Basic Policies for Urban Renaissance

Establishing Japan as a "Peaceful Nation of Cultural Exchange"

Introduction

In order to broaden and deepen the scope of Japanese diplomacy, it is becoming crucial that the citizens of Japan and other countries deepen mutual understanding through cultural exchange and international cooperation in the realm of culture, and that Japanese intellectuals have more of a voice through area studies and intellectual exchange. The Council on the Promotion of Cultural Diplomacy was held in recognition of the significance of these goals, for the purpose of considering the basic modality of these activities.

In addition to seven meetings, this Council held two hearings with international cultural exchange organizations and experts. Lively debates and discussions from a wide range of perspectives characterized each session. This report summarizes their deliberations.

This report states why a perspective based on cultural diplomacy is needed now. It also proposes three basic principles of cultural diplomacy, "transmission," "acceptance," and "coexistence;" action plans to realize these principles; as well as challenges and strategies for promoting cultural diplomacy, including the matter relating to organizational framework and priority areas.

We have strong expectations that this report will serve as an impetus to raise recognition of cultural diplomacy among all of the Japanese people and that entities of cultural exchange from both the public and private sectors will coordinate among themselves to realize the recommendations in this report.

Chapter 1 Why promote "cultural diplomacy" now?

1. "Cultural diplomacy" in the 21st century

As a result of democratization, globalization, and the IT revolution, all of which characterize today's world, cross-border exchange, dialogue, and cooperation in the realm of culture are becoming increasingly active. The entities of these activities are quite diverse, including national and local governments, private organizations such as non-governmental organizations, enterprises, mass media, and individuals such as artists, athletes, and scholars. As a result, the importance of these cultural exchange activities is becoming greater than ever before in the international community, in terms of promoting mutual understanding, shaping international opinions, and laying basis for international cooperation.

These cultural exchange activities have critical implications on foreign policies both in terms of having huge impacts on the image of a country and promoting ultimate peace and prosperity of the world by contributing to the solutions of global challenges. Therefore, recognizing these implications of cultural exchange activities, Japan as a whole needs to establish clear principles and methodologies to maximize its positive impacts on foreign policies. In this regard, it is important that all entitites, including the public and private sectors, build a horizontal and active partnership. The partnership can promote each actor's objectives more effectively, thus eventually benefiting all Japanese nationals. "Cultural diplomacy" promotes diverse exchanges to realize open national interests, attaching importance to autonomy and diversity in cultural exchanges.

In this sense, it is desirable for the following goals to be pursued for cultural diplomacy in the 21st century:

1) Promote understanding of Japan and improve its image
2) Cultivate mutual understanding and trust between different cultures and civilizations for conflict avoidance
3) Contribute toward the development of common values and principles for all of humankind

(1) Promote understanding of Japan and improving its image: Importance of promoting understanding of Japan and securing trust in Japan through its "attractivity"

For Japan to make any sort of international contribution, it is essential that people around the world, beginning with Asian countries, trust Japan and its people. Without such trust, it would be difficult not only to deepen understanding of Japan but also to enhance stable economic activities globally and have more of a voice on the political stage. In the information age, a country's positive image has a large impact on building trust. As such, an increasingly important challenge of cultural diplomacy is endeavoring to improve the image of Japan while attracting the interest of people around the world through its diverse culture.

(2) Cultivate mutual understanding and trust between different cultures and civilizations for conflict avoidance: Overcoming an era marked by the difficulty of mutual understanding

In no other era has the difficulty of mutual understanding between different cultures and civilizations been more evident than it is today. In a world supposedly connected through globalization and the information super highway, deep "cracks" are everywhere. At times, these cracks burst open as in 9-11.　It is, of course, necessary to take a firm stance against terrorism, which poses a threat to humankind. However, at the same time, in order to mitigate and avoid the clashes and conflicts among civilizations and regions which hold contrasting values, promoting mutual understanding and making efforts toward peaceful resolutions is one of the most important tasks that the international community must address today.

Over a long period, Japan has built what would become the foundation of its traditional culture by having exchanges with other cultures and civilizations. In addition, Japan has been modernizing through repeated trial and error processes, vacillating between the modern West and the traditions of Japan. Cultural exchange was an important factor in the process of Japan's modernization. It is Japan's experience in conciliating and mediating the irreconcilabilities and conflicts between different civilizations that enables it to understand the difficulties facing the current non-Western societies that are struggling to achieve modernization.

By taking advantage of its position, Japan can promote mutual understanding between the East and the West, the North and the South, nations, regions, civilizations, or cultures without becoming entangled in clashes between civilizations, ideologies or religions. By so doing, Japan can play an active role in building peaceful and stable international and regional relations as a "peaceful nation of cultural exchange." Furthermore, this is what is expected by the international community.

(3) Contribute toward the development of common values and principles for all of humankind: The increasing need to form common values - cornerstone of diplomacy toward Asian countries

With the progress of globalization, there is growing interdependence and unification in various aspects of a person's lifestyle. Against this backdrop, there is an ever heightening need to formulate common values among people with different cultures or civilizations, while protecting and respecting cultural diversity. In particular, Japan, by promoting mutual understanding and dialogue for its diplomacy toward Asia, must cultivate common benefits and values, build a sense of community as a region, and establish a stable relationship with the Asian region, with which Japan has different perspectives of history, and it is especially necessary that cultural diplomacy be actively carried out to this end.

