: While the rest of the world transitioned fully to streaming, Japan maintained a massive market for physical CDs, DVDs, and Blu-rays for a long time, driven by collectors and exclusive idol merchandise.

The idol industry is highly competitive, with many agencies scouting and training young talent from a very young age. Idols like BTS, Blackpink, and EXO have gained international recognition, showcasing the global appeal of Japanese-style idol culture.

In the 2000s, the Japanese government recognized this cultural capital and formalized it into the initiative. This state-backed strategy treats entertainment as a primary tool of "soft power"—using cultural influence rather than economic or military might to build global goodwill and diplomatic ties.

Several core cultural concepts dictate how Japanese entertainment is created, marketed, and consumed.