michael and P. Harvey, Frank. Millennial Reflections on International Studies (2009)University of Michigan Press. P.432-433
19
Submission of the thesis will be on 27th January 2016 and defense will held on
second week of 6 March 2016.
I.8.2 Research Instrument
Internet: As the globalization era, the use of internet is really helpful in purpose of
finding resources and books. Internet is more effective and efficient as the use of it
could be anywhere. The writer use The Japan Times as primary website because it
contain reliable article from experts.
Book and Journals: Books and journals also the most important instrument in
making thesis. It helps the writer to find theories that are written by experts which
related to thesis topic.
Online Publications/Report Publications: Both of Indonesia and Japan Embassy
are published every event that held in Indonesia or Japan. The Ministry of Foreign
Affairs of Japan always post the recent event held in Indonesia as well as Indonesia.
The most posted events are about culture or related to culture such as student
exchange, festival or in Japanese language called matsuri and other culture event.
Interviews: The subject of interview are the people who have interest and passion
in anime as well as manga and familiar with the character whether its movie or the
hobby. People who joined forums also become the subject of interview.
I.9. Scope and Limitations of the Study
The scope and limitations of this research are in line with the problem that
will be analyzed. The first is about the time frame which is limit in period of 2012-
2016. The reason is that during the time Indonesia people have such high awareness
to the development of anime, and a significant change occurred within that period.
The second would be level of analysis that use state behavior as the point of
analysis, regulations and policies taken by Japanese government towards Indonesia
20
in terms of pop culture. The third is theme about this thesis which is aimed to find
the cultural relations and a little explanation about politics and economy that
become the impact of influence through culture. As rational actors, Japan also took
part of expanding economy as well as their politics to other country, in this case
Indonesia as their target for cultural diplomacy. This thesis will explain the
outcomes of cultural diplomacy which is cultural relations and less about economy
and also politics.
I.10. Definition of Terms
I.10.1. Soft Power
The term of soft power was explained by American political experts, Joseph S.
Nye in his book titled Soft Power: The Means to Success in the World Politics.
“Soft power is more than just persuasion or the ability to move peopleby argument. It is also the ability to attract, and attraction often leadsto acquiescence. Soft power resources are the assets that produce suchattraction. Soft power uses a different type of currency (not force, notmoney) to engender cooperation – an attraction to shared values andthe justness and duty of contributing to the achievement of thosevalues45.
The resources of soft power can come from many things around us. It needs to be
attractive to make people easily aware of its resources. Culture could be the
resources of soft power. Soft power can be done through every actor in international
relations, such as government and so individual.
I.10.2. Cultural Diplomacy
45 S. Nye, Joseph. “The Changing Nature of Power.” Introduction. Soft Power: The Means toSuccess in the World Politics (2004) Public Affairs: United States. P6-7
21
Cultural diplomacy is a way to promote one’s country in international arena,
it is simply explained. According to a dictionary of diplomacy:
“The promotion abroad of a state’s cultural achievement, for examplethe case of France and Britain notably their languages. The specialimportance of cultural diplomacy is to promote links between parallelinstitutions at home and abroad, for example between domestic andforeign universities46.”
Cultural diplomacy is the extent of soft power, it is include films; music; art;
fashion; lifestyle and many more. All components that connected to culture, no
matter it is a student exchange, are about national strategy to perceive soft power.
I.11. Thesis Structure
This thesis consist of five chapters, it starts from Introduction and continue
to Japanese’s Cultural Interest towards the world; Development of Anime as
Cultural Diplomacy in Southeast Asia; Development of Mobile-Suit Gundam
anime franchise and hobby as Japanese Cultural Diplomacy towards Indonesia
(2014-2016) and the last Conclusion. The detail of every chapter will be discussed
below.
Chapter I: Introduction
This chapter will further discuss the background of culture’s role in
diplomacy. Problem identification will discuss about the general influence of anime
in the world. The other essential information such as theoretical framework,
research question, research objectives, significance of study and definition of terms
are written in this chapter. The purpose of this thesis is to introduce the basic writing
of the thesis and become the hook that may trigger the reader to have further reading
in this thesis.
46 Berridge, G.R. and James, Alan. A Dictionary of Diplomacy (2001) Palgrave Macmillan: NewYork.
22
Chapter II: Japanese Waves and Cultural Diplomacy
This chapter will discuss about the national interest of Japan to the world in
terms of culture. It will also explain the Japanese cultural diplomacy and its
instruments to achieve the cultural interest.
Chapter III: The Development of Japanese Popular Culture in Southeast Asia
This chapter will explain the brief history of anime and the hype of it
whether its movie and hobby. The support from government as well as private
companies in promoting anime as cultural diplomacy to the world.
Chapter IV: Development of Anime as Japanese Cultural Diplomacy towards
Indonesia (2012-2016)
This chapter will explain the cultural relations between Indonesia and Japan,
followed by the development of anime and the enthusiasm in Indonesia. Then, it
will discuss about the role of anime as one of Japanese cultural diplomacy in
improving Indonesia-Japan relations.
Chapter V: Conclusions
The last chapter is about the outcomes of anime as cultural diplomacy in improving
Indonesia-Japan relations such as economy sector and also cultural relations.
23
CHAPTER II
Japanese Waves and Cultural Diplomacy
II.1. Japanese National Interest
Culture is unique and could use to interact people, for Japan, culture is an
important thing to increase the fans of Japan in other country.47 Cuisine, music,
dance, even traditional lifestyle are parts of Japanese culture and useful to help
Japan famous in many countries. Japan as developed country have a good
percentage in GDP (Growth Domestic Product) 0.3%, it is significantly increase
since 2013 which is the year of Cool Japan slogan been implemented as whole.48
The government aware about the situation in Japan and keep supporting the culture
as their weapon to spread Japan to the world. Moreover, Japan is one of productive
country in manufacture but they have problem with natural disaster which is
threatening the factories. Japan need to struggle to get back on their feet on 2014
which is year of natural disaster and so effecting their GDP on that year.49
Therefore, Japan succeed to back on its track and could face their neighbor
competitor, People’s Republic of China (PRC) and Republic of Korea (South
Korea). Japan’s trade freedom percentage surpass Korea as Japan 82.6% while
Korea 74.6%.50 Trade freedom is a measurement of export and import of a country,
since 2013 Japan percentage keep going up.
Japan export activity is about technology, people recognized the high
sophisticated technology is often come from Japan. Famous brands of technology
such as Panasonic, Sharp, EPSON, Casio, Honda, Canon, and many other
47 MOFA. Diplomatic Bluebook 2013. Chapter 4, Japan’s Diplomacy Open to the Public. Column:Professionals Supporting Japan’s Diplomacy, Chefs for Ambassador. P. 3748 Harding, Robin and his team. Financial Times. The Japanese Economy at a Glance (2016)https://ig.ft.com/sites/numbers/economies/japan. 20 November 2016.49 Recent Natural Disasters. Natural Disasters in Japan 2014.http://www.disaster-report.com/2014/10/natural-disasters-in-japan-2014.html. 20 November2016.50 2016 Index of Economic Freedom. Comparison between South Korea and Japan.http://www.heritage.org/index/visualize?cnts=japan|southkorea&src=country. 20 November2016.
24
technology brand are from Japan. Technology industry is not develop in Japan, but
also in various host countries in the world. Japan leads the export as well as the
labor productivity which is better than its neighbor South Korea.51 Japan gained
high surplus on 2014 in terms of their export technology up to $22 billion which is
very big amount of surplus.52 The success of Japan in export activity is because
well-organized strategy and the use of sophisticated technology, according to
Fingleton (2014) an economic and finance expert based in Japan said that robots
also had big role in helping Japan’s industry.53
Sovereignty of the people are the number one priority concern for Japanese
government, it can be seen through the regulations, quick response, and prevention
of any threat. Japanese defense policy is about balancing the defense power in Asia
region and also strengthen naval forces because of Japanese territory where nearby
ocean is quite susceptive.54 Although Japan have high tension with their neighbor
China, still Japan manage to do defense cooperation. Japan applied military reform
as well as nuclear development with South Korea, Indonesia, United States, India
and Russia.55 Japan’s quick action in terms of security had been tested when their
Ministry of Defense hacked on September 2016.56 Their cyber security almost
hacked by some irresponsible group, Japan speculated that it might be their
neighborhood country. The quick response also showed when Japanese attacked by
natural disaster such as earthquake or other incident such as a big sinkhole in the
middle on the Fukuoka street on November 8, 2016. The incident was very famous
51 2016 Index of Economic Freedom. Comparison between South Korea and Japan.http://www.heritage.org/index/visualize?cnts=japan|southkorea&src=country. 20 November2016.52 Fingleton, Eamonn. Forbes Asia. It is Japan, not the U.S.,That Leads in Serious Technology, SaysTop Reagan Technology Advisor. http://www.forbes.com/sites/eamonnfingleton/2015/11/22/it-is-japan-not-the-u-s-that-leads-in-serious-technology-says-top-reagan-technology-advisor/#4ed79ea25ce7. 20 November 2016.53 Ibid.54 Ministry of Defense. Publications. Defense of japan 2016.http://www.mod.go.jp/e/publ/w_paper/2016.html. 21 November 2016.55 Ministry of Defense. Publications. Defense of japan 2016.http://www.mod.go.jp/e/publ/w_paper/2016.html. 21 November 2016.56 The Japan Times. Defense Ministry, SDF Network Hacked; State Actor Suspected.http://www.japantimes.co.jp/news/2016/11/28/national/politics-diplomacy/defense-ministry-hit-cyberattack-info-may-accessed/#.WGPLu1V9600. 21 November 2016.
25
because of their action to repair the street is quick, it only takes two hours since the
accident.57
Japan’ presence in the world is not only through their exports or defense
issue, but also through Official Development Assistance (ODA) in other words aid.
ODA is a strategy to keep a good relations whether with allies or with non-allies in
order to raise Japan’s existence. Hidden agenda of ODA is real, for instance when
Japan agreed to help Bangladesh on 2014 to improve their infrastructure about 600
billion yen for 4-5 years as the return Japan earned seat on UNSC.58 Southeast Asia
become the major target of ODA in purpose of expanding business and commercial
in that country. Socialist Republic of Viet Nam (Viet Nam) is one of the biggest
ODA receiver, in return Japan offer business prospect to Viet Nam and agree to
accept Japan commercial in their country.59 ODA is meant to be Japan’s goodwill
in the world, but then again to carry national interest which is partnership and
economy especially towards Southeast Asia.60 Economic integration and trade
activity through ODA also intense in East Asia, this meant to ensure the Japan
existence as their mission to prosper Japan.61
II.1.1. Japanese National Interest in Tourism
Japan have big potential in their tourism spot and yet have four seasons in a
year which make Japan more attractive for tourists. The most awaited event from
Japan is when Sakura blooming because Sakura is Japan’s national flower and it is
became one of Japan’s identity in the world. Significance increase shown every
57 The Guardian. Blink and You’ll Miss it: Japanese Sinkhole Repaired at Speed.https://www.theguardian.com/world/video/2016/nov/15/japanese-workers-repair-road-48-hours-after-sinkhole-appears-video. 21 November 2016.58 Purnendra Jain, National Interest and Japan’s Foreign Aid Policy (2014) Kokusai Mondai(International Affairs), No.637.59 Ibid.60 Lam Peng Er (ed.). Japan’s Relations with Southeast Asia: The Fukuda Doctrine and Beyond(2013) London: Routledge; quoted in Purnendra Jain, National Interest and Japan’s Foreign AidPolicy (2014) Kokusai Mondai (International Affairs), No.637.61 Sunaga, Kazuo. The Reshaping of Japan’s Official Development Assistance (ODA) Charter (2004)FASID Discussion Paper on Development Assistance, No.3.
26
year Japan succeed to attract tourist to come and help Japan’s national income, as
the graphic below:
Chart 1: Japanese Statistic in Total of Foreign Tourist Spending to Visit Japan per Year.62
The statistic clearly showed that Japan as one of the most attractive country in terms
of tourism especially in Asia. Advertisement had succeed to help Japan to attract
tourists, make tourist more enthusiast to witness themselves the beauty of Japan.
The other strategy to attract tourist is by reducing visa to Japan, this meant to target
middle class visitor in some country and yet the strategy was succeed.63 Although
have a competition with their neighbor, it is not effecting the tourism sector.
Japanese Tourism Agency (JTA) reported that almost 22% visitors are from China
(281,200) followed by Taiwan (279,300) and South Korea (250,600) did tourism
activity to Japan on 2013.64 The data was surprised the Ministry of Land,
Infrastructure, Transport, and Tourism (MILT) because it was significantly
increased compare to 2012.
62 The chart was made by Japan Tourism Agency (JTA) which is an organization to control tourismactivity in Japan and it is under Ministry of Land, Infrastructure, Transport, and Tourism (MLIT)http://www.mlit.go.jp/kankocho/en/ (official website).63 Kodera, Atsushi. The japan Times. Tourism Emerges as New Economic Driver for Japan.http://www.japantimes.co.jp/news/2014/08/25/reference/tourism-emerges-new-economic-driver-japan/#.WGR4r1V9600. 22 November 2016.64 Ibid.
27
Japan is improving their services for the tourists, unlike other country that
maintain tourists by advertisement and campaign, Japan improve their facilities
through tourist’s complaints. Tourists are complaining about internet access in
Japan, for some country it is not a big problem but Japan improved their services
through 150,000 Wi-Fi access points across Japan in collaboration with NTT
Docomo Inc., on of Japanese private company.65 Road access is the next project for
Japan as they become host for Olympic 2020, opening a new station for train in
order to make fast access, again with private company. Japan is worth for the award
and all the praise, because of their services in tourism sector. U.S. travel magazine,
Travel+Leisure announced that Kyoto is number one city in the world as tourist
destination.66
The consistence of Japan in improving their sector which might help their
national income should be followed by other Asian country. Collaboration between
government and private sector should be synergized in order to gain mutual benefit
for both parties. Japan have several sub-organization that control the tourism
activity, this meant to maximize the development of tourism sector. Their slogan
for tourism is “Japan, Endless Discovery” has meaning that Japan is worth to
discover, on their official website they put all interesting destination with good view
as well as food.67 All of Japan’s programs, mostly well-organized whether the
private sector or the government itself. The key success of Japan in supporting their
national interest is because the support from government, as Prime Minister Shinzo
Abe in 2016 said:
“Last year, the surplus in the tourism balance of payments surpassed 1trillion yen for the first time in history. The number of foreign touristsmore than doubled in three years, and is expected to easily surpass 20million this year for the highest total in history. Next, we will make bold
65 Kodera, Atsushi. The japan Times. Tourism Emerges as New Economic Driver for Japan.http://www.japantimes.co.jp/news/2014/08/25/reference/tourism-emerges-new-economic-driver-japan/#.WGR4r1V9600. 22 November 2016.66 Ibid.67 The official website of Japan tourism which targeted to international territory such as Europe,the website provide all information about tourism in Japan including the estimated price forsome days in Japan. This organization is collaborate with the government to gain the same goalwhich might benefit both of parties. Official website:http://www.seejapan.co.uk/jnto_consumer/index
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investments in the tourism sector, taking aim at achieving 40 milliontourists annually68.”
All elements of country bonded as one to make their own territory sufficient and
get better than before, this is the proof that good collaboration between government
and people made great feedback. Shinzo Abe also said that Tourism is an important
pillar of Japan growth strategy, and a trump card for regional revitalization as well
as a machine to boost growth to achieve the 600 trillion yen GDP goal.69
II.1.2. Japanese National Interest in Popular Culture
Tourism sector of Japan might be famous in the world especially Asian and
some European countries because the system is well-organized. The potential of
Japan is not only their tourism sector, but also their popular culture/pop culture.
