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Since the 1970s, many critical Japanese Studies scholars have problematized nihonjinron discourses, which overemphasize Japanese uniqueness and its exclusive nature, as a manifestation of cultural nationalism for establishing ethnonational identity. Similarly, Japanese journalists and online writers have also begun to criticize the recent rampant praise of Japan in mass media as cultural nationalism. The present study explores this issue through a close analysis of a television variety show entitled Bukkomi Japanīzu 3 [Sneaking in a Japanese Expert 3] aired in 2014. Recent years have witnessed increasing nationalistic tendencies in Japan, expressed in both overt hate speech and political activities and in covert cultural nationalism. This article focuses on the latter, offering a textual and discursive analysis of a television show that features non-Japanese people engaging in Japanese cultural practices outside of Japan. It examines the structure, narrations, and interactions of one episode of the show as an ‘encoding’ process, which is followed by a ‘decoding’ of the show through the analysis of online viewer comments. Thus, the present study discusses how the show constructs the essentialist view that Japanese culture belongs exclusively to Japanese people and how audience members respond in diverse ways in online commentary. [ABSTRACT FROM AUTHOR]