Soft power nipônico: narrativa cultural para a diplomacia e nation branding japonês

Abstract

The following work has as main focus to analyze the construction of Japanese soft power with the use of culture as a source before the instruments of Cultural Diplomacy and Nation Branding. From a bibliographical analysis, sought, first, to understand the construction of the concepts of soft power and Public Diplomacy within International Relations, then the historical context Japan in the construction of a lens focused on culture. Similarly, it was possible to analyze how the construction of the Japanese Cultural Diplomacy along with a cultural institution, as well as the Cool Japan strategy and the challenges in the current context took place. As a result of all this analysis, it was concluded that soft power proves to be a viable resource for Japan, but nevertheless a better articulation in the Nation Branding narrative.