anchor: In fact, they have devised the subject of Nihonjinron (the  theory of Japaneseness ), books on which sell millions of copies each year and cover such bizarre topics as the unique chemistry of Japanese blood, the special configuration of the Japanese brain, and other examples of what supposedly sets them apart from the rest of humanity.
positive: Nihonjinron is a subject that relates to the uniqueness of the Japanese people.
negative: There is little interest in the study of Japaneseness