For all that is said about how cultural exchange is one of the important pillars of diplomacy in parallel with national security, economic relations and economic cooperation with foreign countries, activities to this end have heretofore not necessarily been adequate. To resolve today's imminent challenges, namely the cultivation of mutual understanding and building of trust, however, what is essential is the active development of diplomacy centered on cultural exchange. The reason is that if foreign people correctly understand and trust Japan and the Japanese through cultural exchange, this in itself would become an important factor in Japan's security.

In order to establish Japan as a "peaceful nation of cultural exchange" and transmit Japan's charm to the world, these times require Japan to promote cultural diplomacy efficiently and effectively, taking into account the features of Japanese culture.

2. The meaning of cultural diplomacy

Improving the national image

Cultural exchanges today have a significant diplomatic meaning quite apart from what they had in the past. Above all, cultural exchanges contribute to boosting the favorable public image of Japan and the Japanese in the international community. In this highly globalized and informed world, good images and favorable impressions of a country held by foreign people form the grand basis of understanding and empathy towards the actions and claims made by that country. This also appears in the form of support and assent given by the international community. There may be instances where effective results may not be adequately achieved on political, security, and economic issues, due to lack of appropriate cultural exchanges among countries.　This is because even in diplomatic negotiations in the areas of politics, security and economy, the promotion of intermittent mutual understanding through cultural exchange may lead to increasing support from the public opinion in the negotiating countries and in the international community. Thus it can have a significant impact on actual negotiations. For example, the effects of assistance may not realize their full potential when mutual understanding has not been facilitated by appropriate cultural exchanges, even when one country is making great contributions to another through the economic assistance. Promoting the foreign country's understanding of Japan through cultural exchanges at various levels is an effective and realistic means of smoothing diplomatic issues such as politics, security, international economic relations, and economic cooperation and more.

Promoting mutual understanding at the citizen level

Cultural exchange may seem to be a circumstantial approach to improving the image of Japan. However, as a matter of fact, it is a very effective way in sowing seeds for deepening understanding of Japan in the next generation. In the long run, understanding Japan by the public of a country may be the most influential factor for the government of that country in deciding policies and actions toward Japan. Even when anti-Japan feeling heightens in a country, a stable relationship between the country and Japan may be maintained as long as a good number of people have deep understanding of Japan. For instance, without 2002 FIFA World Cup Korea/Japan? and the Hanryu Boom, the huge surge of popularity of Korean pop culture in Japan, Japan - Korea relations might have worsened even more. Many of Japanese people who had become interested in Korea as a result of the Hanryu Boom continued to study Korean or visited Korea amid the culmination of the anti-Japanese feeling in Korea. This should not be regarded as an isolated case. To the contrary, in the 21st Century world, it is necessary to understand that the impact of cultural exchanges may overcome various difficulties between nations and regions.

Bidirectional exchanges

Cultural exchanges are not a one-way street. Each country must work to learn and accept the other's culture at various levels, in addition to transmitting its own culture. Mutual understanding and respect form a basis for creating favorable international relations. Furthermore, the understanding by one's own countrymen of other countries serves as a basis of domestic support when engaging in diplomacy towards those countries.

Significance of "slow information"

What we must pay attention to in today's age of information and mass media is that there is a strong tendency of information providers to deliver superficial and unidirectional information, rather than to emphasize the objective accuracy of the information. This occurs as these providers compete for the speed at which they distribute information. However, diplomacy, which places cultural exchanges as its pillar in addition to areas such as politics, security and economy is required because of the existence of so-called "slow information." This is information and knowledge that require the understanding of other countries and their people and is acquired over a considerable period of time, even in the areas of politics and security, where normally the speed at which information is acquired is valued. We need to fully acknowledge that diplomatic activities in the form of cultural exchanges are effective in providing such "slow information."

3. Basic understanding for developing cultural diplomacy

(1) Expansion of "diplomatic space"

Today, as a result of broader and closer contact with people of different cultural backgrounds, the meetings or exchanges between different cultures occurring under a wide array of circumstances, including in day-to-day life and in the information arena are beginning to have a large impact as "diplomatic space" in a broad sense. That is, the entities with whom a government conducts diplomacy are not restricted to other states or governments. Japan needs to incorporate into its purview, various entities including people of other countries, media, non-governmental organizations (NGOs), non-profit organizations (NPOs), and educational and research institutions.

(2) Importance of transmitting the diverse culture of contemporary Japan

It is these various entities to which Japan is now most strongly urged to accurately transmit the wide-ranging and diverse culture of contemporary Japan-from matters of our day-to-day lives to traditional arts-in order to effectively convey the attractive aspects of Japan and deepen global understanding of Japan.

Although the interest, attention and attraction directed toward all aspects of contemporary Japanese culture today, from the Japanese way of life to art, emerge from the innate attractiveness of the Japanese culture, such interest, attention and attraction are not something that can be generated any time they are wished for. Japan must firmly acknowledge this as a kind of "tailwind" toward Japanese contemporary culture and use it to promote understanding of Japan. In addition, Japan must not overlook this chance to promote understanding of Japan, improve its image, as well as build a favorable and stable international environment. Therefore, Japan should consider ways to not allow this kind of interest to end in a momentary boom, but to lead to deeper understanding of Japan.

