Cultural Foundations of Japan’s foreign policy under Abe’s administration

There also another organization established by Japanese government in 1958 exists and conducts its work in Russia -- JETRO. According to its official website, it was initially created in purpose to promote Japanese export abroad. Currently, in 21st century it is dealing with promotion of foreign investment into Japan and aims on helping medium and small size Japanese firms maximise their potential for global export. In Russia JETRO's offices are located in Moscow and Saint-Petersburg, whereas overall it has 74 overseas departments in 54 countries (besides 46 offices in Japan). The author considers it to be an important note and far as the company is in friendly relations with a «KIMONO» magazine in Russia, through with it also takes a part in development of Cultural Diplomacy and rising awareness about Japan and Japanese business. More detailed information about «KOMONO» magazine can be found in the third chapter of the research.

Not only specially created organizations underlines the importance of positive image of Japan internationally. In the previous chapter the author was discussing the main values, stated by the Liberal Democratic Party of Japan in its election «Manifesto» - the values, which characterize the most positive features of the nation, and which were the key reason of Japanese success, according to this official document. The author would also like to draw special attention to the paragraph of this «Manifesto» in which the importance of tourism and cultural export is planned, which highlights the significance of it for the national interest. It states that a call for Japan to work on increasing interest and enthusiasm of the whole world to the unique traditional culture of Japan. «Let's make Japan attractive for tourism». The text continues with the proclamation that Japan is the leader in development of content for video games (for example, widely known Super Mario or high-technology gaming consoles produced by Sony), animation and merchandising. It should provide help with formation of the environment, which would encourage the creation of world class level works, thus promoting the bringing talents up and increasing financial compensation for those who is involved in this sphere. Japan should promote also the spread of Japanese culture with the half of digital archives and encourage the teaching of national arts, music and culture to young generations. Japan has to cooperate with the program Visit Japan (which, by the way, has a lot of partners among business, such as Japanese and foreign banks, JAL (Japan Airlines) and so on) in purpose to increase annual number of visitors up to 20 million people by the year 2020 as well. Now, according to the open data, accessed through the official site of the «Visit Japan» program, which is conducted by the Japan National Tourist Organization, it is visible, that the flow of tourists from all over the world reached 31,882,100 people, visited Japan in 2019. The number of tourists from Russia also grows annually -- 120,000 people visited Japan during 2019, whereas in 2018 the number of people was 94,800; 77,200 in 2017; 54,800 in 2016 and so on. The boarder of 20 million international visitors was first reached in 2016 (24,039,000 people, the majority of which are from Asian countries), so that it is fair to acknowledge, that Cultural Diplomacy executors cope well.

The author would like to admit, that currently in 2020 the question of tourism has grown in its importance as far as it has become much easier to visit foreign countries technically (taking into account the process of globalization again). Moreover, JR or JP group -- the group of 8 Japanese private companies which divide the main railroad in Japan introduced a program for international tourism, which includes one or more weeks of unlimited usage of JR public transportation system, including busses, various types of trains (including the fastest and the most expensive Shinkansen), water transport and even two domestic flies, etc. Ones again, now the flow of tourists in Japan is also continue growing annually. It also drew financial benefits for the country, with no doubts. People come to see the places caught in Anime, and to try original Japanese food, and particularly, the increasing value of food tourism is described by Kim and Ellis (2015). In a number of cafe and restaurants the menu in Russian starts to appear, for example in CoCo Ichibanya, as it was publicized by Manabo (educational assistant, partner of Japan Foundation) in the official Instagram. As for, for instance, people who want to see the places drawn in Anime -- there is also an organization dealing with Anime tourism since 2016 in Japan. «Japan Tourism Association» through its special program «Japanese Anime 88-Spots» offers to see 88 places to see, relative to Japanese animation (more detailed information about its activity will be provided in the paragraph dedicated to the Anime in Cultural Diplomacy of Japan below). The author also would like to add a couple of words about a challenge for tourism all over the world -- the Covid-19 pandemics, which pulled the whole nations to their homes to keep quarantine regime, which made people to postpone all the journeys. The Covid-19 challenge is still proliferating, and it poses serious problems for tourism and global events conduction, predicting economic crises. Among official sources, Japan National Travel Organisation provide updating information about Covid-19 and accumulated other information on travelling perspectives on its official website. With no doubt, it reflects on Japan and its policies of tourism development, to the point it had to delay the Olympic Games in Tokyo till 2021, as well as many other events, such as international students conference conducted in partnership with MGIMO university. But still, in the author's opinion, such policies and programs which work on tourism flow attraction are not going to be left by Japanese, and will be launched after Covid-19 spread is over.

