Cool Japan
Taken up in the international media, with "The New York Times" running a retrospect "Year in Ideas: Pokémon Hegemon", an increasing number of more reform-minded government officials and business leaders in Japan began to refer to the country's "gross national cool" and to adopt the unofficial slogan "Cool Japan". In a 2005 press conference, the Ministry of Foreign Affairs linked the idea to Bhutan's concept of Gross National Happiness.