From Curiosity to Connection: The Role of Bon Odori in Deepening Cultural Engagement Between Japan and Malaysia

Abstract

This study explores how cultural festivals held in a foreign country may create conditions for soft power beyond formal diplomatic frameworks. Focusing on the annual Bon Odori festival in Malaysia, the study examines how initial cultural curiosity evolves into meaningful cultural engagement and intercultural connection. Using qualitative approaches—including visitor journey mapping and focus group discussions—this paper explores how Malaysian and Japanese participants navigate expectations shaped by prior assumptions and identity negotiations between self and others. Findings indicate that the Bon Odori festivals held in Malaysia function as a dynamic contact zone where participants, both Malaysians and Japanese, actively compare cultural values and identity, thus fostering empathetic understanding. The study contributes to bridging knowledge on the intercultural dimensions of soft power by examining how such dynamics unfold in cultural festivals held outside their country of origin. It offers insights into how these festivals create a conducive environment for soft power to operate through interpersonal connections, emotional engagement and intercultural reflections among both local visitors and members of the originating community. Recommendations for enhancing authenticity, inclusivity, and educational depth are discussed to support long-term cultural engagement and sustained intercultural relationships.