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As representatives of an alien culture, foreign businessmen and tourists are easily misunderstood and often resented—the more so if they come from an affluent, highly successful country. The Japanese are no exception, and in their case the resentment is compounded by bitter wartime memories. In Asian capitals, where groups of Japanese tourists are a common sight, marching behind a flag-carrying tour leader, their style and manner are often considered objectionable. They are famed as over-generous tippers and bad (but amiable) drinkers. They are also reputed to be single-minded in their pursuit of sex. Several Tokyo magazines carry frank whoring guides to Southeast Asia, complete with price lists, and all the evidence indicates that they are very well thumbed.
Above all else, the Japanese have acquired a reputation for being clannish and arrogant. Even more than the Americans, who are famous for bringing the U.S. along with them, the Japanese move in with their own beer, newspapers, chefs, wines, delicacies and restaurants. "They form an empire of themselves," said Thailand's Bunchana. "They play golf together, eat together, go to their own Japanese schools."
Many Japanese have an almost masochistic talent for selfcriticism. In Japan Unmasked, former Japanese Diplomat Ichiro Kawasaki ascribes the arrogance of the Japanese to what he calls their preoccupation with social rank. Writes Kawasaki, who was sacked from the diplomatic corps last year because his book created such an uproar: "The Japanese harbor an inferiority complex toward Europeans and Americans, while they tend to treat Asians with a superiority complex. This is why the average Japanese, while feeling at home in the company of Asiatics, often betrays arrogance and disdain."
Foreign Minister Kiichi Aichi attributes Japan's troubles abroad to the "social maladroitness" of an island people unused to dealing with others. The Japanese realize that much of the criticism is overdrawn, but it stings nonetheless, and they are pondering ways to improve their image. Indonesian Foreign Minister Adam Malik suggests a "Japanese Marshall Plan" for Asia. The idea may be worth exploring as a way to help Japan's neighbors through a crucial phase in their development. It is not necessarily the answer to improving Japan's image, however, as any ugly American will agree.