The Influence of the J-LOD (Japan Content Localization and Distribution) Program in Japan’s Cultural Diplomacy to the United States in 2021 – 2023

Video Game Case Study

Abstract

The global phenomenon of globalization has significantly impacted various aspects of the world today. A notable example is the emergence of concepts like soft power and multitrack diplomacy within diplomatic studies. Japan, renowned for its cutting-edge technology, has adeptly capitalized on this phenomenon, particularly in the realm of cultural diplomacy, which has gained importance for the Japanese government, driven by demands from the creative industry, notably the video game sector. This study aims to explore Japan's utilization of soft power and popular culture for global expansion, facilitated by METI and MOFA, and involving multinational companies under the J-LOD (Japan Content Localization and Distribution) program. The program focuses on introducing Japanese popular culture by leveraging contemporary technology to enhance nation branding and reinforce infrastructure. Employing qualitative visual ethnography methods, data collection involved participant observation, snowball sampling, and open questionnaires, triangulated through NVivo software. Cultural diplomacy theory, multitrack diplomacy concept (specifically media), and the idea of soft power were employed to assess the influence of the J-LOD program. Findings indicate that the allure of popular culture, conveyed through narrative storytelling in video games, has successfully cultivated a positive image, sparking interest among fans in various other Japanese cultural elements such as animation, music, and TV series.