Kaifu Is Quite Right to Worry
Japan has an image problem. Even Prime Minister Toshiki Kaifu admits to it.
In Atlanta last week, Kaifu announced an initiative aimed at shoring up Japan’s sagging image among grass-roots Americans. Although his “Communication Improvement Initiative” lacked specifics, Kaifu said programs, such as Japanese language classes for Americans, would be developed to advance “true mutual understanding.” Japan has succeeded in selling Toyotas, Walkmans and videocassette recorders to Americans, but will they buy a new image?
Polls reveal that while most Americans are friendly toward Japan, they are increasingly worried about Japanese investment here and are less hospitable toward it. Sadly, among some U.S. minorities, Japan is perceived as racist.
Such attitudes have unleashed new xenophobia toward Japan. The widespread popularity of such sentiments is reflected in books, movies and even in advertisements that pit American interests against Japanese. And some of this animosity against the Japanese smacks of racism, too.
To some extent, Japan’s economic success drives home our own failure to balance the books. The huge federal deficit is aggravated by a $49-billion trade deficit with Japan that many Americans attribute in part to Japan’s unwillingness to open its markets. For its part, Japan has worked hard to defuse the volatility in U.S.-Japan relations. It is the No. 1 foreign buyer of U.S. securities and agriculture. The nation recently agreed to a massive increase in public spending and market-opening measures in trade talks with the United States. Since last fall, “corporate good citizenship” has been the buzz phrase among Japanese executives in the States who are contributing millions to American charities.
But it will take more than donations and language lessons to polish Japan’s image. Japan, for example, needs to open its rice market and make it easier for U.S. retailers to open stores in Japan. The truth is that Japan’s problem isn’t only one of image but of reality as well. Kaifu was wise to address it. It won’t go away easily.
