Từ khoá : national brand promotion

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Promoting national brands via culture: case study of Japan diplomacy

Promoting national brands via culture: case study of Japan diplomacy

Promoting national brands via culture: case study of Japan diplomacy

Abstract: Japan is a country in the Asia-Pacific region, with the national brand index always in the leading positions on country brand ranking such as Country Brand Index, Nation Brands Index... for many years. Japanese culture is also rated as one of the most influential ones in the world. These achievements result from the activities of promoting the national brand, especially the role of one of the typical actors such as the Ministry of Foreign Affairs. The article focuses on clarifying the characteristics of the activities of promoting national brand image through culture carried out by the Japanese Ministry of Foreign Affairs inrecent years.

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