Does the Tokyo Olympics branding amount to cultural appropriation?

What started as a stereotype of Japan by western media has turned into a process of nation branding

BBC Tokyo Olympics trailer
A still from the BBC Tokyo Olympics trailer
(Image credit: BBC)

Fabio Gygi, a lecturer in anthropology at SOAS, University of London, on the questions about how Japan is viewed by outsiders and insiders.

In the weeks leading up to the Tokyo 2020 Olympic Games, the BBC premiered its trailer for the games – an extravagant, 60-second romp through the recent imagery of Japan as a cute, colourful, anime and manga-inspired wonderland.

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