JAPAN Studies Experts and DENTSU SOKEN INC. members consider the "New Japan Power"

Since the Meiji era, few would fail to recall the name of Kunio Yanagita, the founder of folklore studies, as the figure who conducted the most profound and wide-ranging exploration of Japan. Yet, it seems few are aware that Yanagita's Japanese studies began with the exploration of "ghost stories." In his youth, Yanagita devoured collections of ghost stories and essays on strange tales from the Edo period and earlier, using them as a key to probe the depths of Japan. Why ghost stories? Because frightening tales, mysterious stories, and narratives of supernatural transformations reveal the hidden recesses of human psychology and the true nature of society.

I came to deeply understand this through my "Hometown Ghost Story Talk Live" activities, which I started to support disaster-stricken areas in Tohoku. Sharing ghost stories across Japan made me realize how deeply they are tied to the "memory of the land." Mastering ghost stories reveals the essence of Japan. This likely explains the surge in overseas researchers and artists who openly profess their fascination with ghosts. The day when ghost stories, which bring Japan's depths to the surface, become worldwide content is near.

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The Diversity of Tokyo, an Educational City

Ryōsuke Kobayashi
Representative Director, General Incorporated Association HLAB

With the expansion of MOOCs (Massive Open Online Courses) providing high-quality lectures free of charge, the value of higher education is rapidly shifting from "providing lectures" to "providing spaces." Within shared experiences fostered by diverse communities, the learning gained from each other across generations, disciplines, and nationalities is becoming a value that replaces one-way lectures.

Behind the calls for internationalizing Japanese education lies the criticism that "Japanese universities lack diversity." However, nationality alone does not define diversity. With many of the nation's top high schools and universities located within a mere 30-minute commute, overlapping with the political and economic heart of the international city of Tokyo, there is no doubting its diversity. The problem isn't a lack of diverse communities, but the absence of systems that fully leverage existing diversity in education. When opportunities for exchange extend beyond the confines of schools, Tokyo can realize its potential as an educational city. This is something I've experienced firsthand while running HLAB, a summer school where Japanese high school students and students from Japan and the US attend a joint camp and learn through interaction.

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"Not understanding" is also a major appeal

Sputniko!
Contemporary Artist / Assistant Professor, MIT Media Lab

The appeal of Japan, as I see it, is simply its "WTF" factor. WTF stands for "WHAT THE F***." It means "I don't get it!" But if you search "WTF JAPAN" and look at the results, you'll see a whole bunch of comments from foreigners about Japanese content saying things like "It's crazy, I don't understand it, it's hilarious, it's awesome!"

Even at the Royal College of Art (RCA) where I graduated, Tokyo was the annual study trip destination. When asked why, the professors would say, "Because Tokyo has the future." Precisely because Japan has evolved in a Galapagos-like manner, the way technology exists and is used is completely different from the West. That's why it seems overflowing with hints for creativity and innovation.

Japanese people try too hard to make sure foreigners "understand us correctly." A prime example is the Ministry of Agriculture, Forestry and Fisheries proposing a "Sushi Police" to certify only "correct sushi." But if you want to effectively spread Japan's appeal, "correctness" doesn't matter at all. You should turn foreigners' "not understanding" or "misunderstandings" to your advantage, mix things up, and have fun with it. There's charm in things communicated with deliberate misunderstandings. You could even make "WTF JAPAN" (What the hell is Japan?) an international PR slogan.

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Co-creation Innovation Starting from the Regions

Riki Murakoshi
Principal Researcher, DENTSU SOKEN INC.

Long ago, the Satoyama civilization—where Edo-period pioneers co-created within nature's mountains, rivers, and forests—enchanted foreigners during the late Edo and Meiji periods. What about Japan's regions today, where "disappearing municipalities" are a hot topic? A former mayor I know tells me, "Mr. Murakoshi, visionary local leaders have long factored in those concerns! They're looking beyond them!"

Indeed, open innovation initiatives—where people collaborate across sectors in communities, businesses, and local governments—have recently gained momentum. Activities linking social issues with business, such as regional revitalization through art, ideathons/hackathons, and future centers, are also thriving. Even in my modest role assisting on the ground, I sense that co-creation movements are accelerating everywhere, like rhymes echoing across different places and methods. Isn't Japan's true charm actually this grassroots innovation power? Why not join us in building the satoyama of the 21st century?

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TOKYO Neighborhood Strategy

Tatsuya Shirazu
Principal Researcher, DENTSU SOKEN INC.

Discussions are progressing on the Tokyo International Financial Center concept. Strategic special zones may foster new industrial clusters, potentially giving birth to an "IP-producing financial center." However, for Tokyo to become a true international and cultural city, isn't a neighborhood management strategy actually crucial?

The power of a neighborhood isn't something neatly guided by planning. It's a mysterious, unique atmosphere born from people gathering there and the chain reaction of individuals with new momentum and a trial mindset.

