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Article

«Мягкая сила» современной Японии: опыт и направления развития

Королев В. А., Кудрявцева С. С.
The article explores Japanese application of soft power through culture and language promotion, cooperation in education, and official development assistance. The analysis was conducted by assessing official documents. The authors focused on the Japan Foundation, a key instrument of Japanese soft power that carries out exchange programs in culture and art, Japanese-language programs, support for research on Japan and intellectual exchanges. It also supports Japanese Centres, which promote Japan's contribution to development assistance, provide training for businesses in the host country and promote the "Cool Japan" project to encourage the international expansion of Japanese small and medium-sized businesses in the creative industries. Japan has effectively used soft power instruments that reflect its national characteristics while also drawing on international experience. The ultimate goal is the promotion of national business interests. The analysis shows that despite the historical and civilizational differences between Japan and continental Europe, Asia and America, Japan regards traditional soft power mechanisms as an important means of gaining a leading position in world politics, economy and culture. Moreover, soft power tools enriched by national traditions help find unconventional solutions. To achieve its national goals, Japan promotes its values, creates a positive image of a humanitarian country and uses persuasion rather than propaganda — or "coercion for cooperation."