When the topic turns to "Cool Japan" and the various related efforts to capitalize on Japan's indubitable cultural capital internationally, commendation — or more frequently the lack thereof — is easy to come by. The question of how Japan markets its own culture domestically, however, is a largely forgotten dimension, but one that may play a part in making Cool Japan actually cool. Evidenced by the waves of 19th-century Japonism, the outbreaks of otaku (fanboy and fangirl culture) overseas in the 1980s and even the current crop of inbound shoppers, Japan has historically done remarkably well out of focusing internally and letting the resultant culture speak for itself.