(3) Dialogue and exchange forum for mutual understanding: creation of "public space" through cultural exchange

As cultural exchange refers not only to exchanges between different cultures or civilizations, but also the passing down of ancestral cultural heritages for the diverse and creative development of the cultures of future generations, cultural exchange also has the role of bridging the past and the future. Cultural exchange and fora for dialogue between different cultures and civilizations are precisely international "public spaces." Japan should not only actively engage in the creation of this type of "public space" for cultural exchange, but also strongly convey to the world its image of a "peaceful nation of cultural exchange" by becoming an open country and society that accepts diversity of cultures.

If Japan does not recognize the vital importance of cultural diplomacy as stated here, does not develop a framework that will maximize the potentials of Japan's intellectual, human and material resources and does not make earnest efforts toward enhancing cultural diplomacy right now, Japan's influence in the international community will quickly deteriorate.

Promoting understanding of Japan and securing trust in Japan in and of themselves are not the ultimate objectives of cultural diplomacy. Beyond these, Japan has the far greater challenge of playing an active role in the pursuit of peaceful coexistence and development of the international community, as well as a desirable society for the generations to come. Although this is a difficult challenge requiring steady and continuous efforts, Japan must have a long-term and strategic outlook and take steady and effective steps forward to realize peace and development of humankind. The first step is step forth in new endeavors of cultural diplomacy.

Chapter 2 Three principles of cultural diplomacy-transmission, acceptance, coexistence-and the three pillars to serve as action guidelines for their realization

Striving to realize the "coexistence" of multicultural values through "transmission" of one's own culture, "acceptance" of other cultures and mutual exchanges form the basis of rich and truly valuable "cultural exchanges." In today's world, where the global situation surrounding "cultural exchange" has undergone a drastic change with the progress of globalization and informatization, in what type of "transmission," "acceptance" and "coexistence" should Japan engage itself for its cultural exchanges?

The "three pillars" to serve as guidelines for Japan's action towards the realization of the three "basic principles" of cultural exchanges-transmission, acceptance, coexistence-in a detailed and effective manner, while leveraging the characteristics and strengths of the Japanese culture and society, are discussed below in addition to the specific challenges Japan faces for this realization.

The "three pillars" to serve as the action guidelines and its specific challenges

Three basic principles

1. Transmission: Presentation of the "21st century-style 'cool'" through cultural transmission

2. Acceptance: "Creative acceptance" that leads to the development of a place for creation of culture

3. Coexistence: Contribution as a "bridge between diverse cultures and values"

1. First pillar: Action guidelines for the principle of transmission

As a measure to pursue the "21st century-style 'cool,'" Japan should try to actively cultivate a "Japanese animation generation" across the globe, seizing interest in the Japanese language and pop culture as an opportunity to encourage further interest in other aspects of diverse Japanese culture.

Pursuing a social model through cultural exchanges: "21st century-style 'cool'"

Japanese pop culture such as manga (comic), animation, game, music, movie and TV drama, as well as modern art, literature, theater arts and others are referred to as "Japan cool." It is gaining popularity among the younger generation around the world. Japanese lifestyle represented in its cuisine and fashion has also widely spread in other countries. However, the attractiveness of Japanese culture transmitted and spread through cultural exchanges cannot simply be classified as being "cool." As shown by the fact that Japan is the very country of the cradle of "Japanimation," Japanese contemporary culture's coolness is founded in and derived from its traditional culture. The integration of environment and cutting-edge technology as seen in hybrid technologies, the beautiful and human-friendly technologies such as in robot technologies, as well as policies concerning the environment like the realization of a recycling society are social models that the world should pursue and develop into the future, and they are goals to be pursued by mankind in the 21st century. These technologies and policies, while being closely related to the pursuit of happiness in daily lives, such as amusement, enjoyment, beauty and health, are, at the same time, harmonious with nature and the environment, and create a physically and mentally rich society in a sustainable manner. This social model should be presented as the "21st century-style 'cool.'" And a clear message should be sent out through various media that Japan is willing to support such a model through cultural exchanges and cultural transmission.

In this regard, the following active and clear policies and measures are necessary for its realization: (1) work for further dissemination of the Japanese language to respond to the diversifying interest in Japan and increasing demands for the study of the Japanese language; (2) respond to the increasing interest in Japan through actively transmitting information on contemporary Japanese culture including Japanese pop culture such as manga (comics), animation, games, music, movies and TV dramas as well as modern art, literature, cuisine, fashion in order to nurture the "Japanese animation generation," to foster a group of people around the world that has a good understanding of Japan in the future; and (3) develop human resources and strengthen efforts to transmit culture by fully taking advantage of Japanese technologies in Japan as a whole, in order to transmit the attractiveness of Japanese culture effectively.

The first pillar is cultivating a wide and deep interest of foreign countries towards Japan through strategic and focused cultural transmissions by positioning contemporary Japanese culture as a gateway.

(1) Japanese language and contemporary Japanese culture as a gateway to understanding Japan

・ The efforts to enhance the transmission of contemporary Japanese culture include presenting Japanese traditional culture. For instance, just as the traditional techniques of making goods are carried on in manufacturing Japanese automobiles, traditional skills have been passed down in the intricate and assiduous contents created in Japan such as manga (comic), animation and games. The contents including pop culture of Japan are a new form of expression of Japan's tradition and skills. In this regard, traditional Japanese culture, which serves as a source of new ideas and expressions must be maintained and promoted.

