2 Cultural, Sports, and Tourism Diplomacy

(1) Overview

There are an extremely large number of foreigners who are prompted by Japanese culture to develop an interest in Japan. MOFA and the Japan Foundation (JF) implement various projects, through introducing Japanese culture and sports overseas and promoting tourism, to create positive images of Japan in foreign countries, boost the value of brands in Japan while encouraging deeper understanding of Japan, foster individuals and groups knowledgeable about Japan for the future, and increase the number of foreign visitors to Japan. For example, the “Cultural Projects of the Diplomatic Missions Overseas” introduce a wide range of Japanese culture, from traditional culture such as the way of tea and flower arrangement (Ikebana), to contemporary culture such as animation, manga, and fashion. Under the “Japan Brand Program,” MOFA has dispatched experts of various fields overseas to share Japan's outstanding cultural assets, experience and wisdom with other countries, as well as to establish Japan's national brand with stronger presence in the world. MOFA holds seminars, workshops and demonstrations reflecting each person's characteristics, and shares values and experiences with the audience, paving the way for international exchanges.

Toward the success of Rugby World Cup 2019 and the Olympic and Paralympic Games Tokyo 2020 (the TOKYO 2020 Games), it is also important to enhance Japan's presence in the field of sports. As part of the “Sport for Tomorrow (SFT)” program, MOFA is engaged in various initiatives including sports exchanges and sports promotion support projects overseas, the dispatch of sports instructors through the JICA volunteer program or the JF, and the improvement of sporting equipment and facilities through the Cultural Grant Assistance. It also supports the Host Town Initiative that promotes mutual exchanges with the countries and regions participating in the TOKYO 2020 Games.

In addition, in order to promote understanding and support for Japan and better understanding of Japan through fostering next generation of Japanophile and pro-Japanese, and Japanese studies, MOFA implements the following activities: provision of information on studying in Japan through Japan's diplomatic missions overseas; building alumni networks of the foreign nationals who have studied in Japan; cooperation for the JET Programme which invites young people from abroad to the local governments in Japan; exchange programs for youth and adults from Asia and the U.S.; Japanese studies support, etc.

Promotion of the Japanese-language overseas cultivates individuals engaged in exchange with Japan, deepens the understanding of Japan overseas and creates bases for friendship between other countries and Japan. Therefore, MOFA is dispatching Japanese-language education specialists overseas, inviting overseas Japanese-language instructors to training programs in Japan, and developing Japanese-language education materials through the JF.

In cooperation with the United Nations Educational, Scientific and Cultural Organization (UNESCO), Japan has made earnest efforts to preserve the world's tangible and intangible cultural heritage. Moreover, Japan is actively taking part in promoting the international framework for safeguarding heritage through the World Heritage Convention, the Convention for the Safeguarding of the Intangible Cultural Heritage, etc. (see Chapter 3, Section 4, 2 (7)).

By promoting such cultural and sports diplomacy and introducing Japan's attractiveness overseas, MOFA contributes to increasing the number of foreign visitors to Japan.

(2) Cultural Programs

For Japan's diplomatic policies to be smoothly implemented in the international community, it is important to encourage better understanding toward Japan among individual foreign nationals who form the foundation of public opinion and policy making, and to make Japan's image even more positive. Based on this recognition, MOFA engages in introducing diverse attractiveness of Japan through diplomatic missions overseas and the JF.

In 2018, “Japonismes 2018: les âmes en resonance,” a large-scale project introducing Japanese culture, including traditional and pop culture, as well as lifestyle culture programs featuring foods and festivals, was held in France, and an effort was made to communicate not only the attractiveness of Japanese culture but also that of local areas in Japan and to promote inbound tourism (See Column “160th Anniversary of the Establishment of Japan-France Diplomatic Relations - Spreading Japanese Culture through ‘Japonismes 2018'” and Special Feature “Promoting Cultural Diplomacy through ‘Japonismes 2018'”).

2018 was also designated “Japan Year in Russia” and “Russia Year in Japan,” which involves events with Russia in a wide range of fields from culture and sports to politics, economy, science, education, youth exchanges, local government exchanges, etc. Many cultural events were held in both countries, including Kabuki Theater, Yabusame (horseback archery), art exhibitions, etc. in Russia and art exhibitions and sports festivals, etc. in Japan (see Special Feature “Japan Year in Russia: Deepening Mutual Understanding”).

