Geographic Variation in Admiration of Japanese Popular Culture Products: Observations From Türkiye

Turkish youth’s fascination with Japanese popular culture has been shaped by admiration for Japan’s modernization and industrial achievements, fostering a positive perception of the country. While Japanese manga and anime have acted as cultural ambassadors, language barriers and the lack of a cohesive cultural policy from Japan’s media industry towards foreign markets have gradually altered this interest in Türkiye. Following World War II, cultural content increasingly became a tool for cultural diplomacy, with propaganda evolving into investments in soft power. Japan’s strategic approach is evident in the “Cool Japan” initiative launched by METI in the early 2010s to promote its creative industries. However, despite globalization and advances in communication technologies enabling greater intercultural exchange, Japanese popular culture has struggled to retain global fan bases, with audiences turning to alternative cultural content. This chapter examines the changing trajectory of Turkish youth’s admiration for Japanese popular culture through the lens of cultural diplomacy. It evaluates the key actors involved in Japan’s cultural diplomacy efforts in Türkiye, highlighting the need for deeper scientific, cultural, political, and economic ties between the two nations. It also calls for greater attention to cultural diversity and urges intercultural communication to move beyond Orientalist or self-Orientalist frameworks for a more nuanced understanding of Japan.