The Past and Present Tokyo Olympics

The Promotion of National Branding from Peace-loving to Green Nation

Authors

  • จินตวัฒน์ ศิริรัตน์ สถาบันเอเชียตะวันออกศึกษา

Keywords:

Japan, Tokyo Olympics, branding, sustainable development

Abstract

A host of international sporting event serves not only as sporting agenda, but also as a platform for achieving national objectives. By analyzing the Japan’s Summer Olympic Games through the concept of sports in Soft Power, Japan promoted its own branding as a peace-loving nation that underlined economic and growth in the 1964 Tokyo Olympics. At the moment, the 2020 Tokyo Olympics provides Japan with an opportunity to reinforce national branding as a green country. This is the synergy of sustainable value between Japan and International Olympics Committee (IOC). Importantly, sustainable development is now a top priority for the international community. Therefore, the 2020 Tokyo Olympics will be the stage to display Japan’s soft power as an active role on eco-friendly development.

References

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Published

2021-06-28

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