George Géal-Killy
Japan is my home

日本是我的家乡

Because of lack of vision, lack of common sense, very poor knowledge of the international tourism market.

因为缺乏远见和常识、而且对国际旅游市场知之甚少。

Cool Japan was based mainly on pleasing otaku like people. People who are interested in subcultures. As a result Japan advertised on clichés, niche markets and mass consumption. Which is a shame because Japan has so much more to offer. They didn't invest enough on what the average tourist wants/needs (affordable air ticket fares, public transportation, accommodation, adapted assistance, touristic attractions, interaction with the locals….) Not enough to become relevant in terms of mass tourism.

酷日本主要基于取悦像宅男和对亚文化感兴趣的人。这就导致日本投放的广告落入庸俗、面向小众细分市场和大众消费。这很遗憾，因为日本本该有更多更好的东西可以提供。他们没有在普通游客想要/需要的东西上投入足够的资金（负担得起的机票价格、公共交通、住宿、适合的帮助、旅游景点、与当地人的互动……）酷日本政策在大众旅游方面没有发挥重要作用。

The subcultures they based their communication on are usually not seen so positively in Japan. Thus it's only common sense that they don't federate more than that abroad.

他们所基于的亚文化在日本通常不被如此积极地看待。因此，他们不会在国外联合起来，这只是常识。

The tendency worldwide for the average tourist is quality tourism and authenticity. The price/quality ratio is very important. But in Japan the service level is not worth the money paid for it. Especially for accommodation and cultural activities. No need to cross the world to simply go shopping.

对普通游客来说，全球流行趋势是旅游的优质性和旅游景点的真实性。性价比非常重要。但在日本，其服务水平和游客的消费无法匹配。尤其是在住宿和文化活动方面。我们不需要跨越世界去购物。
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As a result, only those who already have some vested interests in Japan and those close by like the Koreans and Chinese, bother to make the trip.

因此，只有那些已经在日本拥有既得利益的人，以及韩国人，中国人等附近国家的人，才会愿意前往日本。

For the others, they'd rather go to Thailand, Malaysia, China etc…. or elsewhere in the world.

对于其他人来说，他们宁愿选择去泰国、马来西亚、中国等旅游目的地……或者去世界其他地方。
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And as usual Japan failed to take the globalization train wagon.

而日本一如既往地未能搭上全球化列车。
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The last Terrie's take issue describes perfectly the process of how Japan loses market shares because of that. And it's a often the same scenario.

Terrie先生的最后一个观点完美地描述了日本因此失去市场份额的过程。而且这种情况经常发生。

TT-927 (Tourism Edition) - How JTB Lost Control of Japan's Inbound Hotels Business - Terrie Lloyd

TT-927旅游版-JTB如何失去对日本入境酒店业务的控制-Terrie Lloyd
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Cool Japan is not a failure. It was simply totally misguided to believe that it was the right strategy to make Japan attractive to the world.

酷日本不能算一种失败。但把该政策当成维持日本对世界吸引力的唯一正确战略是完全错误的。

Randall Weatherall
Because it encourages people to go there as the main point.

因为该政策的主要目的在于鼓励人们去日本（旅游消费）。

A usual ticket to Japan will be anywhere from 1000USD to 1800USD unless you live in Asia already; the people they are advertising to typically do not have the kind of money for that ticket, let alone for the money for the inflated hotel costs, travel, and goddies they are being convinced to buy.

除非你住在亚洲，否则前往日本的机票价格通常为1000美元到1800美元；他们广告的目标人群通常没有那么多预算来购买机票，更不用说支付高昂的酒店费用、旅游支出和购买那些吹的神乎其神的商品了。

I know my answer is simple, but even more simply: wrong message to the wrong audience.

我知道我的答案很简单，但更直白的说：这一政策向错误的受众传达了错误的理念。

Advertise the buying of Japanese products or viewing of Japanese media (offering translations of popular channels and news outlets would help) to make a more general audience open to the idea of even paying attention to the country. Instead, it is a push for tourism in a very hard-to-reach place (expensive=difficult in this sense).

宣传购买日本产品或观看日本媒体（通过提供热门频道和新闻媒体的翻译会有所帮助），让更多的受众愿意关注这个国家。而不是相反去推动旅游产业，要知道日本作为旅游目的地是一个难以到达的地方（在某种意义上昂贵意味着困难）

ଅନ୍ୱେଷ
Deep enthusiast of Japan

深爱日本

There's one part of Cool Japan Fund Inc. that has failed for sure.

Cool Japan Fund Inc（酷日本基金作为实体运作的公司）。某一部分已经明确失败了。

In early 2015, Sky Perfect JSAT Corporation and Cool Japan Fund established a company called Wakuwaku Japan Corporation with Cool Japan holding 40% of the shares.

