Abstract

“Is Japan cool?”
Almost everyone in the world thinks that Japan is cool. People are fascinated by its culture, technology, and so on. However, most Japanese people are unaware of the fact that Japanese culture is thought to be cool around the world.
Even though Japan has such a strong brand value, it is experiencing difficulty effectively promoting its brand, products, and services.
Benjamin Boaz has been helping Japan to better PR about itself as a Cool Japan Producer recognized by the Cabinet Office. The problem is that Japanese people are only seeing their Japan(My Japan), he pointed out. He also added what they need is to see the Japan that the foreigners are seeing and wanting (Your Japan). This book talks about existing issues towards overseas strategies of Japanese products as well as cool Japan strategies with specific case studies.

Chapter 1: Understanding Japan
Chapter 2: From “My Japan” to “Your Japan”
Chapter 3: Bridging the Gap
Chapter 4: Helping Foreign Fans Help Themselves
Chapter 5: The World of Cool Japan
Chapter 6: Cool Japan in Context
Chapter 7: Implementing the Foreign Perspective into Organizations
Chapter 8: How to Create The Cool Japan Agency
Closing: Ride The Wave

Author’s Information

Born in New York, USA. Graduated from Brown University. In 2007, Boas received the Fulbright Scholar Award and researched "Mahjong and Society" at the Kyoto University Graduate School of Humanities Research Institute. Also, he researched "games and society" at Osaka University of Commerce and the University of Tokyo. Currently, he is a global communication consultant, a translator, a Cool Japan producer certified by the Cabinet Office, an ambassador for tourism in Nakano Ward, Tokyo, a writer, and advocating "the way of Cool Japan" in various radio programs, newspapers, and magazines while doing research.