The investigation focuses on the emergence of the local cultural industries, the policy issues they raise, and the domestic discourse they initiate. How is a policy initiated and implemented toward a newly arising industrial sector? This paper addresses that question by looking at the way the Japanese and the South Korean governments respond to the massive production and export of pop culture. Then, it is argued that the competition that neighbouring South Korea meant on the same field in the region and domestically, and then the crisis brought by the Great East Japan Earthquake of 2011, turned the focus of Japanese elites on the internal situation, changing the emphasis of the Cool Japan policy and developing a double discourse - one inviting and friendly to the outside and one dedicated to the strengthening of a national pride and identity for the Japanese citizens. First, the situation that prompted the recognition from Japanese government of the nationally produced popular culture as a key field for the support of the economy and the road for the development of the governmental plan of Cool Japan aimed at the promotion overseas of Japanese cultural products, practices and services is examined.
This article presents a contextualization and discussion on the establishment of cultural promotion policies in Japan during the beginning of the 21st century as a strategy to face the exterior and domestic challenges.
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