The Japanese
government is trying to export “cool Japan”, according to some recent media
reports. The Ministry of Economy, Trade and Industry (METI) is putting a rather
handsome amount of money, to let the world know that Japan is officially
“cool”.
It is certainly
laudable that the government is finally acknowledging that anime and manga are
as important to the nation’s image abroad as automobiles and electronics. It
also makes practical sense to try to make some money through the “export” of
“cool Japan”, drawing tourists to the nation at the same time.
Among those in the
know, however, the government policy package that is being announced under the
name of “cool Japan” is being given a weary look. “We’ve seen it happen and
then fail before”, is the general feeling. In order for the “cool Japan” policy
to become really “cool”, it would appear, a lot of rethinking of the scheme is
necessary.
Yesterday, it was
reported that the government is trying to issue a special coin commemorating
cool Japan. The artists that are to be involved include such attractive names
as Akira Yamaguchi, Akira Toriyama, and Hiroshi Senju. So far, so good.
However, when it
was reported that the government is putting the inscription “We deliver you
cool Japan first” on the coin, it naturally raised quite a few eyebrows. It
tasted too much like the “bland” government policies that were announced with
fanfares and then went silently out of sight in the past.
If you go back to
the basics, it is questionable if any government action can ever become (or
indeed should become) “cool”, especially in a market economy. The measures
planned to be taken by the Japanese government, at least those announced so far,
are so distant from being “cool”. Then do we really need government policy to
become “cool” in the first place?
Kabuki is
certainly cool, but it became cool not because of, but in spite of, the
government at that time. The tradition of male players performing female roles
(to such glorious and moving effects) came from the ban of any female on stage
by the Tokugawa government. The now legendary manga artists (such as Osamu
Tezuka and Fujio Akatsuka) who used to reside in the humble apartment house of
Tokiwa-so in northern Tokyo did not have a government grant to accomplish their
revolutions.
It is certainly
true that an economic stimulus package would work even if it is misguided, as
illustrated by John Maynard Keynes when he said "the government should pay
people to dig holes in the ground and then fill them up."
Thus, a “cool
Japan” policy, even when it is not wise, might actually be better than nothing,
even when it is actually a manifestation of “not so cool Japan”. That is the
only consolation that one can draw so far from the lukewarm reception that this
supposedly brave new policy has stirred.