◆Why NHK's "Cool Japan" Has Served Its Purpose
NHK’s Cool Japan ran for 17 years starting in 2006. The premise was simple yet fascinating: foreigners living in Japan gathered to debate what makes the country truly "cool." It was a consistent ratings hit for the BS1 channel, but due to NHK consolidating its satellite broadcasts, my run as a monthly semi-regular panelist is coming to an end.
Appearing in roughly 80 episodes was an incredible education. Seeing Japan through foreign eyes acted as a mirror, forcing me to reexamine my own culture.
In our very first episode in 2006, the theme was "Sound." The panel pointed out how chatty and noisy Japanese elevators and vending machines are, yet our vacuum cleaners are engineered to be incredibly quiet. They noted how the sound of cicadas is perceived as a natural "voice" in Japan, but heard as mere background noise overseas (which is why it's often scrubbed when anime is exported). I still remember how eye-opening those early discussions were.
Initially, the topics stuck to pop culture staples like manga, anime, and video games. Over time, the scope exploded. Food naturally followed—ramen, rice bowls, and noodles. I personally pitched and produced episodes centered on Japanese coffee and gyoza culture.
What shocked me most was how highly our foreign guests praised aspects of Japanese society we take for granted: our sense of community, childcare systems, and volunteer culture. Thanks to the show, I learned that Japan has the highest density of public aquariums in the world, that no other country has so much heavy snowfall in heavily populated urban areas, and that Bukatsu (school club activities) has become an internationally recognized concept.
The Izakaya dining style—where everyone orders small plates at their own pace to share—is a completely novel form of culinary communication for Westerners.
Even Japanese emojis reflect our culture; they use eye shapes to convey emotion whereas Western emojis rely on the mouth. This explains why the widespread use of face masks during the pandemic never hindered communication in Japan.
Once, we took a karaoke machine out onto the streets to prove that Japanese people are inherently shy. Ironically, the foreigners walked right past, while local Japanese people immediately grabbed the mic and started singing and dancing.
When asked what Japanese concept they wanted to export to their home countries, a Chinese panelist answered: Kyusyoku-toban (school lunch duty). In most countries, school meals are served by adults, but Japan's system teaches children accountability and hospitality from a young age. A Brazilian panelist answered: the KOBAN (neighborhood police box) system.
In Brazil, police interactions can be tense and high-stakes; in Japan, the KOBAN is a safe haven where children and the elderly can drop by just to ask for directions.
Japan is a country full of hidden layers. Given our national tendency for low self-esteem, we should continue to let outsiders help us discover what makes this country great.
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