Soft Power Means in Motion: Cool Japan vs China’s Panda Diplomacy

Alisa Chadenkova – Master’s degree student, Faculty of World Economic and International Affairs HSE University (Moscow), 

Khan Muhammad Ikram – Master’s degree student, Faculty of World Economic and International Affairs HSE University (Moscow),

Anton Muftakhov – Master’s degree student, Faculty of World Economic and International Affairs HSE University (Moscow)

Cool Japan as a Soft Power Means

In the 1990s, US Professor Joseph Nye coined the term Soft Power. By this term, he denoted the ability of the state to achieve what it wants on the world stage not through coercion, but through the attractiveness of its culture, values and image[1].

Source: Freepik

For a long period, Japan has remained an economically developed state, but politically limited. The country's constitution prohibits the use of military force as a means of resolving conflicts. Despite the fact that Japan has been severely restricted in the tools of Hard Power, the country has gained tremendous influence around the world.

Soft Power means influence through attraction, culture, and positive image, not through force or pressure. Japan started actively developing Soft Power to promote its image in the world. One of the most high profile examples of such a strategy is the so-called Cool Japan, which is a policy designed by Japan to publicize its culture industries and its image to the world. The concept of Cool Japan originated in the early 2000s, as Japanese pop culture started to receive enormous international publicity[2]. The state launched the Cool Japan program as a targeted state strategy to promote its pop culture to form a positive image abroad. Japan has tried to turn cultural attractiveness into global power thanks to the global popularity of anime, manga, cuisine, and fashion. Thus, Japan actively subsidized the export of anime as well as opened cultural centers overseas. The government also went further and began to use images of video game and anime characters in cultural events.

The impact of Cool Japan on the world is one of its strongest assets. The program emphasizes the exportation of cultural goods and marketing Japan as a culture of creativity and innovativeness. The Cool Japan phenomenon, on the one hand, opened up unprecedented opportunities for cultural expansion and economic growth for the country. On the other hand, it created certain challenges and difficulties for the Japanese authorities.

The key advantage of Cool Japan is certainly its global penetration without a language barrier. Anime, manga, and video games are understandable to anyone in the world without translation and understanding of cultural codes. Because emotions of the characters, visual aesthetics and universal plots work more effectively and faster for a young target audience. As a result, Japanese popular culture has established a great emotional bond with people around the globe, particularly the youngsters.

The other significant benefit is its economic contribution. In addition, this strategy actively strengthens the country's economy, as fans of Japanese culture begin to spend money on buying merchandise, subscribe to streaming services, fly to Japan as tourists and attend Japanese language courses. This leads to a tourism boom and an increase in the popularity of Japanese goods. An equally important advantage of the strategy is the formation of a positive image of the country. Cool Japan is also instrumental in nation branding. Cultural branding therefore forms a self-reinforcing loop, which engages the attention of the media, and tourism transforms that attention into economic profit.

In the minds of millions of foreigners, Japan is associated with high technology, creativity, and animation. This soft positioning overshadows negative historical narratives, such as World War II. On the one hand, Japan is linked to highly sophisticated innovation; however, on the other hand, it has a rich cultural heritage. This dual identity strengthens the image of Japan in the world and makes it more appealing than other countries.

Moreover, Cool Japan also promotes cultural diplomacy. Japan creates a goodwill and understanding with other countries through festivals, exhibitions and exchange programs. Such interactions provide the favorable environment of cooperation in the spheres of trade, education and technology. In this respect, the cultural influence will serve as a basis to the wider diplomatic involvement.

Cool Japan has a number of significant limitations despite its strengths. The key challenge is the superficial perception and formation of a false image of the country. Japan’s society is still quite conservative, hierarchical and closed to foreigners. In addition, the Japanese themselves perceive the strategy as a caricature of themselves. Thus, pop culture is no longer a bridge, but a wall behind which real social problems are hidden, e.g. aging population, gender inequality, xenophobia, etc.

Another downside of the strategy is that it has over relied on market-driven success. When the state tries to invest in private studios, it often faces failures, since the final product becomes unpopular among the audience. A large part of the cultural influence of Japan grew naturally in the hands of the private industries, which was not planned by the government. Consequently, the state-driven initiatives to control and grow Cool Japan have been at times inefficient and lack coordination.

Moreover, the creative industry itself is experiencing a crisis of overproduction, which the state does not try to solve, but only exploits the success of private companies. An equally important problem is the conflict with traditional Japanese identity. Cool Japan relies on a subculture that has long been criticized in Japan. Conservative Japanese disapprove of the policy of promoting anime and manga, believing it necessary to popularize other more traditional aspects of Japan. Thus, the state loses the support of its own population, which does not recognize itself in this image for foreigners.

