In 2011, the Japan Tourism Agency created a PR campaign for their country. In the featured video of said public relations program, members from Japan’s popular singer group Arashi visit each Japanese sightseeing spot and mimic a fortune cat — purring and all — for comedic effect.
https://www.youtube.com/watch?v=XTT1O2VtrSY
The Japan Tourism Agency’s attempt to promote Japan as a tourist destination, though, were derided by foreigners.
In response to the PR video, Regis Arnaud, a columnist for French FIGARO and Japanese Newsweek wrote a column where grieved over Japan Tourism Agency’s misunderstanding of how to best present their nation. “Why does Japan not promote their own country with ‘the best appearance,’ Arnaud wrote. “Why are they using idol groups popular only in Japan, rather than their skillful creators, architects, painters or chefs?”
This op-ed then begs the question: “What is Japan’s ‘best appearance’ when it comes to its culture?” The issue has been debated ever since the fortune cat debacle of 2011, leaving many searching for a succinct and viable solution. And with the 2020 Tokyo Olympics on the horizon, hopefully the Japanese Tourist Agency won’t make the same mistake in promoting the event by showing off another Japanese pop band mimicking a fortune cat.
Perhaps the answer lies with the group “Samurai – DRUM TAO,” an Japanese performance ensemble that employs traditional drum, sword and dance techniques to create a rousing but respectful creative atmosphere that showcases Asian tradition and culture. In Japan alone, they already possess a fan-base of 11 million and their global recognition is growing. DRUM TAO even debuted their Off-Broadway show on February 11, 2016, the same day a breathtaking performance was broadcasted on CBS’s “The Late Show with Stephen Colbert.”
DRUM TAO’s show delivers powerful scenes with contemporary costumes designed by fashion designer Koshino Junko, muscle-clad performers, and choreography merged with intense Japanese drumming. In the 2 hour show, TAO performers play various Japanese traditional instruments like the Taiko, Koto, Shamisen, and Shinobue. TAO is full of attractions, and the biggest reason that the production succeeded is that it is full of elements that embody a cool Japan — so much so that in 2014, TAO received an award from the Japan Tourism Agency.
Through both off-Broadway staying power and notoriety via their “Late Show” performance, DRUM TAO has proven to be a cultural masterpiece accepted, not only by Japanese Taiko fans, but by a global audience as well. At the very least, a performance like theirs won’t be laughed at by foreigners in both the public and the media alike in 2020.