World Cup as Soft Power
On June 24, I watched the World Cup match between Japan and Denmark in Tivoli. With respect to the build-up to the day itself, the whole experience was much more far-reaching than I had expected.
Immediately after the nearly two hours of tension produced by the game, I was warmly greeted by many Danes in Tivoli, saying that they would support Japan for the rest of the tournament. Friendship between our countries had clearly been strengthened.
A few weeks earlier, a Japanese public TV network ran a special programme on Denmark presenting Denmark’s three most charming attractions - The Little Mermaid, the thousands of cyclists, and the many offshore wind turbines. Japanese viewers learned that Denmark is not just the land of H. C. Andersen, but one of the most eco-friendly, and health oriented nations in the world.
Not only did the Danish media interview me more than 10 times, but also feature articles on Japan were published, including “Blandt Geisha og designbutikker,” in Berlingske Tidende (June 19) that presented Japan’s culture as well as people’s daily life.
While the incessant flow of negative news about the financial crisis and terrorism can easily drive people inwards and raise their suspicions about foreigners, the World Cup is giving us valuable opportunities to re-discover the goodwill and open mind which is ingrained in us all. If we can not call this the “soft power” of sport, what shall we call it?
(End)
Seiichi Kondo
Ambassador of Japan
Pilestraede 61
1112 Copenhagen K