As part of diplomatic activities to promote a better understanding of Japan and to enlarge the base of people who are well-versed in Japan, the diplomatic missions overseas organize diverse cultural programs. For example, they plan and implement workshops on tea ceremony, flower arrangement, and origami, screening of Japanese films, Japanese music performances, martial arts demonstrations, exhibitions of traditional crafts, as well as Japanese speech contests. Moreover, Japanese pop culture such as anime and manga, as well as Japan's food culture, are being actively promoted in recent years.

Furthermore, MOFA conducts large-scale and comprehensive programs in commemorative years celebrating diplomatic events in cooperation with government and private organizations through mutual visits of dignitaries, various conferences, and public relations/cultural projects, with the aim of effectively promoting understanding about Japan. For example, a variety of events including a kyogen (traditional comic theater) performance by Mr. Nomura Mansaku and Mr. Nomura Mansai were held in 2018 to commemorate the 40th anniversary of the conclusion of the Treaty of Peace and Friendship between Japan and China.

In collaboration with MOFA and the diplomatic missions overseas, the JF runs two-way arts and cultural exchange projects to promote Japanese culture and arts in a variety of forms throughout the world. The JF also promotes and provides support for Japanese language education and research on Japan. When Yamato, a troupe of taiko (Japanese drum) players, gave a performance in a central square in Stockholm in August hosted by the JF and the Embassy of Japan in Sweden, the venue was filled with over 10,000 participants. It was a memorable event that added to the excitement of the 150th anniversary of the establishment of diplomatic relations between Japan and Sweden.

Furthermore, the Japan Foundation Asia Center has been steadily implementing the “WA Project: Toward Interactive Asia through Fusion and Harmony” announced by Prime Minister Abe in December 2013. The project consists of support for Japanese-language education and interactive arts and cultural exchange projects. Through the “NIHONGO (Japanese-language) Partners” program, which is the core project to support Japanese-language education, 1,855 (as planned) Japanese citizens were dispatched to educational institutions such as secondary school in ten countries in Southeast Asia, China, and Taiwan by the end of FY2018, in order to assist Japanese-language education. In addition, exchange programs were implemented to introduce Japanese culture. As a result, many overseas institutions working with the “NIHONGO Partners” appreciated their activities to enhance students' motivation for learning. For Japanese regional economies' revitalization based on the Government-Related Organization Relocation Basic Policy (March 2016), some trainings of this program took place at Ritsumeikan Asia Pacific University (Beppu City, Oita Prefecture).

In the two-way arts and cultural exchange program implemented by the Japan Foundation Asia Center, an international joint-production of DANCE DANCE ASIA connecting Asia through street dance, etc. was held for the area of performing arts. In the area of film, efforts were made to promote film exchange through collaboration with the Tokyo International Film Festival, and through the Japanese Film Festival (JFF): Asia-Pacific Gateway Initiative. In the area of sports, a soccer exchange program was held in collaboration with the Japan Football Association (JFA) and J-League, among other initiatives.

The Japan International MANGA Award was launched by MOFA in 2007 with the aim of rewarding manga creators who have contributed to the spread of manga culture overseas. The 12th International MANGA Award of 2018 received 331 entries from 68 countries and regions, and the Gold Award was given to a work from China. The number of applications was the highest ever including those from the countries that applied for the first time, namely Albania, Angola, Iraq, Uganda, Uzbekistan, Oman, and Turkmenistan.

(3) People-to-People Exchange and Exchanges in the Area of Education and Sports

MOFA carries out a number of invitation projects to build personal connections and promote understanding of Japan by inviting foreign nationals who have a great influence on shaping public opinion and the policy making processes, and who are expected to play a leading role in various fields. Also, in the area of education and sports, MOFA carries out various activities to promote exchanges among a wide range of people. These projects not only promote mutual understanding and friendships but also enhance Japan's presence in the international community, which considerably benefits the national interest of Japan.

A Student Exchange Programs

MOFA actively introduces the attractiveness and opportunities of studying in Japan to foreign students through Japanese diplomatic missions overseas. It also implements application and screening procedures to grant competent students from around the world the Japanese Government (MEXT) Scholarship. It also makes efforts to network with former foreign students who have returned to their home countries through Japan Alumni Associations and to foster their further knowledge on Japan.

