MATSURI AS JAPAN’S SOFT POWER MEANS TOWARD INDONESIA (2013-2017)
By FAHROZI FIRDIANSYAH 016201400058
A thesis presented to the Faculty of Humanities President University In partial fulfilment of the requirements for Bachelor Degree in International Relations Major in Diplomacy Studies
2018 THESIS ADVISOR RECOMMENDATION LETTER
This thesis entitled “MATSURI AS JAPAN’S SOFT POWER MEANS TOWARD INDONESIA (2013-2017)” created and submitted by Fahrozi Firdiansyah in partial fulfilment of the requirements for the degree of Bachelor of Arts in International Relations in the Faculty of Humanities has been reviewed and found to have satisfied the requirements for a thesis reliable to be presented. I therefore recommend this thesis for Oral Defence.
Cikarang, 11 May 2018
Isyana Adriani, B.A, M.Si Thesis Advisor
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DECLARATION OF ORIGINALITY
I declare this thesis, entitled “MATSURI AS JAPAN’S SOFT POWER MEANS TOWARD INDONESIA (2013-2017)” is, to the best of my knowledge and belief, an original piece of work that has not been submitted, either in whole or in part, to another university to obtain a degree.
Cikarang, 11 May 2018
Fahrozi Firdiansyah
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PANEL OF EXAMINER APPROVAL SHEET
The Panel of Examiners declare that the thesis entitled “MATSURI AS JAPAN’S SOFT POWER MEANS TOWARD INDONESIA (2013-2017)” that was submitted by Fahrozi Firdiansyah majoring in International Relations from the Faculty of Humanities was assessed and approved to have passed the Oral Examinations on May 17, 2018.
Bustanul Arifin, BA.IR., MA. Chair of Panel of Examiners
Anggara Rahayo, S.IP., M.PS. Examiner
Isyana Adriani, B.A, M.Si Thesis Advisor
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TABLE OF CONTENTS
THESIS ADVISER RECOMMENDATION LETTER ...... ii DECLARATION OF ORIGINALITY ...... iii PANEL OF EXAMINER APPROVAL SHEET ...... iv TABLE OF CONTENT ...... v ABSTRACT ...... vii ABSTRAK ...... viii ACKNOWLEDGEMENT ...... ix LIST OF TABLE ...... x LIST OF FIGURE ...... xi LIST OF ABBREVIATIONS ...... xiii CHAPTER I ...... 1 INTRODUCTION ...... 1 I.1. Background of The Study ...... 1 I.2. Problem of Identification ...... 6 I.3. Statement of Problem ...... 6 I.4. Research Objective ...... 7 I.5 Significance of Study ...... 7 I.6. Theoretical Framework ...... 7 I.6.1. Soft Power ...... 8 I.6.3. Cultural Diplomacy ...... 9 I.7. Scope and Limitation ...... 11 I.8. Research Methodology ...... 11 I.9. Thesis Structure ...... 12 I.10. Definition of Terms ...... 14 CHAPTER II ...... 16 LITERATURE REVIEW ...... 16
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II.1. Joseph S. Nye, Jr. (2004), “Soft Power: The Means t Success in World Politics” ...... 16 II.2. Hwajung Kim (2011), “Cultural Diplomacy as The Means of Soft Power in Information Age” ...... 18 II.3. Kazuo Ogura (2009), “Japan‟s Cultural Diplomacy” ...... 19 II.4. Watanabe Yasushi and David L. McConnell (2008), “Soft Power Superpowers, Cultural and National Asset of Japan and the United States” ...... 20 II.5 Happy Nugraha (2017), “Upaya The Japan Foundation Dalam Meningkatkan Hubungan Indonesia – Japan di Bidang Budaya” ...... 21 II.6. Aulia AMalina (2012), “Budaya Jepang Sebagai Instrumen Diplomasi Jepang dan Pengaruhnya Terhadap Komunitas di Indonesia” ...... 22 II.7. Ike Iswary Lawanda (2004), “ Matsuri Upacara Sosial Dalam Masyarakat Jepang” ...... 23 CHAPTER III ...... 25 MATSURI IN JAPAN AND INDONESIA ...... 25 III.1. Matsuri in Japan: The Japanese Culture ...... 25 III.2. Matsuri in Indonesia: The Japanese Cultural Festival ...... 31 CHAPTER IV ...... 38 THE BENEFITS OF MATSURI IN INDONESIA FOR JAPAN AS THE PURPOSE OF PROMOTING JAPAN’S SOFT POWER ...... 38 IV.1. Strengthening the Relationship of Indonesia and Japan ...... 41 IV.2. Create of Positive Image of Japan Toward Indonesians ...... 50 IV.3. The Increase of Indonesian Tourists Visiting Japan ...... 52 CHAPTER V ...... 58 CONCLUSION ...... 58 BIBLIOGRAPHY ...... 62 APPENDICES ...... 68
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Abstract
Matsuri as Japan‟s Soft Power Means Toward Indonesia (2013-2017)
Globalization creates the world where everything I connected and create change in the world power. It create shift that back in the past hard power into the more use of soft power to attract others in order to get what nation want. According to Joseph S. Nye, Jr. culture is one of the nation soft power source and it tend to lead into cooperation relations with other. Matsuri is one of the cultural diplomacy policies that become annual events in Indonesia; it is the events that promoting Japanese culture for achieving the stronger relationship of with Indonesia. Japan‟s cultural diplomacy is stated in the diplomatic blue book from Ministry of Foreign Affairs Japan (MOFA), it is stated that MOFA conduct large scale and comprehensive programs in commemorative years celebrating diplomatic relations with others through mutual visit, conferences, and cultural project aiming for the effective promotion of the understanding about Japan. In case of Indonesia Matsuri is including in the program that is held to celebrate the diplomatic relations with the support from MOFA through Japan Foundation. The hold of Matsuri in Indonesia will bring benefits for Japan. The benefit that Japan will get are the stronger relationship with Indonesia, create the positive image of Japan toward Indonesians, and the increase of Indonesian tourists visiting Japan
Keywords: Soft Power, Cultural Diplomacy, Matsuri, Indonesia, Japan.
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Abstrak
Matsuri as Japan‟s Soft Power Means Toward Indonesia (2013-2017)
Globalisasi menciptakan dunia di mana semuanya saling terhubung dan menciptakan perubahan dalam kekuatan dunia. Dalam hal perubahan kekuatan yaitu dimana dulu hard power lebih sering di gunakan berubah menjadi penggunaan soft power untuk menarik Negara lain dengan tujuan untuk mencapai apa yang ingin negara inginkan. Menurut Joseph S. Nye, Jr. budaya adalah salah satu sumber soft power negara dan cenderung mengarah ke dalam hubungan kerjasama. Matsuri adalah salah satu kebijakan diplomasi budaya Jepang yang telah menjadi acara tahunan di Indonesia; Matsuri adalah event yang dimana kebudayaan Jepang di promosikan untuk mencapai hubungan yang lebih kuat dengan Indonesia. Kebijakan diplomasi budaya Jepang terkandung dalam buku biru diplomatik dari Kementerian Luar Negeri Jepang (MOFA), MOFA melakukan program skala besar dan komprehensif dalam perayaan peringatan hubungan diplomatik dengan Negara lain melalui kunjungan bersama, konferensi, dan proyek budaya yang bertujuan untuk promosi pemahaman yang efektif tentang Jepang. Dalam kasus Indonesia Matsuri adalah termasuk dalam program yang untuk merayakan hubungan diplomatik dengan dukungan dari MOFA melalui Japan Foundation. Matsuri yang di adakan di Indonesia akan membawa manfaat bagi Jepang. Manfaat tersebut berupa dengan menguatnya hubungan Indonesia dan Jepang, terbentuknya citra positif Jepang di masyarakat Indonesia, dan peningkatan jumlah turis asal Indonesia yang berkunjung ke Jepang
Kata kunci: Soft Power, Diplomasi Budaya, Matsuri, Indonesia, Jepang
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ACKNOWLEDGEMENT
First of Alhamdulillah thanks to Allah SWT that gives me good health every day so I can finish this thesis for completed my study in President University. I also want to give my thanks to my parents who always morale supported me, cover my tuition, and give a healthy nutrition with my mother‟s cooking as well as my little sister who accompany me when do field research in Matsuri event and help me to get the pictures. The gratitude and respect I give for my thesis advisor Ms. Isyana Adriani who has giving her time to correct and give advices for me and my thesis until it can be finished and also other lecturers who give me many of knowledge. It also thanks to the interviewees, Mrs Diana Sahidi Nugroho and Mr Hideki Tomioka whose give me all the answers that I need to support my thesis. And for my friends, Rafiqul Huda, Deni Dwi, and M. Renaldi Kharisma even you are from different faculty thanks to all of you that give me access to your internet Wi-Fi and your jokes that makes me fired up in writing process of this thesis. Last but not least, by the completing of this thesis, I hope it not only become the display in the library but also has some benefit for people who read this thesis, especially for those who really like Japanese culture.
Cikarang 11 May 2018
Fahrozi Firdiansyah
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LIST OF TABLE
CHAPTER II
Table II.1 Power Nature According to Joseph S. Nye, Jr. ……………...…….17
CHAPTER III
Table III.1 List of Matsuri in several regions in Indonesia……………………33
Table III.2 The difference between Matsuri in Indonesia and Japan....…….... 33
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LIST OF FIGURE
CHAPTER III
Figure III.1 Mikoshi…………………………………………. ……………...….26
Figure III.2 Happi used by the mikoshi bearer team…………………………….30
Figure III.3 Cosplay at Jakarta-Japan Matsuri…………………………………..36
CHAPTER IV
Figure IV.1 How Japan gain benefits from Matsuri in Indonesia……..………...41
Figure. IV.2 Mochitsuki Taikai ………………………………………….……...43
Figure IV.3 Angklung Performance at Sakura Matsuri………..……………….. 43
Figure IV.4 Dinas Pariwisata Kabupaten Bekasi booth at Sakura Matsuri 2018………………………………………………………………………………44
Figure IV.5 Dinas Pariwisata Kabupaten Bekasi booth at Sakura Matsuri 2018………………………………………………………………………………44
Figure IV.6 Batik learning booth at Sakura Matsuri 2018……………..…….…..45
Figure IV.7 Pencak Silat performance at Sakura Matsuri 2018………………….45
Figure IV.8 Takotori booth at Ennichisai Matsuri 2017………...... 46
Figure IV.9 Shoudo learning booth at Ennichisai Matsuri 2017……………...….46
Figure IV.10 Jakarta traditional dance at Ennichisai Matsuri 2017……………...47
Figure IV. 11. Anime product booth at Ennichisai Matsuri 2017…………………….…48
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Figure IV.12 Japanese pop idol at Ennichisai Matsuri 2017……….…………………....48
Figure IV.13 Cosplay at Sakura Matsuri 2018…………………………………………..49
Figure IV.14 Chart of trend in the visitor arrivals to Japan by year……………………..54
Figure IV.15 Total of Indonesian tourist visited Japan from 2013-2017………………..55
Figure IV.26 Indonesian visitors by Month…………………………….……………...... 56
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LIST OF ABBREVIATIONS
MOFA : Ministry of Foreign Affairs
JNTO : Japan National Tourism Organization
JETRO : Japan External Trade Organization
DPKB : Dinas Pariwisata Kabupaten Bekasi (Department of Tourism of Bekasi Regency)
USD : United States Dollar
Pop Culture : Popular Culture
J-Pop Culture : Japanese Popular Culture
Cosplay : Costume and role-play
Jak-Japan Matsuri : Jakarta Japan Matsuri
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CHAPTER I INTRODUCTION
I.1. Background of The Study
Globalization phenomenon nowadays is changing the world system that is impacting to nations and society. Today the effect of globalization created the shifting that back in the past, states mostly used the hard power involving armies and weaponry that creating straight forward power exchange and as a result whoever was stronger was dominant into adding more use of soft power involving culture, values, and policies into the agenda to attract others. Within the globalization the world has become complex, the power has become more diffuse, many nations are realize that the hard power can no longer influence outcome and their foreign policy goals, instead the ability to encourage the collaboration and build cooperation networks and relations are what they need in this globalization era.1
The uses of soft power in globalization era are more beneficial choice rather than relying on hard power only, with the power diffuse in globalization era, the way to attract and collaborate more with the other are by enhancing more of their soft power, means that attract the others with values, culture, and policies that the nations has and then set up the agenda of introducing and practicing the soft power toward the others, and open up diplomatic relations as the sign of cooperation.
1 Jonathan MC Clory, The Soft Power 30: A Global Ranking of Soft Power 2017, (Portland & USC Center of Public Diplomacy, 2017), https://softpower30.com/wp-content/uploads/2017/07/The-Soft- Power-30-Report-2017-Web-1.pdf.
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With the explanation before there are the term of soft power, but what is soft power actually? According to Joseph S. Nye Jr., he defines the soft power as the second face of power that used the attraction and seductiveness rather than „carrot or stick‟ (inducement or threat). He defines that soft power behavior are attractive power, that can attract other to go along with other purposes without any explicit threat or coercion that lead to the cooperation among others.2 According to Nye Jr. culture is one of the elements of soft power that use by nations to attract others. Culture is the basic element of humankind it cannot be separated from humans as a living being and social being. Wherever humans are and whatever they do, they use their culture as their foundation to do something.
Culture is human identities, it is the key factor that differentiate human from one and another mostly due to different idea, geographical condition, ancient experience, and other factors.3 Through the rise of technology in globalization era the interaction among culture are become more occurred by using the social media as the platform to introduce and interacting the culture from one society to another society, e.g. the use of YouTube to spread out the culture by uploading video that has content of cultural-like activity to the site and in just a few seconds people all over the world will know and show enthusiasm toward that culture. Or by having the practice of culture itself in the other nations such performance, festivals, and other form of cultural practice to attract and seduce the people toward the nations. This condition created the great advantage in using culture in the globalization for the source of soft power.
In this thesis the author will write about one of the cultural events that come from Japan which is Matsuri or globally known as Japanese cultural festival. Originally Matsuri is a Shinto ritual to express their grateful toward Kami (God) in
2 Joseph S. Nye Jr, Soft Power : The Means to Success in World Politics (United States: PublicAffairs, 2004), P.5 3 Center for Advance Research in Language Acquisition (CARLA), “Culture definition by CARLA and other definition by experts,” http://carla.umn.edu/culture/definitions.html
2 the form of festival that held in the shrines area, the festivals are held annually to celebrate the Kami that reside in the shrine.4 According to the diplomatic blue books 2017 from MOFA Japan, MOFA and The Japan foundation are cooperate in the cultural project for cultural diplomacy with the introduce a wide range of Japanese culture from traditional to popular. Matsuri that held outside Japan are included in the policy because it is the cultural festival events that held to introduce and promote the Japanese cultures toward others.5 Nowadays, Matsuri that held outside Japan are not only focusing on their traditional Japanese culture like in the origin country but also combine it with popular culture of Japan such as anime, manga, Japanese pop (J- Pop), as well as do the collaboration and cultural exchange with the local culture.
