From Tokyo To Delhi: The Soft Power Exchange between India and Japan

by Kaveri Jain (Guest Author)

Soft power - a concept introduced by American political scientist Joseph Nye in the late 1980s has become a fundamental component of contemporary international relations. Nye articulated soft power as “the ability of a country to shape the preferences and behaviours of other nations through attraction and persuasion, rather than coercion or force”

This form of power relies on three intangible resources - culture, political values and foreign policies. These collectively foster goodwill, trust and voluntary alignment among nations. Unlike hard power which is derived from military might or economic sanctions, soft power works subtly by creating a favourable perception that influences other countries' decisions in line with the interests of the soft power wielder.

The essence of soft power lies in its capacity to attract and co-opt rather than coerce. Nye emphasizes that soft power is about setting the agenda and framing debates in ways that make other countries align their goals and preferences with those of the soft power holder. For instance, the global appeal of American culture through Hollywood, music, fashion and technology has significantly influenced global norms and aspirations, often in favour of U.S. interests.

Similarly, the European Union has employed its values of human rights, democracy and the rule of law to extend its influence across its neighbourhood and beyond. As Nye notes, the effectiveness of soft power depends heavily on the credibility of a nation's culture, policies, and institutions; when these are perceived as legitimate and desirable, they enhance a country's ability to lead without resorting to force or economic pressure.

Soft power is especially relevant in a world characterized by globalization and interdependence, where military might alone cannot secure national interests. In the 21st century, countries increasingly recognize that cultural diplomacy, international education, development assistance and media outreach are essential tools for advancing their foreign policy objectives.

In Asia, India and Japan have emerged as significant soft power players, each leveraging its unique assets to foster goodwill and influence. For these nations, soft power serves not only as a means of enhancing bilateral relationships but also as a strategy to achieve broader regional and global goals. 

India’s Soft Power In Japan

India has effectively utilized its rich cultural heritage, democratic credentials and historical connections to project soft power in Japan, cultivating a positive image and fostering closer ties between the two countries. The appeal of India's soft power in Japan is multi-faceted, encompassing cultural diplomacy, spiritual linkages, educational exchange and political values that resonate with the Japanese public.

A central element of India's soft power in Japan is the shared Buddhist heritage. Buddhism, which originated in India over two millennia ago, was introduced to Japan in the 6th century via Korea and has since become a significant cultural and spiritual component of Japanese society. This shared religious history creates a deep spiritual connection between the two nations.

The ancient Nalanda University, a major centre of Buddhist learning in India is well-known in Japan and many Japanese Buddhists visit India as part of spiritual pilgrimages to sacred Buddhist sites like Bodh Gaya and Sarnath. These spiritual connections are continually reinforced through cultural and religious exchanges such as the Buddha Jayanti celebrations and visits by Japanese Buddhist monks to Indian sites, fostering goodwill and mutual respect.

Film festivals, dance performances, and art exhibitions featuring Indian culture are frequently organized by the Indian Embassy and cultural organizations such as the Japan-India Association help promote a positive image of India. Yoga, an integral part of Indian culture, has gained immense popularity in Japan with International Yoga Day being celebrated with significant participation in Tokyo and other cities. 

Educational exchange is another crucial component of India's soft power strategy in Japan. Indian universities particularly in the fields of science, technology and management have established collaborative partnerships with Japanese institutions. Student exchange programs, scholarships and joint research initiatives have facilitated deeper academic ties, fostering mutual understanding and cooperation.

These exchanges create long-term bonds between young scholars, academics, and professionals, promoting people-to-people contact and building bridges for future cooperation.

India's democratic values and commitment to an open society also enhance its appeal in Japan, which is itself a stable democracy. Both nations share a commitment to democratic governance, human rights and the rule of law which resonates with their respective populations. This alignment of values provides a strong foundation for their bilateral relationship particularly in the context of a region where such values are not uniformly upheld.

High-level diplomatic visits, strategic dialogues such as the recent 2+2 dialogue and forums such as the India-Japan Annual Summit further underscore this alignment and help project India's image as a reliable and democratic partner in Asia.

Japan’s Soft Power In India

Japan has adeptly leveraged its soft power in India by promoting its cultural assets, technological innovations and societal values, which have found a receptive audience among the Indian population. Japanese soft power in India is characterized by a combination of cultural exports, economic engagement and strategic diplomacy all of which contribute to a positive image of Japan and foster closer ties between the two nations.