B JET Programme (The Japan Exchange and Teaching Programme)

The JET Programme was launched in 1987 to improve foreign language education in Japan and promote international exchanges with Japanese citizens in local areas. In FY2018, a total of 5,528 people, including 2,201 new participants from 54 different countries, took part in the program and were dispatched all over Japan. This program is administered by local authorities, etc. in cooperation with the Ministry of Internal Affairs and Communications (MIC), MOFA, the Ministry of Education, Culture, Sports, Science and Technology (MEXT), and the Council of Local Authorities for International Relations (CLAIR). They invite young foreign nationals to Japan and appoint them to posts in local governments and schools. MOFA is responsible for the application and screening process, pre-departure orientation, and support for the activities of the JET Alumni Association (JETAA) in 18 countries with about 23,000 membership). JETAA and former JET participants conduct activities introducing Japan in many countries with their knowledge on the country making themselves valuable assets for Japan.

C Sport Exchange

Sports enable communication beyond languages and can be an effective tool for promoting friendly relations and understanding of Japan. While Japan draws attention from the world as the host country of the TOKYO 2020 Games, the Government of Japan has been implementing the “Sport for Tomorrow (SFT)” program as an international cooperation initiative through sports since January 2014. This program offers various sports exchanges, promotional support, and human development projects with the aim of spreading the value of sports among over 10 million people in more than 100 countries by 2020. SFT also includes the “Projects for Sports Diplomacy Enhancement” scheme, starting in FY2015, which is to dispatch and invite athletes and instructors, provide equipment, and hold sports-related receptions at diplomatic missions overseas. The projects have enabled MOFA respond even more promptly and meticulously to requests from the foreign governments and sports associations and develop bilateral relations. These SFT programs have contributed to enhance the presence of those engaged in sports in Japan in the international sports community.

(4) Exchange in the Intellectual Field

A Japanese Studies

The Japan Foundation (JF) comprehensively supports a range of overseas research activities related to Japan's politics, economics, society and culture. In 2018, the JF sent visiting professors, enhanced the collection of books on Japan, provided research grants, and provided support for seminars and symposiums, to the total of 73 institutions of Japanese studies in 31 countries and regions. Fellowship was also granted to 133 Japanese studies researchers in 40 countries and regions, including those who started the fellowship in the previous year. The JF also helps academic societies to networking among researchers and research institutions on Japan in many countries and regions.

B Intellectual Exchanges

MOFA puts emphasis on collaborative study and exchange with other countries and implements relevant projects through the Japan Foundation (JF). The JF helps implementation of seminars and symposia on common international agendas, and supports programs to deepen the understanding of contemporary Japan at major universities overseas. The JF also plans and supports exchange programs to strengthen relationships and mutual understanding among relevant parties through dialogue in various fields and levels in cooperation with NPOs and other exchange institutions.

C Japan-U.S. Conference on Cultural and Educational Interchange (CULCON)

CULCON is a public-private binational advisory panel comprised of experts from Japan and the U.S. to discuss issues on educational and cultural exchanges between the two countries. In June 2018 the 28th Plenary Meeting was held in Washington DC (U.S.). At the start of the meeting, messages from Prime Minister Abe and U.S. President Trump were read out, and then consultations were held on the initiative and future measures of the Arts Dialogue Committee, the Education Review Committee, the Japanese Language Education Committee and the Next Generation Task Force. The Joint Statement issued as the outcome of the meeting confirmed the progress of the initiatives taken by Japan and the U.S. toward achieving the goal of “doubling two-way student exchanges by the year 2020” which was also mentioned in the Joint Statement at the Japan-U.S. Summit Meeting in 2014. Other recommendations in the Joint Statement were about the importance of building a new platform for nurturing the next generation of leaders who will be responsible for Japan-U.S. relations, the latest outcomes and the continuation of activities in arts exchange, the measures for enhancing Japanese language education in the U.S. and further revitalization of student exchanges between the two countries.

D Cooperation with the United Nations University (UNU)

Recognizing the importance of the UNU, which contributes to the international community through study and research on global issues and human resources development. Japan invited the UNU headquarters in Japan (Tokyo), which has provided various cooperation and support for the last 40 years since its establishment. The UNU, in collaboration with Japanese universities and research institutions, is engaged in studies on international issues on which Japan focuses, including peace, development, and the environment, consequently contributing to the introduction of the policies of the Government of Japan. The UNU established Master's and Doctoral Programmes in 2010 and 2012 respectively, and has made efforts to improve the quality of its global human resources development programs.