・ So far, Japan has tended to place its focus on the exchanges and transmission of traditional culture in its cultural exchange activities. However, it is more effective to increase the number of "gateways" for foreigners to take interest in Japan by actively transmitting information on contemporary Japanese culture, and thus create diverse paths that will lead these people to gain deeper understanding of Japan. "Gateways" are not limited to culture in a narrow sense. For instance, personal exchanges in industrial sector and industrial sightseeing are effective in transmitting Japanese skills and the spirit of making goods.

・ Furthermore, Japan should develop a system in which people who have developed an interest in Japan through these various "gateways" can experience other aspects of Japanese culture.

・ Learning the Japanese language is the most basic and effective tool in learning about Japan. In Japanese language education, it is necessary to respond to diversifying purposes, motives and interests in learning the Japanese language. Expanding the targets of Japanese language education, instead of limiting them to a certain class of people including researchers and artists, will contribute to cultivating the potential class of people who may be interested in Japan.

(2) Transmission with "power to attract"

・ It has never been as difficult as today to conduct effective cultural transmission. Not to mention the content of the information to be transmitted, unless the method of transmission in itself has a power to "attract" people, the information will not be effectively conveyed, as the world today is flooded with information.

・ In order to transmit information with the power to attract people's attention, it is indispensable to know what people want. Therefore, Japan should develop a system which provides information attractive to each country and region in an accurate manner by gathering and analyzing their demands.

・ Japan should place as its priority issue the creation of attractive information, attractive human resources, and attractive fora for that transmission. Japan as a whole should work together to strengthen the appeal and effect of transmission by taking full advantage of its diverse culture, such as utilizing the designing skills of Japan for buildings of Japanese overseas establishments, using pop culture in developing Japanese language courses, and collaborating in transmitting attractiveness of Japanese culture with people who work both in Japan and abroad in the areas of art, academia, sports and pop culture.

・ Specific and hands-on cultural exchanges where ways of thinking, goods, words and actions are integrated must be developed and implemented as a distinct form of Japanese cultural exchange. It is frequently said that in Japan, goods and actions have a strong impact and power of transmission, but Japan is not good at expressing and conveying its thoughts through "words." Therefore, while promoting hands-on cultural exchanges leveraging on its strengths, further efforts must be made so that Japanese culture can be logically explained through "words" and "concepts."

・ No aspect of the system of Japanese overseas cultural establishments is sufficient when compared with those of the advanced European nations. It is necessary to use existing facilities more effectively and further develop the system for enhancing transmission of Japanese culture.

(3) Specific measures to be taken

(a) Dissemination of the Japanese language through the enhancement of its education

・ Currently, approximately 2.35 million people in 127 countries are learning Japanese, with their purposes and motives ever diversifying.

・ Japan should enhance Japanese language education in order to respond to the diversifying purposes, motives and interests of people in acquiring the Japanese language. This includes development of attractive textbooks and improvement of the quality of education by developing human resources and expanding the opportunities to learn.

・ In this regard, Japan should consider holding of a "Japanese Language Summit (tentative)" in order to appreciate the beauty of the Japanese language and discuss how to effectively convey the appeal of the Japanese language.

・ Detailed consideration should take place at the "Cultural Diplomacy Promotion Board (tentative)" discussed below in order to establish a comprehensive strategy for Japanese language education and examine organizational frameworks for the transmission of the Japanese language.

(b) Promotion and transmission of contents as intellectual and cultural assets

・ The contents of Japan as well as cuisine, fashion and other aspects of Japanese lifestyle should be positioned as one of the main intellectual and cultural assets of Japan, and such contents and related information should be actively transmitted.

・ In this regard, contents industries in various fields should strive to develop their international operations with a goal to maintain and expand their share in the long-run and not place focus on securing their income in the short-run, while taking into consideration the need for measures with a long-term perspective when expanding cultural exchanges.

・ Full advantage should be taken of the strength in technology and methods of expression in the area of contents when transmitting various cultural information, such as in Japanese language education. In particular, the transmission of information through images should be utilized more actively as an effective tool to attract people's attention.

・ Related industries should make vigorous efforts to promote tourism related to pop culture. The government should consider concrete measures for enhancing the transmission of contemporary Japanese culture, including allowing working holidays related to pop culture, designating a "Year of Japanese Pop Culture (tentative name)," and dispatching pop culture "ambassadors."

・ Japan should provide active cooperation for the participation in international film and music festivals, in order to transmit Japanese culture's appeal overseas.

・ Efforts should be made to put in place appropriate human resources and create an attractive space in Japan's overseas establishments including diplomatic establishments abroad and overseas offices of the Japan Foundation, so that they may serve as effective centers for transmitting the attractiveness of Japanese culture. In particular, the diplomatic establishments abroad and overseas offices of the Japan Foundation should enhance their capabilities relating to cultural exchange including art management and networking with academics, in order. to promote more specialized and effective cultural exchanges.

(d) Enhancement of the transmission function of messages to foreign countries and PR activities

・ Japan should promote a comprehensive website on Japanese culture ranging from traditional to contemporary and including lifestyle and regional culture. The website should be attractive and easy-to-use and should be made through cooperation among various entities such as governmental and regional organizations and those that engage in cultural exchanges.

・ The government should cooperate with relevant organizations to promote the exchange of information and coordination among the diverse entities involved in cultural exchange. In addition, the government should develop a system for the comprehensive transmitting and sharing of information on Japanese cultural exchange activities, so that people abroad will be able to easily learn about Japanese cultural exchange activities and participate in them.

