Abstract: The term “Cool Japan” has gained popularity since 2002. Originally it serves as a synonym for Japan’s modern popular culture, then transforms into an outstanding symbol of the country’s charm and glamour. This process clearly demonstrates how “Cool Japan”, which began as a media catchphrase, but then elevated to be a key word of national strategy. Besides, its meaning and content are constantly changing, encompassing things such as specific cultural products, Japanese lifestyle, and even Japanese values. Owing to active promotion by Japanese government, “Cool Japan” has gradually evolved into a powerful tool for boosting economic growth, building Japanese spiritual solidarity, and fostering national identification and imagination. Therefore, the “Cool Japan” phenomenon deserves our special attention as well as careful analyses.

Key words: Cool Japan, media catchphrase, national strategy