Soft Power Diplomacy 2/2

There has been a growing emphasis on "soft power" in Japanese diplomacy as opposed to the "hard power" of military and economic coercion. How can Japan maximize its cultural and communicative assets as the power to persuade and attract others to secure its national interests?

G1 Global Conference 2011: Breakout Panel Session I-B – Soft Power Diplomacy 2/2

< Panelists >
Seiichi Kondō
Commissioner of the Agency for Cultural Affairs

Roger Pulvers
Professor, Center for the Study of World Civilizations, Tokyo Institute of Technology

Shinichi Tanaka
President and CEO, Fleischman-Hillard Japan

Henry Tricks
The Economist, Tokyo Bureau Chief

< Moderator >
Yoshimitsu Kaji
Counselor / Director of Global / IT Communications Strategy / Prime Minister's Office


Commissioner of the Agency for Cultural Affairs, since July 2010. Mr. Kondō served as Ambassador Extraordinary and Plenipotentiary to the United Nations Educational, Scientific, and Cultural Organization (UNESCO) and as Ambassador Extraordinary and Plenipotentiary to Denmark. He drew up Japan's new public diplomacy strategy when he was Director-General of the Department of Public Diplomacy at the Ministry of Foreign Affairs. His major publications include Yugamerareru Nihon Image (Distorted Japanese Image; the Perception Game in Washington) (Kamakura Shunju Sha, 1997), Pari Marumezon no Mori kara (24 Essays from Boise de Malmaison) (Kamakura Shunju Sha, 2005), Bunka Gaiko no Saizensen nite (24 Essays on Culture Specificity and Generality from the Frontier of Cultural Diplomacy) (Kamakura Shunju Sha, 2008), and Gaikokan no A ra Karuto (A Diplomat’ s A La Carte) (Kamakura Shunju Sha, 2011).

Author, playwright, theatre director and translator, Roger's novels in both Japanese and English include The Death of Urashima Taro, General Yamashita's Treasure, The Honey and the Fires and The Dream of Lafcadio Hearn. He has also published many works of nonfiction, including The Unmaking of an American and, more recently, If There Were No Japan.
Roger's plays have been performed extensively in Japan, Australia and the U.S. He was assistant director to Nagisa Oshima on "Merry Christmas, Mr. Lawrence." In 2010-'11, he hosted and wrote the popular NHK television show, "Gift E-meigen no Sekai."
Prizes and honors include the Crystal Simorgh Prize for Best Script at the 27th Fajr International Film Festival in Tehran for "Ashita e no Yuigon" and the Miyazawa Kenji Prize in 2008. In 2009, he received the Award of Commendation from the Cultural Affairs Agency (Bunkacho) for contributing to the propagation of Japanese culture overseas.

Shin Tanaka joined Fleishman-Hillard in August 1997 as managing director of Fleishman-Hillard Tokyo. Beyond management of the company itself, Mr. Tanaka is directly involved and plays a great role in Public Affairs, Crisis Management, Issue Branding, and Reputation Management projects. Before joining Fleishman-Hillard, Mr. Tanaka worked with Sega Enterprises as general manager of the overseas sales/operations division, where he was responsible for the sales and development of amusement facilities for Sega Enterprises in Asia, Oceania, and the Middle East. Before joining Sega, Mr. Tanaka was a 16-year veteran of Honda Motor Company. He was responsible for the company's corporate communications globally. Mr. Tanaka also served as manager of Honda's Detroit office and was responsible for developing the companyz's corporate communications strategy in the United States, which included government relations, academic programs, investor relations, marketing communications, and corporate public relations. Before his U.S. assignment, Mr. Tanaka worked in various aspects of the company's overseas sales, marketing, production control, and material handling. Mr. Tanaka is a graduate of the Department of Economics at Keio University in Japan.
Strategic Communication Blog:
Twitter: @ShinTanaka

Henry Tricks has been The Economist's bureau chief in Tokyo since August 2009, and covers political, economic and financial affairs in Japan and the Korean Peninsula. In 2010, he wrote a 14-page Special Report on Japan's demographic challenge, entitled "Into the unknown" and has been profiled on the topic in an NHK documentary, "The Japan Syndrome". Before moving to Japan, he was The Economist's Finance Editor in London from 2006-2009, during which time he oversaw coverage of the global financial crisis. He worked for the Financial Times from 1998-2006, as a writer of the Lex column, senior corporate reporter, property editor and as bureau chief for Mexico and Central America. From 1988-1998, he worked for Reuters in New York, Washington and Mexico, covering the US Treasury bond market and several emerging-market crises. He started his career at Reuters reporting on the civil wars in Central America. He has a degree in Latin from the University of London.


Yoshimitsu Kaji graduated from Aoyama Gaskin University with BA in Economics. After working at the Fuji Bank and advertising agencies, he graduated Kellogg Graduate School of Management, earning MBA. After his graduation, he joined Coca-Cola (Japan) company responsible for Coca-Cola and Georgia brands. After that, he served as Marketing Director responsible for titles such as "The Matrix" and "A.I.", at Time Warner, Inc. After transferring to Sony Pictures Entertainment, he led marketing of "Spiderman" and the TV animation "Astro Boy" as Vice President, Marketing. He then moved to Nissan Motor Company, Inc., as Marketing Director for Luxury products, such as CIMA, FUGA, TIANA, SKYLINE, and NISSAN GT-R. He then seconded as General Manager for Overseas Division at Autech Japan supervising business for the United States, Europe and Asia. He also served as Executive Director for the Tokyo Olympic Bid Committee. After his return to Nissan, he was responsible global introduction of Nissan LEAF as senior manager for Global Zero Emission Business Unit and Global Marketing. Starting this year, he is working for the Prime Minister's Office, dealing with the marketing of "Japan Brand." He is the President of Kellogg Alumni Club of Japan.