Japanese pop culture are famous especially in Asian country as they targeted to do
massive export of culture. The Japanese strategy of exporting culture is sustainable
up until now, as prior explanation the government did do campaign about Japanese
pop culture through Cool Japan program. The detail objective of the program is to
actively promote Japanese attractive goods and services on a worldwide scale and
become a driving force for Japan’s economic growth.70 Japan showed their
seriousness in deepening their potential income which might look as small chance
for other country. Japan strategy is worth the wait as they improving their services
for tourism sector and also the popular culture export strategy. Popular culture is
something that every country had with specific uniqueness, the problem is culture
cannot turn into an attractive form unless it combined with other aspects.
68 Prime Minister Shinzo Abe speech to the 192th Session of the Diet (September 26, 2016) takenfrom Prime Minister of Japan and His Cabinet.http://japan.kantei.go.jp/97_abe/statement/201609/1219316_11015.html. 23 November 2016.69 Murai, Shusuke. The Japan Times. Japan Doubles Overseas Tourist Target for 2020.http://www.japantimes.co.jp/news/2016/03/30/national/japan-doubles-overseas-tourist-target-2020/#.WGUWHFV9600. 23 November 2016.70 Cool Japan Initiatives, July 2015. Creative Industries Division. Ministry of Economy, Trade andIndustry (METI) taken from online publication of METI.http://www.meti.go.jp/policy/mono_info_service/mono/creative/#hMenu. 23 November 2016.
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Japanese Ministry of Economy, Trade and Industry (METI) need to find a
way to attract pop culture and turned it into some business. The strategy is to make
people think different using pop culture as well as exporting Japanese pop culture
to host country. The solution of this matter is to expand the Japanese pop culture
through commercial and Japanese products, even METI agreed to give funding in
terms of popular culture.71 The funding has gone to all pop culture that have Japan
branding on it, for instance Pokemon, harajuku and lolita, ramen and many more.
The public diplomacy of Japan had succeed to make people do branding to Japan
which is help Cool Japan program as cultural diplomacy to instill other country with
pop culture. The status quo of Japan as one of the most creative country in the world
is a milestone for Japan to work hard and more serious in creative industry.72 As
people knew, creative industry is include pop culture at the most and it showed that
the existence of Japanese pop culture are acceptable to the people in the world.
Commercial and advertisement is not enough to spread pop culture, Japan
established “Channel Japan” a television program in purpose to do promotion about
Japan in other countries.73 The channel contain many kinds of theme such as
business, entertainment, food, culture and travel. Channel Japan has aired in
different continents from Africa to North America mostly start in 2013.74 All of the
promoting activity needs budget, and yet the government gave big amount of
budgeting in this sector. The government agreed to fund US$155 million or about
15,500 million yen to support all the program related to Cool Japan.75 Those amount
of money is huge only to enhance and develop pop culture abroad Japan, although
they have strong presence in industrial and machinery but reality showed Japan is
concerned about their own cultural diplomacy. As people might see that Japan is
everywhere in terms of pop culture, in fact they are the second biggest producer of
71 Cool Japan Initiatives, July 2015. Creative Industries Division. Ministry of Economy, Trade andIndustry (METI) taken from online publication of METI.http://www.meti.go.jp/policy/mono_info_service/mono/creative/#hMenu. 23 November 2016.72 Cool Japan Initiatives, July 2014. Creative Industries Division. Ministry of Economy, Trade andIndustry (METI) taken from online publication of METI.http://www.meti.go.jp/policy/mono_info_service/mono/creative/file/1406CoolJapanInitiative.pdf. 23 November 2016.73 Ibid.74 Ibid.75 Ibid.
30
cultural content and surely help their economic growth.76 The growth of pop culture
also unpredictable as big difference towards Japan manufacture, moreover when
Japan experienced recession-stricken economy.77
Japanese stereotype in terms of pop culture often anime and manga, beside
of that there are some potential pop culture that growing other than anime. Fashion
is one of the famous pop culture aspects, especially in China and Indonesia. There
are some boundaries that delay fashion development in some country. According to
Saeko Tani, chief administrator of Creative Industry Division, there are still lack of
capital and finances in small and middle size firm. The situation forced that firms
to let the opportunity gone, there are many firms in Japan that still not registered
yet on Cool Japan budgeting, it is because funding program still new and only took
chances on potential firms. Tani said that Japanese women fashion magazines are
famous in China but only few designers and apparel makers could enter China
market, again it is about budgeting.
Fashion is not the only one, Japanese craft as well as anime experienced the
same thing whether it is because of budgeting or it is hard to find partners in host
country to do cooperation.78 Popularity of a pop culture also be a burden for culture
to export, people from some country cannot enjoy thousands of anime and manga
from Japan. They knew it only from websites of comic or video streaming for
instance but there are not yet production in their country. Cool Japan program is
still in its way to suffice the demand, and the government have strong confidence
in doing investment and hope that could cover all the firms abroad to help promote
Japan especially in creative industries.79
76 Otmazgin, N. K. Contesting soft power: Japanese popular culture in East and SoutheastAsia (2007) International Relations of the Asia-Pacific 8: 73-10177 Machiyama, T. “Mondo Tokyo: Otaku,” (2004) quoted in; Macias, Patric and Machiyama,Tomohiro. Cruising the Anime City: An Otaku Guide to Neo Tokyo (2004). Berkeley: Stone BridgePress: P.13–15.78 Nagata, Kazuaki. The Japan times. Exporting Culture via “Cool Japan”.http://www.japantimes.co.jp/news/2012/05/15/reference/exporting-culture-via-cool-japan/#.WGYvu1V9600. 23 November 2016.79 Nagata, Kazuaki. The Japan times. Exporting Culture via “Cool Japan”.http://www.japantimes.co.jp/news/2012/05/15/reference/exporting-culture-via-cool-japan/#.WGYvu1V9600. 23 November 2016.
31
II.2. Japanese Cultural Diplomacy
Japan’s existence in the world is growing every year, seen by the percentage
of their annual report and also survey from some agencies in other countries.
Massive changes for a country like Japan since 1970s which is tend to fear to join
international event, on globalization era they realize those skeptical behavior should
be gone.80 Japan is famous with their cautions nature especially for foreign people
but all the stereotype of skepticism is not eliminated by the policy Japan’s
government made. The shocking movement of cultural diplomacy shown when the
closing ceremony of Olympic Games in Rio de Janeiro 2016. People who watched
the entire show would be amazed by the appearance of the one and only Japanese
prime minister, Shinzo Abe. He appeared with the most iconic custom in the world
as well as came from Japan, Super Mario.
The appearance of Japan prime minister as the most famous character Mario
made people amused about the action of prime minister. The closing in Rio 2016
was meant to promote the next spot of Olympic Games in 2020 which is Tokyo,
Japan. The promotion started when the stage turned into red color and slowly white
color surrounded to make Japan’s national flag. Other country will show their
talented dancer or performance in doing show but Japan did it differently. As the
stage started to make Japan’s national flag, the performer is not came from athlete
or closing team group but from robots. Japan used their robots to escort white flag
into the stage.81 People argued that the robots appearance is to show how Japan
leading the technology in the world. According to Sandra Collins, a specialist in
Japanese Olympic history said that Japan wanted to send a message that war is over,
they have no intention in war.82 Collins also add that Japan wanted to spread the
agenda of peace in the world through technology and safety. Yuriko Koike, Tokyo
80 S. Nye, Joseph. Bound to Lead: The Changing Nature of American Power (1990) basic Book inc:New York. P.16781 Jozuka, Emiko. CNN. Goodbye Rio, Hello robots: Expect High-Tech Cool at 2020 TokyoOlympics. http://edition.cnn.com/2016/08/21/asia/tokyo-olympics-2020/. 27 November 2016.82 Ibid.
32
governor, came into the closing ceremony to retrieve the Olympic Games flag but
still Shinzo Abe appearance is surprised the audience.83
An outstanding performance of Japanese prime minister clearly showed
Japan’s interest in spreading culture, as prior a video of Olympic promotion
emphasized the strength of Japan in pop culture. The promotion video is a
combination between real-time as well as CGI (computer-generated imagery)
which using all Japanese branding such as Mario, Sonic, PacMan, even the old
anime Captain Tsubasa. Japan dare to embrace their culture strategy in international
event and somehow their culture reach private sector both in Japan and other
countries using laissez-faire manner in order to give freedom of creativity.84 The
strength of Japanese pop culture are reflected from the positive feedback all around
the world in social media, which also refer to Chua Beng Huat (2008) statement:
“Japanese-made media productions have additionally served as anexample and a model for media-collaborated productions in East Asia,providing an alternative to American models. In East Asia of today,many of the music, television, comic books, and animation productsmight incorporate a mix of locally drawn motifs and languages, whilethe format they are shaped in is Japanese85.”
As prior explanation, even though Japan have disharmonious relation with
their own neighbor but still the percentages showed China and South Korea
are the substantial consumer of Japanese culture. The statement also proved
that not only Asian country being possessed by Japanese pop culture, even
America as leading culture take part in Japanese waves of culture.86
Roland Kelts, the author of book Japanamerica said that Japanese
culture is not only effect the trending thing in America but also the social life
83 BBC. Sport Olympic. Rio Olympic 2016: Spectacular Closing Ceremony as Olympic Flag goes toTokyo. http://www.bbc.com/sport/olympics/37150572. 27 November 2016.84 Easton, Yukari. The Diplomat: Read the Diplomat, Know the Asia-Pacific. Tokyo 2020 andJapan’s Soft Power. http://thediplomat.com/2016/08/tokyo-2020-and-japans-soft-power/. 27November 2016.85 Chua Beng Huat dan Koichi Iwabuchi. East Asian Pop Culture: Analyzing the Korean Wave(2008) Hong Kong, Hong Kong University Press. P.50986 Kelts, Roland. Japanamerica: How Japanese Pop Culture has Invaded the U.S. (2006) PalgraveMacmillan: England
33
of American citizens.87 He argued that Japanese pop culture have its
uniqueness and very Japan that is why their pop culture is acceptable,
moreover after the success story of Pokemon and Mario in America. The hype
of Japan was successfully got American citizens. Nowadays, in technology
era Japan and America still did some projects whether in games or movies.
Thousands of game are made in collaboration with Japan and America such
as Metal Gear Solid franchise, Pokemon Go, and Final Fantasy franchise.
There are a lot more games and most of them are enjoyable for the teenagers
especially abroad Japan because it should be translated to English version.
Japanese popular culture is many even the art of arranging flowers
also part of Japanese pop culture. Some people might know that ikebana is
originally from Japan, it is an art to arrange flower to its finest.88 Ikebana can
be used as a gift for special person or just a display in house. The founder,
Ikenobo Senkei a Buddhist priest created this art since 15th century and now
divided into several schools of ikebana. Paper also have art, as same as
ikebana, Japan own the art of origami. The art of origami is popular in Japan,
it is about crafting things using paper as media. Many form of things can be
made through origami, the paper usually colored to add beauty and to add
effect in origami art. Origami became one of Japanese pop culture since its
popularity spread in Asian countries. Asian people might knew about origami
because this art usually been taught by teachers in elementary level. The
influence of origami succeed to touch European and American continent as
they held an event called World Origami Days located in Washington DC in
October 2016.89 The event occurred almost a month and have good
appreciation from the tourists as well as other people from the world.
87 Kelts, Roland. Japanamerica: How Japanese Pop Culture has Invaded the U.S. (2006) PalgraveMacmillan: England88 Japan Zone, Ikebana, Flower Arranging. https://www.japan-zone.com/culture/ikebana.shtml.27 November 2016.89 A big event that invited all origami lovers in the world which held a competition and showcaseof origami in collaboration with JICC (Embassy of Japan, Japan information and Culture Center).The official website of event: https://origamiusa.org/wod_events. 28 November 2016.
34
The phenomenon waves of culture by Japan is happening and it is a
real event of international activity. Pop culture could travel all over the world,
across the sea without any burden. People could access pop culture easily
moreover in globalization era where internet is a powerful tool to explore the
world. Renato Rivera (2014) said that the secret behind the global success of
Japanese popular culture, its anime; fashion; and entertainment has always
been the “careful balance (between) foreign and Japanese sensibilities.90 He
argued that Japanese government had blended important things for Japan,
creative and industrial. The event that happening in the world is true, Japan
spreading cultural diplomacy through possible media and opportunity.
Closing Rio 2016, the development of games, collaboration with some private
company in the world are enough to be the proof of Japan power in culture.
Although it seen as pop culture in the first place but people will starting to
have interest in learning other culture from Japan which means the cultural
diplomacy gave such huge impact for Japan and worth budgeting as well as
their policy in strengthening culture.
Games industry often make a movie for the game they had been made,
for instance Persona 4 which got good rating from gamer abroad Japan and
America. The game was made in collaboration of Japanese game industry
Atlus Co. Ltd as the developer and also publisher with Sony as the game
console. The publishing team also involved Square Enix and Ubisoft for
European and Australian region. The game itself divided into 3 sequel and
animation was aired on Japanese television on 2013. The reality of Japanese
games which is also part of their pop culture made their popularity as a
country good game creator increasing, even more Hideo Kojima the most
famous game creator is now in cooperation with Sony Entertainment to build
his new project.91 This collaboration happened after Kojima being fired from
90 Renato Rivera Rusca, a lecturer of Kyoto Seika University and an assistant professor of MeijiUniversity Japan during his speech as keynote speaker for pop culture delegates of Jenesys 2.0 in“Transition and Present Situation of Japanese Pop Culture” at Meiji University Japan (2014)91 Stuart, Keith. The Guardian. Hideo Kojima Announces Surreal New Game, Death Stranding.https://www.theguardian.com/technology/2016/jun/14/hideo-kojima-announces-surreal-new-game-death-stranding. 29 November 2016.
35
Konami one of big company game, this showed how American game
company interested in making project with one of game maker legends.
People might see, especially for Kojima’s fans that American game company
believed in investing to Japanese game maker in order to make profit.
The other pop culture that Japan brings into international arena
through America is movie. There are many Hollywood movie project and
animation that involved Japan’s company and vice versa. Pokemon is one of
the success animation that interact people in the world, originally from
animation and then turned into the most hype game of 2016, Pokemon Go
which in collaboration with Niantic an American mobile-game company. The
other most awaited project is a movie called “Ghost in the Shell” which is
adaptation from anime. This is the first time that adapt anime into one of
Hollywood production, the house production of this project is Paramount
Pictures and DreamWorks Pictures which is not a small enterprises.
Paramount Pictures announced on their official channel that the
advertisement campaign got 12.3 million views, and Paramount hopes that it
will benefit the company in making this movie.92
Culture is a good tool in projecting a country, it might represented the
nature and manner of specific country. Culture brings out the value of life to
share with other people in different area. Culture also could bring national
interest of one country in purpose of campaign for tourism sector for instance
or for national income as well as profitable for the citizen.93 According to
Richard Ardnt in his book American Cultural Diplomacy (2005) he said that
cultural diplomacy is effective and good outcomes for a country especially in
strengthening ties with other country.94 Japan already proof that culture have
big power and loveable by people in different country, Japan showed that
92 Movie News Guide. Ghost In The Shell And Mr. Robot Connection; Paramount Pictures SpeaksUp! http://www.movienewsguide.com/ghost-in-the-shell-and-mr-robot-connection/289859. 28November 2016.93 Belanger, Louis. Redefining Cultural Diplomacy: Cultural Security and Foreign Policy in Canada(1999) Political Psychology, Vol. 20, No. 4. P. 677-69994 T. Arndt, Richard. The First Resort of Kings: American Cultural Diplomacy in the TwentiethCentury (2005) Potomac Books: Washington D.C.