So, coming back to This «Manifesto», it appeared in public in the year 2009, after the Shinzo Abe left the position of Prime minister in 2007 because of financial scandal with the minister of finance Toshikatsu Matsuoka's suicide occasion case involvement and the significant fall of LDP rating, before he acquired the post of prime minister for the second time in 2012 (and still keeps it). So the LDP under the second Abe's administration continue to pay special attention to the elaboration of positive and attractive Japanese image. Now the government has chosen a direction of development under the auspices of «Cool Japan».

Further, the author would like to explain the «Cool Japan» concept, as far as it determines the current development of Cultural Diplomacy conducted by Abe's administration and widely supported by Japanese business. As far as the author is trying to divide almost inseparable cultural performance of Japanese government and business, in this chapter and paragraph «Cool Japan» is going to be explained as a direction of cultural diplomatic policies encouraged by Japanese government, and its activity will be attempted to be described and analyzed.

2.3 Another step to formalization. Explanation of «Cool Japan» concept and other examples of its' implementation

Starting the detailed explanation of the official concept of «Cool Japan», it is necessary to distinguish the year of origin of this concept. It was elaborated by McGray (2002) on the pages of «Foreign Policy» journal, and the concept acquired its name from the title of the article «Japan's Gross National Coolness». The main idea of McGray was the gaining of the superpower by Japan, as far as its cultural spread is worldwide, despite the economic and political problems of the recent (to the moment of 2002) years. In his study of the youth culture and the role of Manga, cuisine, Anime, fashion, cinematography, electronics, architecture, etc., the journalist seems to estimate the Japanese Soft Power implementation quite high. He also shares the opinion of Nye (1992) that the influence of Japan had increased since the 1980s, paradoxically, when it was almost an economic superpower. After the implementation in the article of McGrey, the term «Cool Japan» started to spread as a marker of contemporary Japanese pop-culture, thus the Japanese government, According to Naumov (2016), derided to officially adopt it as a brand and identifier of Japanese Soft Cultural strategy, and it appeared to be, that in the framework of this policy, the pop-culture was much more effective in Japanese image promotion abroad (in comparison to elitist or folklore culture). Today the officially promoted by the Japanese government (since 2012 in the face of the Prime Minister Abe, his cabinet, and official government organizations) and Japanese business cultural policies, conceptualized by «Cool Japan», include Anime, Manga, Fashion, Cinematography, J-pop, J-rock, computer and video games, architecture, Japanese cuisine, traditional manufacture, and even Japanese high technique domestic appliances. Mainly, this project's target audience is considered to be foreign young generations.

As Naumov(2016) puts it, the concept was widely supported by Japanese scholars and politicians. In the year 2004 a special Advisory Council was created in purpose to elaborate conceptional basis of the Soft Power, chaired by the rector of Hosei University. In 2005, it was proclaimed by the government, that Japan should become a «Cultural Creative Nation» by 2020, thus, according to such a setting, the decision was taken to concentrate on the development of creative technologies and industries. The Prime Minister Abe, during its 2005 election campaign, announced that pop-culture is one of the main powers of foreign political influence of Japan. As it is shared by Naumov (2016), in fact, Japanese Anime characters turned into ambassadors of Japanese culture and became symbols of Japanese Cultural Diplomatic success. The impact of Abe's cabinet is also in ints work on comprehensive correcting of the «Cool Japan» project in purpose to develop the main spheres of Japanese cultural industry in a more efficient way.

Later, in 2010, the Department of Industry of Japanese Ministry of Economy, Trade and Industry organized a Cabinet of «Cool Japan», which continue its activity in the current time. It is involved in the process of development of creative spheres of industry, preparation and bringing up new specialists and promotion of the spheres in Japan and all over the world. Referring from Naumov (2016), on a conference, conducted a year after, it was decided to support such creative industries as adverting, architecture, theatre, art, design, cinematography, music and musical clips, television and radio, IT and programming, publishing, fashion, manufacturing, games and toys (the models of anime characters are also taken to consideration), furniture, foodstuff, jewellery and stationery. So, afterwards, there can be determined tree directions of Japanese «Soft Power» under the concept of Cool Japan: promotion of culture and language learning (mainly it is a sphere of responsibility of Japan Foundation), international cooperation in education, and international aids and investments. Now Tokyo actively attracts international students, and there was even a special plan elaborated in 2008 - «300,000 International Students Plan» in purpose to increase the number of international students by the year 2020 through the realization of educational grants (for example, Monbukagakusho MEXT grant provided by Japanese government). Also Japanese Universities establish relationships with foreign universities, including Russian ones, especially leading ones, which are NRU HSE, MGIMO University, MSU, etc.

Furthermore, Abe's administration, in the frameworks of the third direction of «Cool Japan», increases its Soft Power potential through the cooperation with international organizations, providing investments to the UN Development Program, the UN Children's Found, the World Bank and so on. It also conducts direct investment program to the economies of Asian and African countries, and other countries of Developing World. But for Asian countries, such as China and Korea, despite the existence of heart-winning Anime, other Cultural Diplomatic success, and investments, Japan still faces a problem of memory of previous war crimes, which can be also referred from Otmazgin (2012). As he states, paradoxically, Japanese Cultural Diplomacy strategies towards Asian region is considered to be of highest success.

