Not so Cool Japan? Exploring the perceptions of contemporary Japan among Euro-American exchange students

Sammanfattning: This thesis examines the perceptions of Japan among Euro-American international students and investigates how these perceptions influence their motivation to study in the country. By exploring the relationship between popular culture, orientalist depictions, and cultural engagement, this study aims understand the complex dynamics which shape these students' attraction to Japan and their understanding of its culture. The study highlights the apparent coolness of Japanese cultural exports, which have often been cited as a key attraction to the country. Through interviews with participants, it becomes clear that this perceived coolness encompasses the innate Japaneseness of its cultural elements, its divergence from Euro-American norms, and the wider appeal of popular culture. However, the research also reveals the persistence of orientalist notions and othering perpetuated through popular culture dissemination, potentially disconnecting individuals from the realities of Japan. Nevertheless, the participants exhibited a desire to engage actively with Japanese culture, through language learning and a more fundamental engagement with the country. Their critical perspective on mainstream Cool Japan branding also challenges the effectiveness of such efforts and highlights the need to move beyond superficial attractions to cultivate more meaningful connections with Japan's culture.