Only with the energy of a living city can ventures and creators thrive, unique community businesses be conceived, and captivating restaurants and distinctive independent shops flourish. As a result, Tokyo's brilliance will increase. The key lies in how we can encourage this "new neighborhood character" to emerge spontaneously, without rigid planning. Tokyo is brimming with the potential to cultivate such new urban development skills. We should actively challenge ourselves toward "2020 & beyond."

What I love about Japanese is the "silence" between words and conversations. Japanese calms the mind. This is because it shares the same "kotodama" (the spirit of words) as my native Finnish. In English, prepositions emphasize action. Like galloping swiftly across endless grasslands on horseback. Finnish, on the other hand, uses postpositions (like teniwoha) that shift focus to the relationships between words. In the forest, you don't rush off; you share the present moment with others. This feeling is close to Japanese.

I currently live in the heart of Shibuya. Surprisingly, I wake each morning to the sound of birdsong. On crowded trains, people immerse themselves in "stillness." "Stillness" resides deep within the heart. If a Finn were to tell me it's okay to remain quiet, it would be the most delightful surprise. Because both Japanese and Finns possess "stillness."

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An Affordable Country, Japan

Jan Chipchase
Founder of Studio D Radiodurans / Design Researcher

Many foreigners assume Japan is an outrageously expensive country. This perception is partly fueled by foreign media often highlighting extreme examples reminiscent of the bubble era, like apples costing $20 each. However, Japan's greatest hidden asset is the ability to enjoy a high quality of life at affordable prices. From rent and food costs to urban experiences, the quality of life feels reasonably priced relative to its high standard. Of course, affordable doesn't mean shoddy or second-rate. This lesser-known charm of Japan holds the potential to attract more foreigners.

※Studio D Radiodurans is an international consulting firm that proposes design, research, and strategy based on human behavior observation.

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The Diversity of Japanese Cuisine

Yoko Oya
Senior Researcher, DENTSU SOKEN INC. / Director, "Food Lifestyle Lab"

Two years ago, Japanese food culture was registered as a UNESCO Intangible Cultural Heritage. Regardless of whether it was consciously recognized or not, I imagine this news gave many Japanese people confidence and contributed to reaffirming their identity. According to a DENTSU SOKEN INC. survey, "Japanese culinary culture" overwhelmingly ranked first out of 34 items in "Things Japanese people want to share with the world and take pride in." This result placed it nearly 20 percentage points ahead of "Mount Fuji."

Japanese food culture possesses its own unique foundation and framework, yet it allows for flexible adaptation and expansion. Furthermore, there are numerous original dishes like curry and ramen, which originated overseas but were developed in Japan. These dishes then evolve further abroad, gaining popularity as new Japanese cuisine menus... This flexibility and diversity are likely one reason why Japanese cuisine is so highly regarded overseas. Such "diversity," like that found in Japanese cuisine, will become increasingly necessary for Japan (and the Japanese people) going forward, and I believe it can also become a source of appeal.

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The Power of Large Corporations to Drive Innovation
A country where large corporations have the power to drive innovation

Mr. Naohiro Nishiguchi
Executive Director, Japan Innovation Network (JIN)

It's widely believed that innovation is difficult to generate from within existing companies, not just in Japan. This is because, as a company ages, positive tacit knowledge accumulates alongside negative unwritten rules.

Our mission is to overturn the conventional wisdom that "innovation does not arise from large corporations." Through the Ministry of Economy, Trade and Industry's Frontier Human Resources Research Group, we gained opportunities to discuss innovation aimed at Japan's revival. Together with fellow research group members, we established JIN as the implementing body for our proposals.

A clear methodology exists for fostering innovation within large corporations. We aim to strengthen collaboration with innovation-oriented executives and create numerous companies that continuously generate innovation. Japan's appeal lies in the abundance of unsolved challenges (business opportunities) in the world, coupled with the fact that every company has internal entrepreneurs striving to solve these challenges.

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Japan has two key pillars

Mr. Seinosuke Kawaguchi
President, Morinosuke Co., Ltd. / Futurologist

Japan's form is undergoing a major transformation into next-generation mode. To offset its worsening trade deficit year after year, its service balance (tourism revenue) and income balance (dividends from overseas subsidiaries) are increasing. Even looking at manufacturing competitors like Germany and South Korea, they still operate within a structure reliant on exports. While struggling through yen appreciation and deflationary recession, our country was accelerating offshore outsourcing and service-sector expansion at full speed.

The overseas expansion is remarkable not only in manufacturing but also in service industries. From early education like cram schools and music lessons, to delivery services and security patrols, to haircut specialty shops, luxury nursing homes, and super sentō bathhouses – Japan's highly trained hospitality services are going global.

This experience reminds us that Japan's reputation isn't built solely on the quiet craftsmanship of artisans working behind the scenes, but also on the hospitality spirit embodied by the "okami" (female proprietors). While Japan lags in women's participation compared to developing nations, spotlighting these "okami" could revitalize opportunities for artisans too. This insight comes from consulting on R&D and product development strategies for government agencies both domestically and internationally.