(5) Promotion of the Japanese-Language

Against the background of the globalization of Japanese companies and the popularity among Japanese pop culture, there has been growing interest in the Japanese-language in the world, especially among the youth. A better understanding in the Japanese-language overseas naturally leads to a favorable international environment and setting for Japanese people and companies. Based on a survey conducted by the JF in FY2015, approximately 3.66 million people in 137 countries and regions overseas learn the Japanese-language. In 2018, the Japanese-Language Proficiency Test offered by the JF was conducted in 296 cities of 86 countries and regions worldwide, and the number of applicants reached about 1.17 million, the highest figure (include applicants taking the test in Japan). On the other hand, it is clear that a shortage of Japanese-language instructors presents a grave challenge to respond to the interests and needs of the studies in many countries and regions.

MOFA works to deal with the diverse needs related to Japanese-language education overseas through the JF. For example, it dispatches Japanese-language specialists abroad, conducts invitation programs for Japanese-language instructors and foreign diplomats to learn the language in Japan, conducts preparatory Japanese-language pre-arrival training for nurse and care worker candidates based on the Economic Partnership Agreement (EPA) with Indonesia and the Philippines, encourages educational institutions in each country and region to introduce Japanese-language education and supports their Japanese-language educational activities, develops teaching materials, operates e-learning, and promotes the “JF Standard for Japanese-Language Education” that corresponds with international standards for foreign language education. As a result of these efforts, a growing number of countries are newly introducing Japanese-language education as a part of the school curriculum in recent years. For example, Japanese-language education has been introduced as a part of secondary education in Laos in 2015, and primary education in Viet Nam in 2016. In the UK, elementary schools offering Japanese language learning expanded from about 50 schools in 2014 to more than 100 schools in 2017. At the Japan-India Summit Meeting in September 2017, the both countries agreed to cooperate on expanding Japanese-language education at universities and other institutions in India. The Japanese-Language Teachers' Training Center was established in Delhi in July 2018 and new training courses were commenced. In addition, new training courses, as initiatives for Japanese-language teachers' training, were offered in Viet Nam and Myanmar in December the same year.

(6) Cultural Grant Assistance

The Government of Japan provides Cultural Grant Assistance, as part of Official Development Assistance (ODA) to promote culture and higher education in developing countries, thereby enhancing mutual understanding and friendly relations between Japan and such countries. The assistance implemented in 2018 included four Cultural Grant Assistance projects (total of around 1.61 billion Japanese yen) and 21 Grant Assistance for Cultural Grassroots Projects (total of around 180 million Japanese yen). In 2018, Cultural Grant Assistance was implemented with the emphasis on sports promotion, the preservation of the cultural heritage and the broadcasting sector, while Grant Assistance for Cultural Grassroots Projects put emphasis on cooperation in the fields of sports promotion and the Japanese language.

(7) Cooperation through United Nations Educational, Scientific and Cultural Organization (UNESCO)

Japan is actively involved in various projects of UNESCO in the fields of education, science, and culture. UNESCO is the international organization of which post-war Japan first became a Member State in 1951. Since then, UNESCO has been cooperating with Japan in support of education, science, culture, etc., in developing countries.

In the field of culture, Japan offers active cooperation for the prevention and promotion of tangible and intangible cultural heritage of the world and support in the field of human resources development. At the same time, Japan actively participates in the international framework for safeguarding cultural heritage. As a part of such activities, Japan provides voluntary contributions to UNESCO aimed at the protection of tangible and intangible cultural heritage. Using a part of these contributions, and with Japanese experts playing a leading role, Japan supports many projects for conservation and restoration of sites, such as Angkor in Cambodia, and Kasubi Tombs in Uganda, while contributing to human resources development so that local people can protect their cultural heritage by themselves in the future. In particular, Japan provides continuous support for the preservation and restoration work of the ancient ruins of Angkor in Cambodia, which started in 1994. With regard to the safeguarding of intangible cultural heritage, the following projects have been implemented: the handing down of traditional performing arts such as music and dance, and traditional crafts in developing countries to the next generation; development of domestic institutions and capacity building of relevant parties to enhance the ability of countries to protect intangible cultural heritage by themselves.

