In Japan we trust

In a poll commissioned by the Foreign Ministry, a record 80 percent of the American public said Japan was a dependable country. The results of this poll, undertaken by the famed Gallup Organization and released in late May, showed a considerable shift in attitudes toward Japan.

Only 60 percent of Americans trusted Japan in a similar poll in 1998. Although relations between the two countries have never been entirely frosty, the latest poll is a sign of a bicultural warming of a welcome sort, and an opening for Japan to make progress in its place in the world.

The poll results suggest that, at least based on the image of Japan in America, potentially improved international relations may be on the horizon. In a parallel analysis of the opinions of influential Americans, including government and business leaders, an astounding 91 percent found Japan to be a dependable country. Just the same, only 40 percent of either the general public or the so-called opinion leaders said that Americans and Japanese have a good understanding of each other. Image, after all, is not always reality.

Americans gave a variety reasons for their positive feelings: Japan's great tradition and culture, strong economy, high-level technology and peacefulness. Americans also appreciated Japan's new culture of animation, fashion and cuisine. Clearly, the export of the two A's — automobiles and animation — has had a strong effect overseas. Americans in their teens and 20s seem to love Japanese anime while consumers 30 and older appreciate dependable cars. Overall, the poll confirmed that Americans overwhelmingly like what they know of Japan.

That is a good thing indeed. Whatever the reasons, positive attitudes and cross-cultural trust are no small part of diplomatic relations. They form the core of what is called soft power — the influence of cultural values and policies, rather than coercion and control. The attraction of Japan's culture, the integrity of its values and the exemplary nature of its behavior have the potential to give Japan a high moral authority on the world stage. Whether that authority will last for long and can be used for positive goals is yet unclear.

For one thing, the American perceptions were based on a diverse mixture of multiple sources (multiple answers allowed). Japan's image in America largely came through television, the main source cited, but also through the Internet, which half of Americans cited as one of their sources of information about Japan.

In addition to those two media forms, a considerable number of Americans had more substantial experiences: 56 percent cited school studies, 33 percent have Japanese friends, and 12 percent said experiences in Japan influenced their image. Despite these direct "nonvirtual" sources, though, only half of those polled agreed that relations were based on good mutual understanding, and less than half felt that future relations would improve. Japan's soft power might turn out to be very soft indeed.

For another thing, the reasons the Foreign Ministry is pursuing a positive image abroad may be as much to counter the growing influence of China as it is to turn soft power into world improvements. In the same poll, almost as many Americans felt that China was as important an ally as Japan. China was also appreciated for its admirable national qualities and its technology. Those results worry the Japanese, who have always prided themselves on their national identity, cultural values and innovative technology. Rather than compete with China in some best-image abroad contest, the Foreign Ministry should consider what to do with the positive image it already has.

The Japanese Foreign Ministry's pursuit of a better image abroad seems to have succeeded, but what Japan is going to do with all this good will needs more serious consideration. Image alone will not last long. The opinions of the American public are notoriously fickle. The appointment of "cute ambassadors" who appear at festivals and expositions abroad, which is one of the Foreign Ministry's latest image-enhancing campaigns, may yield even fewer benefits. Pop culture diplomacy will last about as long as pop stars do, which is to say, not very long at all.

After the image fades, substantial world issues will still need to be addressed. Trade issues, political responsibilities, overseas investments and participation in treaties are all serious issues Japan has to tackle. Japan is in a position to help developing countries in a wide variety of ways, with aid, programs and actions. One wonders what the results of a similar poll in less developed countries would turn out to be.

The Foreign Ministry should focus its next efforts on making real gains in more countries for better reasons. The current positive perception in America is certainly a window of opportunity to establish working partnerships that are beneficial to all involved.

Let's hope that the government and ministries will spend more time capitalizing on the nice image to enact long-term constructive deeds and genuine progress.