It is a concept that links brand names as disparate as Hello Kitty and Issey Miyake and activities from sushi to sumo.
The notion of “Cool Japan” has long been embraced by government officials and business leaders as a framework to encourage foreign demand for Japanese consumer goods and services.
The term “Gross National Cool” was brought to public attention by US writer Douglas McGray in a 2002 article for Foreign Policy. He cited Japan as an example of how a country that was not a superpower in the military sense could nevertheless project its influence and culture across the globe.
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