December 18, 2025
Lisa Anglade • Co-funder • 10 min read
Everytime there's a family dinner in France, the same scene plays out.
We’re all sitting around a family table, there’s food, there’s wine, everyone’s relaxed... And somehow, without anyone really noticing how it started, the conversation slowly drifts toward the economy. You know the kind of discussion I mean.
Suddenly, uncles turn into professional economists, inflation becomes everyone’s favorite topic, and people start explaining what the country is doing wrong with an impressive level of confidence.
And because I’ve started a business in Japan, there’s always a moment when the conversation pauses, heads turn in my direction, and someone asks:
“Okay, it’s not great here… but how is it over there in Japan? What’s their plan?”
Which is… a fair question, actually.
And also a deep one to answer in between the cheese and dessert.
But it’s a question I’ve been thinking about a lot lately, especially because Japan does have a strategy (or at least a vision) and chances are you’ve already heard about it at some point:
“Cool Japan.”
When a country decides to lean into what the world already loves
At its core, the Cool Japan strategy is Japan acknowledging something very simple: people around the world are already fascinated by its culture.
Anime, manga, food, fashion, design, gaming, technology... Japanese creativity has been traveling far beyond its borders for decades.
So the idea was:
Instead of letting this happen organically and separately, why not support it, structure it, and use it as a real economic driver?
Under the Cool Japan strategy, the government started actively promoting Japanese pop culture and creative industries abroad, not just to attract tourists, but also to encourage international collaborations and long-term economic growth.
And honestly, some of the campaigns were surprisingly well done. I remember seeing government-backed promotions that felt closer to a Netflix trailer than a traditional institutional ad - and by that, I mean sleek, modern, and very intentional.
For a while, especially before the most recent elections, the message felt clear: Japan wanted to be open, visible, and globally connected.
So why does it feel different now?
After the elections, though, I started hearing a different kind of conversation, both from people abroad and from those living and working in Japan.
Comments like:
- “Japan is becoming more conservative again”
- “It’s harder for foreign businesses now”
- “They’re closing up”
Naturally, that’s when people around the table start asking the follow-up question:
“So… is Japan still open to overseas business or not?”
And the honest answer is: it’s not as simple as yes or no.
What I actually see from the inside
From where I stand as someone running a business that literally works as a bridge between Japan and the rest of the world, the reality feels more nuanced.
Japan is still very interested in international collaboration, especially in creative and technological fields. The Cool Japan mindset hasn’t disappeared, and the industries it supports are very much alive. What has changed is the way openness is expressed.
It feels less like:
“Everyone is welcome, come as you are!”
And more like:
“We’re open... but show us that you understand how we work.”
Which, when you think about it, is extremely Japanese.
Cool Japan was never just about being ‘cool’
One thing that often gets misunderstood is that Cool Japan was never only about looking trendy or exporting pop culture for fun. It’s also about protecting identity, controlling how Japanese culture is represented abroad, and making sure collaborations are meaningful rather than superficial.
Japan doesn’t necessarily want to adapt itself entirely to the outside world. Instead, it tends to look for partners who are willing to meet it halfway. People who are curious, respectful, and ready to adapt too.
If you come in expecting Japan to change for you, it can feel closed.
If you come in ready to understand it, it often feels surprisingly open.
So what do I actually answer at the family table?
Usually, I end up saying something like this:
“Japan doesn’t do everything perfectly, but it knows what it’s good at. And it’s betting on creativity, culture, and long-term relationships rather than quick wins.”
It’s not the most dramatic answer, but it’s the most honest one.
Japan’s economic strategy isn’t loud or flashy. It’s subtle, slow, and very intentional — which, in a way, makes it incredibly Japanese.
Curious about working with Japan?
If you’re interested in Japanese markets, creative industries, or understanding how cultural strategies like Cool Japan translate into real business opportunities, that’s exactly what we help with.
We don’t just help with marketing, we help with how to decode the mindset behind it all.
And yes, we can also help you explain it at your next family dinner.
Lisa Anglade,
Co-founder at Pont Miyabi🌏
🔗 Connect: LinkedIn | Website
📩contact@pontmiyabi.com
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