The author would like to add a couple of words and concentrate more attention on the examples of the performance of public organizations in frameworks of «Cool Japan», conducted by the Cultural Diplomatic institutions, which develop the image and brand of Japan in a great number of the countries in the world nowadays, the historical development of which was discussed above, (among which the most influential are Japan Foundation and Japanese Ministry of the Foreign Affairs in face of its Embassies all over the world), it is important to say, first of all, that it is quite easy to find the information on their cultural strategies right at their official sites in the internet, which are open to the access and welcome everyone. The section “culture” can be found on the website of the Japanese Embassy in Moscow right next to the section “8 points of cooperation”, where the explicit political cooperation development aims are given. With the help of these institutions, the years 2018-2019 are declared to become the years of cross-cultural year of Japan and Russia. The arrangements in the framework of the «cross cultural year» are targeted on the promotion of Japanese culture are conducted in Russia during the period, as well as visa-versa, Russian culture is being promoted in Japan. The level of events is quite high, as far as these events even have taken place in Kremlin Palace. One of such events was visited by the author: the ballet “Oda Nobunaga”. The whole list of events can be found on the web-site of the program. Moreover, in the spring of 2019 the new era of Japanese history has started (called Reiwa) due to the first official resignation of the Emperor in all Japanese history. The special event with a ceremony of singing the official paper for emperor was conducted among Russian population, including young students of universities, especially those, who deal with Asian studies, by the Embassy (the report can be found on its official website). The Concert programs, including Japanese Traditional Kodo music, conductions are becoming more and more popular, as well as Japanese cinematography, Anime, multiplication and theatre, which all do influence the rise of interest of consumers of Japanese goods on Russian market, making Japanese products more and more attractive for new numbers of Russian buyers who, in fact, became richer during the period since the end of 1990s.

Also the author would like to remind again about the Japanese Animation as a most powerful tool of media, and demonstrate the performance of the Ministry in this sphere. For instance, the program called “cultural projects of the diplomatic missions overseas” assumes a quite wide range of unique Japanese cultural elements starting with traditional to modern, among which there are manga, fashion, animation, design and architecture. The program of the Ministry of Foreign Affairs called “Japan Brand Program” is aimed on the promotion of diversification of attractiveness of Japan through different complicated projects actively used in different countries of the world. It can be claimed, that among the other programs conducted in purposes to reach objectives of Cultural Diplomacy, such as international sport projects (for example, the Olympic Games in Tokyo in 2020, or “Sport for Tomorrow” program), student and academic exchange programs for people of different age category from different regions of the world (Europe, North America, Asia and others), language education projects, political strategic cooperation programs (such as cooperation with the United Nations Educational, Scientific and Cultural Organization (UNESCO), and other projects of global significance, animation is payed special attention, and it seems to be to some extent distinguished in official documents (of cultural policy sphere) of different types. Cultural Program is an instrument of maintenance and improving the presence of Japan in the international community, which allows to boost policy making and positive formation of public opinion, where Anime appears to become one of the key useful tools. Still, the information about the winners of “International MANGA Award”, which can be considered to be closely linked with animation sphere, can be found at the website of the Ministry. It was launched in the year 2007 by the Ministry of the Foreign Affairs of Japan, and there is official information, open to public, that the 9^th “International Manga Award” conducted in 2015 got 259 entries from almost 50 countries from different regions of the world, and the “Gold” prize was given to Israeli Applicant. That was the first time for Israeli, and, moreover, it one more time indicate the literally global spread of Japanese pop-culture, such as Manga and Anime.

There can also be found interesting the development of such an activity as conducting of world-wide international Cosplay festivals and competitions, which, besides, helps to increase international friendship level among the participants from different countries, and links it with the positive, progressive and open image of modern Japan as civilization of peace and prosperity. As a particular example of such an event the World Cosplay Championship of 2016 could be taken. Cosplay itself can be described as a type of an entertainment, which, if treat it seriously, can become a quite serious hobby or even a profession. It assumes costume performance, and, as Napier (2007) puts it, self identification through favorite characters, in which a person tries to represent and perform the image of the favorite Anime character, starting with elementary details of outfit finishing with repetition of it in deep details. The World Cosplay Summit (WCS) emerged in Nagoya city in 2003 as a giant exhibition or expo for those who love and do Cosplay, and it got a great resonance - it managed to gather people from almost every corner of the world. Referring from the reporting page of the website of the Ministry of Foreign Affairs of Japan, which supported the event, The World Cosplay Summit of 2016 managed to unite 320'000 people in one international team of Cosplayers. In purpose to organize it there, the entire park was rented to conduct a photo-session, conducted a ceremony of the “Red Carpet” with the participation of mayor and governor of Nagoya (which, again, distinguishes the height of the status of the event). The culmination was reached by the arranging of the World Championship of Cosplay, in which 30 countries participated on 2016, and Indonesia became the winner of it (the performed Anime “Trinity Blood” was a quite popular among the auditory all over the globe). It can be fairly claimed, that with such an approach, Cosplay achieved its international status as universal language among Anime lovers, and it helps to form a perception of Japanese culture and Japan itself as a unifier of peoples and creator of an atmosphere of friendship, which rise the influx of tourists from almost everywhere on the globe.

