MUKOKUSEKI: SATU UPAYA EKSPOR PRODUK ENTERTAINMENT JEPANG KE AMERIKA SERIKAT

Abstract

This study aims to describe several examples of entertainment game products andJapanese characters exported to the United States through the mukokuseki concept supported by Joseph Nye's soft power theory. This research uses a qualitative method with a descriptive approach. Japanese entertainment products are collected by sorting and note-taking techniques to be analyzed and described with the concept of mukokuseki and soft power in depth. Three data are found and categorized as products that have been successfully exported to the United States using the concept of mukokuseki and soft power. The three data are Super Mario Bros, Hello Kitty, and Pac-Man. Based on the results of the discussion, the successful export of the three products were supported by the creation of identity, development, and maintenance of products that fuse nationalities and focus on successful sales in the United States. The conclusion from this research is that mukokuseki can be used as a strategy in exporting cultural products, and the success of using soft power depends on developing creative and innovative products.