Kawaguchi discussed Japanimation and Japanism as tools used by the Japanese society in behavioral engineering and value education. According to Kawaguchi, Japanism has been on the rise since the early 1990s when animation events began attracting more visitors. He proceed to give examples on how behavior is affected by Japanimation:
Sumo for instance, compared to other forms of wrestling, has three unique features. It has no weight class, as small-weighted players can compensate with their skill with only 2 simple rules to win. Victory poses are not allowed and can lead to disqualification. It is also up to the judge to determine how a player wins (boosting skill and good moves). The use of Japanese mascots like Real Uncle Bow apologizing at construction for noise and disturbance inspired workers at construction sites to do the same. Hello Kitty mascot used for railway safety instructions gives a sense of warmth and intimacy.
In addition, mascots are used by Japanese Defense Force and Japanese police forces as well. Kawaguchi says the Japanese hold memorial service for everything like the KFC memorial service for chicken, Tomb of bacteria, dedication memorial service for tools, final run ceremonies for trains, etc. Kawaguchi mentions some of the teachings delivered by such tools: be nice to others, arrogance is not allowed, do not cause trouble, do not be afraid to apologize as it is a sign of confidence. He refers to these teachings as the Japanese model to affect behavior.
Morinosuke Kawaguchi is an innovation and competitive strategy consultant, futurist, author and designer. He is the founder and CEO of Morinoske Co. Ltd., a creative future laboratory based in Tokyo. As Japan’s foremost futurist, he serves as a strategy advisor to the Japanese government and to some of the world’s largest multinationals.
Morinosuke Kawaguchi is an award-winning author whose books have been translated into four languages and they influence thinking and practice not only in Japan but in other countries as well. His publications include:
- メガトレンド2014-2023 ( MEGATRENDS 2014-2023)
- Otaku de onnano ko na kuni no monozukuri” (English title: Geeky-Girly Innovation: A Japanese Subculturist’s Guide to Technology & Design)
- Gross National Talent: Quantitative Analysis of Amazing Japanese Soft Power
Morinosuke’s work and insights have been recognized by the Japanese government. In 2014, he was part of the science and technology policy-planning process while working with The National Institute of Science and Technology Policy (NISTEP), a national research institution under the direct jurisdiction of the Ministry of Education, Culture, Sports, Science and Technology (MEXT). He has also been invited by the ruling Liberal Democratic Party’s National Strategy Headquarters for his ideas on creating jobs and gaining foreign currency, two issues that are crucial for the Japanese government’s 2030 future strategy.
Additionally, Morinosuke has been an advisor to the 日経BP未来研究所, Nikkei BP Mirai Kenkyujou, the Future Laboratory of Nikkei BP, Japan’s biggest publisher of business and technology magazines and books since 2013.
Morinosuke Kawaguchi was also a part of the global strategy consulting firm, Arthur D. Little, (Japan) Inc. where he was Principal & Associate Director. He is the inventor of the Morinoske Subculture-driven Innovation Model, which he applies to both his consulting work and educational activity.
Morinosuke Kawaguchi’s programs and speaking topics are:
- Subculture-inspired innovation
- A new kind of hunger: Herbivore, urban markets
- The future is fun
- Time Machine accelerator: Look at Japan
- Mining gold from the silver market
- Discovering new needs: Lessons from the Japanese Toilet
- Emotional attachment in value creation
- Be shy, make money!
- The markets of the luxurious weak
- Sustainable innovation
- Morinosuke Kawaguchi’s Innovation Model
- Keiretsu 2.0