, a figure that now rivals the export value of Japan’s steel and semiconductor industries. The Government of Japan 1. Strategic Economic Shift: The "New Capitalism"
generate billions through "cuteness" (kawaii), which acts as a universal language for comfort and nostalgia.
Special-effects heavy franchises like Godzilla and Ultraman established the global giant monster and superhero tropes.
In the 2000s, the Japanese government recognized this cultural capital and formalized it into the initiative. This state-backed strategy treats entertainment as a primary tool of "soft power"—using cultural influence rather than economic or military might to build global goodwill and diplomatic ties.