Matsuri now has become an annual event globally, e.g. in United Kingdom there is Japan Matsuri London that is held annually in summer, in Indonesia there is Ennichisai Matsuri in Jakarta, and in United States there are Nisei weeks Los Angeles. Mostly the Matsuri that held outside Japan are supported by the embassy of Japan in the host country along with the government institution that handle the cultural activity such as Japan Foundation, as well as the help of Japanese expatriate that live outside Japan. As the title of thesis suggests, in Indonesia there are many Matsuri being held annually, and the people of Indonesia show great enthusiasm toward this event by attending and participating in the events every year. The government of Japan supported Matsuri that are held in Indonesia through the embassy of Japan for Indonesia, The Japanese expatriate that also act as the agent of culture, and the legal government institution that is supervised directly by Ministry of Foreign Affair (MOFA) which is the Japan Foundation that established in Indonesia in order to support in any cultural event that held in Indonesia by bring the culture
4 "Japanese Festivals (Matsuri)," Japan-guide.com - Japan Travel and Living Guide, https://www.japan-guide.com/e/e2063.html. 5 Diplomatic blue book 2017 MOFA Japan, Ch. 3 Japan Foreign Policy to Promote National and Worldwide Interest
3 and cultural product from Japan, the cross cultural activities, and the foundation of Japan education.6
In Indonesia‟s case, the Matsuri is held as the form of friendship and good diplomatic relations between Indonesia and Japan, as two nations with different culture as well as to celebrate the anniversary of the diplomatic relations between them, it is also the event for Japanese expatriate in Indonesia to relieve their homesickness for their home country, and it becoming the stage of Japan‟s government promote Japanese culture to attract Indonesians also as the cultural diplomacy policies toward Indonesia. With the success of Matsuris being held in Indonesia annually the government of Japan gain benefits by the promotion of their culture toward Indonesia inside the events.
Cultural diplomacy policies of Japan are stated in the diplomatic blue books from MOFA Japan. According to the diplomatic blue book 2017 chapter 3 section 4 “effort to promote understanding and trust in Japan”, Cultural diplomacy of Japan are doing by Ministry of Foreign Affairs and Japan Foundation through various projects to create positive image of Japan, boost the value of brand through culture, as well as build the peace, with “the cultural project diplomatic mission overseas” that introduce a wide range of Japanese culture from the traditional one to popular one e.g. anime, manga, fashion and so on, in order to promote Japan various charms in the cultural aspects.7
The cultural diplomatic policy of Japan are including cultural activities that the examples are screening movies, music performance, ikebana, cultural exhibition, and so on, more over Japanese pop culture such as anime and Manga as well as Japanese food culture are being actively promoted to attract others. The Japan Foundation also run the interactive art and cultural exchange projects to promote
6 Japan Foundation Jakarta, http://www.jpf.or.id/id/office/, (accessed October 15, 2017) 7 Diplomatic Blue Books 2017 chapter 3 Japan‟s foreign policy to promote national and worldwide interest section 4 “effort to promote understanding and trust in Japan” from MOFA Japan P. 328
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Japanese culture and arts in variety of forms throughout the world, in case of Indonesia the Japan Foundation are the one who bring the culture of Japan to Indonesia and support the cultural exchange activities in Indonesia e.g. Matsuri, Japanese food exhibition, and so on.
MOFA also conducts large scale and comprehensive programs in commemorative years celebrating diplomatic relations with others through mutual visit, conferences, and cultural project aiming for the effective promotion of the understanding about Japan.8 One of the examples is the Matsuri in Indonesia that held to celebrate the diplomatic relationship and friendship for Indonesia and Japan. This is also include in diplomatic blue book year 2008 that stated Japan also conduct intensive exchange activities with other countries as commemorative events designed to increase the mutual understanding in an effective way.9
The example is in 2008, the 50th year anniversary of diplomatic relations between Indonesia and Japan are stated in diplomatic blue book from MOFA Japan year 2008 in chapter 3 section 4 “providing information to other countries and cultural diplomacy”.10 Which in that year it is for the very first time held the Jakarta – Japan Matsuri (Jak-Japan Matsuri) as the form of cooperation between Indonesia and Japan that symbolize the anniversary of diplomatic relations between them.11 Then as for in the 2018, the 60th year of commemorative anniversary of diplomatic relations between Indonesia and Japan, the cultural activities among Indonesia and Japan includes Matsuri will be held with the 60 years anniversary as the theme in order the celebrate the relations as well as to show the friendship and strong relationship between Indonesia and Japan that reach its 60 years.12
8 Ibid. P. 329 9 Diplomatic Blue Book from MOFA Japan year 2008 Chapter 3 Japan foreign policy in major diplomatic field section 4 “providing information to other countries and cultural diplomacy” P.27 10 Ibid. P. 27 11 About Jakarta Japan Matsuri, http://jakjapanmatsuri.com/about.html 12 Peringatan hubungan 60 tahun Indonesia – Jepang, https://www.60jpid.com/id/
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I.2. Problem Identification
Matsuri is one of the cultural diplomacy policies of Japan, it is the ways of Japan to promote their culture in a massive way in the cultural festival events called Matsuri. Matsuri give Japan benefits, by promote and attract others and build the cooperation nature through the culture. In case of Indonesia, Matsuri has been already become an annual event and in just one year period several regions in Indonesia held more than one matsuris13. The examples are in Jakarta, in just one year period many of Matsuri are being held, e.g. Ennichisai, Jakarta-Japan (Jak- Japan) Matsuri, and other Matsuris.
These Matsuri are fully supported by the Embassy of Japan in Indonesia as the representative of Japan, Japan Foundation as the government institution handle the cultural activities in Indonesia, and the Japanese community living in Indonesia. In several big scale events of Matsuri it is also supported by Japan government related organization more specifically there are Japan tourism sectors--Japan National Tourism Organization (JNTO) which promote the Japan tourism, 14 and trade and investment sectors--Japan External Trade Organization (JETRO) which promote Japan‟s trade and investment15. Moreover the main targets of Matsuri are Indonesian citizens.
I.3. Statement of Problem
This thesis will explain the promoting of Japanese culture through Matsuri that is held annually in Indonesia. Based on what have been identified before, the statement of problem of this research is as follows:
What are the contributions of Matsuri in Indonesia for Japan (period 2013-2017)?
13 "Berita Upcoming Events Terbaru," Japanese Station, https://japanesestation.com/station/events/upcoming-events/. 14 Japan National Tourism Organization Indonesia, http://www.jnto.or.id/about-us, 15 Japan External Trade Organization Indonesia, https://www.jetro.go.jp/indonesia/
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I.4. Research objective
According to the statement of problem above, the main objectives of this thesis are:
To understand the purpose of Japan in promoting their culture through Matsuri and the impact towards Indonesia. To understand the contributions and the benefits of Matsuri in Indonesia for Japan.
I.5. Significance of Study
This thesis will provide the explanation of Matsuri as one of Japanese cultural diplomacy policy that has become an annual cultural events in Indonesia. In this research there are several points which provide the more explanation about Japan soft power through promotion of Japanese culture in Matsuri as also the practice of their cultural diplomacy toward Indonesia and the benefits of the hold of Matsuri in Indonesia for Japan. Hopefully, this research will give the contribution to the society especially Indonesian citizens as they are the main target of attendances for Matsuri. With this research the author provides the new information and knowledge about Matsuri as Japan‟s soft power which each year promoting their culture and their in Indonesia.
I.6. Theoretical Framework
There are two theories that will be used in this thesis to help the author in giving the best explanation for the topic of Matsuri as Japan‟s soft power means toward Indonesia and the satisfying answer for the research question of the topic. The theories are Soft Power and Cultural Diplomacy.
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I.6.1. Soft Power
According to Joseph S. Nye, Jr. soft power is the attractive power, means that the ability of a nations to achieve its goals by attracting others rather than force them by threatening or coercion, instead of using carrot and stick to exercise influences, a nation‟s capacity to win the heart and mind of others are crucial in gaining soft power also in this globalization and information age. He also defines that the soft power of a state rest on three key points: culture, political values, and foreign policy.16 Through soft power, Japan spread out their influences to international community, even at first Japan faces many challenges because of Japan‟s image in the past especially in World War II with Japan‟s image as the military power states. At that time not many nations want to cooperate with Japan. Thus Japan trying to change its image in international community and of the way is to use soft power.17
Japan has good soft power capabilities. After their military are disarmed due their loses in World War II by having the Potsdam declaration, Japan are change to seek more potential sectors like culture to change its image in international community so lead other nations to cooperate with Japan after the image of Japan change. In soft power the nations that cooperate among others has win-win cooperation nature means that no states will feel loss it is different from the hard power. Because through soft power it can enhance not only diplomatic relations but also cooperation among nations, in case of Japan, they tried to increase the interest and enthusiasms of
16 Joseph S. Nye Jr, "The Changing Nature of Power," in Soft Power : The Means to Success in World Politics (United States: PublicAffairs, 2004), P.5-11 17 Judith Trunkos, Cultural Diplomacy, What Is Soft Power Capability and How Doest It Impact Foreign Policy?, South Carolina, 2013
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others toward Japan by using their soft power- one of it is the Japanese culture.18
In Indonesia case, Matsuri is an example of Japan‟s soft power; by hold the cultural events like Matsuri where various of Japanese culture can be find in one places e.g. food, pop-culture, cultural activities, and so on, that being used to attract Indonesians citizens with the uniqueness of Japanese culture and tradition, along with the support from the government of Japan to ensure the events success. Through soft power, Japan is not only attracted Indonesian citizens but also enhance Indonesia-Japan cooperation activities as well as to change Japan image in order to gain stronger relationship with Indonesia.
I.6.2 Cultural Diplomacy
Cultural diplomacy can be described as the action that based on the practice of exchanging ideas, value, tradition, and other aspects of culture or identity as the goal to strengthen the relationship, enhance socio-cultural cooperation, promote national interest, and other goals. In cultural diplomacy it created the cultural exchange that takes the fields of languages, arts, sports, traditions, music, and so on.19 The actors in cultural diplomacy are not limited to states and governmental organization, but there are also other stake holders involved in cultural diplomacy activities, which are sub-states actors, including province, regions, cities, ethnic groups, and diaspora communities. Supra states actors, including the cultural diplomacy organization, and organization representing the regions. Also the cultural actors involving
18 Toshiya Nakamura, Japan’s New Public Diplomacy; Coolness in Foreign Policy Objectivities, Nagoya University, 2011 19 Institute for Cultural Diplomacy (ICD), “cultural diplomacy definition”, http://www.culturaldiplomacy.org/index.php?en_culturaldiplomacy,
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individuals such as artist, intellectual, or cultural operators are include in other stakeholders involved in cultural diplomacy.20
A State used cultural diplomacy as a media as well as the identity in order to achieve national interest which is the goal of the implementation of their foreign policy.21 In case of Indonesia Matsuri is included as the cultural diplomacy activities policies of Japan, it has the requirement of actors of cultural diplomacy, which are government, and other stake holders involve in the Matsuri process such as Japanese artists, Japanese foundation, Japanese multinational corporations, and beyond. In the Matsuri it is does not only involve the Japanese traditional culture as the main attraction but there are also Japanese popular culture e.g. cosplay, anime, manga. The cross cultural event also held as the main attraction and promotion of each other cultures, the example are in Jakarta, Ennichisai Matsuri that held annually in Blok M Jakarta, happen to do cross cultural activities with including the Indonesia culture e.g. traditional dance and song in the event.
The introduction of Japanese culture towards Indonesians as well as the introduction of Indonesian cultures toward Japanese expatriate will create the good relations among two different nations and different cultures and lead to the cultural diplomacy and socio-cultural cooperation between Indonesia and Japan. With culture, Japan can maintain diplomatic relations with several countries in the world including Indonesia. Not only through popular culture but Japan is trying to put its influence by using its traditional culture and cultural exchange.22
20 Cultural Diplomacy as Dicipline and Practice: Concept, Training, and Skills, (Europe: European Union National Institutes for Culture, 2016), http://www.circap.org/uploads/1/8/1/6/18163511/eunic_cultural_diplomacy_report__.pdf. 21 Joseph Nye, The Changing Nature of World Power, Political Science Quarterly, vol. 105, No. 2, pp. 177-192, Academy of Political Science, 1990. 22 Shizuku Saeki, The Perry Cetennial Celebration; A Case Study in US-Japanese Cultural Diplomacy, International Social Science Review, 80 (3&4); 137-139, 2005.
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I.7. Scope and Limitation of the Study
This thesis focused on the Matsuri that has become an annual event in Indonesia as Japan promote their culture (both traditional and popular culture) inside of the events toward Indonesian citizens in the form of cultural festival. Moreover with the support of Japan‟s government, government institution and non-government actors that support the Matsuri will make the events last long and become more rich with the Japanese culture that use to attract Indonesian citizens. In this thesis the author will limit to the large scale Matsuri. In this case the large scale Matsuri events are sees from the venues, participants, and the Japanese government supports. With the range of area is the Matsuri that held in Bekasi and Jakarta e.g Sakura Matsuri, Ennichisai Matsuri and Jakarta Japan Matsuri. Focusing with the time period of 2013-2017 where in the 2013 it is the anniversary of the 55th year diplomatic relations between Indonesia-Japan. As the historically known Indonesia is one of the former colonies of Japan, but as the time being, both of Indonesia and Japan can maintain the diplomatic relations that now reach its 60 year.
I.8. Research Methodology
This thesis uses the qualitative method. Qualitative method is type of social science research that collects and works with non-statistical data and run the analysis based on these data.23This method aims to investigating the social phenomena and tend to explain and provide the facts and information from the issues in deep.24The purpose of this research is to provide the information and deep understanding regarding the Matsuri as soft power means of Japan toward Indonesia. Matsuri is one of the social phenomenon and issue happening in today globalization era, the events show the interaction of social interaction among human. In this case, qualitative
23 Ashley Crossman and Nicki L. Cole, Ph.D., "What is Qualitative Research?," ThoughtCo, last modified May 17, 2017, https://www.thoughtco.com/qualitative-research-methods-3026555. 24 Jennifer Mason, "Data Sources, Method, and Approaches," in Qualitative Researching (London: SAGE publication Ltd, 2002),
11 method is perfect method for the author to answer the research question. Thus for the research instrument the author used are several sources to get the data as follows:
Internet – The use of internet as the research instrument to search the relevant data and document in supporting the research, the data can be obtained from the official website, online news, and e-books that will used for the purpose of the research. Literature – The literature used in this research are the books, report, and journal in printed form and e book. The relevant literature can be obtained from the internet or from the library. Interview – Conducting the interviews will give more information to answers the research question. In this thesis the author will interview the relevant interviewees regarding the topic of the thesis.
