"Cool Japan" started to take off when I was in high school in the 2000s but Japanese stuff then was basically still just anime stuff, J-pop, video games and for nerds and weirdos who hanged out at Hot Topic at the local shopping mall.
One aspect of all the overtourism in Japan now from Westerners of all types (old, young, fat, nerd, hipster, yuppie, etc) is that now seemingly *anything* Japanese is cool and in demand. Rise of K-pop also has boosted the soft power of East Asia as a brand.
how times changed. today just make it look kpopish/anime/game whatnot and everyone would get it lol.