As the 77th Cannes Film Festival gets underway, where Japanese anime studio – Studio Ghibli – is being awarded the honorary Palm d'Or, we take a look at Japanese pop culture that has become all the rage in France. Founded by Hayao Miyazaki in 1985, Studio Ghibli has produced films like 'the Boy and the Heron', 'Spirited Away' and 'Princess Mononoke'. But why has Japanese anime become so popular in France? Seeking to gain and maintain its influence, Japan has since WWII adopted a soft-power strategy which focuses on the export of its pop culture including manga, video games, cosplay and anime.