I.9. Thesis Structure
Chapter I: Introduction
The first chapter of this thesis intends to give the readers about the general picture of the topic, which is Matsuri as Japan‟s soft power means toward Indonesia. It consist of background of the study, problem identification, statement of problem, research objective, significance of the study, theoretical framework, scoop and limitation of the study, the methodology use, thesis structure and definition of terms. By reading this chapter, the readers will understand about the topic that will discussed in this thesis
Chapter II: Literature Review
The second chapter of this thesis is about the literature review. There are seven literatures that the author used as guidance and references during the writing process of this thesis. Within this chapter the author tries to provide broader
12 knowledge and information from the literature as it related and interconnected with the thesis topic.
Chapter III: Matsuri in Japan and Indonesia
The third chapter of this thesis will firstly give the explanation about the Matsuri itself the origin and the happening in Japan, the type based on purpose and, Matsuri happen outside Japan. Then in this chapter will also give explanation of the Matsuri existence in Indonesia with the difference from the original one in Japan. Last is the explanation of the Matsuri soft power of Japan through cultural diplomacy and cultural activities toward Indonesia.
Chapter IV: The Benefits of Matsuri in Indonesia for Japan
The fourth chapter of this thesis will present the result of the data regarding the topic. This is also become result as the answer for the research question.
Chapter V: Conclusion
The fifth chapter will be the last part of the thesis, which explains the conclusion of the thesis. The author will take the important point from this thesis and give the suggestions regarding the issue. Hopefully this thesis will be beneficial for anyone whether individual, community, or civil society in Indonesia as they are main target attendance of Matsuri.
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I.10. Definition of Terms
In this thesis there will be several key words that will be used, as follows:
A. Soft power: the term of soft power refer to the ability of the states to affect the other to obtain the outcome it wants through the attraction rather than coercion. A state‟s soft power rests on its resource of culture, values, and policies.25
B. Cultural Diplomacy: the action of exchanging culture, tradition, and value. Cultural diplomacy can be a medium between people on a mass scale that cause the enhancing of socio-cultural among the others and promote the culture as part of „soft‟ aspect of established relations. Cultural diplomacy can be practiced by government, civil society, and individuals26
C. Matsuri: Matsuri in Japanese term means festival; it refers to the Shinto ritual worshipping Kami (God) mostly it held to celebrate the shrine‟s deity. Matsuri that held outside Japan are totally different, the event are not bound by the celebrating deity‟s and with the adding of pop culture as well as traditional culture and try to match with the local culture of others as the main content of Matsuri.27
D. The JapanFoundation: it is a special legal entity supervised directly by Japan‟s Ministry of Foreign Affair (MOFA). It is the Japan‟s only institution dedicated to carrying out comprehensive international cultural exchange program through the world. In Indonesia there is one of Japanese foundation
25 Joseph S. Nye Jr. “Public Diplomacy and Soft Power”, The ANNALS of the American Academy of Political and Social Science, (2008), http://journals.sagepub.com/doi/pdf/10.1177/0002716207311699. 26 "Institute for Cultural Diplomacy," Culturaldiplomacy.org | English | Welcome to the Institute for Cultural Diplomacy, 2017, http://www.culturaldiplomacy.org/index.php?en_culturaldiplomacy, and Kristen Bound et al., Culture is a central component of international relations. It’s time to unlock its full potential (Demos, 2007), 15, https://www.demos.co.uk/files/Cultural_diplomacy_-_web.pdf 27 "Japan Festivals (Matsuri) ? Encyclopedia of Japan," Encyclopedia of Japan, https://doyouknowjapan.com/festival/
14
branch office located in Jakarta that acts as the government support toward cultural related activity between Japan and Indonesia for example is the hold of Matsuri.28
E. Mikoshi : Mikoshi is the term in Japanese for the portable shrine that is used in Matsuri as the form of Shinto ritual in the Matsuri. Shinto religious believes that Kami (God) used the Mikoshi to ride and transport to all over the place in the city to give the local community its blessing.
F. Shinto : Japanese belief that believe in Kami (God) is present everywhere and can be called and help humans. Kami that reside in Jinja (Shinto‟s shrine) is one of the examples.29
28 "The Japan Foundation - About Us," 国際交流基金(ジャパンファウンデーション) The Japan Foundation, http://www.jpf.go.jp/e/about/index.html. 29 Ike Iswary Lawanda, Matsuri upacara sosial dalam masyarakat Jepang, P.7
15
Chapter II
Literature Review
II.1. Joseph S. Nye, Jr. (2004) “Soft Power: The Means to Success in
World Politics”, United States: Public Affairs.
This book explains about the understanding of soft power as the world nowadays are shifting that back it the past mostly rely on traditional hard power. In this book, Nye defines the soft power as the power of attraction which means the way to achieve one goal by attracting the other through cooperation and without relying on threats or coercions. Soft power is different from hard power in term of currency used, and their nature. Hard power are describe as “carrot” or “stick” means inducement or coercion lead to command nature, it is the ability of states to change what others do that rest on inducement or coercion, while the soft power is described as attraction and seduction lead to cooperative nature, it is the ability of states to shape what others want, that rest on the attractiveness of one‟s culture and values.30 He also explains that the soft power of a country rest on the culture, political values, and foreign policies.
30 Joseph S. Nye Jr., Soft Power: The Means to Success in World Politics (United States: PublicAffairs, 2004), P.7
16
Figure II.1 Power Nature according to Joseph S. Nye, Jr.31
Soft power is important in this globalization era where there is the rising of information and technological age, in this book it explain that with the information age is creating virtual communities and network that cut across the nation border. It created the condition where the share information that cut across the nation border becomes an important source of attraction and power. The countries that will gain the increase of soft power is the one with channels of communications that help to frame issue; whose dominant culture and ideas are closer to prevailing global norms; and whose credibility is enhanced by their domestic and international values and policies. 32 By using this book as reference, it will help the author about understanding the concept of soft power, the nature of power also with the country‟s soft power.
31 Ibid p.8 32 Ibid p.31-32
17
II.2. Hwajung Kim (2011) “Cultural Diplomacy as The Means of Soft Power in Information Age”.
This journal discusses about the definition of cultural diplomacy and the use of it for soft power in information age. There are several definitions of cultural diplomacy in this journal, one of the definition is from Shizuru Saeki (2012); cultural diplomacy is the exchange of ideas, information, arts and culture in order to promote mutual understandings among citizens of different countries.33 in the Journal cultural, diplomacy in information age that used to gain soft power are defined as the ability to attract one‟s culture and values or sharing the agenda of political choice by sharing intellectual and capabilities with others through information and technology. The example is the use of internet in order to promote culture; it can be in the official websites, video sharing sites, social media and so on.
With the internet ability that cut across the nation border and overcome the differences, many people can see and access it. The cultural diplomacy is now beginning to be recognized as the means of soft power by the world.34 Due to the fact that internet are rapidly evolving and affects our daily lives such as social media that bring nations and people all over the world become connected without any border, in case of Matsuri the internet can be place to promote the events for those who have not once attend the Matsuri, it is also used to promote the events through video recorded by the audience and the upload it to internet to attract other to attend Matsuri. As the topic thesis will discussed about Matsuri, and it is held annually in Indonesia creating the cross cultural activities, this journal will help the author to get the big image and understanding about the cultural diplomacy and its implications in globalization and information era.
33 Hwanjung Kim, Cultural Diplomacy as The means of soft power in information age, P. 5, December 2011, http://www.culturaldiplomacy.org/pdf/case- studies/Hwajung_Kim_Cultural_Diplomacy_as_the_Means_of_Soft_Power_in_the_Information_Age .pdf 34 Ibid. p.12
18
II.3. Kazuo Ogura (2009), “Japan’s Cultural Diplomacy”,
Tokyo: Japan Foundation.
This book explains about the Japan‟s cultural diplomacy, including the history of Japan‟s cultural diplomacy and the current phase of Japan cultural diplomacy. In the Journal, Ogura defines several stage of Japan‟s cultural diplomacy evolution. At the first stage during 1950 – 1960 the goal of Japan‟s cultural diplomacy was to transform the prewar image of Japan as militaristic country into a new image of Japan as peace-loving democracy. The effort to construct a peace loving democratic Japan was closely associated with the promotion of cultural activities. In the early on engagement in cultural activities overseas, the government of Japan emphasized traditional culture such as the tea ceremony and ikebana (flower arrangement) with the intention to promote Japan as the peace-loving state to the international community. Also one of the strategies that Japan foreign ministry used, the distributed of the featured photo of Sakura (Cherry Blossoms) and Mount Fuji calendars to people and organizations in other countries.35
In late 1960 and early 1970, Japanese cultural diplomacy entered the second stage. After the Tokyo Olympics of 1964, the image of Japan are shifted from an image of peaceful Japan to an economically advance Japan. With the enforcing of cultural diplomacy in promote Japan‟s economy and the way of changing the Japan‟s pre-war militaristic images, in 1962-1972 Japan established the overseas cultural infrastructure such as Japanese language society for foreigner and Japan Foundation. During this period Japan was enthusiastic to introduce Kabuki and Noh theaters toward international community.36 Then, in the early of 1990 Japan Foundation was established in most Southeast Asian countries. The purpose is as the cultural center of Japanese culture and the cross cultural activity of Japan in order to enhance Japanese knowledge of and interests in Southeast Asia region. Today Japan‟s cultural
35 Kazuo Ogura, “Japan‟s Cultural Diplomacy, Past and Present”, (Japan Foundation). P.45-46 36 Ibid. p.47
19 diplomacy has begun to harness cultural exchange as a means of the act to cooperate with others in order to strengthen the strong relations and build the peace.37 By using this journal as the reference the author will gain the understanding of Japanese culture diplomacy history also the target to achieve by the engagement of cultural activities in other countries.
II.4. Watanabe Yasushi and David L. McConnell (2008) “Soft Power Superpowers, Cultural and National Asset of Japan and the United States” United States: M.E. Sharpe.
This book is explaining about the soft power asset of Japan and United States in form of culture. This book describes the use of culture in gaining soft power for the country, the author take the case of Japan in these book as the guidance to answer the research question. In the book Japan uses the popular culture one as well as the traditional culture as one of their soft power that result the increase in economy of Japan, e.g. Japanese language program, Pokemon, and Sentai Series. 38 The more youngster consume of Japanese culture it will give Japan benefit that will impacted to the economy of Japan.
As the topic regarding the culture, Matsuri has evolved into the arena of Japanese culture festival; such as traditional Japanese culture e.g. origami, traditional children toy, Yukata and Kimono (Japanese traditional wear), and so on which are the Japanese cultural assets that are used to attract others with the form of festival. As in this book provides the example of how Pokemon and Sentai Series become big hit for the youngster in the United States and attract them to get know more about Japan. 39 With the author choose of the case in Indonesia, there are also many youngsters influence by Japanese culture; create the community and they called
37 Ibid. p.9-10 38 Watanabe Yasushi and David L McConnell (2008), “Soft Power Superpowers, cultural and national asset of Japan and The United States”, p. 99-100 39 Ibid, p. 103-105
20 themselves as otaku that (hardcore fans of Japanese culture) more specifically the pop culture product like anime and manga, in their case they did not hesitate to spend the money for their interest e.g. Japanese shirts, figures, Manga and so on. This condition will beneficial for Japan as their cultural product being well known by youngster and attract them to visit Japan to experience the real culture in the real place. By using this book as the reference the author will gain the better understanding in which Culture asset that Japan use to apply their soft power to others.
II.5. Happy Nugraha. (2017) “Upaya The Japan Foundation Dalam Meningkatkan Hubungan Indonesia – Japan di Bidang Budaya”, in Universitas Mulawarman E-Journal of
International Relations Vol. 5 No. 4, 2017
This Journal explains about the effort of Japan Foundation as the legal entities supervised directly by MOFA in handling the cultural activities for strengthen the relationship between Indonesia and Japan through culture. In this journal also provide the explanations of Japan Foundation in helping the development of Japanese culture in several city that are include as the sister city program of Indonesia – Japan such as Jakarta - Tokyo. Japan foundation in Indonesia act as the source of information and also the Japanese government support for any cultural activities in Indonesia, for the examples cultural and art exhibition, performances or any others cultural activities, Matsuri also include in the program.40 The example is Japanese foundation effort of the development and the promotion of Japanese culture in Jakarta.
Jakarta has a big scale Matsuri event namely Ennichisai Matsuri as the program of sister city Jakarta-Tokyo as well as the promotion of Japanese culture
40 Happy Nugraha, (2017) eJournal hubungan international universitas mulawarman, “Upaya the Japanese Foundation Dalam Meningkatkan Hubungan Indonesia-Jepang” (2017) P.5
21 toward the audiences that attend in the event. This event is fully supported by Japanese Foundation and also the Embassy of Japan that held annually and it is attend by both Indonesian citizens and Japanese expatriate living in Jakarta.41 This activity has the goal to strengthen the relationship between Indonesia and Japan. As the Topic of Thesis discussed Matsuri, the use of this journal as reference will give the author the clear knowledge about the Japanese Foundation as the legal entities of Japan‟s government handling the cultural activities and help the promotion of Japanese culture in Indonesia especially in the city that include in sister city of Indonesia and Japan and give the big picture of how the government of Japan through Japan foundation in Japan soft power from their cultural program in Indonesia.
II.6. Aulia Amalina. (2012) “Budaya Jepang Sebagai Instrumen Diplomasi Jepang dan Pengaruhnya Terhadap
Komunitas Komunitas di Indonesia”, in Andalas Journal of International Study Vol. 1 No. 2, 2012
This journal explained about Japanese popular culture impacting toward the community in Indonesia. Japan Pop culture also one of component from Matsuri nowadays so it is not just traditional culture. Japanese Pop Culture has different forms such as cosplay, manga, anime, Japan popular songs, and other form of popular culture. In this journal it explains that Japanese Pop culture aims for the Indonesia youngster whose has really taken interest and like in Japanese culture mostly pop culture, these youngster are called Otaku, and many of them come to Matsuri not alone but as a community to show their love towards Japanese pop
41 Ibid. p.10
22 culture. This community has big enthusiasms in Matsuri and it is the platform for them to express them-selves and share their interest with other otaku communities.42
This is the result of the promotion of Japanese culture that being brought to Indonesia via Internet or introducing it directly in the cultural events like Matsuri. As the result these Indonesian youngsters interest in Japan are more increasing.43 This condition will be beneficial for Japan as the use of their soft power in Indonesia. By using this journal as reference the author will know about Japanese soft power through Culture impact toward Indonesia citizens especially the youngsters and also their impact toward Japan.
