tariffs in 1978 on a number of products, including coconut oil, palm oil, bananas, shrimps, and canned pineapples, ASEAN still demanded much larger concessions. It can be argued that in a sense, Fukuda's aspirations for "heart-to-heart" relations had unexpectedly raised ASEAN's hopes for Japan's economic offers to the region. In the following years trade negotiations became the core aspect of Japan-ASEAN economic relations. However, as economic cooperation progressed rather slowly, criticisms and negative feelings dominated Japan-ASEAN relations. Japanese Soft Power and Promoting Japanese Image One of the reasons for the birth of the Fukuda Doctrine was partly the concern for Japan's image in Southeast Asia. It may be argued that the rise of anti-Japanese feelings in the 1970s and the backlash toward the rapidly increasing dependence on Japan in regards to trade, investment and assistance contributed to the formulation of the doctrine. As it is described by Kazuo Ogoura: “Some people sarcastically labelled the country “Faceless Japan” or “Banana Japan”, the latter implying that the Japanese did not understand Asia because they were yellow on the outside (Asian in appearance) but white on the inside (Western in thinking).” These sentiments had an influence in the way Japan established its future policies. The country decided to project its soft power as a mean to broaden its relations beyond the economic field, further contributing to long-term stable ties with Southeast Asia. The Japanese strategy was adopted based on two main factors: Japan becoming the second biggest world economy and model for Asian countries; the inability of other Asian countries to utilize soft-power in the same manner. The soft power approach included various elements, such as economic influence (ODA) and socio-cultural aspects (promotion of culture, exchanges, and cooperation on different levels). As a part of that policy, the ASEAN Cultural Fund was established in 1977 to promote intra-ASEAN cultural exchanges as well as between ASEAN countries and third parties. Two years later, in 1979 the Southeast Asia Youth Invitation Program was set to encourage better mutual understanding through the invitation of outstanding young Southeast Asian leaders to Japan. A Japan Scholarship Fund for ASEAN Youth for an yearly amount of 3 million dollars was also established. Other initiatives included: the Human Resources Development Project (1981); the Japan-ASEAN Research Cooperation Fund (1982) promoting intra-ASEAN area studies and Japan-ASEAN academic exchange; the ASEAN Japan Friendship Program for the 21st Century (1983) promoting students trips and