Japan is preparing to expand its international cultural diplomacy by using globally popular manga, anime, music, and films to strengthen its influence overseas. The initiative will focus particularly on emerging and developing countries across the Global South, where Japanese entertainment has the potential to attract new audiences and deepen interest in the country.
According to a report by Jiji Press published on October 14, 2026, Japan’s Foreign Ministry has requested ¥1.83 billion (approximately $11.6 million) for these initiatives in the fiscal 2027 budget, which begins in April 2027. The proposed funding will support cultural promotion projects and efforts to train Japanese-language professionals abroad.
The strategy reflects Tokyo’s growing recognition of entertainment as a tool for international engagement, with major franchises such as Naruto, One Piece, and Jujutsu Kaisen helping introduce Japanese culture to audiences worldwide.
FLOW’S NARUTO CONCERT DRAWS THOUSANDS IN IVORY COAST
One example of Japan’s cultural diplomacy took place in January 2026, when the government-affiliated Japan Foundation organized an anime song concert in Abidjan, Côte d’Ivoire.
Japanese rock band FLOW performed opening theme songs from Naruto for approximately 600 people inside the venue. The event attracted even greater interest outside, with around 2,000 additional people gathering beyond the concert location.
The turnout highlights anime music’s growing appeal in West Africa and demonstrates how established Japanese entertainment franchises can bring international audiences together.
Japan is now considering similar concerts in South America and other regions during fiscal 2027. These events would help introduce Japanese popular culture to countries where public familiarity with Japan remains comparatively limited.
JAPAN TO EXPAND LANGUAGE PROGRAMS AND MANGA-BASED LEARNING
Beyond concerts, the Foreign Ministry plans to strengthen Japanese-language education and translation capabilities overseas. The initiatives will include opportunities for language professionals to meet representatives from Japanese publishing companies and explore ways to communicate the country’s cultural background more accurately.
The ministry is also considering Japanese conversation apps featuring manga characters, combining language learning with familiar entertainment properties. These projects could help international audiences engage with Japanese culture beyond watching anime or reading manga.
According to The Japan Times, the government sees content as one of 17 priority investment areas under its growth strategy.
CHINA’S GROWING INFLUENCE SHAPES JAPAN’S STRATEGY
Japan’s renewed focus on cultural diplomacy comes as China expands its presence across emerging economies. Tokyo hopes internationally recognized franchises such as One Piece and Jujutsu Kaisen can help strengthen its relationships with audiences in regions where Japanese cultural exports have room to grow.
A senior Foreign Ministry official explained the objective, stating, “We want to have more people know Japanese manga and anime works, and want to have more people take positively what Japan says.”
The proposed ¥1.83 billion budget remains a request for fiscal 2027 rather than confirmed spending. If the plans move forward, Japan will have additional opportunities to use its entertainment industry to build cultural connections and increase its international visibility.