36
culture could support the peace all over the world. Japanese government effort
in cultural diplomacy is a new strategy to counter national income issues and
to supporting local company to grow in international level. The interest of
Japanese pop culture will keep increasing as long as the government are
intense in doing campaign, moreover the slogan Cool Japan must done.
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CHAPTER III
The Development of Japanese Popular Culture in Southeast Asia
III.1. Japanese Cultural Influence in Southeast Asia
The rapid grow of Japanese popular culture is real, as the prior explanation
Japanese culture are strong and powerful in getting people’s attention in
international arena. Positive impression shown through the people interest about
Japanese popular culture, even people are eager to know more about Japan. The
phenomenon of international attraction is an advantage for Japan, as their mission
to promote culture whether pop culture and/ traditional culture. Japanese MOFA,
annually reported all the activity and development of Japan’s government to
country and each report are based on continental territory. Japan use culture not
only to promote their national interest but also to fix their negative bond with some
country such as America. Prime Minister Abe came to U.S. in purpose of state visit
on April to May 2015 to emphasize that their relations deepening economic, culture,
and educational fields.95 The second visit might have an agenda to fix their relations
in order to maximize Japanese culture influence.
III.1.1. Japanese Culture Take Part in Southeast Asian Society
Japan is interested in Southeast Asia country as the percentages of their
future economy prediction will surpass EU in terms of export and import.96
Southeast Asia showed the potential growth economy as well the rapid raise of
purchasing power which might benefit Japan. Huge demand for infrastructure and
massive purchasing power of middle class people could help affluence and vitality
95 Ministry of Foreign Affairs of Japan. Prime Minister Shinzo Abe’s vVisit to the United States ofAmerica. Online Publications: http://www.mofa.go.jp/na/na1/us/page3e_000341.html. 2December 2016.96 Diplomatic Bluebook 2016. Chapter 2, Japan’s Foreign Policy that Takes Panoramic Perspectiveof the World Map. Section 1: Asia and Oceania. P. 22
38
for Japan.97 The government of japan realize the big potential of Southeast Asia but
yet not being known by other country, through this momentum of good prospect
Japan ready to do partnership with Southeast Asia region. According to their
Diplomatic Bluebook 2016, Japanese government are ready to support
infrastructure and investment of Japanese companies in Southeast Asia region.98
Southeast Asia have a promising future for Japan’s economy and also because the
hype of Japan is not an issue for Southeast Asian people as their love to Japanese
pop culture are huge and massive.
Japanese existence in Southeast Asia region is shown by their ODA as
mentioned in previous chapter, this activity is meant to do investment to Southeast
Asia region as they are mentioned in Diplomatic Bluebook. The other strategy to
maintain their presence in Southeast Asia is through Japan Foundation (JPF). As
mentioned on previous chapter, JPF is an organization based on Japanese MOFA
which established in October 1972.99 The organization approximately get
endowment from Japanese government annually, investment revenue, and
donations from private sector about 78 billion yen. Those amount of money is to
support JPF activity in every Asia country to run their purposes. As people might
realize, there are many Japanese events held in a year especially in Southeast Asia
region. The events are based on JPF plan as their purposes to maintain Japan’s
presence through culture. JPF are spread almost in all Southeast Asia country
including Kingdom of Cambodia (Cambodia), Republic of the Union of Myanmar
(Myanmar), and Federation of Malaysia (Malaysia).
Japan and Southeast Asia region relations is not merely new but established
since 1973 when Japan did partnership and collaboration with ASEAN as additional
member (ASEAN+1). The relations of both parties started with economy purpose
through FDI (Foreign Direct Investment) as well as peace, stability and prosperity
97 Diplomatic Bluebook 2016. Chapter 2, Japan’s Foreign Policy that Takes Panoramic Perspectiveof the World Map. Section 1: Asia and Oceania. P. 2298 Ibid.99 Japan Foundation. About Us. http://www.jpf.go.jp/e/about/index.html. 2 December 2016.
39
in Asia.100 The relations are growing stronger because of the presence of JPF in
ASEAN countries, not only to promote pop and traditional culture but also to help
Japan’s good image. There are a lot of activity given by JPF all over the years, such
as travel exhibition, cooking lecture, book fair, international speech contest and
many more. The most consistent program by JPF is film screening where famous
films will be played with different venues every event. The Japanese film screening
is played up to 4 times every year, it depends on the JPF in each country in Southeast
Asia. Malaysia, Viet Nam, the Philippines, India and Indonesia have experienced
the event.101 Indonesia held the film screening event at Kota Kasablanka in
November 3, 2016 which played 3 different films. The other exciting event is
exhibition of Japanese martial arts where people can find information about
development of Japanese martial arts. India, Thailand, and Malaysia have ever
experienced the events on 2012, 2013, and 2014.102
JPF not only giving events in a year but also a useful activity that might
benefit the participants. JPF Indonesia for instance, will hold a singing competition
free for all and open for all. The song must be in Japanese language and only for
Indonesian people, the audition open from December 29, 2016 to January 26,
2017.103 The prize is a free travel plus allowance to Japan, this activity must attract
many Japan lovers especially who love to sing. Last three years, music event held
by JPF, Tsugaru Shamisen performed in Cambodia, Myanmar, and Laos and also
to introduce Japanese classical music instrument. February to March 2013, the band
did concert in three countries performed Japanese traditional music theme.
Uniquely, the band deliver all songs in each country language and Japanese
100 Ministry of Foreign Affairs of Japan. 40th Year of ASEAN-Japan Friendship and Cooperation.Online Publications, official website: http://www.mofa.go.jp/region/asia-paci/asean/relation/ja40/index.html. 2 December 2016.101 Japan Foundation. Japanese Film Screening Overseas.http://www.jpf.go.jp/e/project/culture/media/oversea/index.html. 2 December 2016.102 Japan Foundation. Past Exhibition Schedule: The Spirit of Budô: The History of Japan’s MartialArts. http://www.jpf.go.jp/e/project/culture/exhibit/traveling/history/budo_past.html. 3December 2016.102 http://www.wochikochi.jp/english/foreign/2013/05/hougaku-cambodia.php. 3 December2016.103 Japan Foundation Jakarta. Events. JF Kara OK Compe 2017. www.jpf.or.id. 3 December 2016.Wochi Kochi Magazine. Spreading the Charm of Traditional Japanese Music in Cambodia,Myanmar and Laos: Learning What Our Ancestors Saw and Felt through Traditional Music. Aninterview with the leader of band, Sho Asano.
40
language for the chorus. The event was held by CJCC and also to celebrate their
relation that almost 60th years. Although people might see this event as ordinary
music event but actually this event is a music exchange program that supported by
Japanese government. Sho Asano during his interview in this event said that Asian
people should know about Japanese folk songs and the message of peace and
people.104
Culture is a good way to know other country conditions, as the media of soft
power culture is more attractive and easily make a cooperation with other
country.105 Culture also part of globalization era, through media and news people
could easily accessed and find out about foreign country culture. Joseph S. Nye said
during his lecture at House of Academy:
“Today we are seeing two big shifts in how power is used ininternational politics and world affairs. These shifts, which are theresult of the information revolution and globalization, are powertransition among states and power diffusion from states to no stateactors106.”
According to him as the expert in soft power, globalization and information have
turned into a powerful media to deliver power in international arena, in this case
soft power. Modern era have brought the new stage of building and maintaining
relations with other country, the strategy also change depends on the suitable
situation. Culture for instance, a good way to maintain as well as improving
relations with other country. Both public and cultural diplomacy as soft power, cost
less than hard power although have some long period to success the influence but
still the result worth waiting. The emergence of free promotion is the real outcomes
that Japan wanted in the future.
Foreign Affairs Minister of Japan, Fumio Kishida showed his support about
culture related as Japanese tool of diplomacy especially in Southeast Asia region.
104 Japan Foundation. Showcasing Traditional Japanese Music in Cambodia, Myanmar, and Laos“Sho Asano & Ensemble” Tour in Southeast Asia New Age of Japanese Music ~Tradition &Challenge. http://www.jpf.go.jp/e/project/culture/archive/information/1302/02-03.html. 3December 2016.105 S. Nye, Joseph. The Future of Power (2011) Public Affairs: New York.106 Joseph S. Nye during his lecturer at House of the Academy in February 16, 2011 attended1967th Stated Meeting and the launching of his new book “The Future of Power”
41
He did campaign culture when doing state visit in some Southeast Asia country for
instance Indonesia and Singapore. Kishida also respect the diversity of culture in
Southeast Asia and his own culture as people know Japanese holds their own
history and culture proudly.107 Foreign Affairs Minister Kishida (2016):
“We held the second of such Pwe Taw in February this year, and as manyas 17,000 Myanmar people came to the venue to enjoy Japanese culturethrough pop music, Japanese taiko drum performances, food stalls andcompany exhibition booths. We feel that knowing each other’s culturesdeepens our mutual understanding. I hope you will all take part in the nextPwe Taw108.”
He mentioned about culture and expressed his proud about the enthusiasm of
Myanmar people in attending an event of Japanese culture. The number of
participants clearly marks the power of Japanese culture are interesting, and yet
catchy for people in Southeast Asia.
JPF in Southeast Asia, like another branches, open a language class for
public and public library that could be accessed by people. The language class is
open in different venue depends on JPF in each country but mostly held in JPF
building. The interest of people in learning Japanese language are increasing every
year, it was measured by the test in a year.109 Approximately, Southeast Asia region
have almost 120,000 participants in continuing their Japanese lesson. The
phenomenon happened because the use of Japanese language somehow attract
youth people by the influence of manga and anime.110 As prior explanation, Shinzo
Abe did support Japanese pop culture development abroad moreover the mission
of Cool Japan especially in Southeast Asia. The amount of interest people in
107 Foreign Minister of Japan Mr. Fumio Kishida expressed his proud of history and culture whichis reflecting the Japanese government ethics in international arena, he do believe through historyand culture could make any relations whether bilateral or multilateral well-turned. A KeynoteAddress by Fumio Kishida, Minister for Foreign Affairs, Japan uploaded by German Marshall Fundas the event organizer: https://www.youtube.com/watch?v=KK4QiZdlwR8 accessed 3 December2016.108 The Republic of The Union of Myanmar, Ministry of Information. Interview of H.E. FumioKishida, Minister for Foreign Affairs of Japan (2016).http://www.moi.gov.mm/moi:eng/?q=news/2/05/2016/id-6899. 3 December 2016.109 Japan Foundation. JF Standard for Japanese Language Education. The website is in Japaneselanguage: http://jfstandard.jp/top/ja/render.do. 3 December 2016.110 Japan Foundation. JF Standard for Japanese Language Education. The website is in Japaneselanguage: http://jfstandard.jp/top/ja/render.do. 3 December 2016.
42
learning Japanese language could also be a measurement of Japanese influence
especially in pop culture. People could learn about culture through their language
and vice versa, as the high enthusiasm of anime and manga in Southeast Asia which
make people more eager to learn Japanese language.111 JPF also offer the
opportunity for young people to be the real ambassador with real time schedule.112
The requirement, of course knowing Japanese language, again an attractive point
for young people to learn Japanese language.
III.1.2. The Development of Anime and Manga in Southeast Asia
Japan never stops to impress people with their culture, especially for people
in Southeast Asia where mostly easy to absorb any foreign culture. Their culture
keep exposed by foreign media that help Japan spread culture both pop and
traditional. As people might knew that Japan hold to their culture tightly, even the
ethics of work also applied in some Japanese firms abroad. Japanese Prime Minister
Abe is created a new strategy in economy for better Japan, the strategy called
Abenomics. As mentioned in prior chapter, the strategy is originally from PM Abe
himself and have three arrows of purposes.113 The first is a bold monetary policy,
the second is about flexible fiscal policy, and the third arrow will continue sparking
private investment.114 He emphasized the second arrow which flexible fiscal policy
could fit with Japanese economy strategy, it might for the disaster countermeasures
or to support Cool Japan campaign.
111 T. Hall, Edward. The Silent Language (1959) Anchor Books: United States. (reissue edition on1973)112 Dallas-Sendai young Ambassadors Program, June 27-July 5 2016. The representatives will actas real ambassador in Japan, on 2013 (press release) Japan also held this event but with widerscope (world) and 8 months period and the job title were given by JPF for each country. PressRelease 2016113 Prime Minister of japan and His Cabinet, Speeches and Statements by the Prime Minister. ANew Vision from a New Japan, World Economic Forum 2014 Annual Meeting, Speech by PrimeMinister Abe (January 22, 2014).http://japan.kantei.go.jp/96_abe/statement/201401/22speech_e.html. 4 December 2016.114 Prime Minister of japan and His Cabinet, Speeches and Statements by the Prime Minister. ANew Vision from a New Japan, World Economic Forum 2014 Annual Meeting, Speech by PrimeMinister Abe (January 22, 2014).http://japan.kantei.go.jp/96_abe/statement/201401/22speech_e.html. 4 December 2016.
43
Cool Japan is established to support Japan creative industry, to be more
precise the anime and manga as the popularity throughout the world. She admitted
that people abroad are interested in Japanese culture and perceived as something
cool. The first establishment of Cool Japan from the idea of Prime Minister
Junichiro Koizumi (2004) when he did campaign about Japanese popular culture.115
The government realized about pop culture and did improving the slogan Cool
Japan as their public diplomacy, and on 2010 changed into a supportive and
development of creative industry. According to METI press release, the
government new growth strategy and industrial vision 2010 to expect Japan’s
cultural industries design, animation, fashion and movies will become a strategic
sector that drives the nation’s future economic growth.116 Tomomi during the first
minister of Cool Japan after positioned under METI (since 2013) said:
“If we compare the nation-by-nation statistics from 2012, we seethat Japan is 33rd in terms of the number of visitors from abroad,just below the UAE, the Czech Republic, and Switzerland. “I thinkthat considering what Japan has to offer, this is an extremely lowranking117.”
Clearly, she wanted to surpass not even Japan’s neighbor country but also other
European country with their tourism potential. Cool Japan is contained all of
Japanese aspect of culture including tourism but the real mission of Cool Japan is
to increase the interest of people abroad about Japanese creative industry.
People in Southeast Asia is not taboo with anime and manga, some called
manga as comics but it is still the same. Originally, anime and manga came from
Japan and already become their branding since the anime and manga had a lot of
stories, kinds, characters, and comics. Doraemon series for instance, created by
manga artist Fujiko F. Fujio in 1969 is one of the most memorial character in
Southeast Asia. Doraemon enter Southeast Asia country differently, in Malaysia
the manga entered first in 1987 while in Indonesia anime hit first in 1988. The
115 MOFA. Diplomatic Bluebook, 2005. P. 207116 The Japan Times. Promoting Cool Japan (2010)http://www.japantimes.co.jp/opinion/2010/08/15/editorials/promoting-cool-japan/#.WGxqGFV9600. 3 December 2016.117 Tomomi Inada during her interview on January 13, 2014 in her visit to share about “The CoolJapan Strategy: Sharing the Unique Culture of Japan with the World” New York 2014.