One of the most visible aspects of Japan's soft power in India is its vibrant pop culture, particularly anime, manga, and Japanese films, which have gained a substantial following among Indian youth. Anime series such as "Naruto," "Dragon Ball," and cartoons such as "Doraemon", “Ninja Hattori” and “Shin-Chan” is widely popular in India with dedicated fan communities, conventions and merchandise. These cultural products offer an entry point for young Indians to engage with Japanese culture, language and values. In addition, Japanese film festivals, cultural exchange programs and events organized by the Japan Foundation and the Japanese Embassy in India further promote Japanese arts, music and cinema. This deepens the cultural affinity between the two countries. The “Cool Japan” campaign, an initiative by the Japanese government to enhance Japan’s cultural presence abroad, has found considerable success in India, creating awareness and appreciation for Japan's unique cultural offerings.

Japan has also employed its technological prowess and reputation for quality to build a strong presence in India. Japanese companies like Sony, Toyota, Honda and Panasonic are household names. They symbolize reliability, innovation and efficiency. The popularity of Japanese products ranging from electronics to automobiles has reinforced a positive perception of Japan as a leader in technology and design. Japanese businesses have invested significantly in India's infrastructure and development projects such as the Delhi Metro and the Mumbai-Ahmedabad High-Speed Rail Corridor (often referred to as the "Bullet Train" project) showcasing Japan's commitment to India's economic growth. These high-profile projects not only demonstrate Japanese technological capabilities but also signal Japan’s willingness to partner with India on its developmental journey.

Educational and cultural exchanges have been another significant avenue of Japan’s soft power in India. The Japanese government offers a range of scholarships and grants to Indian students through programs like the Monbukagakusho (MEXT) scholarships which allow young Indians to study in Japan. These scholarships cover diverse fields such as science, engineering, humanities and social sciences, fostering mutual learning and understanding. Japanese language learning centres such as the Japan Foundation's Japanese Language Institute in New Delhi and cultural outreach programs have gained popularity among Indian students and professionals, facilitating deeper cultural ties. Moreover, initiatives like the "Japan-India Friendship Year" celebrations, Japan-India Month (Sept-Oct 2024) and various cultural events have helped build a greater awareness and appreciation of Japanese traditions, customs, and societal norms among Indians.

Japan's development assistance and humanitarian aid have also enhanced its soft power in India. As one of the largest donors of Official Development Assistance (ODA) to India, Japan has funded numerous development projects across the country including infrastructure, healthcare and education. These projects are often implemented with an emphasis on sustainable development and community welfare resonating with India's developmental priorities. Additionally, Japan’s contribution to disaster relief efforts such as its support during the Indian Ocean tsunami in 2004 has reinforced its reputation as a compassionate and reliable ally.

Strategically, Japan has cultivated a strong diplomatic relationship with India, anchored in shared democratic values, regional security concerns and a common vision for a free and open Indo-Pacific. High-level visits, bilateral dialogues and participation in regional forums such as the Quadrilateral Security Dialogue (Quad) have underscored Japan’s commitment to strengthening its partnership with India.

This alignment on geopolitical issues has further enhanced Japan's soft power as it is seen as a trustworthy partner in promoting peace, stability, and prosperity in the region. Japan's advocacy for multilateralism, rule-based order and respect for international norms resonates well with India's foreign policy goals creating a foundation for long-term collaboration.

Japanese cultural influence is particularly more evident in Northeast India through events like the Cherry Blossom Festival in Meghalaya and the popularity of Japanese media such as anime and dramas. Initiatives like the IRIS program, which sends students from Northeast India to Japan further strengthen ties. Japan's Sustainable Development Initiative supports the region through connectivity projects, capacity building, agro-industries, bamboo value chains, skill development, healthcare, renewable energy and conservation. Additionally, Japan invests in infrastructure and applies its expertise in disaster resilience through road development and management drills.

Through a combination of cultural exports, technological cooperation, educational initiatives, and strategic partnerships, Japan has successfully utilized its soft power to build a positive and influential presence in India. This approach has not only deepened mutual understanding and appreciation between the two nations but has also laid the groundwork for a stronger and more dynamic bilateral relationship that extends beyond traditional areas of cooperation.

Final Thoughts

What makes the soft power dynamics between India and Japan particularly significant is their ability to navigate and complement each other's strengths in a rapidly changing geopolitical environment. Both countries are prominent democracies in Asia sharing a commitment to democratic governance, human rights and rule-based international order. This common ground not only enhances their bilateral relationship but also aligns their strategic interests in promoting peace, stability and cooperation in the Indo-Pacific region. 

(The author is an research scholar at the Amity Institute of International Studies (AIIS). Her doctoral

research focuses on the relations between India and Japan in the Shinzo Abe Era. She is

diligently working to understand the multifaceted relations between India and Japan,

exploring their historical, political, economic, cultural and strategic dimensions.)