In particular case of building cultural and political relations with Russia, the same Cosplay events also are taking place on the territory of Russian Federation. Moreover, it was conducted in frameworks of 2018-2019 international programs of mutual cooperation “the Year of Japan in Russia” and “the Year of Russia in Japan”, for example. There are events which have partly Cosplay in the programs and, of course, there is a great number of events in the schedule of the “cross-cultural years”, which are dedicated to the Anime and Manga in its pure form. For example, there are more than 23 events was in the official list of 2018-2019, which can be found in the sources as official pages in social networks and on the official website, which assumed cinema and animation (Anime) festivals, which are conducted in different cities of Russia with the support of global and regional official public organizational units, such as embassies, regional administrations, universities, schools, libraries, cinemas and a lot of others, but also including business.

In the present time, as it is put in the Diplomatic Blue Book in report of 2019, available at the website of the Japanese Ministry of Foreign affairs: «Japan Year in Russia and Russia Year in Japan were important steps toward deepening mutual understanding».

The same type of program in cultural cooperation exists in 2020, and it reveals a prolongation of the «cross cultural year» of Japan and Russia. It accumulates a wide range of various events and programs, including commercial ones, such as already 53rd Japanese film festival, which, as it can be referred from its official page, was conducted in frameworks of the «Cool Japan» the Cool Connections in partnership with Japan Foundation and Japanese Filming and animation studios (Such as famous Studio 4°), and film directors. Also, on the official website of Japanese Film Festival in Russia 49 official cinematographic events can be found, which include the showings in all the mentioned below Russian cities. The event is commercial, but inspired by governmental fund. The Japanese cinematography was promoted through the festival in Kazan, Khabarovsk, Moscow, Nizhny Novgorod, Novosibirsk, Rostov-on-Don, Saint Petersburg, Vladivostok, and Volgograd in December of 2019.

Such an approach one more time reflects the seriousness of intentions of Japanese government and its promotion of «Cool Japan» and its economic value for Japanese nation. The development of international cultural exchange with foreign countries and successful performance in the sphere of public relations and social media can be noticed to keep quite high level. Among other organizations, the author would like to pay attention to the famous and the largest in Japan - Japan Broadcasting Corporation, NHK.

According to Krauss (2000), an author of a book of NHK's broadcasting policies: «The two most powerful institutions affecting the lives of citizens and the mass communication media», continuing with the distinguishing of mass media influence. NHK is a National Broadcasting Organization of Japan, which is owned by Japanese government, which seems to multiply the phrase of Krauss (2000) by two. NHK is the largest broadcasting corporation in Japan and one of the largest all over the world, and it has offices in Moscow and Saint-Petersburg, welcoming young Russian specialists for internships, making its own impact into potential development of intellectual exchange between Russia and Japan. The corporation is also believed to be a national treasure by many Japanese, according to open results of questioners. It owns 8 regional centers and 54 broadcasting stations inside Japan. The statutory corporation is founded by the means of customer's payments of a television license fee. Besides television channels of different types, NHK owns three radio networks, hosted on 22 languages (including Russian), on one of which it gas recently started to broadcast Russian language courses, which include an ability to acquire even a special printed book edition. According to the official information from the website of the corporations, NHK Moscow Bureau works since 1956, and has subdivision in Vladivostok, Novosibirsk and Yuzhno-Sakhalinsk. NHK Moscow provides information on the events in Russia, the states of the former USSR and a number of states of Eastern Europe. The broadcasting is conducted on a large of various topics, first of all these are news, Anime, emergencies, education, weather, sport, analytics, music, feature films, dorama (Asian-styled episodes), documentary projects, programs for children, etc. Recently, the corporation presented a free access documentary called «10 years with Hayao Miyazaki», providing information of one of the greatest, in opinion of Napier (2005), animation full-length movies director Hayao Miyazaki, who has founded the famous animation studio Ghibli. There are four episodes available in English for free on the official cite of NHK, where Hayao Miyazaki is also described as «passionate artisan, a steadfast trailblazer, and a father butting heads with his son» on the official website, where the episodes located as well. The impact Hayao Miyazaki managed to make in the world animation is considered by Napier (2005) to be impossible to overestimate. Moreover, Susan J. Napier dedicated much more than only one work to the discussion of the masterpieces of Japanese filmmaker and his studio, which has its own museum in Mitaka, on the website of which it is almost impossible to buy a ticket, because all of them are sold out for months to come. He committed a revolution in Japanese anime modernization as a piece of art. His animation «Spirited away» appeared to be the first among Japanese Anime nominated for Oscar. The phrase of Napier (2005) , Princess Mononoke and other animation masterpieces of the filmmaker «cuts across generational lines to be embraced by everyone from children to grandparents». So, continuing with the importance of anime for both commercial aims and creation of image of the Japan, the author would like to transit the discussion to the next chapter, where primarily commercial side of the anime is going to be partly covered.