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success of Doraemon in both countries were continued by other Southeast Asia
country. People who lived in Southeast Asia would recognized Doraemon as iconic
character from Japan especially people from late 1980s to 2000s. The development
of Doraemon is great, as in Indonesia this character is become a part of weekly
program in RCTI every Sunday morning and have license from Japan to broadcast
Doraemon. Singaporean people also have the same interest in Doraemon, they still
broadcast the anime up until now with Shogakukan Asia as official partner.
Doraemon case is a small example of anime and manga have that many
interest from people. The storyline of this anime is not more than an ordinary
elementary kid who had a cat robot that can grant all his wishes with sophisticated
equipment. Doraemon also have that phenomena, the story of this anime and manga
is not really interested yet amusing the audiences with the idea of solving problem
with futuristic equipment. Moreover, the futuristic equipment is representing japan
as the leading innovation in technology and also Doraemon contained the daily
culture of Japanese people. Japan are protective to their product, it is also applied
to anime and manga, every foreign country should have their own license or it will
be reported as copyrights violation. The issue of copyrights is not only happened
outside Japan but also inside Japan.118 A shinkokuzai or a crime that only been
charges if the victim did report is the current situation in Japan until now. The
manga and anime creator keep shouting their voice about the infringement of
copyrights.
Foreign country also applied copyrights from Japanese government
otherwise the Cool Japan strategy will not benefit the manga and anime creator.
The popularity of anime and manga had taken its toll, somehow in foreign country
the originality of anime and manga knows no rights. Cultural Affairs Agency
suspected that piracy of anime and manga which reach at least 560 billion yen in a
118 Anime New Network. The internet’s Most Trusted Anime News Source. Japan ConsidersRevising Copyright Law Due to Trans-Pacific Partnership (2015)http://www.animenewsnetwork.com/news/2015-11-15/japan-considers-revising-copyright-law-due-to-trans-pacific-partnership/.95418; taken from The Japan Times. Japan to StrengthenCopyrights Protections in Light of TPP (November 2015) accessed in December 4, 2016(membership required).
45
year, it was by Chinese pirate sites alone.119 Although the issue was a bad news for
artist and creator but it shows the passion, the addictiveness of people in consuming
manga and anime from Japan. The piracy phenomena also indicated Cool Japan is
a succeed program from government to export pop culture, but still METI did not
silence about this issue. METI said they will create a scheme so fans can enjoy
Japanese works legally and benefit for the anime production companies and
publishers.120 According to NHK, one of Japanese television channel announced
the joint campaign with government to delete all illegal content and websites then
leading the users to the official website. The encounter action from METI is real,
until now every single violation of copyrights will be reported and banned by
METI, even video content which uploaded in YouTube.
Government never expect a rapid grow of their campaign through Cool
Japan especially anime and manga which very popular in Southeast Asia region.
The long term program is reached its peak for six years, all the program made by
Creative Industries Division called Cool Japan Initiatives smoothly reach the
target. Many positive impacts that creative industries as well Japanese’s
government got from the promotion of culture. Some anime and manga character
cannot be easily forgotten, for some people especially Southeast Asia have their
own memories. The major success of comeback was seen in 2014 when the hype
of Doraemon suddenly became a trending in Southeast Asia region. As explained
before, Doraemon was an old anime from late 1980s and only broadcasted once a
week in every Southeast Asia country. People proved that an old anime could still
have their own fans, even make young generation passionate in waiting the latest
movie and remarkably showed cultural diplomacy is targeted people interests.
The popularity of late 1980s anime and manga in Southeast Asia country is
not only Doraemon, but also numerous title like Astro Boy, My Neighbor Totoro,
119 The japan Times. Japan Plans Campaign to Curb Manga, Anime Copyright Violations Abroad.http://www.japantimes.co.jp/news/2014/07/28/national/crime-legal/japan-plans-campaign-curb-manga-anime-copyright-violations-abroad/#.WGy71FV9600. 4 December 2016.120 The japan Times. Japan Plans Campaign to Curb Manga, Anime Copyright Violations Abroad.http://www.japantimes.co.jp/news/2014/07/28/national/crime-legal/japan-plans-campaign-curb-manga-anime-copyright-violations-abroad/#.WGy71FV9600. 4 December 2016.
46
Dash! Yonkuro, Candy Candy, Ranma ½ and many others.121 Although many
predecessor, Doraemon still a reminiscence character it is also because the series
still aired in modern era. The era of Doraemon is a turning point of the success
anime and manga in Southeast Asia, not only in Indonesia but also Thailand,
Malaysia and the Philippines.122 The turning point also supported by Japanese
bubble economy in the early 1990s which affected the productivity of creator and
artist, in order to survive they need to find a way to increase the sales. Scholars
believed, because of that issue, 1990s is marked as the booming Japanese anime
and manga especially in Southeast Asia where the national income of Japan raised
up to 35% which is really helpful for Japan.123 Doraemon had been inaugurated as
anime ambassador by Foreign Minister of Japan Komura Masahiko (2008) with
duty to spread anime and manga overseas. Komura hoped that Doraemon could
introduce Japan to people and to make friends with Japan.124
The decision of Japanese Foreign Minister in 2008 showed that Japan
government fully support creative industry in this case anime and manga to be more
active. The consistency of Japanese program especially promoting anime and
manga did not change, as finally Cool Japan become a real program to help Japan
spread their interesting culture. People cannot deny the fact that anime and manga
have power to win the society overseas and yet it is Japanese strategy to make
friends with other country. The word “friends” might refers to build a good
relations whether pursuing survival, power, or wealth from other country.125 As
explained before that Japan is interested in future prospect of ASEAN region
because the economic growth and the scheme of prosperous people in Asia.
Foreign policy of Japanese government is to deepening and maintaining good
121 Raffaelli, Luca. Disney, Warner Bros. and Japanese Animation, in Jayne Pilling. A Reader inAnimation Studies (1997, ed) John Libbey: London. P. 124-131122 Toyoshima, Nobura. Consuming Japan: The Consumption of Japanese Cultural Products inThailand (2011) A Thesis for Doctor of Philosophy, Waseda University.123 Ibid.124 Cain, Rob. Forbes. Japan's Unlikely Ambassador: A Cartoon Robot Cat from the Future WinsChina's Hearts and Minds. http://www.forbes.com/sites/robcain/2015/05/31/japans-unlikely-ambassador-a-cartoon-robot-cat-from-the-future-wins-chinas-hearts-and-minds/#49c208563f69.4 December 2016.125 Anne-Marie Slaughter. International Relations, Principal Theories in Wolfrum, R. (Ed.) MaxPlanck Encyclopedia of Public International Law (2011) Oxford University Press: UK.
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relationship with ASEAN region and to assist in purpose of gaining goals together
through ODA Japan. Economy is not always the goals of relations, to gain social
trust and cooperation as well as presence is the hidden agenda in Japanese strategy
using anime and manga.126
III.2. Anime and Manga as Japanese Culture Agent in Southeast Asia
Conventional diplomacy is often done by government to government and
less active in public or people, contrast with public diplomacy that targeting people
and society. Japanese public diplomacy, in terms of range and target is different
than the other public diplomacy. As mentioned in prior chapter, Japan is setting up
the strategy of promotion and establish particular organization as well the
supervisor to make sure all according to plan. The achievement of seriousness and
well prepared action felt by Japanese government especially creative industry. The
other difference of Japanese diplomacy strategy is offer culture to people abroad in
their public diplomacy and then using pop culture as the media to deliver the image
of Japan. The impact of loveable and unique culture is easily penetrate all society
class, and as people might realize that Japanese pop culture, somehow have
persuasive element. The persuasive element is trying to make people learn the
positive points and eager to share it their relatives, moreover it is from Japan which
have “cool” perspective for people overseas.
Japanese fans would know every matsuri event held in their own country,
Southeast Asia for instance held many matsuri every year in collaboration of JPF
and Foreign Minister. Basically, the event will offer various Japanese culture
attribute such as Hakama, Kendama, Model Kits, Okonomiyaki, and many Japan
signature. Sakura Matsuri is the annual event that travel all around Indonesia, the
venue always change every year to make the event more famous. The idea of
matsuri is an event that bring Japan in one area, the relation with manga and anime
is because in matsuri there will be such custom parade and sometime cosplay
126 Wendt, Alexander. Social Theory of International Politics (1999) Cambridge Studies ofInternational Relations: 67. Cambridge University Press: UK
48
competition. People could see Japanese drama in stage or attend the seminar of
Japanese animation. The branding of anime and manga from Japan will never
change, as the attractive part of matsuri is the animation film as well the cosplayer.
Custom Player or cosplay have important role in matsuri, sometimes they are the
main attraction not only in matsuri but other Japanese event. People easily meet
these cosplayer in every Japanese event, they just love and proud to be a character
in anime and/manga.
Southeast Asia interest in the phenomena of cosplay is big, on the last world
cosplay competition Indonesia won the first place.127 The achievement of team
Indonesia in the world by participate and won competition is the first country in
Southeast Asia who ever crown as winner. World Cosplay Summit always being
dominated by European country, on 2015 the winner is from Mexico and year
before by Russia. Southeast Asia country always participate in World Cosplay
Summit which located in Nagoya, Japan. The interest of people being a coplayer
can be the measurement of anime and manga influence. Rationally, Japanese anime
and manga will not grow bigger if there are not enough community who love the
culture product and there will be no cooperation in copyrights. Anime, manga and
their character are part of creative industry which means to be a profitable feedback
for the creator. As the definition of creative industry is protected under legal law of
copyrights.128 As mentioned before, the Japanese government worked together with
Japanese local television station to eradicate the piracy of anime and manga abroad.
Anime and manga have highly imagination which is make them unique,
some people love an anime from their storyline and some might be from the role
play. People might did not realize that in almost anime and manga bring the essence
of Japanese culture. The culture can be the way of greet people or the simple thing
how to eat food in Japan’s way. Most people in Southeast Asia have a lot things in
common with Japanese language and that is why Japanese culture is fit to Southeast
127 Kertopati, Lesthia. CNN Indonesia. Indonesia jadi Raja di World Cosplay Summit 2016.http://www.cnnindonesia.com/gaya-hidup/20160812210003-277-151091/indonesia-jadi-raja-di-world-cosplay-summit-2016/. 5 December 2016.128 van Graan, Mike. Towards an Understanding of the Current Nature and Scope of the CreativeIndustries in the Western Cape (2005) Western Cape Micro-Economic Development Strategies:Department of Economic Development and Tourism in the Western Cape.
49
Asian people. Japanese people use chopsticks as their tool to eat while Southeast
Asian people use spoon and fork even though the primary meal have no different.
People learn or even know chopsticks through anime, they practice themselves as
seen in anime. The beauty of culture is people can communicate and deliver
messages through different media, without any forces or charges. Japanese creative
industry have a strong characteristic yet brings out the essence of Japanese people
whether the daily life or morals which is the attractive points especially for
Southeast Asia people.129
According to Michael E. Porter in his book Competitive Advantage part The
Competitive Advantage of Nations (1990), there are four attributes in Diamonds of
National Advantage that could describe the strength of a country:
1. Factor Conditions
2. Demand Conditions
3. Related and Supporting Industries
4. Firm Strategy, Structure, and Rivalry
Porter argued that these attributes are the most relevant measurement to see one
country strategy in survive and maintain the strength in the world. The first is Factor
Conditions which means the internal points of a country, in this case Japan.
Although Japan have enough natural resources but still cannot meet the demand and
lack of productivity.130 Their technology also have a good development, leading
such sophisticated technology make Japan famous in electronic things, but still it
needs an enhancement. The establishment of Cool Japan committed government to
add all aspects and back to culture, as the campaign from PM Abe about pop culture
which is shown when the closing of Olympic Games.
The second thing is Demand Conditions where Japan needs an original
theme that makes Japan’s Japan. The influence of Western culture is as same as
129 F. Yudoprakoso, Bagus. Cool Japan Analysis in foreign economy and politics Japan 2002-2013(Analisis Cool Japan dalam Politik dan Ekonomi Luar Negeri Jepang periode 2002-2012) 2013.Department of International Relations. University of Indonesia: Depok, Indonesia.130 The Japan Times. Liberating Japan’s Resources.http://www.japantimes.co.jp/opinion/2012/06/25/commentary/japan-commentary/liberating-japans-resources/#.WG-sNFV9600. 4 December 2016.
50
strong Japanese culture, as their pop culture stands out to the world especially
through their music. Although the strong waves of Western culture still Japan
maintain their culture and that is what make Japanese culture unique. People are
eager to explore the uniqueness and that makes Japanese culture more attractive,
people will get more excited as people deepening the culture. Porter argued that
domestic people have high standard to their goods which is good for boosting their
competitiveness in global arena, same as anime and manga in their home. A popular
anime and manga in overseas should have a good quality whether the story or
character. The creator and artist also brings out the Japanese traditional culture to
show that Japanese culture is rich and they are proud with their culture. Related and
Supporting Industries means that anime as well as manga have supporting product
along with their success, for instance action figure of Goku from Dragonball series
that produce by Bandai Co. Ltd. And of course they have license to produce the
figure. The merchandise company will also affected by the success of anime and
manga, in Southeast Asia the demand of Pokemon raised after emergence of
Pokemon GO for example in Malaysia.131 Both Singapore and Indonesia also have
experienced the same, many sellers are gained high demand related to Pokemon
stuffs.132
The last point is Firm Strategy, Structure, and Rivalry that show the
competition as well as market abroad. The establishment of Cool Japan is a proof
that pop culture industries have a big potential to become Japan’s agent in
promoting traditional culture, as Japanese government wanted to maintain good
relations with Southeast Asia country especially in cultural exchange. Japan wanted
to build a mutual understanding through culture, in that way Japan will easily get
assistance and trust from Southeast Asia country.133 The massive interest and
demand from people especially in Southeast Asia pushed Japan to do cultural export
131 FMT News. Netizens Come to Rescue of “Pokemon Soft Toy Uncle”.http://www.freemalaysiatoday.com/category/nation/2016/09/20/netizens-come-to-rescue-of-pokemon-soft-toy-uncle/. 6 December 2016.132 Interview with two different sellers in Singapore and Indonesia that sell merchandise animeand manga including Pokemon, One Piece, and others. Sellers are the writer’s friend andinterviewed done by e-mail and Facebook. Thank you for Hardi Tandiono, Kokoh Suwanda, andAnto Poedjiwo as the seller.133 MOFA. Diplomatic Bluebook 2013. Chapter 3, Japan’s Foreign Policy in Major Diplomatic Field(sec. 4). P.31
51
which is basically their plan. The raise of South Korean pop culture as well China
as neighbor country, makes Japan have a good competitors. K-pop is also popular
in Southeast Asia especially Indonesia, Malaysia, and Singapore because those
country ever held big events of concert and the tickets were sold out. Chinese
culture also strong in Southeast Asia because many descendants of Chinese lived in
many country in Southeast Asia.
Japan might have a good and tight competition in exporting culture but
Japan have leading step from their nation branding. Although Japan culture
influence cannot be seen every day in Southeast Asia, but still people’s interest to
anime and manga never go off. Comic store in Southeast Asia is not as many as
Japan but they have plenty places that sell comic books even an ordinary bookstore
sell comics. Indonesia for instance, the license of comic books held by Elex Media
Komputindo as official comic production.134 Japanese plastic model have few store
in Southeast Asia, plastic model/model kit is as same as action figure but this kit
needs to be assembled according to manual. Most of plastic model are sell by toys
store and not have many options, people could find the plastic model through
online. Indonesia have their own forum to find seller of plastic model and the
demand for it never goes off, even increasing every month. Anime and manga have
successfully done their job as culture agent, not only pop culture they brings in but
also other Japanese culture. The other supporting company also got advantage
because of this phenomena, moreover if the anime and manga have great hype in
specific area.