・ A number of methods can be used to help gain foreigners' understanding of Japanese culture, in particular traditional culture such as Noh, Kyogen, tea ceremony, flower arrangement and martial arts: translations into relevant languages, utilization of visual aids and images, as well as giving descriptions of performing arts. In order to effectively carry out such "translations" in a broad sense, the government should cooperate with relevant entities, gather knowledge and ideas from both within Japan and abroad, and consider more specific measures to be taken.

・ When transmitting information, Japan should keep in mind that deeper understanding of Japan can be obtained by not leaving its interpretation up to its receivers, but explaining the perspective and view of Japan. In this regard, logical expression through words, represented by print media, is indispensable. The government should cooperate with relevant organizations to enhance mechanisms for transmitting messages overseas, taking into account features of various media.

(e) Hands-on transmission of Japanese culture at fora for international exchange

・ In effectively transmitting Japanese culture, Japan should increase the number of opportunities for foreign visitors to Japan to acquire a hands-on Japanese cultural experiences, such as provision of Japanese foods and performance of Japanese culture at official events of the government and other occasions.

2. Second pillar: Action guidelines for the principle of acceptance

Japan should take initiatives to accept cross-cultural exchange principals in various areas and transform Japan into a dynamic "space of cultural creation" through "creative acceptance."

Ultimately, understanding of cultures and creation of new cultures arise from people meeting, then living and working together, and sharing experiences. Sharing of the "place and experience" has all the more significant meaning and weight because we live in an era where a network of people across borders can be formed easily with the advancement of information age and globalization. Creation of a new culture is a driving force to develop a rich future for all of mankind and the international community. Thus, the creation of a space in which exchanges of cultures can be freely conducted is in itself a great contribution to the international community.

In addition, a society that is open to various ideas and people is one that has the creativity and energy to bring about new things.

Japan has until now created its own new culture through actively taking in the knowledge, technology and other cultural elements of foreign countries and developing them uniquely. However, Japan should not restrict itself to this type of "acceptance" alone, but instead create and provide a "public space" in which cultural exchanges may be actively conducted. In this space, people with various backgrounds will deepen their mutual understanding of each other and develop a sense of unity through living together and sharing experiences. Furthermore, there is a need for Japan to shift itself to a country of "creative acceptance" where exchanges with people with various backgrounds promote changes in its society and serve as an engine for revitalization.

To realize this, Japan should develop itself into a "center of cultural creation" in the 21st century by actively accepting the cross-cultural exchange principals in various areas including artists, researchers, exchange students, news media people, and pop-culture related people, and creating a space for cultural exchanges open to both the international and regional communities. This is the second pillar.

(1) What is creative acceptance?

・ The "creative acceptance" discussed here does not only refer to the unidirectional "acceptance" of knowledge, technology and other cultural elements. Instead, it refers to the "acceptance" of people and culture in a creative manner that includes creation of a public space that enables cultural exchanges to be conducted freely, development of shared values and a sense of unity through these exchanges, and promotion of changes and revitalization of the regional community.

(2) Formulation of a new system that supports cultural exchanges as a public activity

・ In actively accepting foreign cultures, it is vital to take a step further from just cooperation among diverse entities such as the government, companies, academia and citizens. It is necessary for the general public to become aware that efforts must be made to create and develop a "public" with a broader perspective in order to support such public activities as cultural exchanges and creative development of culture.

・ In order to do so, the government needs not only to more effectively cooperate with the existing entities such as various regional, private and volunteer groups, but also to create proper environment to support their activities. On the other hand, it is vital that the public actively reforms their own way of thinking, as the mentality and practices in Japan continue to work as a barrier against accepting foreigners into Japan, in particular in the scheme of daily life including housing.

・ Under the general policy to promote the acceptance of foreigners in order to realize "creative acceptance," Japan should actively promote acceptance of foreigners into Japan, thereby inducing the formulation of a system to support public activities and promoting changes in domestic consciousness.

(3) Premises of creative acceptance

Unless Japan becomes a society which is rich in culture and creativity, it will not be able to attract people who will carry on cultural exchanges and induce them to come to Japan, regardless of how vigorous its efforts may be. Furthermore, without the Japanese people themselves understanding and appreciating the inherent values in their own culture, truly rich and creative exchanges may not be realized regardless of how many people Japan may accept into its borders. Efforts for cultural development and creation in Japan, as well as promoting the understanding of Japanese people towards Japanese culture, form the basis of the foundation for and are the premise behind "creative acceptance."

(4) Specific measures to be taken

(a) Active acceptance of exchange students

・ Exchange students will, in the future, not only become people knowledgeable about Japan as they understand Japanese culture, but they are also resources that will carry on Japanese culture into the future with their knowledge and energy supporting the Japanese society, and spreading of the Japanese language and culture to the world. As Japan has now achieved the goal stipulated in the "Plan to Accept 100,000 Foreign Students," Japan should promote acceptance of foreign students by putting its effort into attracting students who have even higher qualifications, taking into account the situation in the US and the UK.

・ The industrial, public, academic and private sectors should work together to enhance scholarships and dormitories to attract more prominent students so that the students will be received with a warm welcome and will have a productive time during their stay in Japan. As for housing, in particular, each relevant entity should promote more effective and efficient acceptance of foreign exchange students. This includes reviewing their housing rules so as to have more flexibility in using existing buildings for the purpose of dormitories and making efforts to coordinate between the entities. In addition, necessary measures should be taken so that the Japanese people will be more willing to accept exchange students in their homes.

