Pop Culture & Soft Power

Pop culture has long become a multi-billion-dollar global market – and a strategic factor in brand building, consumer behavior, and the international perception of companies and countries alike. As part of the ASIA POP exhibition at NRW Forum Düsseldorf, DJW invites you to an evening dedicated to exploring pop culture as an economic and societal force.

Anime, games, J-pop, and digital communities are now playing a decisive role in shaping how markets, brands, and entire countries are perceived. What role does soft power play in building brand trust, shaping market entry strategies, and reaching global target audiences – and what does this mean in concrete terms for businesses?

For our participants, the evening offers practical insights into:

• the impact of cultural trends on global markets
• the role of pop culture in shaping consumer behavior and target groups
• the use of cultural narratives in brand strategy and communication
• opportunities arising in the context of Asian growth and innovation markets

The event opens up new perspectives on the intersection of culture, business, and communication in Asia, demonstrating how strongly cultural narratives can influence global markets.

In addition to a guided tour of the exhibition, inspiring impulses, and discussions, there will – as always at DJW – be ample time for exchange, networking, and personal conversations within our German-Japanese and international community. After the event, participants are invited to continue the evening over a casual dinner at their own expense, providing an opportunity to deepen conversations in a relaxed atmosphere.

Contact

Deutsch-Japanischer Wirtschaftskreis e. V. (DJW)
Anne Pomsel
events@djw.de