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<p>Japan’s soft power in Brazil is undergoing a process of reconfiguration shaped by historical legacies, shifting cultural preferences, and the growing presence of China and South Korea. Drawing on a systematic literature review, official documents, and 18 semi-structured interviews with state and non-state actors, this article examines how Japanese soft power is perceived and sustained in Brazil. The findings show that Japan’s influence remains anchored in long-term trust, development cooperation, and cultural familiarity, yet faces declining visibility among younger generations. Contrary to expectations, Japan experiences no significant soft disempowerment in Brazil, as regional controversies have little resonance. The analysis identifies two culturally grounded logics: <i>sessatakuma</i> (friendly rivalry) and <i>menimienai</i> (invisibility), that explain how Japan navigates competition without engaging in zero-sum dynamics. The article contributes to soft power theory by demonstrating how coexistence, embeddedness, and cultural logics shape influence in emerging economies.</p>

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Configurations of Japanese soft power and soft disempowerment in Brazil: implications and challenges

  • 期刊论文

  • 发表日期：

    2026年6月15日

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  • Edson Keyso de Miranda Kubo,
  • Alexandre Fuccille

摘要

Japan’s soft power in Brazil is undergoing a process of reconfiguration shaped by historical legacies, shifting cultural preferences, and the growing presence of China and South Korea. Drawing on a systematic literature review, official documents, and 18 semi-structured interviews with state and non-state actors, this article examines how Japanese soft power is perceived and sustained in Brazil. The findings show that Japan’s influence remains anchored in long-term trust, development cooperation, and cultural familiarity, yet faces declining visibility among younger generations. Contrary to expectations, Japan experiences no significant soft disempowerment in Brazil, as regional controversies have little resonance. The analysis identifies two culturally grounded logics: sessatakuma (friendly rivalry) and menimienai (invisibility), that explain how Japan navigates competition without engaging in zero-sum dynamics. The article contributes to soft power theory by demonstrating how coexistence, embeddedness, and cultural logics shape influence in emerging economies.