(b) Promotion of residence-type programs

・ "Residence-type programs" (including so-called "artists-in-residence") for persons from all fields, such as cultural figures and artists, as well as persons involved in sports, writers, and researchers, should be designated as a priority task for cultural diplomacy.

・ When implementing residence-type programs, existing organizations and structures should be actively utilized so that they will contribute to the revitalization of communities. In particular, assistance measures should be implemented under a flexible partnership among industrial, public, academic and private sectors including the local authorities so that housing and spaces for cultural activities may be secured and effective exchanges and creative activities may be developed.

Initiatives should be taken to provide key figures who would become pillars of future exchange with opportunities to stay in Japan, conduct research on Japan, and have intellectual dialogue. In particular, priority should be placed on promoting the provision of such opportunities to media-related persons.

(d) Promotion of intellectual exchange

The networks of research institutions should be enhanced in order to strengthen the international presence of existing Japanese research institutions in the areas of policy research and regional studies. It is also necessary that the research institutions take measures to enhance academic exchanges and promote coordination with research institutions abroad. This includes such measures as the employment of foreign personnel and the publication of international academic journals.

3. Third pillar: Action guidelines for the principle of coexistence

Japan should serve as a "bridge between diverse cultures and values" by conveying to the world "a spirit that respects wa and coexistence" as Japan's universal message.

As the protection of cultural diversity is raised as one of the priority issues by the United Nations (UN) and the UN Educational, Scientific and Cultural Organization (UNESCO), paying respect to each country's and society's culture, which is rooted in its history and tradition, and appreciating its diversity have become a basic rule in today's world. At the same time, in an age where more frequent and closer mutual communications between people with diverse cultural backgrounds are developing more and more, the need to discover potential common values between different civilizations and cultures is reaching an unprecedented height. The "coexistence of multiple cultures and sharing of values through dialogues" is an issue that is most expected of cultural exchanges today.

However, in spite of the progress of informanization, we often face difficulties in ensuring a place and environment for a "dialogue," as we continue to have differences in political systems and ceaseless conflicts of various forms in today's international community. In such a world, in what aspect is Japan's unique contribution possible?

Japan can contribute based on "a spirit that respects wa and coexistence," which Japan has heretofore been carrying on and developing. Japan has the responsibility to convey to the world the universal significance that this concept would have in today's world. Furthermore, as a "bridge between diverse cultures and values," Japan is responsible for actively playing the role of protecting and creating the public space of culture in order to realize a "dialogue" which aims for the coexistence of different cultures and values. This is the third pillar.

(1) What is "a spirit that respects wa and coexistence"?

・ The word "wa," broadly encompasses meanings such as harmony, peace, equality, sense of compassion, fusion and coexistence. Through cultural exchanges, Japan has been learning from the Asian region, in earlier days, and more recently from Western countries. By absorbing and fusing these various cultures and civilizations, Japan has established the basis of Japanese culture today. Therefore, "wa" is the very origin of Japanese culture. Furthermore, "a spirit that respects wa and coexistence" has been incessantly passed down in the thinking and lifestyle of the Japanese people, regardless of it being the traditional or modern culture and has been serving as the source of ideas that promote the development of industrial technologies and people's lifestyle. This can be seen in the concept of a recycling society that takes good care of products, creation of technologies and designing of lifestyles that can coexist with nature and the environment, such as hybrid cars, as well as traditional Japanese sports including martial arts which not only focus on the results, but also value compassion for others.

・ At the same time, the concept of "peace" and "coexistence" are values that Japan has learned from the lessons of its past history of war and something that Japan has reflected on and pursued till this day. In that sense, "a spirit that respects wa and coexistence" is something that Japan has inherited from its past, but is also a value that it will pass on down, develop and be newly created in the future.

・
・ At the same time, the concept of "peace" and "coexistence" are values that Japan has learned from the lessons of its past history of war and something that Japan has reflected on and pursued till this day. In that sense, "a spirit that respects wa and coexistence" is something that Japan has inherited from its past, but is also a value that it will pass on down, develop and be newly created in the future.

(2) Japan as a bridge between diverse cultures and values

・ What need to be arbitrated, mediated, and intermediated today are not confined to conflicts and confrontations between countries and societies with different cultural or civilization backgrounds. It has now become a big challenge to arbitrate and mediate the contradictions and conflicts that lie between differing values in various domains, including the intergenerational gap, contradictions and inconsistencies between technology and nature, traditional and modern worlds, and between meeting the needs of globalization and protection of indigenous cultures.

・ As a member of a non-Western society, Japan is in the position to serve as a bridge between various cultures and values by sharing its unique experience with others (1) that Japan struggled between its own traditional and Western values as a pioneer in the Asian region for modernization; and (2) that it has improved the quality of life, while maintaining harmony with nature. Furthermore, it should not be forgotten that the world is expecting Japan to make this kind of contribution.

(3) Japan that creates and protects a "public space of culture"

・ All cultures can be viewed as an asset shared by all mankind, surpassing the aspect of indigenousness. All fora for dialogue among different cultures and civilizations, as well as for cultural exchanges, should be protected and developed as an international public space that will support and facilitate the creative development of the future generations of mankind, regardless of the difficulties that may exist in international political situations or political relations.