Such activity of institutions which are responsible for implementation of cultural policies and managing the results of it reveals to be of a quite high complexity and thus, with such a serious approach to management and detailing of the process, reaches a quite high resonance among the international public, thus making Cultural Diplomacy effective. So, moving further, the author would like to distinguish one more time that the role of government in the development of Japanese Cultural diplomacy can be fairly considered to be crucial. It acts as an initiator (originally), encourager, partner, assistant and, sometimes, sponsor for the business sector, which also conducts cultural policies on its own initiatives, thus supporting national interest. Despite it is hard to divide the cultural propagandizing activity of Japanese official public organizations from those of Japanese business, the author would like to switch to the discussion of activity initiated this time from the side of business.

3.Cultural Diplomacy Conduction by Nongovernmental Sector

3.1 The importance of Japanese business for development of Cultural Diplomacy, and vice-versa

In this chapter the author is going to cover cultural propagandizing activity conducted on the initiative of business. Japanese business tends to be quite strongly tied with Japanese government, and also supports national interests. Moreover, Japan, due to the fact that the main power it possess is Soft and economic, can be claimed to be highly dependent on international trade, as it was already mentioned before, and thus on the search for new markets, which are required for its' business sector to develop and grow. The author would like to remind, that being inspired and encouraged, initially, by the governmental official Cultural Diplomatic programs, Japanese business in face of lots of commercial organization deal with Cultural Diplomacy in support to its own commercial interest and promote national interest. However, the author urges to be clear and not confuse «initiative» and «inspiration». With no doubt, ideological mastermind of Cultural Diplomacy was the Japanese government since very beginning, that is why its role in the fields of implementation of Cultural diplomacy is undeniably valuable and very hard to overestimate. Nevertheless, currently, already in 21st century, in the majority of cases the Initiative to use cultural policies is coming from the private business itself, which, in fact, supports governmental programs and through the harmony of interest. So, to say simply, in this chapter the work of business supported by government is going to be analyzed.

So, in present time, the international economic policies of Japan are largely driven by the interests of business and corporations. The trade turnover increase and the rise of Russian direct investments to Japanese corporations, according to JETRO, and the numbers of export from Japan, according to World Bank statistics, have been growing since the beginning of 2000s, and the presence of Japanese companies increases its share on Russian market. The companies which came to the market in 1990s brought the first impression about what Japan is, its new image etc., with its advertising campaigns, which deal with positioning of the commercial products, for example. The main image was high quality and technology of the exported goods. The author would like to start with the impact of most «selling» media product, which is Animation again. Moreover, it would be logical to say, that, being attracted by Japanese image, people tend to feel the desire to associate themselves with Japan through buying the products of Japanese industry. For example, the Japanese Cultural Brand created in the minds of people today make these people want to associate themselves with this Brand by buying Japanese cars or clothes (the example of such clothing producer can be widely known clothing industry corporation Uniqlo, who does not invest in Japanese official Cultural policies, but benefit from it). Thus, as far as the author participated in internal social media marketing promotion of the corporation, the author would like to admit that the Uniqlo has a quite positive forecasts on sales in the near future, and the thus the benefit of business from promotion of Japanese Cultural image abroad (by the way, as well as on the local Japanese market, by rising national spirit) is quite evident, backing to the economic-centric orientation of Japanese interest again. As an example of «Cool Japan» brand promotion there can be led one of the latest campaigns of the Russian Uniqlo. According to the website, currently in 2020, for example, the latest T-shirt collections with prints includes three collections promoting Japanese pop-culture to its Russian fans: Anime «Evangelion: 3.0 + 1.0), the 35th anniversary of Super Mario video game (developed by world widely famous Nintendo Corporation), and monochromic «Pokemon» Anime collection (designed in collaboration with Daniel Arsham). So, it underlines a crucial role of Anime as a promoting product for business.

The most influential promoting tool: The role of Anime for business

Thus, at this point, the author would like to remind again Japanese serious approach to Anime export, and, this time, highlight the commercial role of it as the one of the most influential and most recognizable Cultural Product of Japanese media, which remains to be determining in currently used conception of Cultural Diplomacy known as «Cool Japan». It was already discussed before, but this time the role of anime for business is going to be provided.

