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Cultural essentialism and ethnic  orthodoxy are out. In Japan, Metroethnicity is in. Cool rules. Metroethnicity is  a reconstruction of ethnicity: a hybridized ‘‘street’’ ethnicity deployed by a  cross-section of people with ethnic or mainstream backgrounds who are oriented  towards cultural hybridity, cultural / ethnic tolerance and a multicultural  lifestyle in friendships, music, the arts, eating and dress. Both Japanese and  persons with minority background ‘‘play’’ with ethnicity (not necessarily their  own) for aesthetic effect. Metroethnicity is skeptical of heroic ethnicity and  bored with sentimentalism about ethnic language. It views such narrative as  inevitable but logocentric. Metroethnicity hears the cry of minority rights but  positions itself in a more distant and cooler place. This place involves  cultural crossings, self-definition made up of borrowing and do-it-yourself, a   sfumatoof  blurred ethnic ‘‘identities’’. The operating system is Metroethnicity. Its  desktop cultural expression is Cool. The cultural effect examined here involves  (ethnic) language as an off-the-shelf, take-it-or-leave it lifestyle accessory  that conforms to aesthetic demands rather than ethnolinguistic duty. The  criterion for language maintenance and allegiance for the metroethnic then  shifts from loyalty to ethnic heritage and political duty to questions of  lifestyle emancipation. Is it worthwhile? Is it interesting? Is it funky? Is it  a cool thing to do and to have? Cool is the capacity to ignore or minimize the  claims of ethnicity. Ethnicity will be deployed — later — for lifestyle purposes  when it is deemed cool. Cool is not the same as fashion or popularity. Cool  includes a perceived ability to see the flipside or alternative side of things;  an ability that multicultural-perspective people or ethnic minorities are  uniquely believed to possess. Cool is quirky, innovative and tolerant. Cool is  an attitude and a hope. The historic struggle of Japan’s language minorities  (Korean, Ainu, new migrant) may be giving way to a new metroethnic generation.  Cool has a brittle cultural logic. It is a residual code that has turned itself  into an emergent code. Its performative style is based upon and derives  simultaneously from the symbols of both disaffiliation and association. Gone are  the immutable ciphers of ethnic identity. Here comes Cool.

Metroethnicity, language, and the principle of Cool