・ Culture creates something new, building on something carried down from the past. The destruction of the Buddhist monuments at Bamiyan and the plundering of museums amid the confusion of the Iraq War not only resulted in the physical loss of cultural heritages and works, but of the past history and memory of the regions concerned, and thus greatly damaged the foundation for the development of a rich culture of the future generation of all mankind. In order not to incur similar losses ever again, culture's nature as public property must be widely recognized by the international community.

・ Japan, while looking at both its past and future, needs to ensure a place and an opportunity for dialogues and exchanges between cultures and civilizations, in order to prepare an environment and conditions for the succession and creative development of culture, and serve an even more active role for the protection of historical heritage for all mankind as well as development of a new culture.

・ When Japan, as a country adopting the principle of a "peaceful nation of cultural exchange" provides international contributions, in particular reconstruction assistance for conflict areas, cultural assistance and contributions including cooperation for cultural properties should be provided as a part of a package, in addition to economic cooperation and humanitarian assistance, so as to render them more effective. This should be adopted as a principle in providing international assistance.

・ In particular, when considering the unstable nature of today's international situation, it is necessary to develop a flexible organizational framework that is useful not only while at peace, but also at times of conflict or emergency so that it may contribute to the protection and restoration of historical heritages in an agile manner.

(4) Specific measures to be taken

(a) Promotion of dialogues among civilizations

・ Japan should position itself as a place for dialogues among civilizations. Dialogues among civilizations at various levels should be promoted by drawing strategies and deciding on target regions and agenda. To do so, a forum where these dialogues among civilizations may take place should be established in Japan and meetings for the "dialogues among civilizations" should be held as necessary.

・ There is no doubt that sports, art, pop culture, as well as architecture, are all important components of civilization. These elements themselves demonstrate the fusion levels of civilizations. Distinctive dialogues among civilizations should be realized while comprehensively and vigorously using opportunities of these specific activities.

(b) Transmission of the basic principles of Japan's international cooperation

Japan has promoted its international cooperation under its basic principles of pursuit of peace and coexistence with nature. Japan has made efforts to this end, placing "contribution to the peace and development of the international community" as its goal for the government's official development assistance (ODA). Japan also has the experience of serving in a leading role in the drafting and adoption of the Kyoto Protocol, which obligates the reduction of greenhouse gas emissions as a part of the measures addressing global warming. These principles and positions of Japan need to be widely understood and spread further in the international community. Thus, Japan should strongly transmit and effectively convey that these principles are Japan's stance and messages, backed by the concept of "a spirit that respects wa and coexistence."

・ In today's world, sports play a major role in deepening the mutual understanding between different cultures. For instance, teaching traditional sports like martial arts not simply provides technical guidance, but serves as a tool to share Japan's spirit and to deepen participants' interest and understanding of Japan.

・ One such case is that as part of the reconstruction assistance to Iraq, Japan provided intensive training and practice for the Iraqi athletes and their coaches, who were to take part in international tournaments such as the Olympics Games in Athens. This effort led to good performances and results by the Iraqi athletes, thus becoming a psychological support to the people of Iraq who were working to rebuild their country.

・ Japan should clarify the significance and role of sports exchanges including those of Japanese traditional martial arts in promoting mutual understanding among different cultures and use sports exchanges as one of the methods to promote peace diplomacy. In this regard, Japan should develop a network to encourage effective sports exchanges with the cooperation of relevant agencies and organizations, corporations, universities and other entities.

(d) Establishment of a Consortium for the International Cooperation on Cultural Assets （Tentative）

In order for Japan to provide international assistance through provision of more effective protection of tangible and intangible cultural properties, as well as conservation and restoration of cultural heritages, Japan must deepen its partnership among relevant ministries and agencies, and various research institutions with properly demarked roles for each entity. Japan must gather, exchange, and effectively use information possessed by relevant institutions, and develop an organizational framework that takes into account the agile provision of assistance for the protection and restoration of cultural assets during times of emergency. For this purpose, a mechanism to realize a sustainable, agile and effective international cooperation should be established. In this regard, the realization of the "Consortium for the International Cooperation on Cultural Assets (tentative name)"should be considered.

Chapter 3 Creating a clear strategy for cultural diplomacy

1. Development of organizational framework for promoting cultural exchange

(1) Establishment of the "Cultural Diplomacy Promotion Board (tentative name)"

・ In order to implement various policies based on the premises of the three pillars laid out in this report and develop strategic policies to facilitate effective and efficient development of cultural exchange, specific proposals need to be formulated from a comprehensive perspective. In this regard, it is extremely important to strategically formulate effective policies which take into consideration the needs and circumstances of each overseas region and major country. Moreover, presently, the parties involved in and responsible for cultural exchanges are diversified, making it of vital importance to develop cultural diplomacy by making full use of the various strengths of the different principals, including expertise and organizational networks. The Government of Japan should establish a Cultural Diplomacy Promotion Board (tentative name)" that would undertake policy coordination, taking into account domestic and international viewpoints. The Board is to frame strategic policies and implement them effectively through coordination among the diverse entities concerned. Its membership should be drawn from government ministries and agencies, and government-related institutions, in addition to experts and academics involved in cultural exchange from the corporate and civil sectors.