II.7 Ike Iswary Lawanda (2004), “Matsuri Upacara Sosial Dalam Masyarakat Jepang”, Indonesia: Wedata Widya Sastra
This book explained about the Matsuri not only as the Shinto‟s religious ritual but also has the social essences for the Japanese society in their daily life. According to this book, Matsuri act as the connector between human world and the Gods world by having celebrated and worship God through the form of festival. 44 Japanese believe that Matsuri is the sacred ritual that becomes guide in their daily life and also their sources of life and fortune. It also becomes the expression of the Japanese religious belief that has the function to strengthen their belief in the seen and unseen world which interacts with each other. Matsuri are held and organize by the several Ie (Japanese family concept) as the member of the Shintro shrine (Jinja) that is leads by the head of Ie (Honke).45
42 Aulia Amalina. Andalas Journal of International Study Vol 1 No. 2 2012 “Budaya Jepang sebagai Instrument Jepang dan pengaruhnya terhadap komunitas komunitas di Indonesia, P.8-9 43 Ibid P.12-14 44 Ike Iswary Lawanda, Matsuri upacara sosial dalam masyarakat Jepang, P.35 45 Ibid P. 44
23
The God that will be celebrated and worship in Matsuri are centered in shrine and it will transfer in the Mikoshi to travel toward the citizens area near the shrine and get back to the main shrine are, that will also provide the sacrifice that back in the past it is all the white animal e.g. white chicken, white horse, and so on. That symbolizes the purity, prosperity, luck, and become the symbol of the connection between God and human but nowadays it is only use the symbol rather than real living animal.46 By using this book as the literature review the author will gain the knowledge of the Matsuri as the religious means that also become the social ritual that impacting the Japanese daily life.
46 Ibid P.47-48
24
CHAPTER III
MATSURI IN JAPAN AND INDONESIA
III.1. Matsuri in Japan: The Japanese Culture
Matsuri means “to be in the presence of and to render services to a deity”47. It is related to the verb of matsuru, which has the meaning to supplicate, enshrine or worship. Beside of the religious means, Matsuri also define as the festivals. Originally Matsuri is the rituals to serve the kami (God), there are many kami in Shinto religious belief, the kami are resides in the Jinja (Shinto‟s shrine) from all over the places in Japan (each shrine has kami residing inside it so there are different one another, but in some cases there kami that also has several shrine in different area, and not only kami there are also their ancestor that are deified). The rituals mostly it held in the shrine area. Many of traditional Matsuri are linked to the agricultural cycle and Shinto rituals to supplicate and give thanks to the kami by giving the offering like the crops, sake (Japanese alcohol drink), and animal for sacrifice thus the kami will give the community the blessing in return toward the community for example health and wealth, succession for the next harvest, protection from misfortune, and so on.48
47 “Guides to Japanese Culture”, the Japanese festival by Yanagita Kunio, Japan culture institution 1977 48 “Encylopdia of contemporary Japanese culture” “Festival” Edited by Sandra Buckley, 2002, Routledge
25
The kami is carried around in the mikoshi, it is the portable shire that later on carried by bearers that will travel from main shrine to all over place in town and over back to the main shrine. The mikoshi is the important elements of the Matsuri because based on the Shinto belief it is where the kami’s temporary vehicle during the festival, mikoshi also means to represent the existence of the kami.49 The mikoshi in Matsuri has the meaning of the kami of the local shrine that represented inside the mikoshi visiting the local community that devoted to the shrine and give the blessing on them.50
Figure III.1 Mikoshi51
There are many Matsuri held in Japan, even after the modernization, the Matsuri still exist as a part of Japanese social life and festivals of grateful toward kami and also Japanese cultures. 52 The Matsuri today still keep the element of
49 Shinto Festival – Matsuri, http://www.bbc.co.uk/religion/religions/shinto/holydays/matsuri.shtml 50 Japanese Americans: The History and Culture of People, edited by Jonathan H. X. Lee, ABC-CLIO, November 2017 51 坂本・比叡山延暦寺の旅 その４ 日吉大社（３） 白山宮・宇佐宮, (Sakamoto · Hiezan Yearbook of Enryakuji 4th Hiyoshi Taisha (3) Hakusan Palace · Ususa ), http://susono.jugem.jp 52 Ike Iswary Lawanda, Matsuri upaca sosial dalam masyarakat Jepang, P. 16
26
Shinto‟s rituals, which is the availability of the mikoshi as the representative of the kami, but for only several Matsuris, there is no need to use the mikoshi due to different purpose of the festival. In modern Japan, it has huge variety of regional and national Matsuri, there are several types of Matsuri which are divided by the purpose of the events, first there are the family oriented type of Matsuri, second the historical and ancestor remembrance type of Matsuri, and third the religious type of Matsuri.53 First, the family oriented type of Matsuri, this type of Matsuri has the social purpose rather the religious purpose, thus the festival are not held in the shrine area also there are no mikoshi used in this type of festival.
The examples, Hina Matsuri, the doll festival, a day devoted to girls held in March 3rd. On this association, the family wished for their daughter health and happiness with the displaying the Hina dolls (a ceremonial dolls wearing traditional costume that must display in the association of Hina Masturi). As for the girls, they will wear the kimono and visit others house to admire others family‟s dolls display.54 Then there are Kodomo no Hi, the boys festival (nowadays become the children‟s day and become national holiday in Japan) held on May 5th, the family with boys will display the samurai dolls or suits of armor and koinobori (the flag with the fish shape), it was the pray for the son to become healthy and brave and now it is held to respect.55 Nowadays Kodomo no Hi are dedicated to the health and happiness of children all over Japan.
Second, the historical and ancestor remembrance type of Matsuri, beside of the purpose to remember the historical events, this type of matsuri also keep the elements of Shinto ritual which the use of mikoshi as the main attraction and ceremonial items e.g. Jidai Matsuri, the “Festival of Ages” held in Kyoto, the festival that held to celebrate the anniversary of the foundation of Kyoto that held on October
53 Helen Gilhooly, Religions, Customs, and Festival, “Teach yourself-World Culture: Japan” p.90 - 95 54 “Japanese Traditions Rice Cake, Cherry Blossoms, and Matsuri A Year of Seasonal japanese Festivities”, written by Sestu Broderic and Willamarie Moore, Tuttle Publishing (United States of America), 2010 55 Ibid, p-22
27
22nd, it is held by Heian Shrine in order to remember the Kyoto history and culture by the displaying of historical costume and characters during the era where Kyoto still serve as the national capital, in this Matsuri mikoshi become the main content of festival as the ceremonial Shinto ritual item, but it is not kami that ride it, but the spirit of the emperor of the Kyoto that resides in the Heian shrine.56
Then Kanda Matsuri one of the famous Tokyo Matsuri that held in the closet day to May 15th. Historically, this Matsuri is one of festival that protected by the Tokugawa Shogun when he began to rule country from Edo (nowadays is known as Tokyo) and it is permitted to enter the ground of Edo castle where he lived. Kanda Matsuri held to celebrate as the demonstration of prosperity under the new regime. It is also the festival of Kanda Myoujin Shrine which also means to celebrate the local kami that is enshrined in Kanda Myoujin shrine. Over the years Kanda Matsuri came to be the celebration for the wealth and good fortune.57
Third, the religious type of Matsuri, even the Matsuri has the purpose to celebrate the kami in this type of Matsuri the purpose are purely to celebrate the kami in regional or national scale. The example of this type of matsuri is Hana Matsuri, The Floral Festival it is the national Matsuri in Japan that held to celebrate the birth of Buddha on the 8th of April. Buddhism has significantly impacted and fused with the Shinto so it is celebrated in all over Japan.58 Then Tenjin Matsuri, the Matsuri held in the Osaka Tengumaru Shrine on 24th to 25th July, is dedicated to Tenman Tenjin, the God of learning and art.59
Each Matsuri in Japan has different important item in the process, but there are several items that all of Matsuris in Japan share in common. There is first the most important item is the mikoshi, as described before it is the portable shrine.
56 Jidai Matsuri, Festival in Kyoto, https://www.japan-guide.com/e/e3960.html 57 Kanda Matsuri, Festival in Tokyo, https://www.japan-guide.com/e/e3073.html 58 Hana Matsuri (Floral Festival), JNTO (Japan National Tourism Organization) http://www.jnto.go.jp/eng/attractions/event/traditionalevents/a70c_fes_hana.html 59 Tenjin Matsuri, JNTO (Japan National Tourism Organization) http://www.jnto.go.jp/eng/spot/festival/tenjinmatsuri.html
28
Shinto believers believe that it is the ride for the local kami of the shrine to move from one sacred place to others or from the main shrine to temporary shrine, other holy places, and even the new shrine. In the Matsuri it acts as the form of kami that temporary ride the mikoshi giving the blessing to the local community around the shrine by the mikoshi are moved by bearers that travel to all over the town, as the form of Shinto ritual that become the root of the Matsuri events.
Mostly in the Matsuri, mikoshi are carried on the shoulder of the bearers to move, but there are also the mikoshi that is move by used carts that being pulled by people, it depends on the festival. Mikoshi has many shapes; most of them are modeled as a miniature shrine-like building with the deity‟s symbol on the top of it Others type of mikoshi include shinboku (the sacred tree, this type of mikoshi is not carried around, but the kami used the tree as the temporary shrine), the dolls, and even in form of human genitalia.60 There are several styles in terms of moving the mikoshi, in this case it is the style of how they move the mikoshi and the way they shout, the example are Hira-Katsugi style with the bearers walk at normal pace without shaking the mikoshi while calling out “wasshoi-wasshoi” (the words has no meaning, but it is done to pump up the spirit, and keep the bearers walking in harmony).61
Second the traditional clothes that being used in the Matsuri. The traditional clothes are the item that must available in the events of Matsuri in order to gain and feel the festival atmosphere.62 The example of the traditional clothes that mostly used in Matsuri is yukata, yukata are different from kimono, yukata is the informal Japanese traditional robe that much resembles to kimono, with cheap price. While the kimono is the formal traditional clothes that being used in such formal activities and
60 Mikoshi (portable shrine), https://doyouknowjapan.com/festival/ 61 Research Database for archived Newspaper, “Mikoshi”, http://newspaperslibrary.org/articles/eng/Mikoshi 62 Interview with Mrs. Diana Sahidi Nugroho senior officers of Japan Foundation culture division march 20th 2018
29 the price is expensive.63 Another traditional clothes is happi the robe-like vest that worn by festival team. It used to show that the one who wear happi are officially associated with festival in some way, e.g. the Mikoshi team bearers usually wear happi and the committee who held the Matsuri.64
Figure III.2 Happi used by the mikoshi bearer team at Sakura Matsuri 201865
Third the street booths (yatai), the existence of street booths in Matsuri is inseparable because in order to keep the incoming fund to keep the existence of the Matsuri in the area and to increasing the mood of the festival.66 In the present time many of the booths sell more various products. There are two types of booths that exist in the Matsuri, there are food booths and the non-food booths. The food booths in Matsuri mostly sells the Matsuri‟s popular food e.g. the classic food such as
63 Japan info, Yukata vs Kimono : 5 keys different, http://jpninfo.com/17529 64 Japan Talk, “9 things to wear at to a Japanese Festival”, https://www.japan-talk.com/jt/new/festival- clothing 65 Author photo collection from Sakura Matsuri 2018 7th – 8th April 2018, the happi that used at Matsuri Indonesia has the same model and looks with the original one from Japan 66 Interview with Mrs. Diana Sahidi Nugroho, senior officers of Japan Foundation culture division march 20th 2018
30 takoyaki, okonomiyaki (traditional Japanese pizza like), yakitori (Japanese chicken skewer) and so on, then there are the sweet food, such as taiyaki (fish shape cakes with the red beans paste inside), chocolate banana, kakeguri (shaved ice with syrup), and so on.67 The non-food booths; it is divided into two, the booths that provide the merchandise of Matsuri e.g. the mask with various characters, traditional clothes and accessories and then the booths that sell the product in form of the traditional game of the Matsuri e.g. the shooting range game and goldfish catching.68
The existence of Matsuri also happen outside Japan, but with the different purposes, he component of the Matsuri is almost same as the Matsuri that held in Japan. The biggest differences are the purpose of doing the Matsuri. There is several reasons for the Matsuri that is held outside the country, it is not purely the Shinto rituals anymore but mostly to introduce the Japanese culture to the world and to respect and give the feeling of the hometown for the Japanese offspring born outside Japan, in some case the Matsuri also held to enhance the collaboration among the ethnic in social environment and diplomatic relations. The last is to gain the economic income for Japan through the introduction of the culture that will attract others through massive events like Matsuri as Nye defines the soft power is the use of culture as the sources to attract others, Matsuri is the exact case of soft power by inviting the citizens and introduce their culture in form of festival, the food, the tradition and culture, inside the Matsuri events.
III.2 Matsuri in Indonesia: The Japanese Cultural Festival
Indonesia and Japan has quite history among them, despite the fact that Indonesia is one of the former colonies of Japan yet both states relations become stronger each year. Indonesia and Japan start the diplomatic relations at 20th January 1958 when the treaty of peace between Indonesia and Japan and go on until now that
67 Japan Experiences, “Matsuri food specialties”, https://www.japan-experience.com/to- know/chopsticks-at-the-ready/matsuri-food-specialties 68 Matcha Japan Travel Magazine, “Japan Summer Festival – how to enjoy famous matsuri, https://matcha-jp.com/en/2661
31 has reached 60th year anniversary of Indonesia and Japan relations.69 According to the author interview with Mrs. Dianna Sahidi Nughroho, Matsuri was first brought to Indonesia by the Japanese expatriates that live in Indonesia at 1980s in Jakarta, the festival has the concept of Obon Matsuri like in Japan which to respect the soul of the dead people and their ancestors.