Japanese government succeed in processing culture into a great opportunity
to strengthen economy, building relations, and of course gaining trust from other
country. Japan also deepening their relations especially to Southeast Asia from their
student exchange, again in order to help promoting culture. Japan have succeed to
keep culture as country assets, culture is aggregation of beauty, sensibility, and
ethics that could lure people overseas.135 Those might be the reason why Japan
134 Elex Media Komputindo. Publishing Company in Indonesia under Gramedia Book Store.http://elexmedia.id/beranda. 6 December 2016.135 Fukukawa, Shinji. The Japan Times. Post-‘Abenomics’ Reform.http://www.japantimes.co.jp/opinion/2014/12/08/commentary/japan-commentary/post-abenomics-reforms/#.WHDe41V9602. 6 December 2016.
52
government put all their investment and trust culture as tool of promotion especially
anime and manga. A great development of culture industry especially animation,
creating a good image yet attractive to other country, this also contribute in Japanese
economic growth.136 Uniqlo, one of Japanese clothing brands, is starting to be
famous in Southeast Asia. As the income of the store extremely increase in
Singapore, people are looking for it because not only cheap but it is also from
Japan.137 This phenomenon showed the effect of Japanese pop culture especially
anime and manga are substantial in Southeast Asia. Clothing, merchandise, tools,
equipment and any Japanese signature are also being popular in Southeast Asia.
Anime and manga are both brought the creators idea, as Japanese foreign
policy is to stop nuclear weapons in the world. As creative industry which receive
endowment from government, anime and manga often brings the idea of peace.
Although many anime and manga have fighting or war genre but in the end they
will realize that peace is the best situations. PM Abe shown his sorrow when
attending the memorial sites of nuclear bombing 70 years ago in Nagasaki. He said
that this kind of event cannot be repeated in the future, Japanese government is now
applied pacifist constitution same as prior cabinet which means peace is the
priority.138 The solidarity and supporting of nuclear free campaign by PM Abe
shown by the citizens, as the kids are gathered in Hiroshima memorial sites and did
role-play about the atomic bombing happened long time ago.139 The campaign is
not only part of Japanese foreign policy but also a challenge for creator and artist
to spread the message of peace into their work. As explained before, culture is about
gaining trust and good relations which can be done by spreading peace to people
136 Fukukawa, Shinji. The Japan Times. Post-‘Abenomics’ Reform.http://www.japantimes.co.jp/opinion/2014/12/08/commentary/japan-commentary/post-abenomics-reforms/#.WHDe41V9602. 6 December 2016.137 The Japan Times. Giant Singapore Store A Symbol of Uniqlo’s Push into Southeast Asia.http://www.japantimes.co.jp/news/2016/09/01/business/corporate-business/giant-singapore-store-symbol-uniqlos-push-southeast-asia/#.WHDe1FV9603. 6 December 2016.138 Al-Jazeera America. At Nagasaki, Abe Renews Pledge to Keep Japan Free of Nuclear Weapons.http://america.aljazeera.com/articles/2015/8/9/abe-calls-for-nuclear-free-japan-at-nagasaki.html. 6 December 2016.139 A video that show kids and teenagers in Japan where they did role-play about the attacks 70years ago in Hiroshima at Hiroshima memorial sites. The video are provided by The WashingtonPost: https://www.washingtonpost.com/world/japans-abe-calls-for-a-world-without-nuclear-weapons-on-hiroshima-anniversary/2015/08/05/95eecffe-3c13-4924-aa2d-814c873d20a8_story.html?utm_term=.3825695f714c accessed 6 December 2016.
53
abroad especially Southeast Asian people who famous by their kindness and
peacefully neighborhood. Mobile Suit Gundam franchise, is one of the example of
anime and manga that still exist until now in promoting peace to the world.
Indonesia, is one of Southeast Asia country that also have a good relations
with Japan until recent days. The relationship between Japan and Indonesia was
started after the Japanese ended occupation era in Indonesia because of total loss in
World War II. Japan and Indonesia agreed to make peace treaty for the past events
of colonialism era by Japan in 1958, to be precise January 20, 1958 marked the
peace treaty as well as bilateral relations. According to the text of treaty, Japan need
to support Indonesia in rebuilding government system and infrastructure all the loss
will be Japan’s responsible.140 Both country were agreed to help each other in terms
of services, supplying even labor to boost the development of both countries after
WWII. The treaty shows that Indonesia and Japan need each other to establish their
country, and that relationship keep going on until recent days. Japan became one of
the biggest foreign aids to Indonesia since late 1960s it is known as ODA (Official
Development Assistance) Japan.141 The help from Japan is a sustainable aid
provided by their government, as the peace treaty mentioned about helping
Indonesia to rebuild the country. The help was about financing the construction of
power station, renovation, railways system, water filtration and many more.142
Japan collaborated with ASEAN to reach the same goal, prosperity and
economy for citizen as well as peace in 1973. The involvement of Japan in
Indonesia in terms of politics, economy, and social started since that year. As
Japan’s mission to suffice Asia region and to assist Asian countries for better
140 Peace Treaty between Japan and Indonesia after the end of colonialism era, the treaty doneby both country through Foreign Minister at that time 1958 in Jakarta, Indonesia. The treaty wasmeant to mend the broken relations between two countries as well as to strengthen relations invarious field such as economy, politics, and social in both country. The data provided byIndonesia Foreign Affairs through online publications, Preparations Agreement between Japanand The Republic of Indonesia: http://treaty.kemlu.go.id/uploads-pub/1499_JPN-1958-0007.pdf.accessed on December 15, 2016.141 Soesastro, Hadi. Sustaining East Asia’s Economic Dynamism: The Role of Aid (2004) PRI-OECDResearch Project. CSIS Indonesia.142 MOFA Japan. Official Development Assistance (ODA). History of ODA.http://www.mofa.go.jp/policy/oda/summary/1994/1.html. 15 December 2016.
54
development in international arena.143 The 1970s marked the success of Japan and
known as “boom Japan” because the rapid grow in their national income. Their
success in economic growth made Japan more confident in doing ODA to Asian
country especially in Southeast Asia. Foreign investment (FDI) were many in
Indonesia done by Japan, various brand and industry entered Indonesia. The FDI
was also a way to boost economic growth in Indonesia as the government policy of
Indonesia. Japanese presence at that time were considered as a thief, because most
of industries were owned by Japan and also the export import activity. People of
Indonesia urged to stop the FDI activity especially for Japan in order to make local
business and industry earn profit. The request from citizen was ignored by
Indonesian government and finally one of Indonesian darkest hour happened,
known as Malari 1974.
Malapetaka 15 Januari (Malari 1974) was the first biggest demonstration
followed by riot in capital city of Indonesia, Jakarta.144 The demonstration was
organized by college student from University of Indonesia and other university in
Jakarta. They were upset with the government at that time where the main priority
was to boost economy but the equity of country did not develop well. The plan of
demonstration started a year before, and the visit of Japanese Foreign Minister
Tanaka Kakuei from January 12 until 17, 1974 made people angry with the
government. The demonstration happened for two days from January 14 to 15, 1974
and ended up with riot. The demand of demonstration were succeeded to resist FDI
especially from Japan and Tanaka went back to Japan accompanied by Indonesian
president. All activity of FDI especially from Japan were restrained for some time,
and after two days of demonstration Indonesian president sent the defendant of
demonstration to the court and maintained the peace situation in Indonesia.
The relations between Japan and Indonesia were slightly disintegrated
because of Malari 1974 in Indonesia. FDI in Indonesia still there and stopped all
the activities, Indonesian government also revitalized the situation and damaged
143 MOFA Japan. Official Development Assistance (ODA). History of ODA.http://www.mofa.go.jp/policy/oda/summary/1994/1.html. 15 December 2016.144 Ali, Ausof. Kompasiana. 15 Januari 1974, Sebuah Tragedi.http://www.kompasiana.com/ausofali/15-januari-1974-sebuah-tragedi_550d5b8a8133114322b1e422. 15 December 2016.
55
infrastructure. Two years after Malari 1974, the Japanese prime minister came to
Indonesia. Takeo Fukuda was PM for Japan at that time visited Indonesia, his visit
became the sequence of fixing the relations between ASEAN countries since the
event of 1974 because the campaign of anti-Japan is happened in other countries.
PM Fukuda became famous after his campaign that called Fukuda Doctrine since
August 18, 1977 which also when his tour to ASEAN countries ended.145 The
campaign was meant to make a good image for Japan as well as to offer bilateral
relations. Fukuda Doctrine was applied to many places, the first is campaign for
Southeast Asian country; second is for ASEAN Joint Statement; the third is for
Indonesia. The phenomena of Fukuda Doctrine clearly showed that diplomacy
through other aspect besides politics or military are important especially to create
bilateral relations, as the campaign is to accentuate culture.146
Japanese government wanted to take back the relations that ever happened
between Southeast Asia country especially Indonesia. Fukuda Doctrine is one of
their solution to spread the goodness of Japan, moreover to Indonesia because at
that time Indonesia was keen in boosting economic growth and also many Japanese
FDI.147 The content of Fukuda Doctrine for Southeast Asia is148:
1. Japan as a country with trade relations, resist the use of military power and
fully committed to give a role in peace and prosperity in Southeast Asia
region as well as the world
2. Japan as a good friend for Southeast Asian countries will try the best to gain
trust from each country which is based from heart to heart understanding
with Southeast Asia countries, especially ASEAN in all aspects not only
politics and economy but also social
145 J. Pang Lay Kim. Fukuda Doctrine: A View of Business, Analysis Vol. VI No. 10 (1997) P.8(Doktrin Fukuda: Suatu Pandangan Bisnis, Analisa)146 Warsito, Tulus. Cultural Diplomacy: A Concept and Relevant For Developing Country, StudyCase Indonesia (2007) Ombak: Indonesia. (Diplomasi Kebudayaan: Konsep dan Relevansi BagiNegara Berkembang, Studi Kasus Indonesia)147 Bambang, Cipto. International Relations in Southeast Asia (2007) Pustaka Pelajar: Indonesia.P.184-185 (Hubungan Internasional di Asia Tenggara)148 Relations Indonesia-Japan in Takeo Fukuda era. Research Report LIPI Jakarta, Indonesia. P.47;quoted in thesis from Iyul Yanti. Diplomasi Kebudayaan Jepang di Indonesia Melalui The JapanFoundation Period 2003-2011 (2012). International Relations Syarif Hidayatullah State IslamicUniversity Jakarta.
56
3. Japan will be a partner of ASEAN and together strengthen solidarity and
defense with other countries outside ASEAN, while also developing any
precious goals with Indonesia and then take a part in peace and prosperity
in Southeast Asia.
The statement bolsters Japanese government’s strategy to spread peace by using
culture for the tools of diplomacy, since Japan experienced big loss after WWII and
need to find a way to rebuild the country. They have nothing left even military
power were weaken after the nuclear attack, so culture and peace is the best way
for Japan.149
Fukuda Doctrine was not enough to return Japan’s good image, so the
government established The Japan Foundation in 1979. The first country was
Indonesia because Indonesia is one of the founder of ASEAN and also to help
Japan’s FDI in Indonesia to start production as before the anti-Japan campaign. As
prior explanation, Japan Foundation (JPF) is an organization that bring missions to
promote as well as give understanding about Japan to people abroad. JPF founded
in 1972 and under supervisor of Public Information and Cultural Affairs Bureau of
Japan. JPF Indonesia have three division, the first one is culture division; language
division; Japan study and intellectual exchange with same target to build a harmony
in relations and mutual understanding towards Japan.150 JPF Jakarta often create
Japanese events, starting from movie screening; cooking demonstration; cosplay
event; Japanese music competition and many more. As people knew that Indonesia
have such big interest to anime and manga, there are many kinds of series that had
been broadcasted in Indonesia. The success story of JPF in Indonesia when
Japanese drama Oshin became popular in society in the 1980s.151
In Southeast Asia especially Indonesia, the cultural promotion may
considered success. The hype of Japan influence returned to Indonesia, after Oshin
149 Yanti, Iyul Diplomasi Kebudayaan Jepang di Indonesia Melalui The Japan Foundation Period2003-2011 (2012). International Relations Syarif Hidayatullah State Islamic University Jakarta.150 Official Group of Japan Foundation Jakarta on Facebook (with JPF staff as admin). Page About.https://www.facebook.com/pg/JFJakarta/about/?ref=page_internal. 15 December 2016.151 Interview with Diana S. Nugroho as Senior Program Officer Art & Culture Division in charge ofPublications & International Culture Exchange Programs The Japan Foundation Jakarta. 20December 2016.
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there are more anime and manga came to Indonesia, Doraemon, Mobile-Suit
Gundam and Captain Tsubasa are included. People started to create their own forum
and group of fans, there are many kinds of groups it might be for trading or for
having monthly meetings and sharing sessions. The good relations and influence of
culture keep growing and tend to getting strong, JPF also agreed that Indonesian
people are addicted to anime and manga. Most of teenagers in Indonesia known
about Japanese tradition through anime and manga, this is the way of delivering
messages as mission of cultural diplomacy. Japanese government wanted to create
a favorable climate and encourage people by giving them more excitement through
culture.152
The relationship of Indonesia and Japan reach the condition which both
country realized to revitalize. Revitalization in many sectors but the most important
is economy in purpose of people’s prosperity. Japan and Indonesia agreed to do
export-import agreement since 2007 where both country gained high profit.153
Indonesia also got help from japan through ODA as explained before, there are a
lot of things that helped by ODA Japan from the beginning of peace treaty.154 Most
of funding were allocated for city projects such as railways, hospitals, education, as
well as natural disaster precautions. The relations of both country getting deeper as
they signed an FTA called Indonesia-Japan Economic Partnership (IJEP) in July
2008 which eliminates tariffs of trade.155 The growth of economy for both country
keep increasing since the FTA, until 2011 when Japan suffered natural disaster.
152 P. Schneider, Cynthia. Culture Communicates: US Diplomacy that Works in the book of: TheNew Public Diplomacy: Soft Power in International Relations by Jan Mellisen (2005) PalgraveMacmillan: New York.153 Kedutaan Besar Jepang di Indonesia. Hubungan Bilateral Indonesia-Jepang.http://www.id.emb-japan.go.jp/birel_id.html#2. 15 December 2016.154 Kedutaan Besar Jepang di Indonesia. Kemitraan Setengah Abad, Bantuan ODA Jepang diIndonesia. http://www.id.emb-japan.go.jp/oda/id/provinces/odaprojects_map_jkt.htm. 15December 2016.155 Oxford Business. Indonesia’s Trade Ties with Japan have expanded in Recent Years.https://www.oxfordbusinessgroup.com/analysis/indonesias-trade-ties-japan-have-expanded-recent-years. 15 December 2016.
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CHAPTER IV
The Development of Anime and Manga as Japanese Cultural
Diplomacy towards Indonesia (2012-2016)
Chapter four will explain more specific about anime as well as manga and
its character as Japanese cultural diplomacy to Indonesia in building relationships.
First, this chapter will explain about the relations between Japan and Indonesia from
the first bilateral relations and develop to cultural relations. Next, the explanation
of how anime as well as manga become a strong influence in Indonesian pop culture
and tools for cultural diplomacy. The last is about the impact of anime and manga
as Japanese cultural diplomacy in Indonesia in terms of pop culture such as
television program, lifestyle, video games and many more.