Poor policy implementation is also another challenge. The government has done a lot of promotion of cultural industries but not every initiative has been successful. Certain projects have not succeeded in making a global impression or even becoming economically sustainable. This makes it hard to institutionalize creativity, which is usually successful in loose and unstructured settings and not in a strict bureaucracy.

One of the major weaknesses is the limited political influence of Soft Power. Although Cool Japan does well in enhancing the cultural perception, it does not always translate into a political influence. Enjoying Japanese entertainment does not mean that foreign governments will support Japan’s policies or strategic interests. Hence, it is not very effective in delivering tangible diplomatic results.

Moreover, Japan is getting a lot of competition among other nations with similar strategies. As an example, the world cultural growth of South Korea has threatened to override Japan in the entertainment industry. This growing competition reduces the uniqueness of Cool Japan and makes it harder to maintain global attention.

Finally, there are cultural and generational challenges. Global audiences are constantly changing, and trends evolve rapidly due to digital media. Japan needs to keep innovating to stay in the game. Additionally, not all elements of Japanese culture might be equally appealing to other societies, which restrict its universal nature.

The Cool Japan project can be regarded as a strong Soft Power manifestation. Anyway, Cool Japan is a successful but fragile tool. Nevertheless, the plan also consists of obvious limitations. Its dependence on market forces, lack of coherency on policy results, low influence on politics and increasing globalization diminish its overall performance. Soft Power is indirect and hard to regulate, that is why it is an imperfect tool to pursue strategic objectives.

This strategy brings tangible advantages in the field of tourism and image. However, because of the strategy, Japan faces superficial perception, ineffective state regulation, and internal cultural conflict. It has already managed to increase the cultural impact of Japan, improve its international image, and create considerable economic profits. Japan has established enduring relationships with the rest of the world through the popularity of its cultural industries across the globe.

Finally, Cool Japan is the best implemented in conjunction with economic and political strategies but not as a unique one. Although it cannot substitute the conventional types of power, it is a worthy resource in the form of influence on the world opinion and development of international relations.

China's Panda Diplomacy as Soft Power

China’s panda diplomacy is one of the most famous examples of Soft Power in Asia. In 1972, after Richard Nixon’s historic visit to China, Beijing gave two pandas to the United States. Since 1984, China has mostly stopped giving pandas as gifts and has sent them abroad through long-term loans instead.^[3]

In 2026 panda diplomacy works through zoo partnerships, research programs, and conservation agreements. These agreements are not only symbolic. They usually include scientific cooperation and a large annual payment. For example, the Smithsonian’s National Zoo says its current agreement runs through 2034, that the pandas remain China’s property, and that the zoo pays 1 million dollars each year to support research and conservation in China. This shows that panda diplomacy is both cultural and practical. It creates a friendly public image, but it also supports China’s role as the owner and protector of a famous national treasure^[4]. There are strong reasons to say panda diplomacy is effective. A recent study in Humanities and Social Sciences Communications explains that pandas are widely recognized across cultures as well as usually produce strong public interest and media attention in host countries. The same study notes that panda arrivals can raise tourism and public attention. It gives the example of Edinburgh Zoo, where visitor numbers increased sharply after pandas arrived. This kind of attraction matters because soft power often begins with emotion, curiosity, and positive contact^[5].

Second, panda diplomacy can help improve diplomatic atmosphere between states. In early 2024, Reuters reported that China’s move to send more pandas to the United States signaled improving relations between the two countries after a period of tension^[6]. Chinese officials also described panda cooperation as a way to expand scientific research and promote friendship between peoples. This does not mean pandas solve major political problems, but they can reduce distance and create a more positive setting for dialogue. In that sense, pandas are effective as diplomatic icebreakers^[7].

Third, panda diplomacy has real value in conservation. The San Diego Zoo Wildlife Alliance says its nearly 30 year partnership with Chinese institutions helped improve scientific knowledge about panda biology, breeding, nutrition, habitat needs, and climate resilience. It also states that this cooperation contributed to the giant panda being moved by the IUCN Red List from Endangered to Vulnerable in 2021. The same source says survival rates for nursery-reared cubs rose from 5 percent to 95 percent thanks to developed techniques. “This is important because it shows panda diplomacy is not only propaganda. It also produces scientific and environmental results that make the program more credible”^[8].

