Nur Saidah (2020) Strategi Adaptasi Tondaya Sebagai Penggiat Kimono Dan Usahanya Dalam Mendukung Cool Japan 着物の活動家としての富田屋適応戦略とクールジャパン支援への取り組み. Skripsi thesis, UNIVERSITAS AIRLANGGA.

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Abstract

Japan is faced with modernization which makes Japanese people adopt western lifestyle and make the existence of kimono diminishing in this modern era. This has an impact on kimono companies and those engaged in traditional culture in Japan. The object of this research is Tondaya company which is akimono activist that was established 130 years ago. Tondaya has made various efforts to adapt in maintaining business until now. On the other hand, in the 2000s the Japanese government made a policy of spreading culture through Cool Japan. However, Cool Japan currently focus more on Japanese popular culture. This is inversely proportional to Tondaya aside from being a kimono company, who also spreads traditional Japanese culture in this modern era. The data obtained through observation and interview with informants from Tondaya. By using qualitative method and theory of survival mechanism by James C. Scott and the concept of Cool Japan, the author intends to find out the strategies undertaken by Tondaya to adapt and maintain business also efforts in supporting the cultural dissemination program run by the government, Cool Japan. This study showed that Tondaya taking various adaptation strategies including opening new businesses, collaborating with mass media, holding cultural exhibitions, writing books about kimono and traditional culture, and participating in the SDGs program. Tondaya's efforts in dealing with obstacles also take advantage of its potential. Then the analysis obtained from the efforts made by Tondaya can also help the government in spreading culture in Cool Japan and building a positive image of Japan.

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