IV.I. Japan-Indonesia Cultural Relations
As explained in prior chapter, Indonesia and Japan relations started since
the peace treaty and continued to help revitalize each country together by supporting
each other. Japan using their ODA since 1960s to help Indonesia and did many
projects, most of them are for the infrastructure and still active until 2016.156 The
relations of both countries are not only from bilateral relations such as aid, export-
import and infrastructure but also in cultural relations. Japan have strong influence
in Indonesia as mentioned before, the strong culture influence is turned into a
cultural diplomacy which is good for maintaining and improving the Japanese
presence in Indonesia through JPF Jakarta.157 The cultural diplomacy is meant to
share the mutual understanding to people in order to gain peace and prosperity, as
mentioned before Japan also interested in Southeast Asia region and also
156 Japan Official Development Assistance, Kedutaan Besar Jepang di Indonesia. KemitraanSetengah Abad Bantuan ODA Jepang di Indonesia. http://www.id.emb-japan.go.jp/oda/id/odaprojects_loan.htm. 15 December 2016.157 Diplomatic Bluebook 2015, Chapter 3. Section 4: Efforts to Promote Understanding of andTrust in Japan. Cultural Diplomacy p. 306-308.
59
Indonesia.158 Indonesia is effected by Japanese culture waves not only because the
promotion and strategy from Japanese government but also the role of JPF Jakarta
in campaigning Japanese culture to Indonesian people. JPF Jakarta is support all
Japanese content especially in popular culture such as anime and manga as they
help to manage the Jak-Japan Matsuri and movie screening.159
Film and movie screening done by JPF Jakarta is an annual event which is
also consistent every year started from 2012 to 2016.160 The screening event is
aimed to promote the Japanese culture through film especially the most famous
genre anime.161 JPF Jakarta aware about the strong influence of Japan through
anime and manga as these genre popularity in Indonesia are great seen by the
achievement of winning the international cosplay in Japan as mentioned in prior
chapter. According to Ms. Diana Nugroho as Senior Program Officer Art & Culture
Division in charge of Publications & International Culture Exchange Programs The
Japan Foundation Jakarta the popularity of anime and manga become a door of
another Japanese culture such as music, food and, lifestyle because most Indonesian
people know Japan from anime and manga.162 Indonesian people got enthusiast to
Japanese culture because from their childhood, most of them seen anime or read
manga which is available in Indonesia as Ms. Diana statement. As explained in
prior chapter, Indonesia built relations in license and broadcast anime and manga
with Japan.
The cultural relations between Japan and Indonesia were established since
JPF built in Jakarta, until recent days the number of Indonesian people who
interested in Japan’s culture keep increasing especially because of the popularity of
158 Diplomatic Bluebook 2015, Chapter 3. Section 4: Efforts to Promote Understanding of andTrust in Japan. Cultural Diplomacy p. 306-308.159 Japan Foundation. Japanese Film Screening Overseas.http://www.jpf.go.jp/e/project/culture/media/oversea/index.html. 18 December 2016.160 Japan Foundation. Japanese Film Screening Overseas.http://www.jpf.go.jp/e/project/culture/media/oversea/index.html. 18 December 2016.161 Interview with Diana S. Nugroho as Senior Program Officer Art & Culture Division in charge ofPublications & International Culture Exchange Programs The Japan Foundation Jakarta. 20December 2016.162 Interview with Diana S. Nugroho as Senior Program Officer Art & Culture Division in charge ofPublications & International Culture Exchange Programs The Japan Foundation Jakarta. 20December 2016.
60
movie, music, anime and manga.163 The influence of anime and manga is real for
Indonesian people which means the mission of Cool Japan to Indonesia is a big
success. Japanese cultural diplomacy are important to Indonesia, not only because
the strong influence of anime and manga but also to maintain and improve the
presence of Japan as well as make Japan’s image more positive.164 As mentioned
before, Japan was established JPF in Jakarta in order to help their culture to be
promoted in Indonesia. The goals is to make Indonesian people think that Japan is
good and friendly country to Indonesia, then Japan did partnership to ASEAN
which is shown that Japan wanted to keep their cultural influence. The modern era
make anime and manga spreading fast in Indonesia, partial scene of anime in
YouTube make Indonesian people more interested to watch anime and also read
manga.
JPF Jakarta done many events and projects of cultural exchanges, from
people-to-people exchanges to film and movie exchanges.165 Japanese events held
by JPF Jakarta are inviting Japanese officials, they often invite Japanese
Ambassador Yasuaki Tanizaki to their events. Cooking demo, music competition,
and Japanese expo are various culture programs that organized by JPF Jakarta in
collaboration with Japanese Embassy, Japanese officials, local forums and groups
in Indonesia.166 Apart from other culture promotion and programs by JPF Jakarta,
Indonesian people who wanted to know more about Japanese are also in high
amount of people. As mentioned before, even the Japanese officials such as Yasuaki
Tanizaki and JPF Jakarta admitted the enthusiasm of Indonesian people in find out
more about Japan. The good cultural exchanges happened between this two
countries have done through JENESYS program as mentioned in prior chapter, plus
it become an attractive appeal for Indonesian people who want to learn Japanese
language. According to Atsushi Sasaki (2013), Chief of Representative of the JICA
(Japanese International Cooperation Agency) Indonesia Office said that Indonesia
163 Venus, A and Helmi, L Budaya Populer Jepang di Indonesia: Catatan StudiFenomenologis Tentang Konsep Diri Anggota Cosplay Party Bandung (2010)Yogyakarta: ASPIKOM164 Diplomatic Bluebook 2015, Chapter 3. Section 4: Efforts to Promote Understanding of andTrust in Japan. Cultural Diplomacy p. 306-308.165 Japan Foundation Jakarta. Events. Cultural Exchanges. www.jpf.or.id. 18 December 2016.166 Japan Foundation Jakarta. Events. Cultural Exchanges. www.jpf.or.id. 18 December 2016.
61
is the friendliest countries to Japan in the world and also have high interest in
learning Japanese language about 870,000 people in Indonesia.167 JENESYS
program is not only about people-to-people exchanges but also cultural exchanges
with this two countries, the participant will experienced about being Japanese
people and live side by side with Japanese local people.
The JENESYS program is still active until 2016 started since 2007 in
Indonesia and got positive feedback from Indonesian people as well as Indonesian
government. Indonesian President, Joko Widodo did mentioned that JENESYS
program have strengthen the cultural relations between Japan and Indonesia
because of anime and manga influence.168 The president also said that he wanted
that the program could keep continue so the cultural relations should not stop in
anime and manga, this showed that Indonesia is really welcome with Japanese
cultural influence and exchanges, plus the influence of anime and manga is real.
JENESYS is done by two countries government Indonesia and Japan, this program
is good for Indonesia especially Japan because they could easily share their culture
and for Indonesia to strengthen the cultural relations.169 Participants will be stay in
Japan for 10 to 14 days in Japan with bunch of agenda that had been prepared
including seminar with Japanese Ministry of Foreign Affairs, visiting tourism and
historical spot, and of course the introduction to Japanese popular and traditional
culture.170
167 Japan International Cooperation Agency is one of Incorporated Administrative Agency underthe Act of the Incorporated Administrative Agency-Japan International Cooperation Agency, fromJapan in several country including Indonesia. They do have mission such as improvinggovernance; reducing poverty; human security and also help ODA Japan. The statement fromAtsushi Sasaki in Indonesia and Japan Walking Together for JICA and the upcoming event of Jak-Japan Matsuri 2013. https://www.jica.go.jp/english/news/opinion/2013/131115.html. 26December 2016.168 Joko Widodo mentioned the anime and manga as one of Japanese big influence to Indonesia,he also emphasized that the other relations of cultural relations should be develop too especiallystudent exchange through his speech at 19th ASEAN-Japan Summit 2016. Accessed from:http://www.kemlu.go.id/id/berita/Pages/Soal-Hubungan-Dengan-Jepang,-Presiden-Jokowi-Harap-Manfaatnya-Dirasakan-Masyarakat-ASEAN.aspx. 19 December 2016.169 Kementerian Luar Negeri Indonesia. Indonesia-Jepang Perkuat Kerjasama Melalui JENESYS.http://www.kemlu.go.id/id/berita/Pages/Indonesia-Jepang-Perkuat-Kerja-Sama-Melalui-JENESYS.aspx. 19 December 2016.170 Ibid.
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The JENESYS program in Indonesia have high interest for Indonesian
people, especially young generation, because this program got supports from the
people and Indonesian government. As the mission of this program not only to
strengthen cultural relations but also to build a harmony relations to youth people
both Indonesia and Japan as future generation in terms of culture and other
relationships.171 Anime and manga are both part of Cool Japan mission in order to
promote Japanese culture, JENESYS program also introduces the participant about
this popular culture. “Manga-Anime-Cosplay” was the theme from JENESYS
program for Indonesian people in March 24, 2014 where most of participant are
familiar with anime and manga.172 The program was meant to introduce the
participant about one of famous popular culture in Japan not only to learn about
Japan’ history. The program shown that Japanese government even maximize their
mission in promoting culture through popular culture such as anime and manga as
the mission of Cool Japan, because it is also to make participant understand the
Japanese nation brand which have interesting point and strong presence about
Japan.173
IV.II. The Influence of Anime and Manga in Indonesia as Japanese CulturalDiplomacy (2012-2016)
Anime and manga have long story in Indonesia, started since late 1980s until
modern era which is almost three generation. People who born in 1990s would
remember about their childhood full of anime and manga. There are many title of
anime that had been broadcasted on television in Indonesia, moreover since 1990s
from morning until afternoon almost all channels have their own anime program.
IMMG (International Media Marketing Group) is one of the official copyrights
171 Kementerian Luar Negeri Indonesia. Indonesia-Jepang Perkuat Kerjasama Melalui JENESYS.http://www.kemlu.go.id/id/berita/Pages/Indonesia-Jepang-Perkuat-Kerja-Sama-Melalui-JENESYS.aspx. 19 December 2016.172 Kedutaan Besar Jepang di Indonesia. Program JENESYS 2.0 Rombongan Ke-5 Bidang Sejarah &Budaya (Manga, Anime, Cosplay). http://www.id.emb-japan.go.jp/news14_06.html. 19December 2016.173 Kedutaan Besar Jepang di Indonesia. Program JENESYS 2.0 Rombongan Ke-5 Bidang Sejarah &Budaya (Manga, Anime, Cosplay). http://www.id.emb-japan.go.jp/news14_06.html. 19December 2016.
63
holder to do anime broadcast in Indonesia, they owned many famous anime title.174
As prior explanation, Japanese national interest is in tourism sector which attracts
society in different country to try and to visit Japan as their mission in doing cultural
diplomacy which is also supported by METI Japan. There are various way to
promote Japanese culture, one of them is through anime and manga as for Indonesia
many youth and adult are attracted to Japan through that media. Various late 1990s
anime like Crayon Shin Chan, Chibi Maruko Chan, and Dragon Ball are under
IMMG license in Indonesia. Card battle game such as Yu-Gi-Oh! also need rights
to the production of the cards through IMMG in Indonesia, Japan and anime creator
are protecting all elements of anime and manga.175
The copyrights are part of anime and manga, for Japan this is the way to
make their mission of Cool Japan succeed. The issue of copyrights is to protect all
of the anime and manga content as mentioned before, METI Japan also take serious
action in copyrights action in order to protect the originality and of course the
income from anime and manga. Piracy could make anime and manga suffer loss in
terms of income and originality that have Japan’s originality as well as a
disadvantage for the METI mission through Cool Japan.176 Basically, all of creative
industries including anime and manga that came from Japan, were meant to change
into business and most important thing is to make anime and manga one of culture
agent abroad. The seriousness of protecting Japan’s brand of popular especially
anime and manga shown by creating a special organization that focused to counter
online violations of copyrights and the distribution of all popular culture and
creative industry content from Japan called Content Overseas Distribution
Association (CODA).177
174 IMMG is an international organization based on Asatsu-DK, Tokyo and the only oneadvertisement agent in promoting anime and manga inside and outside Japan, IMMG isresponsible to Asia region which is located in Indonesia and Singapore. IMMG Official Website.About Us. http://immg.co.id/immg-indo-bahasa/about-us.html. 18 December 2016.175 IMMG Official Website. About Us. http://immg.co.id/immg-indo-bahasa/about-us.html. 18December 2016.176Ministry of Economy, Trade and Industry. Cool Japan/ Creative Industries Policy.http://www.meti.go.jp/english/policy/mono_info_service/creative_industries/creative_industries.html. 18 December 2016.177 Content Overseas Distribution Association. About CODA. http://www.coda-cj.jp/en/about.html. 18 December 2016.
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CODA were established since 2002 under METI Japan and turn more active
since 2013 by strengthening the capability to protect infringement and copyrights
violation to Japanese creative industry overseas including Indonesia. Seminar of
anti-piracy of Japan’s creative industry have ever held in Indonesia, in order to
emphasize the case of infringement especially in anime and manga that might a big
loss for Japan.178 CODA also did partnership with Indonesia to counter any
infringement of Japanese popular culture with local copyrights organization,
Directorate General of Intellectual Property Rights (DGIPR).179 The action taken
by Japanese government showed that Indonesia also have some issue of
infringement as Indonesian people love anime and manga. Japan is confidence to
go with anime and manga campaign in Indonesia because it is a true reality that
Indonesian people love anime and manga as seen in society.
As prior chapter explained, the piracy of anime and manga had hurt Japan’s
government feelings. Intellectual property rights is part of Cool Japan which is
including anime and manga, so the Japanese government realty took a serious action
with their projects and organizations.180 Although Cool Japan is meant to turn
culture into business but the other mission is to gain public awareness especially
people abroad. The Japanese sensibility is what Cool Japan wanted to aim for
foreign people, just like anime and manga which have the Japanese signature from
daily life to moral values.181 Anime and manga have huge popularity especially in
Indonesia, as 2012 there are many kinds of Japanese events done by Japanese
officials in collaboration with local Indonesian people. JPF also took part in
promoting anime and manga in Indonesia because the enthusiasm of people really
high, as part of Japanese Cool Japan mission.182 As explained before, anime and
178 Content Overseas Distribution Association. Notice of the Intellectual Event EnlightenmentEvent “Really? Really! Fair in Indonesia. http://www.coda-cj.jp/news/detail.php?id=59. 19December 2016.179 Content Overseas Distribution Association. CODA Seminar <Conclusion> Information on"Outline of Copyright Law in Indonesia and Efforts Relating to Infringement Response".http://www.coda-cj.jp/news/detail.php?id=40. 19 December 2016.180 An official press release that made by Cool Japan Movement Promotion Council and Ministryof Economy, Trade, and Industry named “Japan Cool Japan Proposal” which contained all of theplan of Cool Japan as well as data that support the famous of Japanese popular culture in theworld.181 Ibid.182 Ibid.
