Much has been made of Japan’s recent turn away from pacifism and growing military muscle, but Tokyo is also extending its global reach in more subtle ways. Japan is especially serious about increasing its soft power, the ability to win over global partners with cultural and diplomatic affinity rather than coercion and sheer heft.

Besides governments talking to each other in formal and informal settings, soft power is comprised of programs and policies that have an impact on people’s lives. Examples include PEPFAR (the President’s Emergency Plan for AIDS Relief), President George Bush’s signature initiative to combat the spread of HIV/AIDS; the prestigious Fulbright program, which for 71 years has brought scholars to the U.S. and sent American scholars abroad to teach and study; and our role in providing humanitarian assistance to countries in crisis. 

Bollywood may sound just like a step-sister of Hollywood; however, the language, syntax, grammar and scale of both the industries are poles apart. What was it then that allowed Bollywood to establish its stronghold not only in Hollywood but in other continents like Africa and Europe, and countries like Africa, China and Japan. National Award winning author Roopa Swaminathan's book Bollywood Boom: India's Rising Soft Power explores that and much more.

On a quiet midweek evening on the streets of the Cambodian capital, the Pyongyang Restaurant is at near capacity. Inside the square room, adorned with dramatic landscape murals, music starts to blast. Waitresses in bright traditional Korean garb drop their trays and pick up their instruments. With great skill they twirl in formation and belt out odes to the homeland. It is patriotic, unapologetic North Korea thousands of miles from the secretive state.

The “soft power” argument plays a role too: overseas graduates are also seen as generating goodwill for Germany globally. “The idea of Germany being part of an international community is valued very highly,” said Ms Wahlers. “Of course, we invest a certain amount of money [in their education], but what we get back is worth so much more. The international students, when they graduate, will be partners for Germany in the world, this kind of international network building is of immense importance to us.”

Japan should be patting itself on the back after this soft-power success. In particular, “Your Name.” [...] “Your Name.” wasn’t aimed at a global audience — in fact, those involved with it didn’t even realize how big it would be domestically — but still had a universal theme.