(2) Enhancement of system for cultural exchange and utilization of the Japan Foundation

・ Japan is positioned to take on a significant role in contributing to the international community through its cultural diplomacy, and the international community's expectations are correspondingly high.　It is perhaps rare for the effects of cultural exchange to become apparent in the short-term. However, if the public and private sectors do not work together to advance efforts in the medium- to long-term and invest resources on a continual basis in areas where Japan can bring out its appeal, it is unlikely that Japan will enter a new and dynamic era by becoming an attractive country where people around the world would like to visit, work, and live.

・ In order to create a proper environment for increasing inputs of resources from the public and private sectors for cultural exchange, Japan should put emphasis on the areas where need is increasing more than ever, including Japanese language education and pop culture.

・ In order to implement strategic and effective cultural exchange, it is particularly necessary to utilize high-level expertise, accumulated knowledge, and networks. It is vital to enhance the function of the Japan Foundation and utilize the Foundation at full capacity given its role as an organization which links the government and the private sector.

(3) Creating structures to support development and effective use of human resources

- Current issues for cultural diplomacy cover an extremely broad array of topics, from peace and coexistence, through to the effective transmssion and reception of cultural information and creative development of culture. In order to promote cultural exchange while keeping this range of topics in mind, the creation of partnerships among the industry, government, academia and civil society to create educational programs is one of the measures urgently required to develop expert human resources.

- Japan should vigorously assist, including decorate and give honorable mention, to foreigners who are transmitting the attractiveness of Japanese culture overseas and who have contributed to developing Japanese culture because they can be regarded as "missionaries" of Japan's charm.

- In order for the whole of Japan to transmit culture-related information that highlights Japan's attractiveness, it is necessary for Japan to obtain cooperation from experts in various fields. Japan should create an environment which allows the effective and flexible use of human resources-for example, the private and public sectors should cooperate in the creation of a structure whereby experts who have been dispatched abroad to engage in cultural exchange activities can easily come back to their original workplaces upon their return to Japan.

Priority areas

(1) East Asia

In Japan's cultural diplomacy, it is essential to promote active and strategic cultural exchange in the East Asian region, positioning the region as one of its highest priorities.

Among the countries in this region, there exist many difficult problems including the ones arising from historical issues. On the other hand, Japan and other nations in the East Asia region have a lot of cultural aspects in common and share a set of values as a result of long-standing exchanges of philosophy, knowledge, and technologies, among others. It is indispensable for the stable development, not only of Japan but of the whole world, that the nations of this region develop in peaceful coexistence. Japan needs to explain with sincerity that Japan has contributed to the international community as a peaceful nation for 60 years after WWII, based on the lessons learned from the past history and that Japan is resolved to continue to contribute to the peace and prosperity of the international community, sharing respect and mutual trust with other countries. Moreover, through cultural exchanges and dialogues, Japan should promote greater understanding of Japan and deepen mutual trust with the nations of East Asia, and help to bring forth mutual benefits, commonly shared values and a sense of unity among East Asian countries, so as to lay the foundation for coexistence in the future.

Therefore, it is desirable for the following measures to be implemented.

(a) Reaching out to the Internet generation

Japanese pop culture and lifestyle are gaining popularity among young people (or the so-called "Internet generation") in the East Asian region due to improvements in living standards and the development of city culture. Hence, Japan should make efforts to expand the object of these peoples' interest from the superficial aspects of Japanese culture to deeper ones.

(b) Strengthening cultural activities in provincial areas

While opportunities for exposure to Japanese people or Japanese culture are extremely limited in the provincial areas of East Asian countries, this is not to say that there is little potential interest in the Japanese language or Japanese society. Japan should therefore attach priority to cultural activities to introduce Japan in these areas.

In the East Asian region, amongst people active in various fields, there are many who have experienced Japan for such reasons as research and study abroad. The whereabouts of these persons should be researched and efforts should be made to create a network of these people because they could become a nucleus of people who are knowledgeable about Japan. Furthermore, while many citizens have extended efforts at the grassroots level for exchanges and cooperation between Japan and East Asian countries, they are not widely known. Therefore, Japan should conduct activities that would reevaluate these kinds of achievements.

(d) Strengthening of student and educational exchange

An expansion of cross-border exchange among young people through student and faculty exchanges is important in order to strengthen the foundation of mutual understanding and friendship within the diverse East Asian region and promote the building of a sense of community. Concrete efforts should be made to promote student and faculty exchanges and joint research within the East Asian region, keeping in mind the goals of mutual understanding between East Asian countries and ultimately, the formation of the "East Asian community" (EAc) in the future.

(e) Promoting dialogues on common issues

The East Asian region shares various issues in common including issues of the environment, welfare and gender equality. Therefore, Japan as a "partner in Asia" should promote dialogues and exchanges in order to contribute to the creation of Asia's new era and community. In this regard, Japan should promote exchanges and dialogues between young and mid-level leaders in fields in which there have been few exchanges thus far, including those between NPO/NGO-related people, people involved in international exchanges and cooperation in provincial areas, reporters for local papers and up-and-coming artists.

(2) Middle East and Islamic Region

Japan should continue to place Middle East and Islamic Region as a priority area next to East Asia, taking into account the fact that the two Middle East Cultural Exchange and Dialogue Missions and a series of the Japan Arab Dialogue forum were fruitful.

Finally, this Council strongly hopes that the recommendations included in this report will heighten the awareness of all Japanese people, both in public and private sectors, and that they will be steadily implemented by various entities.