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manga are exist in quite long time in Indonesia which influence teenagers and even
older people in love with Japanese pop culture. Cool Japan mission to aim Indonesia
in order to make relations in culture as well as to promote each other culture are
success. MOFA and the Japan Foundation operate various projects to promote
positive images of Japan in foreign countries, boost brand images of the entire
Japan, enhance the understanding of Japan, and foster pro-Japanese individuals and
groups for the future.183
Japan have national interest to ASEAN as they did partnership to ASEAN
in order to reach the same goals and also to Indonesia where they managed to fix
the relations and established JPF Jakarta since 1979. JPF Jakarta is a proof that
Japan wanted to maintain their presence especially in culture, anime and manga is
one of the mission overseas in promoting the attractiveness of Japan to Indonesia.184
Japan believe that through the influence of culture could make foreign people like
Indonesia eager to know more about Japanese culture and deepen understanding
about Japan. Atsushi Sasaki from JICA said that Indonesia is one of the big
Japanese learners in Southeast Asia country, it happen because of the mission of
Cool Japan itself is to support the emergence of Japanese language learners and
support the cultural exchange programs.185 According to Tadashi Ogawa, Director
General of JPF Jakarta and Regional Director of JPF Southeast Asia said that
Indonesian people are interested in learning Japanese language because of the
history, language and the influence of anime and manga.186 He added that Indonesia
also have high enthusiasm in anime and manga, he was amazed by cosplay hype in
Indonesia, and in the end he asked Indonesian people to learn Japanese language to
know more about anime and manga and Japanese culture.187
183 Diplomatic Bluebook 2016. Chapter 3, Japan’s Foreign policy to Promote national andWorldwide Interests. Section 4: Efforts to Promote Understanding of and Trust in Japan. P. 284-285184 Ibid.185 Ibid.186 A speech from Dr. Tadashi Ogawa in Melting Pot Celebrating Diversity in September, 18 2013in Jakarta, Indonesia along with his short presentation that explain about cultural influence ofJapan in Indonesia. Japan Foundation Jakarta: www.jpf.or.id187 A speech from Dr. Tadashi Ogawa in Melting Pot Celebrating Diversity in September, 18 2013in Jakarta, Indonesia along with his short presentation that explain about cultural influence ofJapan in Indonesia. Japan Foundation Jakarta: www.jpf.or.id
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Most of Japanese officials in Indonesia will emphasized the strong influence
of anime and manga in Indonesia in every event. As one of Japanese cultural
diplomacy, anime and manga really took a serious influence to Indonesian people
as Cool Japan mission, this strong influence will benefit Japan and Japan will
continue supporting the phenomenon. The cultural diplomacy through anime and
manga towards Indonesia is real, Japanese officials are also mentioned the
phenomena happened to Indonesian people. Indonesia have many forums and
groups of anime and manga fans, this also proof that Cool Japan mission in
promoting anime and manga to Indonesia is a big success. Jakarta Cosplay
Community (Komunitas Cosplay Jakarta) for instance, a group of Indonesian
people that love being a cosplayer and active in cosplay event not only in Indonesia
but also World Summit Cosplay (WSC) in Japan. The community always
participate in WSC and finally crowned as first winner in 2016, according to group
admin Benaya Bonaventura, this community already have 7.200s people.188
KOPAJA or Anime Lover Community Jakarta (Komunitas Pecinta Anime
Jakarta) is another example of groups that created in purpose of sharing and
gathering among people with the same interest in anime and manga. The group
established since July 2012 and gained many members until recent days, the group
is not only a community to share among people but also active and did collaboration
with Japanese officials for Japanese event in Jakarta.189 KOPAJA have ever held
various events in order to attract more people to join as well as promoting Japan’s
anime and manga such as, Jpop CVity 2014; KOPA Japan Festival 2014; HiLo
Teen Artivity Cosplay Competition 2015 and many more.190 Same as KOPAJA
Jakarta, in Bandung there is GBA or Gundam Bandung Advance which is also have
same concept and activities which mostly in Bandung. They are active in doing
188 Indonesia was the winner of WSC 2016 in Tokyo, Japan and this community is whoparticipated as the first Indonesian champion. http://manga.tokyo/news/indonesian-team-winners-of-the-world-cosplay-summit-2016/. 19 December 2016. Official group homepage ofJakarta Cosplay Community. https://www.facebook.com/CosplayJKT/. 19 December 2016.189Komunitas Pecinta Anime Jakarta. Official group homepage:https://www.facebook.com/pg/KomunitasPecintaAnimeJakartakopaja/about/?ref=page_internal. 19 December 2016.190 Japanese Station. KOPAJA, Komunitas Pecinta Anime yang Unik dari Jakarta.https://japanesestation.com/kopaja-komunitas-pecinta-anime-yang-unik-dari-jakarta/. 19December 2016.
67
workshop of Gundam model kits in Bandung and in some Japanese events, Jo
Chuang is the founder of this group which is also came from Bandung said that the
hype of Gundam as anime and also model kit are both high especially in
Bandung.191 They have been did workshop in Jakarta such as Newtype Taiketsu
2015 in Mangga Dua, Jakarta where they were invited to do workshop about
Gundam model kits.192 Although JPF Jakarta have mission to help promoting anime
and manga but the reality showed that Indonesian people are really welcome with
anime and manga influence, even they have their own mission to promote any
Japanese events in Indonesia.
Anime and manga promotion in Indonesia does not only came from JPF
Jakarta but also Japanese events held by the Japanese official itself. Blok M is one
of the place that have annual event from Japanese official and considered as Little
Tokyo in Indonesia.193 Various event from Japan ever had in this area, Daisei
Takeya the chairman of Ennichisai festival executive committee said that
Indonesian people have big interest in anime and manga.194 Takeya saw the
attractiveness of Indonesian people in joining the annual event in Blok M, Jakarta
which is increasing every year. As explained before, festival or matsuri hold various
programs such as cosplay; forum meeting; anime and manga showcase and many
more. Japan image to Indonesia cannot be separated from anime and manga, in
Indonesia it becomes Japan’s stereotype which means Japan’s anime and manga
have succeed to deliver culture as Japan soft diplomacy to Indonesia. There are
many big Japanese events held in Indonesia, most of them established since 2012
which is marked the huge enthusiasm of anime and manga fans in Indonesia.
Japanese events in Indonesia keep increasing and most of them are based on
the interest of people from anime and manga, because most events especially in
collaboration with Japanese officials will have anime and manga expo and some
191 Japanese Station. Gundam Bandung Advance. https://japanesestation.com/local-community-gundam-bandung-advance/. 19 December 2016.192 Japanese Station. Gundam Bandung Advance. https://japanesestation.com/local-community-gundam-bandung-advance/. 19 December 2016.193 Jakarta Globe. Blok M Turning Japanese. http://jakartaglobe.id/archive/blok-m-is-turning-japanese/. 19 December 2016.194 Jakarta Globe. Blok M Turning Japanese. http://jakartaglobe.id/archive/blok-m-is-turning-japanese/. 19 December 2016.
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have cosplay competition on the spot. AFAID (Anime Festival Asia Indonesia) is
an annual festival that held in Jakarta started since 2012, this event is organized by
Shawn Chin from Singapore as well as JPF Jakarta, JETRO (Japan External Trade
Organization) and local organizations. The event successfully attract Indonesian
people especially who in love with manga and anime because this event always
invited singer from famous anime and of course merchandise expo. Shawn Chin
said that Japanese popular culture especially anime and manga are very popular in
Indonesia because of the high demand in Jakarta the event became annualy held in
Indonesia.195, started from only 40.000 visitors and turned into 60.000 in 2016.196
The data of participants showed that every year the fans of anime and manga are
increasing in Indonesia, because AFAID is mostly contain anime and manga,
Japanese anime singer (OST singer) and also anime screening.
AFAID is not the only one of huge Japanese event in Jakarta, there are also
Popcon Asia and Jak-Japan Matsuri. Both are also huge Japanese events in Jakarta,
Indonesia with collaboration done by JPF Jakarta, JICA, JETRO, and Japanese
Embassy. Popcon Asia also started since 2012 in Indonesia, this event invited a lot
of exhibitors from Indonesia and other Asia country. The success of this event is
real and turned into annual event, in Popcon Asia 2014 the visitors reached 89.000
and in 2016 increased to 91.000.197 Jak-Japan Matsuri also experienced the same
thing, started since 2009 and now become annual event in Jakarta because of the
positive feedback from Indonesian people. This event provided all Japanese content
and again the most attractive thing is anime and manga which is also available in
most Japanese matsuri in Indonesia including Jak-Japan Matsuri. According to
Kazunori Kobayashi as the Leader of Committee Jak-Japan Matsuri this event
meant to introduced both culture Japan and Indonesia to society, he also hoped that
through this event both country could make cultural exchanges intensively and
195 Shawn Chin interview with Strait Times Singapore November 28, 2016. He is a Singaporeanand also the founder of AFA in Southeast Asia as well as event company Sozo.http://www.straitstimes.com/lifestyle/anime-fans-hero. 19 December 2016.196 Anime Festival Asia Offcial Website: http://animefestival.asia/afa/. 19 December 2016.197 Popcon Asia. About Popcon Asia. http://popconasia.com/about-popcon-asia. 19 December2016.
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strengthen the cultural relations as Indonesia have strong influence in Japanese
content especially anime and manga.198
The influence of culture through anime and manga is real, Japan mission of
cultural diplomacy to Indonesia is not a gibberish the fact shown in society of
Indonesian people. Japan ambassador to Indonesia, Yasuaki Tanizaki emphasized
that Japan have many kinds of culture that could be more interesting, not only anime
but music; theater; and so on.199 Anime and manga already become a very success
example of culture agent in one country to promote another culture of a country,
Japan strategy of cultural diplomacy using popular culture. The huge hype of
interest towards anime and manga also supported Japan’s official to create a new
event of movie screening. JPF Jakarta has already done movie screening frequently,
but 2015 the first Japanese film festival established in Indonesia. According to Saiki
Koze, Head of Agency for Cultural Affairs of Japan said that the event will play
many kinds of Japanese movies and also animation that never has been played in
Indonesia.200
Ms. Diana Nugroho, also said that anime and manga somehow influencing
the lifestyle of Indonesian youth, they not only attracted to the culture but also tend
to learn and find more about it. Indonesian president, as mentioned before, also
admitted that anime and manga have such big influence to Indonesia and Japan
cultural relations. He said that the relationship between Japan and Indonesia should
not stop in anime and manga as the second largest manga reader after Finland, but
also other people to people cultural exchange.201 Japanese events as mentioned
before also the real proof that anime and manga is influencing Indonesian people,
according to Eunike Kartini the speaker for Popcon Asia said that in Popcon Asia
2016 there will be a collaboration with other Asian artist including Japan to promote
198 Jakarta Japan Matsuri 2015, opening speech from the Leader of Committee Jak-Japan MatsuriKazunori Kobayashi. http://www.id.emb-japan.go.jp/matsuri/about.html. 19 December 2016.199 Cosplay Jakarta. Fukuoka Fair 2016, Memperkenalkan Fukuoka kepada Indonesia.http://cosplayjakarta.com/fukuoka-fair-2016-memperkenalkan-fukuoka-kepada-indonesia/. 19December 2016.200 CNN Indonesia. Merayakan Pesta Film Jepang Terbesar di Indonesia.http://www.cnnindonesia.com/hiburan/20151127124917-220-94464/merayakan-pesta-film-jepang-terbesar-di-indonesia/. 19 December 2016.201 Accessed from: http://www.kemlu.go.id/id/berita/Pages/Soal-Hubungan-Dengan-Jepang,-Presiden-Jokowi-Harap-Manfaatnya-Dirasakan-Masyarakat-ASEAN.aspx. 19 December 2016.
70
their own creation of character manga.202 All of Japanese events of anime and
manga clearly showed a long way down to cultural relations, in this case as
mentioned on their diplomatic bluebook, cultural diplomacy. Japanese government
wanted to implement Japan brand including anime (animation) and manga into
foreign country like Indonesia in purpose of promoting other culture.203
Japan’s cultural diplomacy meant to improve as well as maintain their
presence in specific country, as explained before Indonesia is one of them. MOFA
Japan engages in promoting diverse attractiveness of Japan through diplomatic
missions overseas and the Japan Foundation.204 Anime and manga are both cultural
agent for Japan to Indonesia, as Cool Japan mission to develop business through
culture but for Indonesian people it is all about culture.205 The expectation of
Japanese government is clear towards Indonesia, as the data showed that Japan
wanted to strengthen their relations through culture by doing and supporting all
cultural activity to Indonesia and also help their country to increase the income
especially for creative industry as the mission of Cool Japan.206 Japanese effort is
not only to maintain presence which is benefit for them and make it easier to share
another culture but also to make their brand exist in Indonesia.
IV.III. The Impact of Japanese Cultural Diplomacy through Anime and
Manga in Indonesia
Indonesian people are mostly aware about the culture waves from Japan to
their country, the big influence could be seen through youth generation. The target
are teenagers as well as children because of pop culture especially anime and manga
202 Popcon Asia. Archives. Popcon Surabaya: Ayo Jadi Pelopor Inovasi & Kreativitas.http://popconasia.com/archives/259. 20 December 2016.203 Diplomatic Bluebook 2016. Chapter 3, Japan’s Foreign policy to Promote national andWorldwide Interests. Section 4: Efforts to Promote Understanding of and Trust in Japan. P. 284-285204 Ibid.205 Press release by Cool Japan Initiatives. Creative Industry Division, Commerce and InformationPolicy Office. METI 2015.206 Press release by Cool Japan Initiatives. Creative Industry Division, Commerce and InformationPolicy Office. METI 2015.
71
are easy to accept and yet fascinating. As explained before, the Japanese influence
especially in culture through anime and manga make Indonesian people more
interested in other Japan’s culture. The number of anime and manga fans are
increasing every year and also the enthusiasm of Indonesian people in attending
Japanese events.207 The other strategy is to raise Indonesian people interest to know
more about Japan from culture in this case anime and manga which is very strong
influence in Indonesia.
The influence of anime and manga is really huge in Indonesia, seen through
many Japanese events done by Japanese officials and also increasing participants.
JPF Jakarta have their own agenda to do film screening, some of the film are anime
and in 2015 Japanese Embassy along with JPF Jakarta and Agency of Cultural
Affairs of Japan held Japanese Film Festival which is the biggest event of film and
movie screening for public. The event located in Grand Indonesia Jakarta and the
most played film is animation/Japanese anime, according to Japanese Embassy in
Indonesia this event meant to deepen and strengthen cultural relations for both
country.208 Kozo Honsei, Japan’s Deputy Chief of Mission said:
“I thought that in the perspective of a bilateral relationship betweenIndonesia and Japan there was kind of a close relationship betweeneconomics and politics. It’s a little bit mellow from the perspective ofcultural exchange and technology. From the perspective of Japanesegovernment, we have to widen our view to use this kind of festival.”209
The statement from Japanese official emphasized the use of anime and manga
in Indonesia as an agent of culture for other Japanese culture, it is because the
strong influence in Indonesia. According to the statement Japanese
government is agree to use Japanese events which mostly have anime and
manga expo in every Japanese events. The other impact of Japanese influence
is an idol group based from Japan’s original, JKT48.
207 Interview with Diana S. Nugroho as Senior Program Officer Art & Culture Division in charge ofPublications & International Culture Exchange Programs The Japan Foundation Jakarta. 20December 2016.208 Kedutaan Besar Jepang di Indonesia. Japanese Film Festival. http://www.id.emb-japan.go.jp/news15_47.html. 20 December 2016.209 Kozo Honsei statement during the Japanese Film Festival 2015 in Grand Indonesia Jakarta ininterview with Jimmy Roller from The Jakarta Post.
72
JKT48 is another media other than JPF Jakarta, established since 2011 in
Indonesia and starting to spread culture as their mission of sister’s group AKB48 in
Japan.210 The establishment of this group idol in Indonesia also showed that Japan
wanted to push their promotion of pop culture to Indonesia, because idol group is a
new thing in Indonesia. Idol group is different with girl band or boy band, it is a
form of public figure and also to be and ambassador of Japan’s brand. Various
Japanese brand such as cars, electronics, AC, televisions, programs and other things
have involved JKT48 to promote it. The interest of people in Indonesia increase
since this group established, there are more fans of JKT48 as well as fans of
Japanese culture. JKT48 even have their own stage in fX Mall Jakarta which held
their own concert and show every week, known as Theater JKT48 (Teater
JKT48).211 They are also help promoting Japanese tourism in some occasion when
JKT48 have event, like buy their CDs and have a chance to tour with some member
to Japan. The collaboration shown how Japanese government maximize the
opportunity of any cultural activity.
