STUDENT VIEW 1

Obsession or Dedication?
The Japanese Work Ethic as
a Nation Brand

Author Marshall Sherrell

By Marshall Sherrell
Photo: Wikimedia Commons
In October 1944, theJapanese militarybegan to use kamikaze
tactics to attack theships of the Allied
forces. The use ofsuicide attacks on sucha grand scale left an
impact indelible
Chiran high school girls wave off a kamikaze pilot.
enough to warrant
importing the word kamikaze into the English vernacular. As Westerncountries began to learn more about Japan, portrayals of anotherclass of Japanese warriors, the Samurai, brought about the
proliferation of words like seppuku and hara-kiri, the ritualized
suicide made famous by the Samurai, and by movies and anime
which told their tales. More recently, English dictionaries have also
begun to include karoshi, the Japanese word for death caused by
overwork. However, the unwavering dedication which spurred people
on to actions the world regrets, has also manifested in ways which
wrought great benefits for society.
Here I would like to introduce one more Japanese concept closely
related to this topic: kodawari. This means something like“commitment”. It refers to the austere dedication with which one
might approach an occupation or craft; the pursuit of perfection
through which Japanese service industries attend to their guests, forexample. In this article, I will enumerate my reasons for believingthat the Japanese attitude toward work/duty would be one of themost effective and flexible nation brands Japan could promote.

How Nation Brands Are Formed by Adversity
Although the term “nation brands” was first printed in 1998, thepractice is much older. We can see nation branding in phrases likeone of America’s slogans: “Land of the free and home of the brave”,
or France’s official motto “Liberty, equality, fraternity”. In both cases,
these taglines now synonymous with the nations they represent
came about from bloody encounters; America’s from the Battle ofBaltimore in the War of 1812, and France’s from the French
Revolution. Far from singular examples, the tendency to find a senseof identity through great adversity can be seen in nationalistic

https://www.jef.or.jp/journal/

movements around the world.
Nation branding attempts to harness the power of a national
reputation and/or identity, condense it into an easily digestible
marketing tool, and promote trade and industry with it. It cannot
usually be plucked out of thin air, because nation branding is bigger
than today’s companies
Photo: Dr.frog at en.wikipedia
or today’s markets. It
encompasses what we
expect from a country’s
industries, services,
culture, and people.
Above all, effective
nation branding must
be authentic, which
may be why adverse
historical events are An old print showing the bombardment of Fort McHenry,
often the catalyst of a near Baltimore, by the British fleet on Sept. 13, 1814.
nation’s branding.

The Need for Authenticity
Perhaps the first thing that came to your mind as you read my
introduction was something like “Why would you pick such negative
imagery to represent Japan?” Indeed, Japan could simply branditself as “Cool” as campaigns in the last decade have attempted todo. One of the fundamental issues with a nation brand focused on
the export of pop culture items such as “Cool Japan” is the inherent
disconnect from the very culture which produces it. Cool anime andfashion are relatively new cultural exports that represent only a small
portion of Japan’s industries and fashion, and which fail toauthentically portray Japan. Experts in nation branding have pointed
out that, as it relates to marketing, nation branding must present
something authentic — something real.
As modern consumers are becoming increasingly aware of where
their products come from, niche markets have popped up to addressthese new consumer demands. While brandings such as German
engineering or Italian clothing have been in demand for generations,
new markets such as the “organic” and “fair-trade” markets havecome about more recently as sustainability practices and ecoconsciousness have become more prevalent among consumers.

Japan SPOTLIGHT • September / October 2018

59

STUDENT VIEW 1That a product has been sourced from somewhere in particular, andthat it represents some desirable trait of that culture, is becoming apriority for consumers.
This is why Japan cannot afford to ignore its history and culturallegacy in nation branding; because the global market demands it.
Before there was a brand for “American technology” there were
Americans developing new technology. Before “German engineering”
there were German engineers. Most successful nation brandings
have come about by steering a nation’s image into a positive light,
rather than attempting to change that image completely. Of course,
the promulgation of a topic so perilously mixed with positive andnegative connotations as Japan’s work culture must be carried out
cautiously. Nevertheless, I believe the potential benefit outweighs therisk of promoting the Japanese work ethic for the following reasons:A) It relates most directly to products and services.
“Cool Japan” promotes the idea that Japan is a hub of emergent,
edgy culture. It stands to create an image which correlates mostclosely with anime and videogames, but which largely ignores otherimportant industries. Japanese cars and Japanese technology are notseen as cool in the same way. Furthermore, it doesn’t relate closely
to quality. Cool is a subjective term; “good” is less so. And while coolcan work for Japanese media exports like anime and videogames, anapproach which focused on quality might work just as well for theseindustries too.
On the topic of Cool Japan exports, let’s consider the anime
industry. The anime boom of the 1980s was a multifaceted
phenomenon, but one major contributing factor was the quality ofwhat was being produced in Japan. The level of detail, the shading
and camera angles utilized in films like Akira were groundbreaking
for the time. No country was using animation in the way that Japan
was. What had become a small market targeted almost exclusively at
young children, was being revolutionized in Japan, and the world
began to notice. This had a lot to do with the quality of Japanese
animation relative to other animated productions of the time. And
that had a lot to do with kodawari.

