A new era for Japan starts a year from now. Emperor Akihito abdicates the throne next April. Time literally begins anew and figuratively it marks the opening of a new chapter.
In more ways than one, the government needs to decide what it means. First, they will actually choose a name and theme for the new era.
There are, however, a number of more complicated decisions confronting the country as it prepares for what comes next internally and externally. These challenges confront its leaders as Prime Minister Shinzo Abe leaves for the U.S. on Tuesday to meet President Donald Trump. Abe will meet Chinese leaders later this year. In both cases, relations are undergoing significant recalibrations.
[READ: Abe’s rating falls amid scandal woes.]
Time, Traditions and an Imperial End
History lingers in Japan. The past is far more pertinent to everyday life than in many other places. Unlike elsewhere, history has largely not moved into museums, nor are monuments the only markers of bygone times.
As the Japanese ambassador observed at an event I recently attended in Washington, the roots of the trees are as important as the cherry blossoms. Those roots remain very relevant for the choices they make today.
Many were surprised that Emperor Akihito chose to leave the throne early. He is the first monarch to do so in more than 200 years. His rule has been well-regarded by most of his subjects, particularly in pioneering a positive post-war role.
Visits to neighboring nations were credited with helping to heal old wounds. In many ways, he embodied the new understated and understanding society that emerged from the embers of conflict.
So, given his critical post-war role, what impact will his decision and the ascension of his son to the throne have on Japan’s global brand?
A New Beginning and Consequential Challenges
There are those who argue the change will have very little impact. Some will tell you that by design, the monarchy plays a limited role in the life of the nation and has no role in political matters. At nearly 60, the emperor in waiting, Crown Prince Naruhito, is not a young man and will unlikely not capture as many world headlines as his British counterparts.
Nonetheless, I believe this transition could very well be transformative for Japan.
The past is present, but the future features prominently on the minds of most on the island. There are considerable challenges to overcome, from the rise of China to the rapidly rising median age in the country.
Opportunities are opening up. America’s influence across the Pacific is waning. The golden age of robots is nearly upon us.
Oh, and the Olympics are headed their way soon.
Meeting the Moment with a Message and Common Principles
What story does Japan want to tell the world? This question grows in significance as the country contends with China, coupled with decreasing confidence in America’s willingness to serve as a pillar of stability and strength in the region.
[LEARN: How does the world view Japan’s ability to wield power?]
Will Tokyo step up? Can it overcome other countries’ concerns about a more assertive Japan?
Democracy needs its defenders. Values require a vibrant vision. Here, its iconic rising sun can perhaps shine even farther and brighter across Asia.
Rather than pure patriotism though, Japan’s new brand could be more encompassing. A nation that respects rules, rights, and responsibilities. A champion of ideals, institutions, and interests beyond its borders.
This would be a very effective response to China’s growing influence in the area.
Boosting Business with People
Modern is just a moment. Japan has enjoyed a cutting-edge reputation at several points in recent history. Even so, it can be hard to keep up with the latest twists and turns in technology.
Some foreign correspondents I spoke with in Tokyo talked about what they saw as the need to reboot the image of the country’s innovation economy. In some respects, recent ultra-modern spectacles at the Olympics in China and South Korea began to erode the monopoly Japan’s tech sector once enjoyed.
[READ: Olympics shine light on South Korea’s innovation.]
Japan has far fewer natural resources than other large economies. Instead, government officials tell me, they have long prioritized developing talent.
Their brand should build out this critical comparative advantage. We are more than the robots. We are the people behind them. More than the latest artificial intelligence, we long ago mastered the delicate art of fusing human and machine intelligence.
It is here where I would define the brand: others make, Japan masters.
Just as its traditions provide a strong structure, so, too, can they constrain. The hierarchy that persists in the country may serve to stifle growth. Women can struggle to break out of traditional roles. While the work may be exceptional, it can come with exceptional costs.
So strong is the work ethic in Japan, they even have a word for those who perish from it on the job. “Karoshi”: death by overwork.
With their Will, There is a Way
Leaving sends a powerful message. The example set by the emperor may help ease societal pressure to pour everything you have into your work.
Indeed, one of the most powerful roles he or his successor can play is in the social sphere. Several observers I spoke with suggested we may soon see the last of an ancient rule requiring female royalty to surrender their crown upon marrying commoners. They point to the recent postponement of Princess Mako’s wedding under just such circumstances as a signal the new emperor may usher in change.
For the moment, little is known about the new Emperor Naruhito’s plans. There may be few new features to Japan’s monarchy and the impact on its national brand could end up being negligible.
Yet, the moment is not a minor one. The question really is whether the country can capture it. Unlike in decades past, the Japanese people are now largely going to determine the outcome. Will they push for and ultimately embrace a new brand?
Let’s consider the experience of another country that paired popular change with a sovereign’s accession.
The Entrepreneurial King
The most comparable case that comes to mind is when King Felipe of Spain inherited the throne when his father abdicated in 2014. I had the chance to meet him at an event not long after he took power.
[LEARN: Japan is globally seen as a top entrepreneurial country.]
Writing about the experience at the time in the national newspaper El Pais, I observed his unusually strong commitment to creating a new entrepreneurial culture in the country. It’s an effort that has met with some success in building a post-siesta ethos for Spain.
There are three key factors in the king’s role in upgrading the Spanish brand. First, coming out of a deep recession the country was ready for change. Second, the movement started well before the palace got involved. Finally, the king was willing to take up the challenge and breakout of some of the traditional limits imposed on royals’ roles.
A Golden Moment
The new emperor could add critical momentum to an emerging brand in Japan. Yet, its development ought to start now.
Everyone I spoke with, from diplomats to academics, agreed it’s an idea whose time has come. Hosting the 2020 Olympics presents an ideal opportunity for the country to construct its new image. More than slogans or strange looking mascots, the government should invest in a national conversation that leads to a long-term vision for how Japan wants to be seen by the world.
That’s a torch the new emperor could carry successfully into the games and beyond.
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Commentary: Will a Rising Son Raise Japan’s Global Brand? originally appeared on usnews.com