Currently, due to the spread of ability to access the internet, Japanese Anime only has increased in its power as a tool of Cultural Diplomacy used by both governmental and non-governmental sectors. In the previous chapter the impact of anime promotion by the government, its encouragement and support was covered, but the largest part of Anime production is private, so mostly it lays on the shoulders of commercial organizations. The author currently is personally involved into a project of commercial organization which is going to conduct an official event organized over the Anime in November 2020 (it is going to be discussed below). Of course, originally, Animation is a cultural product of free artists and animation studios, which produced it with the same purposes as film directors shoot their movies. So, it is a commercial product, which appeared to be a successful tool of cultural propaganda, but still, it is a quite successful business for animation studios. With the development of social media and the internet, Anime has become so popular, that it enable business to earn considerable money on merchandising products for popular video games, official symbols of events and organization (such as the Anime-styled characters symbolizing Tokyo Olympics in 2020 (delayed to 2021)), Animation characters and universes, on launching collaborative marketing campaigns, the number of which is, probably, impossible to count. It is also important to pay attention to the fact, that people, accessing internet from the territory of the Russian Federation has comparatively free (of payments) access to media. That enables people, for example, to watch unofficial content for free and watch Japanese Anime in the same manner, without paying direct fees to the studios or channels, so that Anime fun-club is growing, especially among youth (the target generation of «Cool Japan» strategy, conducted now by the Prime Minister Abe). In author's point of view, the situation can be considered quite ambiguous, as far as ability to watch content for free is a great opportunity for Anime as a tool of Cultural Diplomacy to win the hearts of larger audiences, turning them into potential customers of Japanese goods and services, but from the other hand, it limits the potential income of Animation Studios. Nevertheless, such events as exclusive screening of movies (for example, by Japanese Film Festival) and animation (such as J-Anime Meeting project, where the author is involved) do also show people's interest in participation in official commercial events and their desire to bye tickets. The author would like to remind, that both of these programs' realization is officially supported by the Japanese Embassy in Moscow (in the frameworks of inter-state cooperation). Also, the list of partner organizations, provided on the official website of Cool Connections' Japanese Film Festival includes «KIMONO» Magazine (which is going to be discussed below) and Japan National Tourist Organization.

Thus, the Russian audience is welcoming Japanese art as well, and the exhibitions led on commercial basis, quite actively. As an example of such an commercial art project the author decided to draw an exhibition of Takashi Murakami (September, 2017 - February, 2018), which was also conducted in the frameworks of inter-state cooperation, but not initiated. From the side of Russia, the space for the exhibition was also provided by private business. Referring from the official site of the organization, GARAGE Museum of Contemporary Art was founded by Daria Zhukova and Roman Abramovich. The museum reveals to be the first in Russia philanthropic organisation, aiming on the development of contemporary art and culture. A wide range of exhibition, educational, scientific and publishing programs, conducted by GARAGE Museum, reflects actual processes in Russian and international culture, providing a possibility for public dialogue and creation of new pieces of art by living contemporary artists. The particular exhibition of Takashi Murakami, according to its page on the official website of GARAGE Museum, was supported by Panasonic (technical partner), Japan Airlines (official air carrier), and St. Regis (Moscow, Nikolskaya - official hotel in Moscow). There is also provided a selective list of 17 official media sources, which mentioned the exhibition, among which there are GQ, Vogue, The Moscow Times, Billionaire, RBC Style, Afisha and others. The art pieces, presented at the exhibition, there was emphasis put on the threats of war and history of the Japan in after war period, its cultural changing, which determine the cultural identity of the country today. It also involves a lot of discussion of Anime, such as Evangelion. The artist presented his large collection of Japanese Anime characters' figures to the public as well.

Moving on with commercial role of Anime as a cultural promoter in the era of «Cool Japan», it is important to add about its role in increase of tourism. According to Napier (2005), who provided a thought that Anime lovers seek to identify themselves with characters and places shown, it is possible to assume, that Anime, which also raises the number of tourists visiting Japan significantly, becomes a sort of prototype of reality. During the recent years, Japan actively attracts great numbers of people, who want to visit places, which are shown in their favorite Anime series and films. The most popular places among such in Japan, (according to different statistic data compared, including such unique for research conduction statistic tools as “Google Trends” and analysis of hash tags on YouTube) are Miyagi Prefecture (“Wake Up, Girls!”), Saitama Prefecture (“Anohana: The Flower We Saw That Day”), Ishikawa Prefecture (Hanasaku Iroha ~ Blossoms for Tomorrow”), Kôchi Prefecture (“POPIN Q”), Hokkaido (“Gin no Saji Silver Spoon”), Shiga Prefecture (“Chihayafuru”), and Saga Prefecture (“Yyri!!! On ICE”).

