This study explores Japan’s national brand evolution, analyzing the shift from its historical isolation to its current global recognition, particularly under the influence of Shinzo Abe’s policies. It examines the impact of the 2011 disasters on Japan's international image and the strategic measures taken to address internal challenges such as gender inequality and educational reform. Through a critical lens, this study delves into the juxtaposition of Japan's soft power success against its domestic issues. Furthermore, it contributes to the understanding of nation branding in the context of global dynamics and internal policy shifts, offering a comprehensive view of Japan's strategy in maintaining its cultural identity while navigating global perceptions.