From Cool Japan to Your Japan in 2025: What Japan Gets Rightand WrongAbout Cultural Promotion

Japans global appeal is undeniablebut how well do official narratives match what international audiences actually want? Drawing on his role as a Cool Japan Producer for the Japanese Cabinet Office, Benjamin W. Boas highlights the need to shift from a government-branded Cool Japan paradigm to the more participatory, fan-driven Your Japan. He examines whats working (content exports, inbound-tourism touchpoints, local city branding) and what still misses the mark (top-down campaigns, language access, and diversity). Boas shares behind-the-scenes examples from NHK WORLD programs and community-level projects in Nakano, and addresses todays so-called overtourism, arguing that many pain points are really problems of mismanagement. In contrast to top-down efforts, grassroots phenomena are filling the gap: from overseas anime fandoms to the growth of riichi (Japanese) mahjong clubs in New York City, organic cultural movements are shaping Your Japanthe personal Japan fans embrace on their own terms. He concludes with practical recommendations for educators, policymakers, and creatives on aligning domestic priorities with overseas expectations.