In the field of education, Japan provides voluntary contributions with the aim of fostering human resources in developing countries. It also provides support for human resources development, mainly in the area of education, through promoting, for example, “SDG4-Education 2030” led by UNESCO. As for the Education for Sustainable Development (ESD), in response to the fact that the “Global Action Programme (GAP) on ESD,” an international ESD promotion program, was due to end in 2019, at the April 2018 meeting of the Executive Board of UNESCO Japan presented a draft GAP successor framework and proposed to UNESCO a resolution calling for submission of the framework to the spring Executive Board of UNESCO in 2019, and the resolution was adopted. In October, three organizations from Namibia, Indonesia and Estonia were awarded the fourth UNESCO-Japan Prize on Education for Sustainable Development.

Africa is another field that UNESCO is investing its effort. Japan's support for Africa includes implementation of a project to promote peacebuilding and social stabilization through the training of teachers in Eritrea, Ethiopia, Kenya, Somalia, South Sudan and Uganda (ended in June 2018) and projects for peacebuilding and the prevention of extremism through education for teachers in Algeria, Ethiopia, Cameroon, Sudan, Senegal, Chad, the Central African Republic, Burkina Faso, Nigeria, Niger, Mali, and Mauritania.

UNESCO is promoting its organizational reforms, decentralization and program reforms, and Japan has continued providing support to UNESCO in these reform initiatives. In October, Prime Minister Abe received a courtesy call by Director-General of UNESCO Azoulay, during his visit to Paris. In the meeting, Director-General Azoulay stated that she wished to cooperate further with Japan in areas including the UNESCO's strategic transformation, gender equality, ESD, the initiative on the ethics of artificial intelligence (AI), the “Revive the Spirit of Mosul” (in northern Iraq) initiative and DRR (disaster risk reduction). In response, Prime Minister Abe expressed that Japan would cooperate with UNESCO's efforts and the ongoing reform of UNESCO toward the goal of its de-politicization.

A World Heritage Convention

The World Heritage Convention aims to protect cultural heritages and natural heritages internationally as heritages to all of mankind. Japan became a party to the Convention in 1992 (as of December 2018, the number of parties to the Convention is 193). The sites listed on the “World Heritage List” are so-called “World Heritage” sites. They are classified into “Cultural Heritage” (monuments and remains), “Natural Heritage” (natural areas) and “Mixed Heritage” (having both cultural and natural elements). As of December 2018, a total of 1,092 World Heritage sites are inscribed on the World Heritage List. At the 42nd session of the World Heritage Committee held in Manama, Bahrain, in 2018, it was decided to inscribe the Hidden Christian Sites in the Nagasaki Region (Nagasaki and Kumamoto), upon nomination by Japan, on the World Heritage List. This has raised a number of World Heritage sites in Japan to 22: 18 cultural heritage sites and four natural heritage sites.

B Convention for the Safeguarding of the Intangible Cultural Heritage

The Convention for the Safeguarding of the Intangible Cultural Heritage aims to develop an international system for safeguarding intangible cultural heritage, such as traditional performing arts and traditional craftsmanship techniques (as of December 2018, the number of parties to the convention is 178). Japan, which has a wealth of experience in safeguarding domestic intangible cultural properties, has contributed actively by taking on a leading role in developing the Convention, laying down the main sections of the operational directives for the implementation of the Convention. As of December 2018, a total of 21 elements of intangible cultural heritage in Japan are inscribed on the Representative List of the Intangible Cultural Heritage of Humanity established in accordance with the Convention. These include: Nogaku Theatre, Ningyo Johruri Bunraku Puppet Theatre and Kabuki Theatre, which have been proclaimed by UNESCO as “Masterpieces of the Oral and Intangible Heritage of Humanity.” In 2018 the 13th Session of the Intergovernmental Committee for the Safeguarding of the Intangible Cultural Heritage held in Port Louis, Mauritius, decided on inscription of “Raiho-shin, ritual visits of deities in masks and costumes,” which was nominated by Japan, on the list of intangible cultural heritage of Japan.

C UNESCO Memory of the World Programme

The UNESCO Memory of the World Programme was established in 1992 to preserve and promote valuable historical documents. As of December 2018, 427 items have been inscribed.

The fact that submission and inscription of nominations is done based only on the assertions of one country, despite there being clear discrepancies between the views of the countries involved, is in violation of the founding principle of UNESCO of promoting friendly ties and mutual understanding among member countries. Therefore, improvement of the review process is being advanced. At the Executive Board of UNESCO held in October 2018, a revised action plan concerning the comprehensive review process was adopted. Thereafter, discussions toward improvement of the process based on the plan were held.