ABSTRACT
This chapter clarifies what the government, facing these challenges, should do to wield soft power in such a way that its potential benefits to the public can be fully translated into reality. It also examines subjectivity and the specific aspects of culture that play peculiar roles in soft power, thereby distinguishing it from hard power. The chapter also analyzes the secrets behind the popularity of cool Japan, as expressed in the forms of Pokemon and anime, to discover hints for how to position soft power within public diplomacy. In understanding the characteristics of soft power, it is useful to touch upon the oft-debated relationship between public diplomacy and propaganda. If the government wants to wield soft power in public diplomacy, it can refrain from directly controlling the stages involving personal subjectivity, such as the transmission of soft power's resources and acceptance by the recipient.
