Saturday, 6 February 2010

Cool Japan. Fusion with tradition


Same campaign as on the previous year [see 2009 related post], but the so typical geishas are now replaced by the also typical Shibuya crossing in Tokyo, a distinctive landmark of the imagined Japanese cityscape, as fair a representation of real Tokyo –and by extension of Japan too– as Piccadilly Circus is of London and Britain and Times Square of New York City and the USA, this is, not really a fair representation at all.
However, most often this ‘fairness’ does not concern tourism much: tourism seems to be less about truth than about fantasy; more about dreams than about being awake. One could say that ordinary people have plenty of truth in their usual lives (although this is of course very debatable), so when they ‘dress’ as tourists they rather do it in pursue of fantasy, not truth. Maybe too broad a simplification and a generalisation, I admit, but I think the point is made. Fantasy can be packaged and sold in commercial denominations; truth is just a trickier thing, not what one’s most likely to find in the realm of advertising.

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JNTO: Cool Japan. Fusion with tradition
Leicester Square Station (LU)
London

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