Live action super hero movie is a common thing in Japan, even it is turned
into a genre in japan. Tokusatsu is a movie genre that have live action in it and
showing some cool super hero complete with their suit. Indonesia have broadcasted
several tokusatsu for instance Ultraman, Kamen Rider Ryuuki, and Super Sentai.
This genre is a base of cosplay establishment in Indonesia, many people wanted to
act like their favorite heroes in tokusatsu and join the international competition of
cosplay.212 The interest of tokusatsu in Indonesia is almost same as anime and
manga, as the appreciation Japan and Indonesia agreed to make a tokusastu with
Indonesian people as the actor in 2013. Ishimori Production Inc and RCTI working
together in order to make this project known as Bima Satria Garuda which was the
first ever tokusatsu from Indonesia that broadcast on local television.213 This series
210 Widarahesty, Yusy. Japan’s Effort to Maintain Its’ Presence in Indonesia through PopularCulture from 2011-2012. International Journal of East Asian Studies Vol 3 (2013) P.63-72211 JKT48 Official Website: https://jkt48.com/theater?lang=id. 28 December 2016.212 Dewi, Kumala and team. Penggunaan Budaya Populer dalam Diplomasi Budaya Jepang melaluiWorld Cosplay Summit (2014) Faculty of Social and Politics Udayana University, indonesia.213 Tribun News. Film Seri Aksi Bima Sakti Garuda Buatanhttp://www.tribunnews.com/seleb/2013/05/09/film-seri-aksi-bima-sakti-garuda-buatan-jepang-disiarkan-di-rcti. 28 December 2016.
73
also broadcasted in Japan and without using any voice actor to replace the dialogue.
The cultural exchange have occurred through this series, because Bima Satria
Garuda also showed Indonesian culture and added JKT48 as the cast.
As prior explanation, every Japanese creative content are protected under
METI Japan law which is copyrighted. Indonesia have a long contract with IMMG
as the official broadcaster for Japanese anime, in 2013 in collaboration with IMMG
established Anibee.tv as the legal website to access anime and manga.214 This
website also contain language section, Japan’s latest news and also scholarship
program to Japan. Mostly, this website contain all of popular culture from Japan
with legal contract from Indonesian and Japan to be accessed by Indonesian people.
There is one another legal website that created through collaboration with japan and
Indonesia called Mangamon.id, a legal website to access Japanese manga online.215
This website was the one and only in the world that had been worked by Japan and
Indonesia, a collaboration from Ebook Japan Initiatives and Elex Media
Komputiondo from Indonesia.216 Ebook Japan is registered and part of Cool Japan
mission in promoting culture, in this case through manga, no other country have
done this partnership but Indonesia which is showed that Japanese government
aware about the hype of manga in Indonesia. The website also in Bahasa and people
could buy the manga by IDR directly.
Anibee.tv is the legal website of Japan’s content in Indonesia and several
Southeast country, the other strategy to suffice the demand to Indonesian people is
Waku Waku Japan. A television channel that created by Japanese government to
broadcast their TV programs overseas including Indonesia since 2015.217 Different
with channel Japan that been aired in Metro TV (Indonesia), this channel is meant
to the cable TV users. The channel first established in Indonesia and Myanmar
214 Anibee.tv is an official internet service to provide Japan’s content updated as well as freewatch service for anime. People could do subscribe to access some anime and features, Anibee.tvalso sell some merchandise legally via online and sometimes conduct an event. Official website:http://anibee.tv/ accessed on December 28, 2016.215 Mangamon Official Website: https://www.mangamon.id/. 28 December 2016.216 Ebook Japan Initiatives Official Website: https://corp.ebookjapan.jp/about/history.html. 28December 2016.217 Press Release of Waku Waku Japan. Sky Perfect JSAT Corporation. Establishment of JapaneseContent Channel Project for Overseas Viewers “WakuWaku Japan Corporation” Announced CoolJapan Fund also to participate as Investor (2015).
74
which is showed that Indonesia is a good market of Japan because of Japanese
influence is so strong. Globalization era make everything easy and connected, as
the piracy became a problem for creative industry in Japan, Cool Japan Fund
decided to support Daisuki.net to broadcast the Japan’s program through electronic
media such as You Tube. Cool Japan Fund invested one billion yen to do the project
overseas along with Bandai Namco as the biggest rights holder of anime and manga
character from Japan.218 Indonesia also has several legal website to do streaming
anime and that is where Daisuki.net involving, every publications of anime
and/television series from Japan will have Daisuki.net advertisement and
supervised by them.
The prior paragraph is showing how big anime and manga influence as
Japanese cultural diplomacy is, cultural exchanges are happened in many ways.
People who lived in Tangerang city will know about the newest mall around known
as AEON Mall. Purple theme is the signature color of this mall, it is not ordinary
mall because it is from Japan. Indonesia and Japan cooperated to build this mall,
not in collaboration of creating but Japan is exporting their mall to Indonesia.
AEON Mall is a mall in Japan that have all entertainment including house
properties, toys, and also Japanese cuisine. Indonesia is one of the export target of
this mall, and finished in 2016.219 Singapore, Thailand, Viet Nam also have this
mall of Japan, Cool Japan Fund agreed and become their working program. AEON
Mall is a new place for Indonesian people to find stuff from Japan or looks like
Japan, Japanese events are also held there for some time. Indonesian entertainment
are now being influenced by Cool Japan since the mall popularity is increasing
among society.
Cultural exchange is not only from event done by Japanese officials in
Indonesia but also through sister city or in other words a cooperation done by some
local city to foreign city in other country. There are some sister city from Indonesia
in accordance with Japan for instance Medan city Indonesia with Ichikawa city
218 Press Release from Cool Japan Fund. Investing in the Platform for Internet Streaming and e-Commerce Business for Official Japanese Anime Content (2014) Daisuki.net219 Press release from Cool Japan Fund. Investing in Consortium of Creating and DistributingJapan-style Entertainment Content throughout Asia (2014) AEON MALL
75
(Chiba Prefecture) Japan. Although the relations of sister city have been established
since 1984 but the relations is good and now there are more agenda of cultural
exchanges for Indonesian people and vice versa.220 Both of cities have been did visit
to embassy of each country, travel and stay with locals in both country and also
gathering in some special events.221 Tanizaki as the Japan’s ambassador happy by
knowing that Japan and Indonesia could have such good relations including sister
city project. He emphasized the increasing of Indonesian tourist to Japan and
students are increase quoted from Aneka Jepang.222 Japan realize the fact and
decided to do free visa for Indonesia using e-passport since January 2014.223 The
strategy is to help Indonesian people who interested in Japan could easily visit Japan
without worrying about visa as well as the cost for traveling in Japan.
Many of positive impacts through cultural diplomacy, the feedback is for
strengthening relations especially in culture. Various aspects can lies behind
culture, there are many kinds of things that could be leant from culture. As prior
explanation, people are starting to learn language, learn about traditional culture,
and learn how to eat in Japanese way and many more. Youth generation of
Indonesia is the target of anime and manga but also they gained an advantage to
visit or to continue study in Japan easily because of this good cultural relations.
Yasuaki Tanizaki also said during Japanese Film Festival that Japanese film festival
can spur an increased level of interest in Japan and help the friendly relationship
between Japan and Indonesia develop even further.224 As mentioned before METI
Japan have Cool Japan mission to promote culture in foreign country through JPF,
in Indonesia anime and manga influence are strong even people eager to know more
about Japan from that pop culture genre and Japanese officials also admit the fact.
220 Ichikawa Int’l Exchange Association (IIA). Medan city. http://www.iia21.jp/e/medan.html. 28December 2016.221 Ichikawa Int’l Exchange Association (IIA). Medan city. http://www.iia21.jp/e/medan.html. 28December 2016.222 Yasuaki Tanazaki in his opening remark on Aneka Jepang Magazine that produce in Indonesiaas a catalogue of introduction and promotion of Japan to Indonesian people by JapanAmbassador in Indonesia. Aneka Jepang edition 338th 2015.223 Aneka Jepang edition 338th 2015.224 Yasuaki Tanizaski statement during the Japanese Film Festival 2015 in Grand Indonesia Jakartain interview with Jimmy Roller from The Jakarta Post.
76
CHAPTER V
CONCLUSION
Relations between countries are important especially for developing
country, to reach a good relations is through diplomacy. Globalization era or
modern era make diplomacy activity easier than during war or post war.
International relations studies acknowledged two kinds of power that useful in
doing diplomacy, soft power and hard power. According to Joseph S. Nye, one of
the expert in politics said that hard power is a use of military to gain national interest
while soft power is a way to get others to desire what on desires, persuades them to
gain national interest. As modern days, the use of soft power of one country is more
effective and also cut more cost than hard power.
One of soft power strategy is through public diplomacy, it is a way to
introduce to other country about one’s country potential. The potential sector such
as tourism spot, culinary and beverages, or fashion can be used to attract other
people from other country. Public diplomacy meant to attract foreign people, it
might be to make them visit the country or to create a nation branding. There are
also cultural diplomacy which is a promotion through pop or traditional culture to
share and influence foreign people with an awareness as the result towards another
culture. Cultural diplomacy is used by some countries to strengthen in terms of
culture and also economy towards another country.
Cultural diplomacy is one of soft power strategy in international arena
whether to strengthen or to develop relations between countries. People might
realize that K-pop, Bollywood, Ping Pong are kinds of diplomatic tool to reach
society in the world. The impact of cultural diplomacy is great compare to less cost
of cultural diplomacy activity, culture also have an interesting point that might
attract foreign people. Japan is one of cultural diplomacy user, they did aware of
their own culture existence in the world. Both traditional and pop culture of Japan
are famous, even United States admitted that Japan’s waves of culture are strong.
The high interest of Japan’s culture made Japan’s nation branding and stereotype
among foreign society which is good for Japan. The Japanese government agreed
77
to establish a special organization for spreading culture both traditional and pop
culture. The Japan Foundation is the organization that crated to spread Japanese
culture whether traditional and pop culture, created in October 1972 and supervised
by Japanese Ministry of Foreign Affairs.
The Japan Foundation or JPF are financed by Japanese government in order
to support their activities in the world. JPF have office in foreign country, this was
meant to educate local people about Japan as well as creating Japan’s good image
in the world. Their activities, mostly are about Japanese culture and they also
provide language class for people who want to learn Japanese language. Japanese
cultural diplomacy are going every day through JPF, it is an effective diplomatic
tools especially to instill the foreign society. Music, cuisine, fashion, lifestyle, art,
anime and manga are Japanese pop culture and people overseas love their culture.
People are attracted because they thought Japanese pop culture is unique and people
tried to find out more about Japanese traditional culture.
Anime and manga are Japanese stereotype in most foreign countries, in
Southeast Asia the popularity of both pop sub-cultures are huge. People started to
create their own groups of fans for particular anime and manga. JPF also aware
about the phenomena of anime and manga, they held some events for anime and
manga fans. The events could be film screening or cosplay competition and also
introduced other Japanese culture. Anime and manga always brings the essence of
Japan as their function to promote Japan, PM Abe acknowledge the existence of
anime and manga in the world as one of Japan’s cultural diplomacy. The artist and
creator are supported by the government as creative industry that help promoting
Japan through their work. Indonesian people are also love anime and manga, there
are many forums, groups or club for anime and manga fans.
Although Japan and Indonesia have experienced bad relations in the past,
nowadays Japanese culture exists in Indonesia. Their relations, at the first was to
build country and develop together with aid and economy. Malari 1974 was the
darkest hour of their relations, where Japan was forced to go out from Indonesia.
The situation was back to normal after Japan’s PM Fukuda in 1977 spread his
doctrine to Indonesia and other Southeast Asia country. Two years after the
78
doctrine, Indonesia and Japan relations back to normal, and marked the
establishment of JPF in Indonesia. JPF started to spread Japan’s culture as well as
gave an understanding of Japan’s good image to society. The late 1980s, Japan’s
existence was felt along with J-drama Oshin which very popular at that time in
Indonesia. Old anime such as Doraemon, My Neighbor Totoro, and Sailor Moon
were broadcasted in Indonesia following the success of Oshin.
The opportunity of huge interest of anime and manga, for Japan is to
promote another culture such as the way to eat food or traditional clothes. The
positive feedback of this cultural diplomacy is helping Japan to strengthen their
relations towards Indonesia. Japan strategy through culture are successful in
Indonesia, there many Japan-Indonesia products that have been established. Idol
group JKT48 is one of the example of collaboration Japan-Indonesia in pop culture.
Idol group is one of Japanese pop culture which is very popular among teenagers,
in Indonesia JKT48 also have huge popularity. Both group idol from Japan
(AKB48) and Indonesia (JKT48) are helped their own country with promotion of
culture, JKT48 promote Indonesian culture and vice versa. The beauty of cultural
diplomacy is happening every day, as one of soft diplomacy, culture is loved by
people and easy to accept. Culture also cost less than other traditional diplomacy,
the feedback is surprisingly big and benefit for the country.
Indonesia is considered as good friend by Japan, it is because their long
period of relationship and again the appreciation of culture. Japanese government
are pleased to know that their pop culture are very popular in society. There are
many events held by Japanese government, such as Jak-Japan Matsuri in 2016
where Japanese ambassador did opening remarks at the event. Japan also applied
“Sister City” to Indonesia, this was meant to help each other in developing their
cities. Japanese official even said that Blok M is little Tokyo in Indonesia, because
the enthusiasm of Indonesia people in Japan’s event. Cosplay team Indonesia won
the World Cosplay Summit in Nagoya which is the biggest cosplay competition in
the world. Japan’s toys and model kits are also popular among kids and teenagers
even people with age of 30s still buy the model kits.
79
The huge interest of anime and manga in Indonesia is not only help Japan
promote their culture but also to help Japan improve their economy. As their policy
to export culture to other country including Indonesia as one of Japan’s good friend.
Anime and manga is the one of cultural diplomacy tool of Japan to Indonesia, the
strategy is to export more culture to Indonesia. Culture is one of powerful tool in
diplomacy, not only cost less but also comes with great feedback. Japan’s policy of
exporting culture are successful, attracting people and creating image that Japan is
cool. AEON Mall is the proved that Japan export their entertainment which is also
contain pop culture to Indonesia. Rationally, Japan will not do such thing if their
existence is not that big in Indonesia. Collaboration of building AEON Mall was
also funded by Japanese government, and nowadays AEON Mall is one of Japanese
event spot.
Culture is easy to accept for people, usually they see culture as something
cool and new. Anime and manga for instance, it was originally from Japan and yet
have big fans particularly in Indonesia. People will start to learn a little of Japanese
language by seeing anime or read manga because they think it is cool to know
foreign language. After that, they will eager to find other Japanese culture in order
to know more about Japan. People interest will keep growing day by day, that is
why in Indonesia many forums, groups and clubs are established. Indonesian people
know some Japanese traditional culture from anime and manga, for instance how
to use chopsticks properly. Culture also strengthening relations between Indonesia
and Japan, through JENESYS program cultural exchange happened every year.
Culture also help to give both country a mutual understanding to reach the same
goal and to understand each other, which might end up with peace between both
countries.
80
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