2015年初，Sky Perfect JSAT Corporation和Cool Japan Fund成立了一家名为哇酷哇酷日本的公司，Cool Japan持有40%的股份。

This was to expand the TV channel called Wakuwaku Japan TV that had launched exclusively in Indonesia in 2014. The Japanese government had allocated funds amounting to 15.5 billion yen (or approximately US $126.17 million) to finance the channel. [1]

这是为了扩大2014年在印度尼西亚独家推出的名为哇酷哇酷日本TV的电视频道。日本政府已拨款155亿日元（约合1.2617 亿美元）为该频道提供资金。[1]

Cool Japan Fund made investments in partnership with Sky Perfect JSAT to spread Japanese entertainment media outside Japan.

Cool Japan Fund与Sky Perfect JSAT合作进行投资，将日本娱乐传媒推广到日本境外。
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Here’s Cool Japan Fund's article in this regard: Projects Report Vol.2| Our Practice where they have boasted a lot.

以下是Cool Japan Fund在这方面的宣传报道：Projects Report Vol.2| Our Practice，他们在其中大肆吹嘘。


They had actually made a press release in March 2015 providing all their details including their aims and obxtives. You can access the full document here : WakuwakuJapan.pdf

他们实际上在2015年3月发布了一份新闻稿，提供了包括目标和目的在内的所有细节。您可以在此处访问完整文档：WakuwakuJapan.pdf

On top of that, they could reach to mostly smaller Asian countries like Sri Lanka, Singapore, Myanmar, Taiwan, Mongolia.

除此之外，他们的信号可以覆盖大多数亚洲小国和地区，如斯里兰卡、新加坡、缅甸、台湾（地区）、蒙古。

One thing that severely surprised and personally agitated me a lot is that, they could launch in Sri Lanka and Myanmar which are India's neighboring countries and a smaller market, but couldn't launch in India.

有一件事让我感到非常惊讶和恼火，那就是他们可以在斯里兰卡和缅甸推出服务，这两个国家是印度的邻国，市场较小，却无法在印度这个大市场推出同样的服务。

Their aim of expanding to 22 countries has been a crashing failure. I asked one friend in Japan who has contacts with someone working in WWJ Corp, and got to know that the company is facing some internal issues.

他们扩展到22个国家的目标彻底失败了。我问了一位在日本的朋友，他与WWJ Corp的工作人员有联系，了解到该公司正面临一些内部问题。

Instead of trying to expand to other nations, they thought of “doubling” the carriage via OTT (live streaming) in existing countries. (WAKUWAKU JAPAN doubles carriage in Vietnam with 2 OTT platforms & increases Vietnamese subtitling to 100% from January 1, 2019).

他们没有尝试吧把服务扩展到其他国家，而是考虑通过OTT（流媒体直播）在现有国家“倍增”传输量。 （WAKUWAKU JAPAN通过2个OTT流媒体平台将越南的电视传输量翻了一番，并从2019年1月1日起提供越南语字幕）。

But they forgot to understand that they can use this OTT streaming to easily expand to other nations. Especially nations like USA, India, Brazil and Germany have a large and growing OTT & Digital/Internet TV industry. (Indian OTT market to reach $5 billion in size by 2023, says BCG report).

但他们似乎忘记了，他们可以利用这种OTT流媒体把服务轻松扩展到其他国家。尤其是美国、印度、巴西和德国等国家，其OTT 和数字/互联网电视行业规模庞大且不断增长。（BCG报告称，到2023年，印度OTT市场规模将达到50亿美元）。

But Cool Japan Fund and Wakuwaku Japan Corporation failed to understand the international markets. They failed to promote and expand Japanese entertainment to more number of viewers. This is in turn failure on part of not only Cool Japan, but also Sky Perfect JSAT, Japanese TV studios and also the Japanese government's lack of interest in promoting Japanese entertainment.

但Cool Japan Fund和Wakuwaku Japan Corporation未能了解国际市场。他们未能向更多观众推广和扩大日本娱乐。这不仅是Cool Japan的失败，也是Sky Perfect JSAT、日本电视工作室的失败，更是日本政府对推广日本娱乐产业缺乏兴趣的失败。

This indifferent and careless attitude of Japanese Corporations is the reason why the entertainment and media industry is falling behind Korean and American ones. No wonder why Korean entertainment and American entertainment have more popularity and viewership; it's because those countries know how to tap international markets and promote properly.

