Thu, Nov 17, 2005 - Page 9 News List

Asia's hardening soft power

Japan's `soft power' has led the way for decades in the region, but China and India are likely to be the real giants in the future as the US moves out into the cold

By Joseph Nye

President George W. Bush is in Asia to attend the APEC summit in South Korea, but he should pay attention to another Asian summit to which he was not invited. Next month Malaysia will host an East Asian meeting that deliberately excludes the US. According to many close observers, the US' attractiveness is declining in the region where the allure, or "soft power," of others has increased.

Asian countries have impressive potential resources for soft power. The arts, fashion, and cuisine of Asia's ancient cultures have had a strong impact on other parts of the world for centuries, but Asia went through a period of relative decline as it lagged behind the industrial revolution in the West, and this undermined its influence.

In the 1950s, Asia conjured up images of poverty and starvation. There was a brief political infatuation among some Westerners in the 1960s with Nehru jackets and Maoist revolution, but it was brief. As John Lennon sang in 1968, "if you go carrying pictures of Chairman Mao, you ain't gonna make it with anyone anyhow."

Asia's resurgence began with Japan's economic success. By the end of the century, Japan's remarkable performance not only made the Japanese wealthy, but also enhanced the country's soft power.

As the first non-Western country that drew even with the West in modernity while showing that it is possible to maintain a unique culture, Japan has more potential soft-power resources than any other Asian country. Today Japan ranks first in the world in the number of patents, third in expenditure on research and development as a share of GDP, second in book sales and music sales, and highest for life expectancy. It is home to three of the top 25 multinational brand names (Toyota, Honda and Sony).

Cultural influences

The decade-long economic slowdown of the 1990s tarnished Japan's reputation, but it did not erase Japan's soft-power resources. Japan's global cultural influence grew in areas ranging from fashion, food and pop music to consumer electronics, architecture, and art. Japanese manufacturers rule the roost in home video games. Pokemon cartoons are broadcast in 65 countries, and Japanese animation is a huge hit with filmmakers and teenagers everywhere.

In short, Japan's popular culture was still producing potential soft-power resources even after its economy slowed down. Now, with signs of a reviving economy, Japan's soft power may increase even more.

But there are limits. Unlike Germany, which repudiated its past aggression and reconciled with its neighbors in the framework of the EU, Japan has never come to terms with its record in the 1930s and 1940s. The residual suspicion that lingers in countries like China and South Korea sets limits on Japan's appeal that are reinforced every time the Japanese prime minister visits the Yasukuni shrine.

Japan also faces serious demographic challenges. By mid-century, Japan's population could shrink by 30 percent unless it attracts 17 million immigrants -- a hard task in a country historically resistant to immigration. Moreover, the Japanese language is not widely spoken, and Japan's meager English-language skills make it difficult to attract international talent to its universities. Japan's culture remains inward-looking.

Looking ahead, China and India are the looming giants of Asia, with their huge populations and rapid economic growth rates. Not only are their military, or "hard power," resources growing; there are signs that their soft-power resources are increasing, too.

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