Furthermore, Anime reveals to be one of the most influential tools of modern time to boost the increase of the number of Japanese language learners, which attract people not only to participate in the official language courses, provided by Japan Foundation (was discussed in the previous chapter), but also help in developing private language schools and paid short term courses, such as Summer Stay Programs, for example, of the Tokyo University of Foreign Studies, in which the author was ones involved in 2018. The description of it can be found on its official website. Moreover, such organizations as MANABO also attract new potential international students to the schools through arranging additional courses of Manga drawing, according to the website and official pages manage in social media, also provided at their website. MANABO provides a large number of schools, which conducts cultural programs in support for language learning in 12 prefectures --Tokyo, Yokohama, Chiba, Saitama, Kyoto, Osaka, Fukuoka, Kobe, Saga, Nagano, Nagoya, and Shizuoka. As far activities linked with Anime and Anime and manga itself piques such a high and increasing rates of interest in the world, a lot of new learners of Japanese language continue answering, that they start their language study because the love Japanese animation. Such information is usually provided by the Language schools, promoted by same MANABO or GAKU assistant organizations. It appeared to be, that the purposes of the majority of such Japanese learners has a pronounced desire to become able to watch Anime on its original language and read Manga in its original editions. However, due to the high complexity of the language, the majority of people tend to quit, as it was mentioned already in the previous chapter. In case of private business in Russia it poses a sort of problem, when they come up with a decision to quit the courses which have already been paid for. However in Japan the majority of programs are combined with tourism, so that people are getting well-off in any case.

In addition to this point, the author would like to continue about the importance of tourism ones again and provide more information about the mentioned above (in previous chapter) Animation Tourist Association, as far as, despite it was initiated by Japanese National Tourism Organization, which, still, connects the initiatives of business, which is interested in attraction of tourists. First knowledge about this organization and program was acquired by the author personally through a free printed brochure taken from the stand in Narita Airport in July 2019. The program offers to visit 88 places, «spots», relative to the Japanese Anime (places/food/entertainment etc. demonstrated in particular animations), offering to find it in every Japanese prefecture. The author would like to refer both the official website of Anime Tourism 88 (by Animation Tourism Association) and a brochure of it, underlining the fact that the organization itself distinguish the Japanese animation has been winning the attention among the world as «Cool Japan» content, and the purpose of organization is to increase the number of fans and to attract tourism flow inside the country and, especially, from abroad. The organization, as it provided on the website, aims to attract tourists to the whole of Japan. Moreover another aim of organization is to bring together the owners of content, businesses, and Japanese Anime fans, in purpose to facilitate the creation of various merchandising, products and services, featuring animations officially, thus helping Japan and municipalities of it thrive a greater number of tourists. Among the heads of organization where can be found people serving to such Japanese companies and corporations as the Association of Japanese Animations, Narita International Airport Corporation, Japan Airlines Co., LTD,. JTB Corporation (banking), WILLER, Inc., Tokio Marine & Nichido Fire Insurance Co., Ltd., and Yamatogokoro, Inc. Moreover, in the previous chapter there were discussed the project of JR (Japanese Railroads -- the biggest united railroads ownership by group of 8 private companies), «JR Pass», which enables one or more weeks of unlimited number of trips on JR transport of all kinds, which can be claimed to support the Anime Tourism 88 program indirectly.

It is also important to take into account the fact about any business, and, especially, Japanese business, that it has to develop marketing strategies, improving them all the time, aiming to the particular business's target audience and clients. It creates attractive content developed particularly in relation to the specifics of these audiences of consumers and countries they live in. That is why, the marketing and advertising strategies appears to be of high significance for the specific feature of Japanese Cultural Diplomacy -- its ability to adopt and mix the features of different cultures (the last was discussed widely by Iwabuchi (1998)). It is very hard to overestimate the role of mass media in such strategy, as it was already mentioned many times, so the author would like to introduce those not only in the face of Anime.

