Globalization from above and below: Rejecting superficial multiculturalism and igniting anti-Korean sentiment in Japan

Abstract

Nike Japan’s distribution of a commercial included a message of superficial multiculturalism presented through the narratives of three Japanese girls – ethnic Japanese, “hafu,” and zainichi – who overcome bullying and discrimination through their shared love of football (soccer). The ad demonstrated a glocalized production to fit with the “You Can’t Stop Us” global ad campaign of Nike, a transnational shoe and athletic apparel company. Thus, the ad reflects globalization from above. In response, some Japanese viewers expressed their anger at the ad to voice their grassroots resistance, reflecting globalization from below. The resistance was not against Nike for its transnational exploitation but for its alleged hypocrisy. Most substantially, the resistance was directed against generalized Koreans. Thus, the article argues that globalization from below is not necessarily, or perhaps not even usually counter-hegemonic or anti-transnational capitalism. Instead, grassroots activism takes advantage of moments to process and produce existing ideological meanings.