The Japanese believe that during the Obon, the soul has come back to earth and become close to them, usually in Obon there is held the Obon dance that will become the interaction between the people and the soul. At first this Matsuri are done by only Japanese expatriate only to heal their feeling of the home sick and this festival was only done by Japanese expatriate by funding the money to hold this Matsuri by their own without the government help. After that they tried to invite the Indonesian citizens especially the youngster and college student to participate in the festival and it got the positive responses.70
In 1998 when the riot happened the Matsuri had to stop and Japanese expatriate in Indonesia went back to their home country due to the fear at that time. After the riot the Matsuri was not celebrated anymore, then in the 2008 as the celebration of the 50th years of the diplomatic relations of Indonesia-Japan, as the part of cultural diplomacy in diplomatic blue book from MOFA, the cultural events like Matsuri are raised again with the name of Jakarta-Japan Matsuri (Jak-Japan) as
the anniversary of 50th Indonesia and Japan as well as the symbol of friendship and good relationship between the two states, after that several new Matsuris appear for example the Ennichisai Matsuri in Blok M Jakarta. 71 In Indonesia, Matsuri has become an annual event. Most of the events are supported by Japanese government as the act to deepen the relations between both Indonesia and
69 Ministry of Foreign Affairs of Japan, “Japan-Indonesia relations” http://www.mofa.go.jp/region/asia-paci/indonesia/data.html 70 Interview with Mrs. Diana Sahidi Nugroho senior officers of Japan Foundation culture division march 20th 2018 71 Ibid.
32
Japan in the level of country and the level of socio-culture. In Indonesia there are various Matsuri that being held not only in Jakarta and Bekasi but also other towns in several regions has Matsuri held. Here is the list of Matsuri in several Towns in Indonesia that support by the government of Japan:
Town and Regions Matsuri
Karawang, West Java Karawang Japan Matsuri Surabaya, East Java Natsu Matsuri Nusa Dua, Bali Bali Japan Matsuri Makassar, South Sulawesi Nippon Day Mataram, West Nusa Nippon Bunka Matsuri Tenggara
Medan, North Sumatera Bunkasai “Festival Kebudayaan Jepang”
Bandung, West Java Bandung Japan Matsuri
Table III.1 List of Matsuri in several regions in Indonesia
The Matsuri held in Indonesia and the ones held in Japan are totally different. Here is the several big difference of the Matsuri that held in Indonesia and in Japan according to the author interview with Mrs. Dianna Sahidi Nugroho:
Matsuri in Japan Matsuri in Indonesia - As a form of - As a form of friendship celebration, and strong diplomatic The Main gratitude, and relations between Purpose worship the Kami Indonesia and Japan (God)
33
- Cross cultural exchange activities. - No Japanese pop - Combination of Japanese Content culture culture (popular and - Shinto‟s ritual traditional) and Indonesian cultures
- Specific Time and - No need of specific time Time, Date, Date are needed and date but mostly held and Place - Mainly in the Jinja in weekends. (Shinto shrine) Area - Mainly in the wide areas The Main - Every people in the - The youngsters of target of town. Indonesia Attendance
Table III.2 The differences between Matsuri in Indonesia and Japan72
First is different in the purposes, as the author wrote in previous section the Matsuri outside Japan are not purely Shinto rituals, in case of Indonesia main purpose of the Matsuri, is as the form of good and stronger diplomatic relations between Indonesia and Japan in the level of the states, government, and social, not only that the Matsuri also used to celebrate the anniversary of relations of Indonesia and Japan. There are also another purpose of the event of Matsuri in Indonesia, which is to give the Japanese expatriate the feeling of their home town by holding the Matsuri events that resemble with the original one yet different. Another difference is that in the terms of Matsuri from the perspective of Indonesians, it is just a Japanese
72 Ibid.
34 cultural festival, a festival where everyone can get to know and experience the Japanese culture while in Japan it has also means as festival with the deep meaning of the religious means.
Second in term of the content of the Matsuri, in Indonesia it still used mikoshi but only for the attraction purposes and culture promotion not as the Shinto ritual. The most specific difference are the combination between popular culture of Japan with the traditional culture inside the Matsuri, take an example of the existence of the Japan popular culture “cosplay” (costum roleplay, the use of costume that imitate the characters from anime or manga) in the Matsuri outside Japan. This phenomenon has also become a common sense in Matsuri that is held in Indonesia.
The example is the existence of many Indonesian youngster cosplayer in Jak- Japan Matsuri 2017.73 While in Japan there is no Japanese popular culture in the events, except for the product that the stall sell it is use popular culture to attract the customer e.g. Anime character mask or cake with Hello Kitty shape, and the use of Mikoshi that used both as ritual item and main attraction of Matsuri. Matsuri in Indonesia also exist the part of cultural exchange between Indonesians and Japanese culture, it can be seen from the content of Matsuri in Indonesia that also promote Indonesians culture in the event toward Japanese audiences that attend the Matsuri.
73 CNN Indonesia, “aneka kostum cosplay memeriahkan festival jak-japan matsuri”, https://www.cnnindonesia.com/tv/20170911054339-412-240820/aneka-kostum-cosplay-meriahkan- festival-jak-japan-masturi
35
Figure III.3 Cosplay at Jakarta-Japan Matsuri74
Third are the difference in the specific time and date, in Japan the Matsuri are bound with specific time and date and cannot be done every time because of the main content of Matsuri that to celebrate the kami that has a specific time to celebrate, while in Indonesia due to the content of not Shinto‟s ritual Matsuri can be done anytime without specific time and date. Last is the target of people. In Japan due to the Shinto‟s belief that Kami which reside in mikoshi will give their blessing upon them thus every one become the main target of Matsuri, while in Indonesia with different purpose of events the main target of Matsuri is the youngsters as the form to introduce and attract them to the Japanese culture and Japan itself inside the events. However it is no limited even the older generations can attended and enjoy the Matsuri.
The Japanese culture indeed attract Indonesian citizens include the youngsters. In the cultural events namely Matsuri, the youngsters are the main target of attendances, besides to give more influence regarding Japanese culture, it also become good investment as the Indonesian youngsters and citizens become more knowledge of Japan and its culture as they show their interest in it.
74 Jak-Japan Matsuri 2017, “Gallery Events”, http://jakjapanmatsuri.com/galery-event.html#
36
Besides as the attraction, Matsuri in Indonesia also transform into the arena cultural exchange, it is shown by the organizer that willingly to do cultural exchange activities as the one of the rundowns in the event as the purpose for the introduction for both country cultures. It is not only limited with the traditional performance but also in term of foods. The example of cross cultural exchange agenda of Indonesia and Japan in Matsuri is the Jak-Japan Matsuri 2017 that performs DKI Jakarta cultural performance that consisted of traditional culture of Jakarta such as Tari Topeng and Ondel Ondel.75 As for the food at the Jak-Japan Matsuri there is also the booths that sells Indonesian traditional food such as bakso (meat balls), nasi goreng (fried rice), and so on.
Then another cross cultural activity in Matsuri is the main attraction of the events, the Mikoshi, in Indonesia the bearer are mostly the Indonesian citizens, this action is need in order to increase the Indonesian citizens interest toward Japanese culture by having them experience it directly. But still the one who commands and lead the group of bearer are Japanese. This kind of activities in Matsuri are shown that there is the cross culture among Indonesia and Japan in the form of festival, this leads to the cooperation among two different nations especially in socio-cultural environment and the relations as a state for Indonesia and Japan.
75 Ibid.
37
CHAPTER IV
THE BENEFITS OF MATSURI IN INDONESIA FOR JAPAN
Matsuri has become an annual event in Indonesia with the attendance are mostly come from Indonesian citizens and youngsters who take interest in Japanese culture, as well as Japanese expatriates living in Indonesia, but it is not limited only for these two categories of attendance, after all this events are transformed into the festival of culture where everyone can enjoy and participate. In several Matsuri the collaboration with local government happens and makes the festival as the city attraction and festivals, for example the Jakarta-Japan Matsuri (Jak-Japan Matsuri) does the collaboration with the Jakarta local government. 76 Matsuri in Indonesia nowadays is the result of the evolution from the old way Matsuri from Japan.77 In Indonesia, Matsuri still provide and perform the Shinto ritual of Matsuri which is the use of Mikoshi (portable shrine), this is the most important item in Matsuri, because it is the ritual items in Shinto ritual that used to carry the Kami (God), but in Indonesia the purpose are change from ritual item to purely for attraction and introducing the cultural purpose only.78
Other evolution is the combination between traditional Japanese culture and Japanese popular culture that create the different way of Matsuri from the original one, the pop culture which back in Japan has no place in the Matsuri are now blend
76 About Jakarta Japan Matsuri, http://jakjapanmatsuri.com/about.html 77 Interview with Mrs. Dianna Sahidi Nugroho, senior officer of Japan Foundation culture division, 20th March 2018 78 Ibid.
38 with traditional culture in the events, the example are the use of Japanese pop songs and Cosplay in Matsuri, the last step to complete the evolution of the Matsuri in Indonesia is does not only contain both Japanese traditional and pop culture but also Indonesia culture into it (the food, traditional dance and cultural activities, and so on) and create a totally different Matsuri in the process and this is what Matsuri in Indonesia really is, and it is different from the original one from Japan by having the mix between Japanese culture and Indonesia culture.79
According to the Joseph S. Nye, Jr. in his book “Soft Power, The Means to Success in World Politics” culture is one of the Soft power sources of one state, and states tend to use their soft power to attract others to create cooperation nature and win-win relations.80 In case Matsuri in Indonesia, the government of Japan used the events for their cultural diplomatic tools for the promotion of Japanese culture toward Indonesians in order to attract them. 81 Matsuri has the nature to attract Indonesian citizens toward Japan. It is due to the Matsuri nature as the cultural festival, where everyone can participate in the events and everything about Japanese culture can be easily found in just one events starting from foods, dances, traditional and popular cultural activities, and even interaction with Japanese people. As the result the audiences can feel and experience all about the Japanese culture directly by themselves that lead them to take the interest towards Japan and its culture, this also will lead to the tendencies to visit Japan to see and feel the real culture from the real place in Japan.
The Matsuri in Indonesia does not only provide the Japanese culture but also Indonesian culture as the part of cultural exchange activity among two different nations but the more active Japan in expanding its culture abroad is to achieve their
79 Ibid. 80 Nye Jr., Joseph S., “Soft Power, Means to Success in World Politics” soft power sources and nature, P.8 81 Diplomatic Blue Books 2017 chapter 3 Japan‟s foreign policy to promote national and worldwide interest section 4 “effort to promote understanding and trust in Japan”, point 2 cultural diplomacy, from MOFA Japan
39 national interest in Indonesia with their diplomacy policy. In Japan‟s diplomacy policy the use of cultural diplomacy is being applied in the case of Matsuri in Indonesia, cultural diplomacy used the content of cultural program for diplomacy purposes such as the Japanese cultures, artworks, and performances; that in Matsuri all of the contents can be found and experience directly by Indonesian due to its nature as a cultural festival.
According to Mrs. Dianna Sahidi Nugroho, senior officer of Japan Foundation culture division, as the legal organization handle the promotion of culture and cultural exchange supervised directly by Ministry of Foreign Affairs (MOFA), Japan Foundation provides the Japanese culture, artist, and other cultural program from Japan for the cultural promotion and introduction purposes as the part of cultural diplomacy in cultural events that focus on promoting culture, for example Ikebanashi (flower arrangement), Matsuri (by providing the cultural product, artist, and so on for the content of the events), Japanese food exhibition, Japanese speech contest, and so on.82 Indeed Matsuri in Indonesia is the part of cultural diplomacy of Japan and also the festival of culture that promoting Japanese culture that has the effects of attracting Indonesians towards Japan by using culture to increase the interest of the Indonesians, not only interest in only the culture and states but it will lead to interest of Indonesians to visit Japan to find the culture from the real places.
82 Interview with Mrs. Dianna Sahidi Nugroho, senior staff of Japan Foundation culture division, 20th March 2018
40
Cultural Japan Diplomacy
Matsuri in Benefits Indonesia
Figure IV.1 How Japan gain benefits from Matsuri in Indonesia83
As the annual events, the effects of the hold of Matsuri in Indonesia will give Japan benefits by the application of cultural diplomacy as well as the promotion of Japanese culture toward Indonesia inside the Matsuri. Within the model 1.1 Japan used cultural diplomacy toward Indonesia through Japanese cultural events namely Matsuri. Inside the events, the audiences can experience many wide range of Japanese culture start from food, clothes, and cultural activities, and so on. This will lead to the increasing of Indonesians interest toward Japan. These effects will give the benefits for Japan. Here are the benefits that Japan has gain from Matsuri festivals that held in Indonesia:
IV.1. Strengthening The Relationship of Indonesia – Japan
Matsuri are held in Indonesia for various reasons, but the primary purpose of Matsuri is as the symbols of friendship and strong diplomatic relation between Indonesia and Japan. Both of Indonesia and Japan has history among them, it is unavoidable fact that Indonesia is one of the formal colony of Japan, and the historical scar still in the heart of Indonesian especially for those who felt the colonial era of Japan. But, up today both of Indonesia and Japan still keep the good
83 Author analysis on the benefits of Matsuri for Japan
41 and strong diplomatic relations that start from 20th January 1958 and has reach its anniversary of 60th years in 2018.
In order to keep and strengthened the relations, Japan also used cultural diplomacy beside economic relations, Japan want to show that their diplomatic effort are heart to heart relations.84 It is show by the use of Matsuri as the bridge between Indonesia and Japan in order to strengthen their relationship. The use of cultural diplomacy is the safest way of enhancing diplomatic relations, not only to strengthen relations in the level of the state but also in the level of social-culture.85 In case of Indonesia and Japan relations, the use of Matsuri as the cultural diplomacy is on track to enhance both of the state relations.
Furthermore by the help from Japan foundation, the Japanese cultures can easily be brought to Indonesia and being promoted, especially in Matsuri where it is all in one package of Japanese culture inside the festivals. Matsuri become the very practice of cultural diplomacy, because, at Matsuri in Indonesia it is not only filled with Japanese cultures but it is also mix with the Indonesian cultures and for the audiences is not only from Indonesians but there are also Japanese. It is became the very basic idea of cultural diplomacy, the introduction of Indonesian cultures from Indonesians towards Japanese as well as the introduction of Japanese culture by Japanese toward Indonesians has proved the practice of cultural diplomacy.
