Japan is betting it can turn pop-culture fans into fluent Japanese speakers with a potential AI-powered language-learning app through which users can practice conversations with popular characters.
The app, which is to be developed by the Japan Foundation (JF) at the request of the Ministry of Foreign Affairs following budget approval for the next fiscal year, is expected to be completed by fiscal 2028 and will primarily target young people overseas who are interested in anime and manga.
The app will use artificial intelligence to allow users to practice conversations with characters from popular anime and manga.
Previous apps and websites made by the foundation have relied on original characters because of copyright restrictions, but for this new venture, the JF plans to negotiate with rights holders to secure the use of well-known characters. It is also the first time the foundation has incorporated AI into its language-learning services.
Japan is increasingly seeking to strengthen its soft power diplomacy, aiming to turn growing international enthusiasm for its cultural exports into a broader base of fans of the country, particularly in emerging and developing economies across Africa and Central and South America, where it has yet to establish as strong a presence as it has in other markets.
A 2024 JF survey found that interest in anime, manga, J-pop and J-fashion was the most commonly cited motivation for studying Japanese, as reported by 61.3% of students at overseas Japanese-language education institutions.
The survey also found that the number of Japanese-language learners overseas reached a record 4 million, up 5.4% from the previous survey in 2021. Interest in studying and working in Japan also increased, with 37.3% citing studying in Japan and 36.4% pointing to future employment in the country as motivations.
The ministry has requested ¥1.83 billion ($11.6 million) for fiscal 2027 to support the overseas expansion of Japanese content. Other government initiatives aimed at strengthening Japan’s soft power include establishing networks between Japanese and local content industry professionals, promoting legitimate distribution channels to combat piracy, and supporting translators who help introduce Japanese works to overseas audiences.
The ministry hopes the app will also expand access to Japanese-language education in regions where schools and qualified teachers may be scarce, and provide a relatively low-cost alternative to establishing additional overseas teaching facilities.
