By HIROSHI TASAKA
Forbes Japan
Recently I’ve had more opportunities to visit Los Angeles for work. One of my friends, born and raised in Los Angeles, is always telling me, “There is a tremendous Cool Japan boom here in the U.S. The number of people interested in Japan is really increasing.”
Hearing this, as a Japanese person I am certainly pleased on the one hand, but my feelings are somewhat mixed as well. This is because, while interest in Japanese culture is indeed rising not only in the U.S. but also in European countries such as France, and other countries around the world, we Japanese ourselves are not aware of the depth of our own country’s culture, traditions, religiosity and spirituality.
We only perceive “Cool Japan” on a superficial level: the popularity of anime and manga, the trendiness of Japanese food, etc. Similarly, the government’s Cool Japan Strategy only considers it on the economic level, focusing on how to increase content exports and attract more tourists from overseas.
However, at the root of this Cool Japan boom lies something that many people around the world unconsciously feel: the advancement of Japanese culture. Many people sense “the future of our world” in the culture that lies at the core of anime, manga, Japanese cuisine, tea ceremony, Japanese gardens, bonsai, etc.
For example, in a time when people commit acts of terrorism and countries wage war due to religious differences, Japan is a country where people go to church on Christmas, listen to temple bells on New Year’s Eve, and celebrate the New Year with pine decorations of Shintoism, embodying a tolerant religious view that considers all religions as essentially one. In fact, Shintoism pays respect to “Yaoyorozu no Kami” (eight million gods) while Buddhism embraces the Mahayana doctrine, creating an inclusive religious perspective that permeates the Japanese culture.
Moreover, in Japan deep religious sentiments are embedded in everyday words and customs. The phrase “Itadakimasu” said before meals means “I receive sacred life.” “Arigato” is said to express gratitude, but it does not actually mean “Thank you.” This word has a profound meaning that might be translated as “It is a miracle” in English.
Additionally, when something good happens to someone, in this country filled with the spirit of mutual assistance, the person invariably says, “Okagesama” (It’s thanks to you); the response to this is “Otagaisama” (We help each other). Such common phrases show that Japanese culture is one of humility.
This spirit of mutual assistance has profoundly influenced the nature of capitalism and corporate management in Japan. Recently the world has begun to search for a new form of capitalism as it recognizes the harm of the ruthlessly profit-driven capitalism that has become common. Meanwhile, Japanese-style capitalism, best encapsulated by the maxim of Omi Merchant “Sanpo Yoshi” (good for all parties) and the Sumitomo Family Precept “Furi o Owazu” (do not chase easy profits), from the beginning emphasized social contribution “for the world, for the people.”
Thus, the idea that companies contribute to society through their primary business has long been a part of the discourse in Japanese-style management. Cautionary advice such as “The person who becomes the head of a thousand must bow to that thousand” has been given to executives, while the notion that “Customers are the mirror of our hearts” has been discussed on the sales floor. Such ideas present deep philosophies distinct from Western views on corporations, leaders, and customers.
In particular, the Japanese concept of “omotenashi” (Japanese hospitality) is deeply spiritual, involving the mindset of “ichigo ichie” (treasuring each meeting as a once-in-a-lifetime encounter) and “zanshin” (a quiet reflection after parting). This differs entirely from Western ideas of service and hospitality.
Furthermore, as the world faces a severe environmental crisis, re-evaluating the culture of mass production, consumption, and disposal, Japan is drawing attention as a country that has long fostered culture and technology in harmony with the environment by conserving and reusing limited resources. Indeed, the term “mottainai,” which represents this sense of frugality and aversion to waste, is now international.
Also, while people always say that Japanese cuisine is healthy, there is a unique Japanese cultural concept that lies behind this perception. That is “Ishoku Dogen,” literally “medicine and food, the same source,” and meaning that ultimate medicine is food.
In this way, I believe that, under the banner of “Cool Japan,” the world has taken a keen interest in the “depth and advancement of Japanese culture” because this culture was the first to nurture a future ideal for our world in many aspects, including world peace, capitalism, corporate management, customer relations, environmentalism, and dietary habits.
However, it is unfortunate that we, the people of Japan, are not aware of the depth and advancement of our own culture, and that we do not think to learn more about it. It will be when we realize this that the true “Cool Japan” will emerge and change the world.
Dr. Hiroshi Tasaka graduated from the University of Tokyo and holds a doctorate in nuclear engineering. He was a researcher at Battelle Memorial Institute and Pacific Northwest National Laboratories in the U.S., director of the Japan Research Institute, a member of the Global Agenda Council at the World Economic Forum (Davos Conference) and special advisor to the prime minister of Japan. Currently, he is chancellor of the Akademeia 21st Century, professor emeritus at Tama University Graduate School and master of Tasaka Juku, a management and leadership academy attended by 8,500 executives and leaders worldwide.
He is the author of over 100 books, including books in English: “Hiroshi Tasaka Talks About the Future of Humanity,” “Five Laws to Foresee the Future,” “Invisible Capitalism,” “The Wisdom Forgotten,” “The Staircase Where We Can See the Future,” and “To the Summit: Why Should You Embrace an Ideal in Your Heart?”