Summary > CHAPTER 3 Japan�s Foreign Policy in Major Global Issues > 4. Efforts to Promote Understanding and Trust toward Japan

For Japan to implement foreign policy effectively, it is important to directly appeal to the general public in each country, in addition to addressing the policymakers who represent them. The impact of public opinion on foreign policy has been increasing, especially in recent years, in part due to the rapid development of information and communication technologies and the growth of democracy in many countries. Japan works on public relations overseas to promote understanding of Japan and her foreign policy among the citizens of foreign countries. The government actively disseminates information on Japan’s multi-faceted attractions and promotes cultural and people-to-people exchanges to improve the image of Japan and boost affinity toward Japan in each country.

The Ministry of Foreign Affairs promotes Japanese language education overseas and introduces various aspects of Japanese culture ranging from traditional to pop-culture, delivers information on foreign policy to intellectuals, and introduces information on situation in Japan to the general public. In 2010, more than 100 Japanese language educational institutions participated in the Japan Foundation (JF) Nihongo Network (Sakura Network) which is the system that links Japanese language institutions overseas established through the Japan Foundation. The Ministry also takes the opportunity to present Japanese culture and current situation in Japan at overseas events such as the World Expo 2010 Shanghai China (the Shanghai Expo) and Japan Expo 2010 (Paris, France) with a view to deepening understanding and fostering interest toward Japan.

In addition to these measures, the Ministry also advances people-to-people and intellectual exchanges to deepen understanding of Japan, by inviting international opinion leaders and promising individuals likely to attain future leadership positions in different fields to Japan, and also by promoting the acceptance of exchange students and other youths from abroad, and supporting the participation of Japanese intellectuals at all types of international conferences.

Japan should actively publicize its strengths to the world to achieve success with the New Growth Strategy being advanced by the government. Accordingly, the Ministry of Foreign Affairs is reinforcing its public relations efforts, cooperating with other concerned government ministries and agencies, and with other organizations, in such fields as support for exporting packaged infrastructure systems, advancing the Cool Japan strategy, and promoting as a tourism-oriented nation. For example, the Ministry conducted an intensive worldwide campaign during the Yokohama APEC Economic Leaders’ Meeting. This included broadcasting special programs on Japan and PR short movies through CNN International to all areas of the world, and opening a special website in coordination with the Cabinet Secretariat, the Cabinet Office, the Ministry of Economy, Trade and Industry, and the Japan Tourism Agency.

Collaborating with the private sector, the Ministry of Foreign Affairs organizes “Exchange Year” programs that commemorate diplomatic anniversaries with other countries, in order to reconfirm the friendly relations with them and to promote mutual understanding. With regard to developing countries, Japan provides cultural grant assistance, while actively supporting the preservation and restoration of cultural heritages and capacity-building. In addition, Japan provides intellectual contributions towards establishing frameworks for international cooperation and standard-setting in the field of culture, through cooperation with the United Nations Educational, Scientific and Cultural Organization (UNESCO), and other organizations.

Kumi-odori (photo: Agency for Cultural Affairs) Kumi-odori is a traditional performing art of Okinawa. One of the Japanese plays involving chanting and dancing, with the instrumental music of the Sanshin (a three-stringed instrument), traditional flute, Chinese fiddle, So (Japanese zither), and drum, where the story unfolds with the performers narrating, posing and dancing. The play was formed in the Ryukyu Kingdom in the 18th century, and ever since has been handed down in the Okinawa Prefecture.

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