For example, Japanese tourism, besides all the projects and partnership with Japanese public institutions, and such organizations as Trip Advisor, widely known internationally, dealing with quite wide range of touristic activity. Japan National Tourism Organization also has partnership with Trip Advisor, according to the website) also attract tourists through thematic mass media. Among such, the author would like to distinguish a magazine called «KIMONO», as far as the author has personal experience of working there. «KIMONO» is a Russian commercial social media organization, which has its offices and working editors in both Russia and Japan officially. It is aimed on the enlightenment of contemporary Japan, and reflects the view of Russian authors (from Japan and from Russia) on contemporary Japanese culture arts and society from inside. So, it is highly oriented on the whole range of spheres of Japanese culture. The magazine releases in Russia, one printed issue in two months (since January 2018, circulation up to 5000 units printed, which are realized through personal postal subscription (postal delivery), a number of shops and supermarkets, and through the realization and spreading on partner's events) and permanently conducts the publication activity on its official website (as electronic magazine and additional information resource) and on its official pages in social networks, such as Instagram, Facebook, VKontakte (Russian regional social network) and now works on developing a telegram channel. To the current moment (2020), it is released in Russian language only, however, there is a quite serious plan to start publication and realization in English, and partly in Japanese. On the official website there can be found six main rubrics -- Fashion, Display, Arts, Beauty, Travel and Food. Also, the magazine provides a number of interviews in each issue and on its website (one of which was taken by the author of the research with a Japanese pianist Hiromi Uehara, also available on the website). As far as the magazine is private, the largest share of its income depends on the amount of advertisement. So that, the magazine has a large number of permanent clients, among Japanese business, which promote its goods and services through the magazine's website and printed issues. The important note is that the magazine does not consist of advertisement, but includes a lot of it, sometimes, the use of advertorials. Japanese business, which has been promoted through the magazine and its rubrics include such corporations and companies as KWC, Manabo (mentioned above in the research -- Russian-Japanese international education assistance), Mito Plaza (a hotel in Tsukuba), Undercover, Comme des Garcones, Issey Miyake, TeamLab, Biore , Dr. Medion, Obagi, Fabcafe, Sky circus, TENQ Space Museum, H.I.S. (the biggest tour operator in Japan), J-Fest 2019 in Moscow, JAL, Mitsubishi Electric, SBI Art Auction (one of the biggest art auctions in Asia), Jetro, Kansai Paint, and lots of others. «KIMONO» also cooperates with Japan Foundation and Russian art spaces, such as museums, exhibition halls, cinemas etc. The author would like to describe one of companies, mentioned above in a far not full list of «KIMONO's» partners and clients. In fact, the ability of Japanese business to use such channels as Russian magazines can be considered quite important way of cultural interconnection and a grate level of cooperation.

The last, but far not the least example, which distinguish the role of Anime in Cultural Diplomacy and commercial benefit achievement, which author would like to draw attention to, is a project called «J-Anime meeting», conducted by the private company JVTA (Japan Visualmedia Translation with a headquarter in Tokyo. The author is currently involved in this project (in PR - SMM team and also into the working process of translation of the Anime), and, as it was mentioned above in the description of methodology -- the professional experience of author, as a specific method of the particular study, and ability to analyze a brand marketing strategy of Japan from inside are considered to make the research more deep and valuable. The co-organizer of the project is the Tokyo University of Foreign Studies, which also cooperates with Russian universities, especially with leading ones, such as MSU (the Faculty of Asian and African Studies), NRU HSE, MGIMO University and some others, welcoming Japanese learning students of different level of knowledge. Other mentioned partners of the project are The Union of Cinematographers of the Russian Federation and the Moscow City University. As it can be referred from the website, the program of the event includes thematic special screening of Japanese animation of wide range -- since 1960-1970s till the currently popular pictures. The subtitles are going to be originally elaborated by the team of students and professionals from Russia and Japan. Moreover, the program also includes communication with visitors from Japan, various workshops and other sorts of activities. The organization is under work of team of Russian and Japanese students under a supervision of professional scenarists and media content producers from JVTA. Furthermore, the organization of event is conducted officially in the frameworks of Cooperation Plan of 8 points, provided on the website of the Embassy of Japan in Russia. It includes cooperation in medicine, urban development, increase of small and middle business exchange, development of energetic, encouragement of diversification of industry and increase of production, development of industry in the Far East and increase of its exporting potential, intellectual exchange in high-technology, and widening of bilateral humanitarian exchange on different levels. The last point of the Plan revels to be common in direction with the Russian national projects, which include education and culture.

The purposes of the project are concentrated in three main fields, such as exploration of the depths of Japanese Anime archives, preparation of the new generation of professionals involved in the sphere of business conduction between Japan and Russia, and activation of cultural exchange. As it can also be referred from the website, JVTA also leads activity in the spheres of support of refugee, film adaptation for people with disabilities, Japanese content export support, preparation of international professionals, and language support of the foreigners in Japan. It conducts 14 educational programs abroad, including University of Vienna, People Friendship University of Russia, New York University etc.

The range of partner studios, providing JVTA with an ability to show Anime legally, is quite large, and the organization has recently managed to conduct successful negotiations and acquire a legal right to use official images of Studio Ghibli for the J-Anime Meeting project. Among the partners there is also Kyoto Animation Studio and a number of others. The event is going to accumulate pieces of animation on various topics such as Japanese mythology, sports, history, and Japanese work style. The JVTA also arranges an action of support for Kyoto Animation studio after the terrace in July 2019.

The particular example reflects the seriousness and wideness of spread of «Cool Japan» from inside of the commercial organization, working in its frameworks. The involvement of young professionals is already a different level of integration, which underlines the interest to the Japanese brand in Russia, and also the progress of cultural and professional exchange.