It is important to note that panda diplomacy has clear limits. One problem is that many observers see it as strategic, not purely friendly. Reuters notes that panda deals have sometimes coincided with trade agreements, uranium contracts, or free trade deals. This makes critics think pandas are not just symbols of friendship, but also tools used when China wants economic or political influence. The effect can therefore look less like pure Soft Power tools and more like a carefully managed state strategy. When people notice that connection, the emotional charm of pandas becomes weaker.

Another limit is that love for pandas does not automatically become trust in the Chinese government. A study in Sustainability found that panda content can improve attitudes toward Chinese culture and Chinese people over time, but the effect on attitudes toward the Chinese government is more indirect and weaker. The same study also found that a non-government source such as National Geographic was seen as more credible than the official Chinese panda media channel. This is a very important point. It suggests that pandas can create goodwill, but official state messaging may still face distrust, especially in countries where views of China are already negative^[9].

Panda diplomacy also depends on money and public demand and this creates practical problems. In 2024, Finland decided to return its pandas early because the zoo could no longer afford them. Reuters reported that the zoo had invested more than 8 million euros in the panda facility and faced annual costs of 1.5 million euros, while the pandas did not bring enough visitors to solve the financial problem. This case shows that pandas are not always an easy success story. In some places they are expensive, and the expected public excitement may not last long enough to justify the cost. There is also a political weakness in the program. The Council on Foreign Relations argued that the return of pandas from Washington in 2023 reflected a wider decline in China’s Soft Power in the United States and colder bilateral ties. In other words, panda diplomacy often works best when relations are already improving. When relations worsen, pandas can leave, and their departure itself becomes a political message. This means panda diplomacy is useful, but fragile. It is not strong enough to protect relationships when deeper conflicts over trade, security, or ideology become serious^[10].

Thus, China’s panda diplomacy is effective, but only in a limited and specific way. Therefore, it works well as a symbol as well as attracts attention, supports tourism, and encourages scientific cooperation. It is especially useful for building people-to-people contact and presenting China as peaceful, caring, and culturally unique. However, it is not powerful enough to erase political distrust or solve major international conflicts. It can open doors, but it cannot fully control what people think about China’s government and foreign policy.

[1] Joseph S. Nye, Jr. (1991). Bound to Lead: The Changing Nature of American Power. Basic Books. 336 p.

[2] Cool Japan Initiative. Ministry of Economy, Trade and Industry // Ministry of Economy, Tourism and Industry Press Releases. URL: https://www.meti.go.jp/policy/mono_info_service/mono/creative/file/1406CoolJapanIni tiative.pdf (date of access: 28.04.2026).

[3] What is China’s panda diplomacy and how does it work? // Reuters. 18 June 2024.URL: https://www.reuters.com/world/china/what-is-chinas-panda-diplomacy-how-does-it-work-2024-06-18/ (date of access: 28.04.2026).

[4] Smithsonian’s National Zoo and Conservation Biology Institute. The History of Giant Pandas at the Smithsonian’s National Zoo and Conservation Biology Institute. URL:  https://nationalzoo.si.edu/animals/giant-panda (date of access: 28.04.2026).

[5] Lian Z., Gan L., Chen L., Li C. The impact of China’s cooperative breeding program of giant pandas on Chinese inbound tourism // Humanities and Social Sciences Communications. 2025. Vol. 12.

[6] China to send more pandas to U.S. jump-starting new era of panda diplomacy // Reuters. 22 February 2024. URL: https://www.reuters.com/world/china/china-send-more-pandas-us-jump-starting-new-era-panda-diplomacy-... (date of access: 28.04.2026).

[7] Lian Z., Gan L., Chen L., Li C. The impact of China’s cooperative breeding program of giant pandas on Chinese inbound tourism // Humanities and Social Sciences Communications. 2025. Vol. 12.

[8] San Diego Zoo Wildlife Alliance. San Diego Zoo Wildlife Alliance and China Wildlife Conservation Association Sign a New Cooperative Agreement for Giant Panda Collaboration. 2024. URL: https://www.giantpandaglobal.com/en/news/san-diego-zoo-wildlife-alliance-and-china-wildlife-conserva... (date of access: 22.04.2026).

[9] Yang D., Lin C. A. Are Pandas Effective Ambassadors for Promoting Wildlife Conservation and International Diplomacy? // Sustainability. 2022. Vol. 14, № 18.

[10] Finland to return pandas to China early due to cost // BBC. 25 September 2024. URL: https://www.bbc.com/news/articles/cd0z289ervmo (date of access: 26.04.2026).