Institutionalization of Japan identity construction policy

The article is devoted to the development of the modern politics of identity construction in Japan, which actively refers to the practice of designing self-image in international relations. This trend dates back to the 19th century, when there was the end of Sakoku (Japan’s policy of isolation). It is now possible to talk about the institutionalization of the identity construction policy to organized structures and regulations. Enhanced efforts in the field of Japanese traditional and popular culture, education and creative content has led to a n umber of institutions appearance (like Japan Foundation Fund, Japan Creative Agency, Japan Culture Fund, Agency for Cultural Affairs, Cool Japan Fund, Japan brand Fund) and changing idea about the role of culture in foreign policy realization (it is fixed the documents of the Japanese Ministry of Foreign Affairs, the Ministry of Land, Infrastructure, Transport and Tourism, the Ministry of Education, Culture, Sports, Science and Technology, the Ministry of Economy, Trade and Industry), as well as a number of projects (Cool Japan, Visit Japan, Japan Culture Power, Japan Manga Awards, Kawaii Ambassadors, Cosplay International Fest and etc.). These efforts are aimed at forming Japan identity abroad to solve a number of foreign policy challenges of the future and the development of economic cooperation. The Japanese government nearest plans is to increase funding in order to create a positive image of Japan in the region of East Asia. All of these allows us to speak about the policy of the Japanese construction of identity as an institutionalized process in which there was clearance of organizations and regulatory activities.