B) It’s highly flexible.
As I’ve mentioned, Japanese dedication is a concept which could
be highly flexible in directing a nation brand. This branding speaks ofquality in service, quality in products, quality of infrastructure,
personnel, etc. Its authenticity as a cultural fixture of Japan isunquestionable, and its influence is all-encompassing, because“dedication” connotes so many other desirable qualities for
consumers. No industry doesn’t rely on quality, one of the
byproducts of dedication.
After all, some things will always be true about consumer markets;
such as a desire for products and services which are of a highquality. Although most people are craving authenticity to somedegree as well, this will not and cannot trump the fundamental
utilitarian needs that drive commerce. For example, while someAmerican consumers may prefer free-trade certified, organic, singleorigin coffee, many of them will settle for whatever coffee is available
in their price range. In Japan’s case, a nation branding built on
60 Japan SPOTLIGHT • September / October 2018

Japanese dedication could
communicate a very
believable, authentic,
Japanese image, while also
assuring consumers of apositive experience if theychoose to do business withJapanese organizations. In
other words, it could satisfy
both the “needs” and the“wants” of the consumer via
a single message.

Photo: Akiyoshi Matsuoka, Wikimedia Commons

C) I t’s synonymous withtrust.
When you use a concept
like “dedication” to talk about,
A Japanese craftsman makes a traditional
Japanese lamp for the annual Arashiyama
for example, JR train
Hanatōro festival in Kyoto.
operators, it means you cantrust the trains to be on time. When speaking of a dedicatedrestaurant chain, it means you trust them to get your order right. A
dedicated work culture produces the sort of products that people
trust; which is why Honda cars might be called “high-quality” but are
more often called “dependable” in my country.
Commerce is built on trust — this has never been truer than it istoday. My parents’ generation had never heard of “identity theft” andeven I can remember when a United States Social Security number
might be printed right on your personal resume. Those days are longgone. Today, information and the protection of it is of the highest
priority and consequence. Even the term “personal information” haschanged its meaning to relate not to taboo or embarrassing topics,
but to the numbers, passwords, and IDs by which you could beruined if that information fell into the wrong hands.
In this increasingly vigilant world, Japan enjoys the reputation of
being a safe country; a country in which visitors have reported losing
their wallet and having it returned to the police station — with themoney still in it. Generally, even young people can walk around inalmost any neighborhood without fear. It’s perfectly normal to see
people leave their computer or other belongings unattended at acoffee shop or restaurant if they go to use the restroom. Of course,
there are exceptions to these examples, but Japan’s reputation as asafe country persists, to the benefit of the nation. This reputation forsafety both promotes and is promoted by a general sense of trust inJapanese products, services, and society.

Luxury Branding by & for Japan
Recent market data show that Japan’s luxury spending has risen— a good sign for the nation’s economy. In fact, Japanese
consumers have long been one of the most valuable customer bases
among the world’s top luxury brands. The relative weakness of theJapanese yen has also recently attracted many tourists to Japan forthe purpose of purchasing luxury items. As Japan approaches the2020 Olympic Games, tourism is expected to rise even more, hence