日本公司这种冷漠和漫不经心的态度是其娱乐和媒体行业落后于韩国和美国的原因。难怪韩国娱乐和美国娱乐更受欢迎、收视率更高；因为这些国家知道如何开拓国际市场并进行适当的推广。

upxe: Wakuwaku Japan ceased its international operations on 31st March 2022. This project is thus marked as closed unsuccessful.

更新：哇酷哇酷日本于2022年3月31日停止了其国际业务。最后，该项目被标记为因业务失败而关闭。

Footnotes
[1] Japanese TV Program Channel WakuWaku Japan is Ready to Air This Month
[2] How to Watch | WAKUWAKU JAPAN

脚注，资料来源

Earl Kinmonth
The LDP leadership is NOT old in comparative terms. Is 63. Trump is 71. His competition was Clinton age 70 and Sanders age 76. Both the US House and US Senate are very seniority based.

对比来看，自民党高层并不老。他63岁。特朗普71岁。他的竞争对手是70岁的克林顿和76岁的桑德斯。美国众议院和参议院都是以资历为基础的。

But, this is actually irrelevant because the LDP does not run the Japan Cool program and elected politicians are far less powerful than the bureaucracy.

但这实际上无关紧要，因为自民党不亲自运作“日本酷计划”，民选政治家的权力远不如官僚机构。

In 2009 the DPJ ran on a platform that emphasized taking back power from the bureaucracy. It tried and failed.

2009年，民主党以强调从官僚机构夺回权力为竞选目标。它尝试过，但失败了。

The average age of bureaucrats, the people who really run this country, is relatively low because the customary retirement age is in the fifty range. The figureheads who front for organizations in Japan may be on the high side of the curve but the locus of power in Japanese organizations tends to be in the middle ranks who are considerably young then the nominal heads.

官僚，即真正管理这个国家的人员，平均年龄相对较低，因为惯例上退休年龄在50岁左右。日本政府组织的名义领袖可能处于年龄曲线的顶部，但日本政府组织的权力中心往往在中层，他们比名义上的领导人年轻得多。

An argument based on age is specious in this context.

在这种情况下，基于年龄的论点是似是而非的。
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The Japan Cool program was not set up to promote tourism. It can’t fail at a task it does not have.

“日本酷计划”的设立不是为了促进旅游业。它不可能在它不曾预设的目标任务上失败。

“Cool Japan Fund was founded in November 2013 as a public-private fund with the aim of supporting and promoting the development of demand overseas for excellent Japanese products and services. Cool Japan Fund aims to commercialize the “Cool Japan” and increase overseas demand by providing risk capital for businesses across a variety of areas, including media & content, food & services, and fashion & lifestyle.”

“Cool Japan Fund成立于2013年11月，是一家公私合营基金，旨在支持和促进海外对优质日本产品和服务的需求发展。Cool Japan Fund通过为媒体和内容、食品和服务以及时尚和生活方式等各个领域的企业提供风险资本，将“Cool Japan”商业化并增加海外需求。”
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What is Cool Japan Fund?

什么是 Cool Japan Fund？

An argument can be made that the CJF has failed in its nominal task, but that is a question separate from the promotion of tourism.

可以说CJF未能完成其在名义上的任务，但这与旅游业的推广无关。
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That the tourists who come to Japan are predominantly from other Asian countries does not strike me as a failure. I would think that the whole point of tourism from our side is to make money and money is money whether it is pounds, dollars, or yuan.

我并不认为日本游客主要来自其他亚洲国家是一种失败。从我们的视角来看，旅游业的全部意义在于赚钱，无论是英镑、美元还是人民币，钱就是钱。

While expensive airfares may deter people from outside the region, that is not something the JCF can do anything about. Further, the quoted amounts are on the high side. I just got back from Britain flying standard economy and paying the standard fare. The cost was roughly six hundred pounds. Presumably someone could come from Britain or continental European countries to Japan for about the same amount.

虽然昂贵的机票可能会阻止该地区以外的人前往，但这不是JCF可以避免的事情。机票报价确实偏高。我刚从英国回来，乘坐标准经济舱，支付标准票价。费用大约为600英镑。据推算，从英国或欧洲大陆国家前往日本的旅客花费大致相同的机票费用。

Speaking as a Japanese resident and citizen, I would be quite happy if Japan failed to attract more tourists. They make life very unpleasant in some areas and far too much of the employment associated with tourism is at the low end of the pay spectrum. Tourism as a quick economic fix allows policy makers to put off dealing with fundamental structural problems.

以日本居民的角度而言，即使日本无法吸引更多游客，我也会感到非常高兴。游客使一些地区的生活变得非常不愉快，而且与旅游业相关的就业岗位中，大多数位于薪酬区间的低端。旅游业作为一种见效快的经济解决方案，会使决策者推迟本该处理的结构性经济问题。