My career in anime cultural diplomacy started in 2007 when I was asked by the Foreign Ministry to give a lecture to diplomats prior to their overseas postings. The lecture covered the anime industry and its goals.
One of the diplomats in attendance asked me to give the same lecture in Europe, and I traveled to Italy and the Czech Republic. "Do you like Japanese anime?" I asked my audiences, only to get a reply of, "We all grew up with Japanese anime." They seemed to be saying, "No need to ask that question." That was the launch of my anime cultural diplomacy.
In the four years since, the private sector's attitude on anime and manga as cultural diplomacy has drastically changed. When I first began anime diplomacy, I had the active support of many diplomats, but as a whole, my strategy was seen as unorthodox.
The promotion of pop culture and traditional culture is not paradoxical. In many cases, Japanese anime or manga can work to draw the attention of young people overseas toward Japanese society and traditional culture. I have had to explain this idea over and over in my columns, lectures and meetings.
As a result, the growing interest among young people overseas toward Japanese pop culture highlighted the importance of anime, manga and fashion in cultural diplomacy.
This phenomena is symbolized in J-Fest, which I've organized with the Japanese Embassy in Moscow since 2009. I've never seen such a huge embassy-led cultural event like J-Fest draw the attention of so many young people overseas.
The event introduces contemporary Japanese culture. The content comprises of material people saw through the Internet or other media and want to know more about. It also includes things that are expected to become big hits: anime not released on DVDs; Harajuku-kei Gothic and Lolita fashion; visual-kei and pop idol music; as well as songs used in anime. Surprisingly, these themes are popular overseas--from Russia to the United States and Latin America.
At the first J-Fest event, many people lined up for more than five hours in freezing temperatures just to watch Evangelion 2.22: You Can (Not) Advance, while girls cheered for Harajuku-kei fashion shows. I was so overwhelmed by young Russians' love for Japan that I was almost in tears on stage as I was giving lectures or emceeing events.
"Please come back to Russia!" an audience member yelled. "I sure will," I replied. That was a sincere promise between me and the Russian youth. The third J-Fest attracted 13,000 people, more than four times the number that attended the first event.
Japanese expats in Moscow and the embassy teamed up to organize the event. As an organizer of the first event, I understand the work required to create a successful event and I also understand the importance of holding the event.
Japanese diplomats in Russia must have recognized their role to encourage Russian youth's enthusiasm for Japan. Those people--who will take the lead in the next generation--will create a positive future for both Japan and Russia.
During J-Fest, I was busy rushing from stage to stage in my h.NAOTO outfit, passing staff who were also rushing around talking on headsets. This chaotic scene can probably be compared to Japan's lean days when sweating diplomats were busy in and outside Japan.
I want to thank the thousands of young people whom I met overseas for the last four years, including Japanese embassy officials in Moscow and Russian staff, as well as those who participated in J-Fest, for their support. The event has become an invaluable asset for Japan and Russia.