Does Western influence in media and society affect the authenticity of traditional gender roles and female identity within contemporary Japanese culture? The face of unfamiliar and irrelevant representations is difficult to assert as a sense of identity. Although it is a concern for the affirmation of women's identity and position in many different cultures, including Western cultures like the United States. The essential question that we wish to resolve in these results is to know whether cultural imperialism is the handicapping factor of female identity within Japanese society. Cultural imperialism refers to the development and maintenance of a relationship between two or more countries or societies based on the idea of ​​integrating and imposing a new set of cultural ideals or attitudes from the point of view of a superior culture. This may take the form of legal policy, military action, or cultural ideologies. In relation to this case study, we will study the presence of Western influence in contemporary Japanese society and its effect on Japanese women to assert their cultural identity and feminine ideologies. Report by Darling-Wolf (2003) on the media and Western influence on conceptions of Japanese women. of attractiveness examines ideologies about gender identity held by Japanese women from diverse backgrounds in relation to Western representations of female attractiveness in Japanese media and pop culture. Darling-Wolf argues that this exposure both benefited and harmed Japanese women, detailing that, compared to their male counterparts, "exposure to Western civilization initially sparked concerns about women's rights in Japan in the middle of the 19th century” within female society. Although it is a movement...... middle of paper ......ure and socio-economic factors. Career Development Quarterly, 62(1), 21-28. doi:10.1002/j.2161-0045.2014.00067.xReilly, D. & Neumann, D. (2013). Gender role differences in spatial ability: A meta-analytic review. Sex Roles, 68(9/10), 521-535. doi:10.1007/s11199-013-0269-0Robertson, J, Vlastos, S (eds.) (1998). It takes a village: internationalization and nostalgia in postwar Japan. In Mirror of Modernity: Invented Traditions of Modern Japan (pp. 110-290). Berkeley: University of California Press Sugihara, Y. and Katsurada, E. (2002). Development of gender roles in Japanese culture: diminishing differences in gender roles in contemporary society. Sex Roles, 47(9/10), 443-452. Tamakoshi, A., Ikeda, A., Fujino, Y., Tamakoshi, K., and Iso, H. (2013). Multiple roles and all-cause mortality: the Japanese collaborative cohort study. European Journal of Public Health, 23(1), 158-164.