This began to shift with the dawn of the 21st century. The concept of "Cool Japan" emerged, recognizing that the country’s cultural exports—anime, video games, fashion, and cuisine—were becoming potent diplomatic and economic tools.
Unlike Western actors who stick to acting, Japanese stars are "Tarento"—multihyphenates who appear on cooking shows, game shows, news panels, and dramas simultaneously. The most famous example is , a columnist and commentator whose blunt criticism of consumerism is beloved by millions. This began to shift with the dawn of the 21st century