84 Fukuda Doctrine in Japan‟s cultural diplomacy book by Kazuo Ogura (2009) 85 Ibid.
42
Figure IV.2 Mochitsuki Taikai at Sakura Matsuri 201886
Figure IV.3 Angklung performance at Sakura Matsuri 201887
86 Author photos collection of Sakura Matsuri 2018 in Cikarang 7th – 8th April 2018 Mochitsuki Taikai is the process of Making Mochi, (mochi is the traditional cake in Japan which made from rice). 87 ibid
43
The cultures that being promoted are not only from the activity or attraction that has been set by the event organizer, the booths selling products (food and beverage, clothes, and so on) also take important roles in promoting culture at Matsuri. In several case of Matsuri, the local government also use booth to promote local culture, for example in Sakura Matsuri 2018, the local government of Bekasi attend the event and having their booth open which promoting the Bekasi‟s culture, it is obvious since Sakura Matsuri also collaborate with local government of Bekasi, Dinas Pariwisata Kabupaten Bekasi (Department of Tourism of Bekasi Regency) run the booth inside the Sakura Matsuri as the act of promotion of Bekasi‟s culture, inside the booth Bekasi‟s batik, painting, dolls, and Bekasi tourism trough pictures and pamphlet were on display.88
Figure IV.4 and IV.5 Dinas Pariwisata Kabupaten Bekasi booth at Sakura Matsuri 201889
88 Dinas Pariwisata Kabupaten Bekasi (DPKB), https://dispar.bekasikab.go.id/berita-sakuramatsuri- lippo-cikarang-2018.html 89 Ibid
44
Figure IV.6 Batik Learning booth at Sakura Matsuri 201890
Figure IV.6 Pencak Silat performance at Sakura Matsuri 201891
90 Ibid 91 Ibid
45
Figure IV.8 Takotori (skewered grilled octopus) booth at Ennichisai Matsuri 201792
IV.9 Shoudo (Japan cal.ligraphy) learning booth at Ennichisai Matsuri 201793
92 Taken from Ennichisai Matsuri Facebook pages, photo album day 2 – traditional booth area, https://www.facebook.com/pg/Ennichisai/photos/?tab=album&album_id=795941660575192 93 Ibid
46
Figure IV.10 Jakarta traditional dance at Ennichisai Matsuri 201794
Besides of the traditional culure that showed in Matsuri, the popular culture also played crucial role in promoting Japanese culture. In Matsuri the popular culture has taken form as the contents of events combined together with the traditional culture for example the performance of band which played the Japan popular song (J- Pop), anime songs, or performance of Japanese idol group and so on. Then the booth; not only sells traditional product but also the popular culture one are there, usually the booths sells anime or other popular culture merchadise and goods such as shirts and jacket, figures, pin badges, wallpaper, etc, not to say these both is the main target for those who extremly love Japan pop culture very much, because it is not complete yet for them if attend the Matsuri without buying the popular culture mechadises95 and Cosplay (costum and role-play), one of the Japanese pop culture where one dress and acts perfectly as in the anime characters (it is not limited only in anime characters, but mostly in Matsuri the Cosplayer dress like anime characters).
94 Taken from Ennichisai Matsuri Facebook pages, photo album day 1 – traditional stage, https://www.facebook.com/pg/Ennichisai/photos/?tab=album&album_id=795053643997327 95 Author Interview with groups of otaku at Sakura Matsuri 2018 7th – 8th April 2018
47
Figure IV.11 Anime product booth at Ennichisai Matsuri 201796
IV.12 Japanese pop idol at Ennichisai Matsuri 201797
96 Taken from Ennichisai Matsuri Facebook pages, photo album day 2 – traditional booth area and day 2 – pop stages, https://www.facebook.com/pg/Ennichisai/photos/?tab=albums 97 Ibid
48
Figure IV.13 Cosplay at Sakura Matsuri 201898
Cultural diplomacy in Matsuri is welcomed by the great enthusiasms from Japanese expatriates and Indonesians, through the introduction of the culture from both Indonesia and Japan; it can build up and achieve stronger relations in the future. As Nye, Jr. stated that the culture is one of the sources of soft power, and Japan used their soft power towards Indonesia by the hold of Matsuri annually, then as the cultural diplomacy in practice at Matsuri, Japan has attract Indonesians by Japanese culture. As for Japan, with the activity of cultural diplomacy in Indonesia, the relationship among Indonesia and Japan will lead to stronger cooperation and it is impacting in diplomatic relations; it is showed by the diplomatic relations of Indonesia-Japan that has reached its 60 years in 2018 despite having history among them, and not only diplomatic relations but it also impact in et increasing of bilateral activities between Indonesia and Japan e.g. economy activity, tourism, and also social culture relations between Indonesians and Japanese.99
98 Author photo collection of Sakura Matsuri 2018 in Cikarang 7th – 8th April 2018 99 Interview with Mrs. Dianna Sahidi Nugroho, senior staff of Japan Foundation culture division, 20th March 2018
49
IV. 2 Creates The Positive Image of Japan Toward Indonesians
The promotion of Japanese culture inside the Matsuri that held annually as the part of cultural diplomacy of Japan toward Indonesia gives Japan the benefit which is the positive image are create toward Indonesians especially the youngster. According to the history, Indonesia is one of the former colony countries by Japan. After Japan loses at World War II, they sign the Potsdam declaration in July 26th, 1945. Which state that Japan‟s military forces are completely disarmed and not allowed Japan to re-arm for war and permitted to maintain such industries as to sustain Japan‟s economy.100 Based on the Potsdam declaration, Japan utilizing other sectors beside military such as trade, politic, and trade to stabilize their economic conditions as well as to create cooperation with other nations and restore Japan‟s image in the eye of international community. In addition, Japan also increasing their cooperation with their former colony nations such as Indonesia, in order not only to build cooperation nature but also change their image toward their former colony state.101
The cultural diplomacy of Japan has important role in the creation of the positive of Image of Japan beside of the policies and economic relations. Based on the diplomatic blue book from MOFA Japan, one of the goals of Japan‟s cultural diplomacy is to create positive image of Japan in foreign country. 102 In case of Indonesia as one of the former colony of Japan, they tried to change the image of military power from colonial era into more positive image with Japanese culture (traditional and popular) today. Matsuri is the cultural events that held to celebrate the anniversary of diplomatic relations between Indonesia and Japan, inside the event government of Japan promote various range of Japanese culture in order to promote
100 Birth of the constitution of Japan, Potsdam declaration, http://www.ndl.go.jp/constitution/e/etc/c06.html 101 Toshiyama Nakamura, Soft Power and Public Diplomacy; How Cool Japan Will Be, Brisbane, 2011 102 Diplomatic Blue Books 2017 chapter 3 Japan‟s foreign policy to promote national and worldwide interest section 4 “effort to promote understanding and trust in Japan” from MOFA Japan P. 328
50 the uniqueness of Japanese toward Indonesians and showed that Japan is not like in the past where they used military power to attain what they want, but rather to showed more of their culture that represent Japan as the peace loving nation.
As the Matsuri become the annual events in Indonesia, the promotion of Japanese culture inside the Matsuri regularly will give the influence of perception of Japan by Indonesians. According to Mrs. Dianna Sahidi Nugroho, the promotion of Japanese culture inside the Matsuri beside to strengthen relations with Indonesia it is also to create and change the image of Japan from the Indonesians mindset which from the colonialist into more positive image.103 The cultural exchanges that happen inside the Matsuri in Indonesia also become the other way of Japan to gain positive image from Indonesians by having both of Indonesians and Japanese interact directly and promote their cultures.104 With the hold of Matsuri annually in Indonesia, Japan tried to build up their image from the promotion of culture toward Indonesians. Due to the promotion of culture regularly inside the Matsuri, Indonesian citizens are become more familiar and attract by Japanese culture. Within this condition Japan will gain positive image from the perspective of Indonesian citizens.
The positive image is important in Japan especially to strengthen relations with the former colonial country of Japan. In order to gain trust and cooperation from them, the use of culture is inevitable. In case of Indonesia, the promotion of culture inside the Matsuri are targeted to create the positive image of Japan through the various of Japanese culture inside the events, furthermore the audiences especially Indonesian citizens and Youngsters can directly interact and get more known about the uniqueness of Japanese culture that will influences their image of Japan which back in the past Japan are known for their strong military power as well as the colonialist that has invading Indonesia into more positive images such as friend of Indonesia. This will give benefit for Japan not only for the strengthen relations and
103 Interview with Mrs. Dianna Sahidi Nugroho, senior staff of Japan Foundation culture division, 20th March 2018 104 Ibid
51 bilateral activities with Indonesia but also to gain trust and positive image from Indonesia as one of the goals of the Japan‟s cultural diplomacy.
IV.3 The Increase of Indonesian Tourists Visiting Japan
Matsuri in Indonesia has the effect in the increasing of the tourist from Indonesia come visited Japan. Japan National Tourism Organization (JNTO) Indonesia act as the promotion of Japan tourism sectors toward Indonesians through internet, pamphlet, travel fair, and the cultural festival events such as Matsuri. In the events JNTO support the event of Matsuri and open up the booth in the events, as the Matsuri is the cultural festival the promoted of Japanese culture, the promotion of tourism sectors can become more effective. As according Mr. Hideki Tomioka, executive director of Japan National Tourism Organization (JNTO), Jakarta office, the promotion of culture in Matsuri will lead to the increasing of interest from Indonesian toward Japan and to visit Japan, the fundamental thing that influences someone to visit other country is the culture.
The culture used to influence and attract Indonesians to visit Japan by having them experience each culture that provide in Matsuri, and while at it the promotion of tourism sector will lead, provide the information, and promote the sectors for the people whose has taken interest in Japan to the most favorite place to visit in Japan in hope they will come again next time. Mr. Hideki Tomioka also stated that the promoting of culture and tourism sector directly are most efficient rather than internet because the attendance of Matsuri can experience the culture directly, interact with Japanese and get to know with the places that the most recommended in Japan from the tourism promotion booth in Matsuri.105
In 2014, Japan has the exemption visa agreement which Indonesia also include in one of the state include in the visa exemption agreement of Japan, with
105 Interview with Mr. Hideki Tomioka, The Executive director of Japan National Tourism Organization (JNTO) Jakarta Office, 4th April 2018
52 this agreement for Indonesians who want to visit Japan are do not require to obtain visa to enter Japan when their visit are tourism, commence, conferences, visit relative/acquaintances, etc.106 Even the condition which is not require visa make it easier for Indonesians tourist to visit Japan, as Mr. Hideki Tomioka statement, the basic thing that leads of Indonesians interest to visit Japan for tourism is Japanese culture, and in Indonesia there is cultural festival held to promote Japanese culture and attract Indonesians to visit Japan.
The increase in tourism sectors of Japan are clearly seen at trend in the visitor arrivals to Japan from JNTO statistic data. The increase of tourists visiting Japan can become another source of Japan‟s national income. In 2017 Japan gain 28.69 million (for exact number is 28.691.073) international visitors with tourist spending 4.42 trillion yen (USD 44 billion). Then Japan has set the new target for their tourism sectors that in the 2020 to reach 40 million international visitor globally with the tourists spending 8 trillion yen (USD 80 billion) and in the 2030 to reach 60 million international visitor with the tourists spending 15 trillion yen (USD 150 billion).107
106 MOFA Japan, Visa exemption, http://www.mofa.go.jp/j_info/visit/visa/short/novisa.html#notice01 107 Japan National Tourism Organization (JNTO) Tourism trend 2017 pdf, given by Mr. Hideki Tomioka, The Executive director of Japan National Tourism
53
Figure IV.18 Chart of trend in the visitor arrivals to Japan by year108
The promotion of culture is very crucial in order to gain the interest from the potential tourists, the promotion of culture also need as the basic fundamental thing that will attract more tourists, especially in Indonesia as Matsuri has become the yearly Japanese cultural festival, the promotion of Japanese culture directly are more effective because the potential tourist from Indonesia can get to know better and experience directly the culture and lead to interest of these potential tourist to visit Japan, with various reasons such as wanting to seeing the real cherry blossom (Sakura) trees bloom, feeling the hype of popular culture in Akihabara, and so on.
In the case Matsuri in Indonesia, it has the crucial role to promote Japanese culture inside the events in order to attract attendances to visit Japan and the information of tourism from JNTO booth and tourism agents in Matsuri, internet, and other media will boost up the effects.109 Beside in Matsuri, JNTO Indonesia also held
108 Japan National Tourism Organization, statistic data of visitor arrival to Japan, https://statistics.jnto.go.jp/en/graph/#graph--inbound--travelers--transition 109 Interview with Mr. Hideki Tomioka, The Executive director of Japan National Tourism Organization (JNTO) Jakarta Office, 4th April 2018
54 the Japan travel fair, the promotion of Japan tourism sectors that use the Japanese culture as the promotion tools and as the bait to lure the potential tourists from Indonesia to come visit Japan. From the promotion of culture through Matsuri and the promotion directly through travel fair, the result given is the increase in Japan tourism sectors especially for the Indonesian tourists that have visited Japan. 110 According to the data from Japan National Tourism Organizations, the trend of Indonesians visiting Japan is increasing year by year.
The Total of Indonesian Tourists Visiting Japan for Tourism 350000 291.532 300000
250000 218.373 200000 164.040 150000 120.535 Indonesian Tourist 101.726 100000 50000
0 2013 2014 2015 2016 2017
Figure IV.19 Total of Indonesian tourist visited Japan from 2013-2017111
Source: Japan National Tourism Organization
Japan still becomes one of the most favorite destinations for tourism for Indonesians tourist with the culture that had been kept alive and the city that given
110 Japan National Tourism Organization (JNTO) Tourism trend 2017 pdf, given by Mr. Hideki Tomioka, The Executive director of Japan National Tourism 111 Japan National Tourism Organization, statistic data of tourist from Indonesia visited Japan, https://statistics.jnto.go.jp/en/graph/#graph--inbound--travelers--transition
55 cultural atmosphere. 112 . The number reach its peak especially when the school holiday and the spring season come, many of Indonesian tourists visited Japan due the Cherry Blossom (Sakura) trees that bloom in that season,113 There is also cultural activity that tourist can also participate, which is watching the Sakura trees blooming called Ohanami.
Figure IV.20 Indonesian visitors by Month114
Source: Japan National Tourism Organization
The Indonesian tourist visit Japan are increasing per year, but it is in 2009 when the global financial crisis and bird flu as well as in 2011 which there is the great east Japan earthquake and strong yen causing the decreasing in Indonesia tourists that visited Japan, after that start in 2012 – 2013 where it is the 55th
112 CNN Indonesia, “Jepang tetap menjadi incaran pemburu tiket di travel fair” https://www.cnnindonesia.com/gaya-hidup/20160402142251-269-121161/jepang-masih-jadi-incaran- pemburu-tiket-di-travel-fair 113 Japan National Tourism Organization (JNTO) Tourism trend 2017 pdf “Indonesia visitors by month”, given by Mr. Hideki Tomioka, The Executive director of Japan National Tourism 114 Ibid
56 anniversary of relations Indonesia-Japan it kept increasing up until 2017.115 As well as in 2014 Indonesia has the visa exemption agreement with Japan that do not require for Indonesians tourist to obtain visa to visit Japan, make it more easier for Indonesians tourist who has attract by Japanese culture to visit Japan. According to the chart 4.4 Indonesian tourist that visited Japan are increasing year by year, especially with the promotion of Japanese culture inside the Matsuri that has become an annual event in Indonesia; culture is used as trigger to increase the interest of Indonesian potential tourists, not only that the information of tourism sectors can also be gained in Matsuri, thus the effect of increasing the Indonesian tourists that visit Japan will greatly increase in the future. As the result Japan will gain national income from the increasing of Indonesian tourists that visiting Japan.
