When assessing the global balance of power, we typically measure the relative hard and soft power of states. Apparently, Japan is attempting to project an alternative form of influence – cute power.
In March, the government announced the appointment of three new envoys of cute. The selections come a year after a cartoon was tapped as an ambassador.
“In a bid to raise its international profile, Tokyo has appointed three young women as cultural envoys because they represent Japan’s long-running craze for all things cute.
“Inspired by the characters in Japan’s distinctive ‘anime’ animated films and ‘manga’ cartoon books, one of the new ambassadors dresses as a schoolgirl, another as a Victorian doll in voluminous frilly skirts.
“The third of the women, presented at a news conference on Thursday, was a singer dressed in a polka dot shirt with a bunny print, offset by bouffant back-combed hair, a look that has made her a fashion leader in Tokyo teens’ favorite haunt, Harajuku.
“Japan wants to exploit the popularity of the ‘kawaii’ (cute) culture, which has influenced young people in Asia and Europe…
“Faced with the prospect of being overtaken in both economic and military might by giant neighbor China, Japan has been making concerted efforts to boost its ‘soft power.’”
Photo from Reuters/Michael Caronna. Hat tip from Joshua Keating.
