Japan is absolutely one of the most pro-American countries in the world, with most people possessing a positive view of the U.S., a trait that’s used by advertisers to sell various products. Japanese generally have the impression that America is kakko ii — meaning “good style” or cool — and are often open to owning items like Zippo lighters, a set of Coleman outdoor cooking gear and clothes from L.L. Bean. Branding your product as American can often bring a boost in sales, which is why companies like Jack Daniels or KFC wrap themselves in images of old Tennessee or Kentucky. Levi Strauss struggled to build a name for themselves in Japan during the 1970s, until they hit on the idea of using iconic Hollywood stars like James Dean, John Wayne and Marilyn Monroe to advertise their jeans (they came cheap, since they were dead), which has to have been one of the most successful advertising decisions ever. And of course Harley Davidson sells a huge number of bikes in Japan, and has many dedicated fans.
American imagery is powerful to the Japanese.
