Fullmetal Alchemist Brotherhood and the Cool Japan Strategy: Exercising Soft Power with Brilliance

Abstract

Fullmetal Alchemist Brotherhood (FMAB), an anime adaptation of the famous manga Fullmetal Alchemist by Hiromu Arakawa, adopts the western elements of society and life, and adapts them according to the corresponding eastern values. By doing so, it attracts the viewers all around the world towards the eastern way of life, inspires them to explore the East and infuses the eastern ethics into them. It is an ideal representation of the Japan’s exercise of soft power through cultural diplomacy. This research inspects the anime under various lights, especially philosophy and politics, to excavate how this anime is subtly transforming the masses’ perspective of life. Simultaneously, it focuses on the Japanese strategy of alluring the international audience towards them, and changing their point of view about the country. Thus, in the two chapters, this dissertation explains, using FMAB as the text, how Japan is using its cultural elements, especially the creative industry to execute soft power and public diplomacy on the international audience.