Without such a change of strategy, some say, Japan's dream of cashing in on its global cachet will remain unrealized. “Japan was caught completely by surprise by the success of its popular culture overseas,” warns Patrick Galbraith, an expert on Japanese pop culture. “The government has been content to bask in that success at a time of declining political and economic significance. It is high time to engage.”
At the turn of the millennium, Japan was on a roll. In 2001, Los Angeles’s Getty Center showcased Mr. Murakami’s manga-inspired "Super Flat" movement. (Read about the artist's featured Google doodle, here) In 2002, Hayao Miyazaki's “Spirited Away” became the first animation feature to win top honors at the Berlin Film Festival. By 2006, Harvard and MIT had a joint Cool Japan research program.
Elated by the international attention, Japan’s bureaucrats and CEOs reformulated the concept of "national cool" into a Cool Japan marketing campaign that could reach new consumers and add soft power to Japan’s manufacturing achievements. And it seemed to work ... for a while.