This chapter considers the rise of transnational circulation and consumption of media culture, discusses what kinds of cross-border connections and exchanges it facilitates, and focuses on Japanese and East Asian cases. The facilitation of border crossing of culture and communication does not necessarily accompany the transgression of clearly demarcated national cultural borders. It might lead to transgressive actions and collaborations as an expression and sharing of alternative views and hitherto marginalized voices, the cultivation of open-minded dialogue and the formation of cross-border alliances are transnationally generated. The globalization of the idea of using media cultures as a part of a national foreign policy strategy has given rise to even a shallower policy discourse on the international enhancement of a nation's brand images. The policy concern of nation branding has been widely discussed in relation to creative industries and cultural/public diplomacy, but soft power is the most often used term in Japan as well as other East Asian countries.