115 Japan National Tourism Organization (JNTO), Tourism trend 2017 pdf, given by Mr. Hideki Tomioka, The Executive director of Japan National Tourism
57
CHAPTER V CONCLUSION
Globalization phenomenon changes the world system with impact to the nations and society. The effect of globalization create the change of the use of state‟s power which back in the past, hard power used to persuade the others into adding more of use soft power in order to attract others. In globalization era, many states realize the used of hard power can no longer influence and persuade others to give the outcome that states want, instead the ability to encourage the others with attraction and build cooperation and relations are what needed in globalization era116 The used of soft power in globalization are perfect condition to achieve nations interest, soft power is the power to attract others by build a cooperation relations without using the treat or coercion, but with the used of the soft power sources of the states which are values, cultures, and policy.117
Matsuri is one of the Japanese cultural diplomacy policy that had been become an annual events in Indonesia. It is the cultural festival where the introduction and promotion of various of Japanese culture start from food, traditional clothes, cultural activities, pop culture, and so on are can be easily found in the events and not only the Japanese culture that been introduce to Indonesians, in the events also introduce the Indonesian cultures toward Japanese as the form of the cultural exchange because the audiences of the Matsuri is not only Indonesians but there are also Japanese expatriates. The events also become the proved of the good
116 Jonathan MC Clory, The Soft Power 30: A Global Ranking of Soft Power 2017, (Portland & USC Center of Public Diplomacy, 2017), https://softpower30.com/wp-content/uploads/2017/07/The-Soft- Power-30-Report-2017-Web-1.pdf. 117 Joseph S. Nye Jr, Soft Power : The Means to Success in World Politics (United States: PublicAffairs, 2004), PDF e-book, 5
58 and strong relationship of Indonesia and Japan as well as to celebrate the anniversary of Indonesia – Japan diplomatic relations.
Matsuri in Indonesia are totally different from the original one in Japan. The original one has the purposes of religious purposes of Shinto ritual for Kami (God) with the form of festival in the process, while in Indonesia it is a festival that act as the symbol friendship and diplomatic relations between Indonesia and Japan and the cultural festival where the main purpose is introduce and promote the Japanese culture and cultural diplomacy but still provide the ritual of Shinto in Matsuri as the promotion culture only without any religious purpose in this case is the procession of Mikoshi (portable shrine). Matsuri are supported by the government of Japan with having Embassy of Japan and the support from government organization like the Japanese foundation as the legal organization supervised directly under the MOFA the Japanese culture, artist, cultural product can be bought easily to Indonesia especially for the cultural festivals events such Matsuri.
As the part of cultural diplomacy, Japan as the origin nations of Matsuri promoting their Japanese culture in the events and attract Indonesians. As the result the interest of Indonesia toward Japan is increase and there will appear tendencies for Indonesians to come visit Japan as the act to fulfill the Indonesians interest in Japanese culture. According to Mrs. Diana Sahidi Nugroho, the Japanese culture can attract the interest of Indonesians toward Japan and tend to visit Japan to satisfying their interest in Japanese culture.118 Japan gained the benefits as the result from the hold of Matsuri annually in Indonesia and the promotion of their soft power which is Japanese culture in the event. The benefits that gain by Japan are first the stronger relationship of Indonesia and Japan. It is proved by the relations between Indonesia and Japan that has reached its 60th despite having history among them. The strong relations with Indonesia will give Japan benefit which is increasing the bilateral
118 Interview with Mrs. Dianna Sahidi Nugroho, senior officer of Japan Foundation culture division, 20th March 2018
59 activities with Indonesia for the example the economic activity, cultural exchange activity, and so on.
Second is the creation of positive image of Japan toward Indonesians. It is another benefits that Japan gain with the promotion of Japanese culture in Matsuri. Based on the history Indonesia is one of the former colony by Japan, and Japan are try to change their image toward Indonesia from the past as the military power and colonialist into positive image like a friend of Indonesia by using the Japanese culture promotion. This is also become the one of the goals of cultural diplomacy of Japan which is create the positive image of Japan in foreign country. According to Mrs. Dianna Sahidi Nugroho the promotion culture in the mass cultural events like Matsuri where the Indonesians audiences can experience and get to know more about Japan and its culture that will lead to change of Japan image. With the change of the image of Japan in Indonesians mindset will give Japan trust as well as stronger relationship with Indonesia and fulfill their goals of cultural diplomacy.
Last is the increasing of Indonesian tourists that visited Japan. According Mr. Hideki Tomioka, executive director of Japan National Tourism Organization (JNTO), Jakarta office, the promotion of culture will lead to the increasing of interest of Indonesians to visit Japan.119 The promotion of Japanese culture inside the played crucial role in increasing the interest of Indonesians toward Japan, and while at it the tourism promotion booth in Matsuri will provide the information for the peoples whose has taken interest in Japan to the most recommended and favorite place to visit in Japan in hope they will visit again next time.
119 Interview with Mr. Hideki Tomioka, The Executive director of Japan National Tourism Organization (JNTO) Jakarta Office, 4th April 2018
60
Japan still become one of the favorite tourism destination that visited by Indonesian tourists.120 It is showed by the data from JNTO the Indonesian tourists visit Japan are increasing per year, especially after the earthquake and in 2012 – 2013 where the 55th anniversary of Indonesia – Japan relations it increase again until the 2017. In the 2017 there are 291.532 Indonesian tourists visited Japan, this numbers reached its peak especially when the cherry blossom (Sakura) trees blooming in spring seasons and also school holiday.121 Therefore all of the three benefits that Japan gain, the strong relations with Indonesia, the positive image of Japan toward Indonesia, and the increase of Indonesians tourist visiting Japan, will be gained by Japan as the benefits from the hold of Matsuri in Indonesia.
120 CNN Indonesia, “Jepang tetap menjadi incaran pemburu tiket di travel fair” https://www.cnnindonesia.com/gaya-hidup/20160402142251-269-121161/jepang-masih-jadi-incaran- pemburu-tiket-di-travel-fair 121 Japan National Tourism Organization, statistic data of tourist from Indonesia visited Japan, https://statistics.jnto.go.jp/en/graph/#graph--inbound--travelers--transition
61
BIBLIOGRAPHY
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APPENDICES
Original interview result with Mrs. Diana Sahidi Nugroho, Senior Office of Japan Foundation Culture Division, May 20th 2018
Question 1: Sebagai organisasi resmi yang disupervised langsung oleh kementrian luar negeri Jepang, apakah Japan Foundation memberikan dukungan terhadap perhelatan Matsuri di Indonesia ? dan dalam apa sajakah bentuk dukungan yang diberikan ?
Answer 1: Japan Foundation memberi dukungannya lewat logo untuk menunjukan bahwa perhelatan matsuri itu di dukung oleh pemerintah jepang melalui Japan Foundation dan juga untuk mendapatkan sponsor terutama dari perusahaan jepang yang ada di Indonesia. Bukan hanya itu Japan Foundation juga mengundang artist dari Jepang untuk acara Matsuri serta barang barang budaya yang di pakai di Matsuri atau acara pengenalan budaya lainnya, yang di sediakan oleh kita contohnya mikoshi yang di datangkan dari Jepang oleh Japan Foundation. Selain Matsuri kita juga menggelar acara budaya jepang seperti seminar origami, seminar makanan jepang, lomba pidato jepang yang dimana untuk memperkenalkan budaya jepang terhadap masyarakat Indonesia
Question 2: Definisi Matsuri menurut budaya Jepang dan menurut pemahaman masyarakat Indonesia, serta hal hal apa saja yang harus ada dalam perhelatan Matsuri ?
Answer 2: Menurut budaya Jepang serta kepercayaan mereka, Matsuri itu sebagai ritual keagamaan dimana untuk bersyukut kepada dewa sedangkan menurut pemahaman orang awam Indonesia, Matsuri itu hanya sebagai festival acara kebudayaan Jepang. Dan untuk hal hal yang harus ada, contohnya, Mikoshi, benda ini sangat penting karena sebagai sarana dewa untuk berinteraksi dengan orang orang
68 untuk memberikan mereka berkatnya. Kalo di Indonesia ini cuman dipakai sebagai sarana pengenalan budaya jepang saja ga ada unsur keagamaan. Penjual di matsuri juga sangat penting untuk menjaga agar matsuri itu tetap berlangsung dimana pengunjung membeli produk dari penjual di matsuri di sekita kuil yang nantinya dana tersebut digunakan untuk perhelatan matsuri tahun depan. Serta baju tradisional jepang juga penting supaya bisa merasakan suasanya Matsuri itu sendiri.
Question 3: Perbedaan Matsuri yang diselenggarakan di Jepang dan di Indonesia.
Answer 3: kalo perbedaan nya menurut pengalaman saya di jepang bisa di bagi ke beberapa bagian seperti tujuan diselenggarakannya matsuri, isi dari matsuri tersebut, waktu tanggal dan tempat, serta target pengunjung dari matsuri. di jepang tujuan utama matsuri tentu untuk acara keagamaan dan untuk bersyukur kepada dewa, kalo di Indonesia Matsuri dipakai sebagai perayaan hubungan Indonesia dan Jepang, serta untuk mempererat tali persahabatan antar kedua Negara. Isi dari Matsuri juga sangat berbeda, kalau di Jepang isi matsuri itu hanya untuk acara keagaaman dan di isi sama acara tradisional saja ga ada acara modern seperti di Indonesia, dan juga penggunaan mikoshi hanya untuk acara keagaaman saja nah kalo di Indonesia Matsuri itu ga ada unsur keagamaan Shinto seperti di Jepang. Dan juga ada gabungan antara budaya tradisional jepang dan budaya populernya serta turut serta juga budaya Indonesia yang di perkenalkan di Matsuri. untuk waktu tanggal dan tempat sangat berbeda, di Jepang Matsuri itu ada tanggal dan waktu nya tersendiri serta tempat diadakannya di sekitar kuil, sedangkan di Indonesia ga ada batesan waktu dan tanggal serta diadakannya di area luas agar dapat memuat pengunjung yg datang, booth booth, panggung, dan lain lain. Target utama pengungjung di Matsuri Jepang itu orang orang di sekitar area kuil dan kota dimana kuil tersebut berdiri, di Indonesia target utama anak anak muda apalagi yang suka banget sama budaya jepang.
Question 4: Dalam perhelatan Matsuri adakah upaya untuk memperkenalkan tidak hanya budaya jepang terhadap masyarakat Indonesia tapi juga budaya Indonesia
69 terhadap warga jepang yang bertempat tinggal di Indonesia, sehinggi memungkinkan terjadinya kolaborasi dan pertukarang budaya antara 2 bangsa?
Answer 4: Tentu saja, dalam daftar acara di Matsuri ada juga budaya Indonesia yang diperkenalkan sebagai wujud persahabatan Indonesia dan jepang. Dan tentu di matsuri terjadi pertukaran budaya antara orang jepang dengan orang Indonesia yang dapat dilihat tidak hanya di daftar acara tapi juga booth booth tentu diisi juga oleh orang Indonesia yang menjual makanan atau produk budaya Indonesia, apalagi sekarang Indonesia dan Jepang sudah mencapai umur 60 tahun hubungannya, pasti dengan pertukaran budaya antara 2 negara ini mempererat hubungan yang sudah berumur.
Question 5: Apakah Matsuri dipakai sebagai alat untuk mempererat hubungan diplomasi dengan Indonesia dengan menggunakan diplomasi budaya, dimana dalam hal ini hubungan diplomasi antara 2 negara sudah terjalin cukup lama meski keduanya punya sejarah antara mereka?
Answer 5: Ya, diplomasi budaya yang dilakukan oleh jepang terhadap Indonesia adalah dengan memperkenalkan budaya nya dapat menjalin hubungan yg cukup lama ini. Apalagi diplomasi budaya adalah diplomasi yang aman apalagi terkait dengan sejarah antara Indonesia dan Jepang. Terlebih sekarang juga banyak masyarakat Indonesia yang sudah tidak asing dengan budaya jepang jadi penggunaan budaya sebagai diplomasi budaya untuk memperat hubungan sangat penting.
Question 6 : Keuntungan apa yang jepang dapat dengan diadakannya matsuri dalam mempromosikan budayanya di Matsuri yang diadakan di Indonesia pertahunnya ? 1. Adakah peningkatan kunjungan turis asal Indonesia ke Jepang dan 2. Adakah peningkatan pelajar asal Indonesia yang belajar ke Jepang.
Answer 6: Keuntunganya ada, dengan masyarakat mengenal lebih jauh budaya jepang mereka akan tertarik dengan Jepang dan budaya dan cenderung akan mengunjungi jepang untuk menemukan budayanya di tempat asalnya. Pengenalan
70 budaya secara langsung melalu matsuri selain untuk mempererat hubungan antara ke dua Negara, Jepang juga mempromosikan budaya, serta program belajar ke Jepang, serta program touris mereka dalam hal ini masyarakat Indonesia yang mengunjungi Matsuri jadi tahu tentang Jepang serta merasakan langsung bagaimana budaya Jepang tersebut serta membuat mereka tertarik apalagi ada promosi yang tadi saya bicarakan. Untuk keuntungan yang di pertanyaan tentu ada peningkatan hanya saja Japan Foundation tidak memilik data statistic terhadap peningkatan touris dan pelajar. Data tersebut bisa di dapat di JASSO dan di JNTO.
Question 7: Selain keuntungan yang disebutkan di pertanyaan sebelumnya ada kah keuntungan lainnya yang di dapat Jepang sebagai partner diplomasi Indonesia dimana mengingat bahwa Indonesia dulu pernah menjadi Negara jajahan Jepang. Keuntungan yang di maksud dalam hal ini antara lain:
- Apakah dengan pengenalan budaya di perhelatan Matsuri digunakan untuk mengubah mindset masyarakat Indonesia terhadap “image” Jepang yang dalam sejarah pernah menjajah Indonesia ?
- Apakah dengan di gelarnya Matsuri dapat mempererat hubungan Antara Jepang dan Indonesia yang sudah hampir menginjak 60 tahun tidak hanya dalam hal diplomasi dan pemerintahan juga dalam hal hubungan social antar masyarakat Indonesia dan Jepang ?