STUDENT VIEW 1
the current branding
efforts the nation isundertaking tocapitalize on that
opportunity. People onvacation love to spendmoney; so it’s hard tosee a negative side tothis prospect for any
Japanese industry.
The Giorgio Armani store at Roppongi Hills in Tokyo
I do not presume topropose one, but rather a rare opportunity for Japanese products toenter a market that already favors them. While Japanese customers
make up a significant portion of the high-spending clientele of luxury
brands, the businesses which own the luxury item market are
generally European. Gucci, Prada, Burberry, etc.: these brands aremeeting a demand in Japan’s market that domestic brands havenever been able to. If Japan can express a believable image of
excellent craftsmanship founded on the dedicated Japanese work
ethic, that could change.
This might seem like a too-strong statement considering the longstanding dominance of European brands in the luxury item market.
However, local brands have long enjoyed a special privilege in Japan,
which tends to strongly prefer domestic Japanese products. Fromcars and electronics, to food staples like rice or beef — Japanesecustomers hold fast to Japanese brands, and are often willing tospend more money for domestic products than for cheaper foreign
brands. In a society like Japan, one might well ask how Japanese
luxury brands have not yet risen to dominate even the domestic
Japanese market.
More than likely, it’s only a matter of time before Japanese brands
catch up in the domestic luxury market. International markets may
prove more difficult, considering the longstanding successful nation
brands Japan would need to compete with. Luxury suits are still
Italian, luxury perfume is still French, and these old standards do notseem likely to be uprooted any time soon. Although Japan has every
ability to be represented in luxury item markets based on the merit of
the products it produces, Japan’s branding simply doesn’t conjure
up similar mental images of opulence and prestige as European
luxury brands do.
By portraying the Japanese work ethic positively, the already highquality products Japan is producing could be marketed as the workof dedicated craftsmen and artisans, rather than merely as good
products. Luxury branding builds on the perception of historicalauthenticity and craftsmanship, both of which depend heavily on
nation branding. Many luxury brands market their legacy based on
the years they’ve been in business; whereas some relative
newcomers have also risen to prominence as luxury brands — suchas Dolce & Gabbana which has only been in business since 1985.
Japan already enjoys a reputation as an ancient country with deep
historical traditions of craftsmanship. If Japan markets this image
strategically, it may be able to break into heretofore untapped luxury
item markets.
In some Japanese industries, this is already happening. Tokyo
Photo: Kakidai, Wikimedia Commons

boasts the most Michelin star-rated restaurants of any city in theworld. This reputation for gourmet dining experiences has
undoubtedly contributed to the success of famous restaurants like
Jiro Honten, which has a long waiting list of customers even whilecharging 30,000 yen per meal. Fine Japanese spirits also command ahigh price and are in high demand — so much so that Nikka andSuntory are running out of supplies of their luxury lines of agedwhiskies, largely due to international consumer demand. As theworld wakes up to Japanese craft mastery, it may not be long before
Japanese clothiers or watchmakers are mentioned among names like
Gucci and Rolex, if Japan can implement a conducive nation brand tocapitalize on this emerging reputation for quality and kodawari.

Positive Dedication & Kodawari
After the end of World War II, Japan’s economy was struggling, tosay the least. In 1946, Japan set out to rise from the ashes andrebuild itself. In the years that followed, Japan’s productivity andinfluence skyrocketed, establishing Japan as the world’s secondlargest economy during the late 1970s. Many factors contributed tothis “Economic Miracle” but the heart of the movement was theJapanese laborer.
The postwar period was a time of great change in Japanesesociety. Labor recruitment was encouraged, including increasing therecruitment of women in labor industries. As some old traditions had
to be done away with out of necessity, the emerging Japan rebuilt
itself through the industrious efforts of workers like the salaryman,
known for working long hours and taking few days off. There wereand are serious flaws in this system. Nevertheless, dedicated workand production was the primary contributor to Japan’s economic
recovery.
The dedication I’ve been speaking of has given rise to unfortunate
cultural exports that are distinctly Japanese, which I touched on at
the beginning of this article. After seppuku, kamikaze and karoshi,
Japan could hope that through a different perspective on theJapanese attitude toward work/duty, the next Japanese word to pop
up in an English dictionary might be kodawari.
The ability to commit unwaveringly to some cause or goal isneither positive nor negative in itself. Just as the opposite
connotations of synonymous terms like “confident” and “arrogant”
can be used to describe the same idea in a positive or negative light,
so also is differentiating between “dedication” and “obsession”
largely a matter of perspective. As can be seen in Japanese history
as well as modern events, there is both a terrible and a glorious
potential to be found in this penchant for absolute commitment. For
Japan to foster an image which is believable, authentic, andconducive to growth, it must not run from this legacy, but portray itin the best light possible.

Marshall Sherrell is a 4th year student at the University of Washington,
majoring in Creative Writing and Japanese. In addition to his studies, he writes
for Samurai Meetups (samuraimeetups.or.jp).

Japan SPOTLIGHT • September / October 201861