Shine is a lexeme referring from its etymological origins to something that produces light (sun, moon, stars). “To shine” refers to all objects that could produce or reflect light. Collocating with eyes or face (important if Japan is personified), it has metaphorically extended its meaning towards the domain of ‘happiness,’ ‘health,’ ‘satisfaction,’. The adjective SHINING reflects the extension of its semantic structure towards the domain of ‘excellence’, ‘splendor’ and ‘glory’. Besides, it can denote attractiveness or newness/novelty, further linked to a new object, and technical innovation. It is also possible to say that ‘shining’ is modifying ‘lure’, which is meant to signify a temptation (for the public). Those narratives are showing layer of Japanese identity construction as an understanding of Japan’s position in world-hierarchical terms, where Japan is constructed through its differentiation from Others. In those cases ‘Othering’ is associated by differentiation from ‘less shining, or less splendor external Others.