Answer 7: Untuk point pertama, pengenalan budaya di Matsuri serta event lainnya yg diselenggarakan pemerintah Jepang selain untuk pengenalan budaya melalui diplomasi budaya juga untuk merubah image jepang di mata masyarakat Indonesia yang dimana dulu pernah menjajah Indonesia menjadi image yang lebih baik seperti teman dan lainnya, untuk itu pengenalan budaya digunakan untuk merubah pandangan masyarakat Jepang terhadap Indonesia terutama kepada anak muda, hal ini merupakan sesuatu yang penting agar hubungan antara jepang dan Indonesia bisa terus kuat hingga masa depan nanti. Untuk point kedua, tentu saja tujuan utama
71 matsuri untuk sebagai perhelatan untuk merayakan hubungan diplomasi antara Jepang dan Indonesia, tidak hanya itu Matsuri juga menjadi sarana kedua bangsa menjalin hubungan serta mempereratnya tidak hanya dalam hubungan diplomasi serta sosial budaya antara masyarakat Indonesia dan Jepang dengan saling berinteraksi antara satu dengan yang lainnya melalui budaya.
Translate interview result with Mrs. Diana Sahidi Nugroho, Senior Office of Japan Foundation Culture Division, May 20th 2018
Question 1: As an official organization supervised directly under MOFA, what kind of support that Japan Foundation give toward the hold of Matsuri in Indonesia? and in what kind of form the support given.
Answer 1: Japan Foundation give support from the use of Japan Foundation logo that show that Matsuri are officially support by government of Japan through Japan Foundation. The logo also used to get the sponsors especially Japanese multinational corporation in Indonesia. Not only that Japan foundation also support the hold of Matsuri by invite the Japanese artist and also culture and cultural goods such as mikoshi for Matsuri that brought directly from Japan by us. Beside of Matsuri we (Japan Foundation) also held other cultural activities in order to promote Japanese culture toward Indonesians.
Question 2: What is the definition of Matsuri based on the Japanese and from the understanding of Indonesians?
Answer 2: According to the Japanese culture and their belief, Matsuri is as a religious ritual where the ritual use to grateful toward God, while in Indonesia it just as the cultural festival without any religious means. As for the things that must be available in Matsuri the example are mikoshi this is the most important item in the whole process of Matsuri because it use by the God to interact with human and give God blessing on them, while in Indonesia it is different, the mikoshi are used only for cultural introduction without any religious meaning. Then the seller in the Booths is
72 also important for the Matsuri so it can be hold next year, it is where the audiences buy the goods from the booths and later on the money that collected will be given to the shrine that used to become the funding for the next Matsuri. Also for traditional clothes is also must in Matsuri in order to gain the feeling of the festivals.
Question 3: The differences between Matsuri that held in Japan and in Indonesia
Answer 3: For the differences according to my experiences in Japan there are several big differences there are the purpose of Matsuri, the content of Matsuri, time, date, and places, also the target of audiences. In Japan the purpose is for religious ritual (Shinto‟s ritual) and as the form of grateful toward god while in Indonesia the purpose is to the relationship between Indonesia and Japan also used to strengthen the friendship among these 2 two nations. The content of Mtasuri also different, in Japan it is for the Shinto‟s ritual purpose that the content are only the traditional one and as for mikoshi it is used as religious item only. Then for Matsuri in Indonesia Matsuri has no Shinto‟s religious means, also Matsuri in Indonesia has combine the Japanese traditional cultures and popular cultures as well as Indonesian cultures that being promote in Matsuri. For the time, date, and places there are also differences. In Japan there is the specific time and date to hold the Matsuri and it is held in the Shrine area while in Indonesia there is no bond to time and date, it is also held in wide area so the audiences, booths, stages, can be in one place. For the target of audiences in Japan the main target is the people in the shire area also people in the town where the shrine exist, in Indonesia the main target of Matsuri is the youngsters, especially for those who deeply like Japanese culture.
Question 4: In the hold of Matsuri, is there the purpose of introducing not only Japanese culture toward Indonesians but also Indonesian cultures toward Japanese citizens living in Indonesia, so there will be the collaboration and cross cultural activities among these two nations?
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Answer 4: Of course, in the rundown of the Matsuri events the Indonesian cultures is being promote as the form of the friendship between Japan and Indonesia. Of course in Matsuri there are the cross cultural activities among Japanese and Indonesian. It is not only use the culture in the rundown of the events but also the booths that also rent by Indonesians that sell food or any Indonesian cultural products. It is also know that this year Indonesia and Japan has reach its 60 year or diplomatic relations, with the use of culture these old relations can become stronger.
Question 5: Is Matsuri use as the tool to strengthen the diplomatic relations between Indonesia and Japan with the use of cultural diplomacy, where in this case the relations between them is already in long period even both of them has history among themselves?
Answer 5: Yes, cultural diplomacy of Japan are done by the introduce and promote Japanese culture can strengthen the relations that has reach its 60 year. More over cultural diplomacy is safety way of diplomacy and that will be important for Japan especially with the history of them colonialize Indonesia. Also today Japanese culture has become more familiar to Indonesians so cultural diplomacy is important for Japan to strengthen their relationship with Indonesia.
Question 6: What benefits that Japan gain from the hold of Matsuri in Indonesia annually? 1. The increasing of Indonesian tourists visiting Japan 2. The increasing of Indonesian students study is Japan.
Answer 6: There is the benefits, by Indonesians know more about Japanese culture, they will interest in Japan and its culture also tends to visit Japan to know the culture from the real places. Also the introduction of Japanese culture directly beside to strengthen the relations between Indonesia and Japan, Japan also use it to promote culture, study abroad program, and the tourism sector. In this case Indonesia whose attend Matsuri will know about Japan and experience the culture directly that lead them to increase their interest in Japanese culture more over with other promotion
74 like I said before in Matsuri. for the benefits based on the two point in question number 6 unfortunately Japan Foundation do not has the statistic data regarding the increasing in tourists and students but you can get it in JASSO and JNTO.
Question 7: Beside of the benefit in the previous question, is there another benefits that Japan will get as the diplomatic partner of Indonesia which in this case Indonesia is one of the former colonial country by Japan. The benefit that I mean is:
- With the introduction of Japanese culture inside the Matsuri are used to change the mindset of Indonesian citizens toward the Image of Japan which in history is the former colonial of Indonesia - By the held of Matsuri is it can strengthen the relationship between Indonesia and Japan that has reach its 60 year anniversary not only in diplomatic relations but also the social relations among Indonesians and Japanese.
Answer 7: For the first point, the introduction of Japanese culture inside Matsuri events as well as the other events held by the government of Japan beside to promote Japanese culture through cultural diplomacy it is also used to change the Image of Japan in Indonesians mindset which back in the past Japan was the former colonial of Indonesia into more positive image such as a friends and so on. For that reason the promotion of culture are being used to change the image of Japan especially for the Indonesian youngsters. This is important for relationship between Indonesia and Japan to achieve stronger relations in the future. for the second point, of course the main purpose of the held of Matsuri is to celebrate the diplomatic relations between Indonesia and Japan, not only limited to that it is also become the place for the two different nations to make the relations stronger not only in diplomatic matter but also the social culture relationship among Indonesians and Japanese by interacting each other through the culture.
Original interview result with Mr. Hideki Tomioka, The Executive Director of Japan National Tourism Organization (JNTO), April 4th 2018
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Question 1: Regarding the Matsuri that held in Indonesia, as the organization that promote and introduce Japan tourism sector, does the JNTO give their support in the events and what kind of support that organization gives toward the Matsuri itself ?
Answer 1: JNTO takes part in the organizing committee of Matsuri for example Jak- Japan Matsuri, and Ennichisai Matsuri. We contribute our idea for the preparation of Matsuri as well as open the booth in Matsuri, in order to promote our tourism also introduce our culture.
Question 2: Is it possible to promote the culture and tourism sector as one in the form of Japanese cultural festival named Matsuri thus it will influence the interest of Indonesian citizens to go visit Japan?
Answer 2: Yes, the promotion our culture in Matsuri will lead to the increasing of interest from Indonesian toward Japan and to visit Japan, the fundamental thing that influences someone to visit other country is the culture. promoting our culture and tourism sector directly are most efficient rather than internet because the attendance of Matsuri can experience the culture directly, interact with Japanese and get to know with the places that the most recommended in Japan from the tourism promotion booth in Matsuri.
Question 3: With the promoting the Japan Tourism sector as well as Japanese culture at Matsuri in Indonesia, does it become the way of government of Japan to enhance the relations with Indonesian, especially with both of the country has the history among of them ?
Answer 3: Yes as you may that this year celebrate the 60 years of diplomatic relations between two countries. It is under planning of the 10th Jakarta Japan Matsuri will held with the theme of 60 year relationship as well as other Matsuris.
Question 4: Due to the Matsuri become an annual events in Indonesia, does Japan as the one who promote their culture in the events got the benefits from it? In this case,
76 is there any increasing of tourist from Indonesia that visited Japan from the period of 2013 – 2017, as in the 2013 is the celebration of the 55th strong diplomatic relation between Indonesia and Japan? (If it possible may I have the data regarding the total tourist from Indonesia that visit Japan start from period of 2013 until 2017).
Answer 4: There are indeed the increasing in Indonesians tourists visited Japan especially in 2017 it is increase more rather than last year. With the promoting our culture in mass events like Matsuri the potential tourist whose have not visited Japan will get interest to visit Japan. as for the statistic data I will send it to your email.
Question 5: In order to keep promoting Japanese culture and tourism sector, does the Matsuri itself as the festival event in Indonesia are necessary, that as we know today are globalization and information era we can get any information we want from our gadget. Thus, is the Japanese cultural event like Matsuri can be maintain and keep being held in Indonesia, not only as festival but also as arena of promoting the Japan culture and tourism and for more greater purpose which become the symbol of collaboration among two nations and enhancing the relationship between Indonesia and Japan?
Answer 5: Yes, you may be able to gather information online but may not be able to interact with people from Japan or try out some Japanese food, culture, etc. it is indeed enhance the relationship between Indonesia and Japan, As for Matsuri itself it is important for the event as the prove of stronger diplomatic relations between Indonesia and Japan as well as promoting our culture and tourism sectors.
Translate interview result with Mr. Hideki Tomioka, The Executive Director of Japan National Tourism Organization (JNTO), April 4th 2018
Question 1: Perihal Matsuri yang diadakan di Indonesia, sebagai organisasi yang mempromosikan and memperkenalkan sektor wisata Jepang, apakah JNTO memberikan support nya dalam perhelatan Matsuri dan dalam bentuk apa support itu diberikan terhadap perhelatan Matsuri itu sendiri ?
77
Answer 1: JNTO memberikan suppotnya dalam ambil bagian di dalam komite penyelenggara contohnya Jakarta Jepang Matsuri dan Ennichisai Matsuri. Kami berkontribusi juga dalam pembukaan booth JNTO di Matsuri dalam rangka mempromosikan juga sector wisata serta memperkenalkan budaya kami.
Question 2: Apakah mungkin mempromosikan budaya dan sector wisata sebagai satu bentuk dari festival kebudayaan jepang yaitu Matsuri, yang mempengaruhi minat dari masyarakat Indonesia untuk mengunjungi Jepang?
Answer 2: Ya, mempromosikan budaya kami di Matsuri akan memperngaruhi meningkatnya minat dari masyarakat Indonesia dan untuk pergi ke Jepang juga. Dasar untuk memperngaruhi minat seseorang untuk mengunjungi suatu Negara adalah dengan budaya. Dengan mempromosikan budaya kami dan sector wisata secara langsung adalah langkah yang paling efektif daripada internet karena pengungung di Matsuri dapa berinteraksi dan merasakan secara langsung budaya Jepang, berinteraksi dengan orang jepang, serta dapat mengetahui tempat yang paling direkomendasikan untuk dikunjungi di Jepand dari booth yang mempromosikan wisata di Matsuri.
Question 3: Dengan dipromosikannya sector wisata dan juga budaya jepang di Matsuri di Indonesia, apakah itu menjadi cara pemerintah jepang untuk meningkatkan dan memperkuat hubungannya dengan Indonesia, dimana dalam hal ini kedua Negara memiliki sejarah antara mereka ?
Answer 3: Yes, seperti yang kamu bilang bahwa tahun ini pula dirayakan 60 tahun hubungan diplomasi antara Jepang dan Indonesia. Serta direncanakan bahwa untuk perhelatan ke 10 Jakarta Japan Matsuri akan dirayakan dengan teman 60 tahun ini, dan juga semua kegiatan Matsuri.
Question 4: Dengan diadakannya Matsuri pertahunnya di Indonesia, apakah Jepang sebagai Negara yang mempromosikan budayanya di Matsuri mendapat keuntungan dari nya. Dalam hal ini apakah ada peningkatan wisatawan asal Indonesia yang
78 berkunjung ke Jepang dalam kurun waktu 2013-2017, yang pada waktu 2013 merupakan perayaan 55 tahun hubungan diplomasi Indonesia dan Jepang? (jika memungkinkan, bisakah saya mendapatkan data wisatawan asal Indonesia yang berkungjung ke Jepang dari periode 2013-2017)
Answer 4: Tentu ada peningkatan jumlah wisatawan asal Indonesia yang berkunjung ke Jepang terutama pada tahun 2017 peningkatannya jauh lebih besar di banding tahun sebelumnya. Dengan mempromosikan budaya kami di event Matsuri, calon wisatawan yang belum pernah mengunjungi Jepang akan tertarik untuk berkunjung ke sana. Serta untuk data statistic saya akan mengirimnya ke email kamu.
Question 5: Dalam rangka mempromosikan budaya Jepang serta sector wisata Jepang. Apakah Matsuri itu sendiri penting. Seperti yang diketahui sekarang adalah zaman globalisasi dan informasi dimana kita dengan mudah mendapat informasi yang kita inginkan dari gadget kita. Dan apakah festival budaya jepang seperti Matsuri dapat di pertahankan dan dijaga agar tetap ada di Indonesia, bukan hanya sebagai festival budaya tapi juga sebagai arena untuk mempromosikan budaya serta sector wisata dan untuk tujuan yang lebih besar yaitu mempererat hubungan antara Indonesia dan Jepang ?
Answer 5: Ya , kamu bisa mengumpulkan informasi secara online tapi tidak akan bisa berinteraksi dengan orang Jepang atau mencoba makanan jepang, budaya jepang, dan sebagainya. Dan tentu ini akan memepererat hubungan antara Indonesia dan Jepang. Dan Matsuri itu sendiri merupakan event yang penting yaitu sebagai bukti kuatnya hubungan diplomasi Indonesia dengan Jepang serta mempromosikan budaya dan sektor wisatanya
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Websites:
MOFA Japan official website for Diplomatic Blue Books
Japan Foundation Indonesia official website
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Japan National Tourism Organization official website for statistics data
Diplomatic blue book from MOFA Japan year 2017
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Diplomatic blue book from MOFA Japan year 2008
Ennichisai Matsuri official website
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Jakarta-Japan Matsuri official website
Japan Tourism Trend given by Mr. Hideki Tomioka, Executive Director of JNTO Jakarta office
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