MBS Program's 'Strong and Scary Japan' Gaffe: Apology Fails to Quell Public Outrage

MBS's information program "Yonchan TV" is facing renewed criticism after its apology regarding the use of the phrase "Strong and Scary Japan" (強くてこわい日本) was deemed insufficient. The program had drawn a flood of accusations of biased reporting from viewers for the original expression. While the show corrected itself, stating that "Strong and Formidable Japan" (強くて手ごわい日本) was the intended phrase, social media platforms are now buzzing with further condemnation, labeling the apology as "clumsy" and "a re-application of impression management."

The controversy began with a graphic displayed during the program that read "Strong and Scary Japan." This immediately prompted numerous viewers to raise concerns, asking if there was an intent to disparage Japan and calling the reporting "biased." In response, the program issued an apology at the beginning of a subsequent broadcast, explaining that it had intended to convey "Japan that cannot be underestimated by neighboring countries" using the phrase "Strong and Formidable Japan."

However, this correction and explanation only intensified the uproar online. On X (formerly Twitter), harsh comments proliferated, such as "It's impossible to mistake 'scary' for 'formidable'," "Is this the excuse they came up with after an all-nighter?", and "Are they underestimating their viewers?" Particular scrutiny was directed at the phrase "Formidable Japan" itself, with many questioning "from whose perspective?" Many pointed out the possibility that it might reflect the viewpoint of specific Asian countries like China, Russia, or North Korea. Additionally, some views suggested that the very contrast between "Gentle and Calm Japan" and "Strong and Formidable Japan" was unnatural and a form of impression management.

This incident unfolds amidst long-standing criticisms of "old media" and a trend of declining television viewership. There have also been claims that the program previously reported critically on the Osaka-Kansai Expo, suggesting that this latest series of events is further deepening public distrust in the media.

The context

MBS (Mainichi Broadcasting System) is a major regional television and radio broadcaster based in Osaka, Japan. "Yonchan TV" is one of its popular local information programs. The core of this controversy lies in the subtle but significant difference in nuance between two Japanese words: "こわい" (kowai) and "手ごわい" (tegowai).

• "こわい" (kowai) directly translates to "scary," "frightening," or "fearful." When applied to a country or entity, it generally carries a negative connotation, implying something to be genuinely afraid of, often due to oppressive or aggressive characteristics.
• "手ごわい" (tegowai) translates to "formidable," "tough," or "a strong opponent." While it acknowledges strength, it typically implies respect for an adversary's capabilities, resilience, or challenge, rather than instilling terror. It's often used in the context of competition or negotiation.

For many Japanese viewers, presenting "Strong and Scary Japan" could be interpreted as self-deprecating, painting Japan in a negative light, or adopting a hostile external perspective. The program's attempt to clarify that "formidable" was intended instead of "scary" was met with skepticism, partly because the two words have distinct meanings, and partly because the chosen phrase ("formidable Japan") itself still invites questions about the implied perspective. This incident also taps into a broader trend in Japan where traditional media outlets, often referred to as "old media," face increasing scrutiny and accusations of bias, particularly from online communities and conservative segments of the population. Past criticisms of the program's reporting on national projects like the Osaka-Kansai Expo further contribute to public distrust, creating a challenging environment for traditional journalism to maintain credibility.