Abstract: In recent years, Japan has started to emphasize the utilization of new media to strengthen the external publicity in China with new changes in Chinarelated reports. Japan first develops “SNS” strategy aimed at social networking, attempting to establish the vertical publicity network of new media from center to local regions and to integrate the lateral publicity channels from the authority to people, in order to enhance the publicity of Japan’s proposition in territory and history; Japan also seeks to take advantage of Chinese “Internet plus” and social networking platforms to extensively spread the “China threat theory” and the“China collapse theory”, thus promoting the contention for international discourse power as well as cultural and ideological penetration. The external publicity of Japan’s new media has turned into an indispensable channel and instrument for Japan to implement its national strategic intent and start diplomatic games and public opinion wars, threatening China’s interests and social stability to some extent.

Key words: Japan, new media, SNS strategy, contention for discourse power, ideological penetration