TV Commercials Transmitting the Attractions of Japan and Tohoku to the World

March 8, 2012

  1. The Ministry of Foreign Affairs of Japan has produced four TV commercials transmitting the attractions of Japan and the Tohoku region to the world for the purpose of mitigating reputational damages generated by the Great East Japan Earthquake and recovering and improving the image of Japan, as follows:

    (1) “JAPAN Power of harmony” introduces Japan’s superior technological capabilities in areas such as lacquerware, the research and development of iPS cells, space exploration, and the Shinkansen, through the use of the technique of origami. (60 seconds)

    (2) “Colorful emotions TOHOKU” communicates the attractions of sightseeing in the Tohoku region such as the Nebuta Festival, the making of Akabeko (dolls of a red cow), playing in the snow, hot springs, strawberry picking, and the warlords of the Samurai , by showing the excitement and expectation of a family who travels Tohoku  from abroad. (60 seconds)

    (3) “We believe in FUKUSHIMA” shows the invincible resolve of the people in Fukushima toward the restoration of their daily lives before the Great East Japan Earthquake. It features the people of Fukushima working on strawberry farms, in Fukushima Railway Station, at the E-rosoku (pictured candle) Festival, and at Tsurugajo Castle. (60 seconds)

    (4) “Message from Japan “ARIGATOU” (Thank you)” is a commercial to convey appreciation to the world. “Arigatou” is a word to express thanks for heartfelt words, sympathy, and supports sent from the world in the wake of the Great East Japan Earthquake.

  2. In particular, commercials (2) and (3) were produced thanks to cooperation received from local governments and institutions concerned such as Fukushima Prefecture, Sendai City, and the Tohoku Tourism Promotion Organization.

  3. These commercials are currently on the air all across the world through CNN etc. From April onward, the commercials are to be broadcast on NHK World TV (JIB-TV broadcast) through close coordination with the Ministry of Internal Affairs and Communications.

  4. Moreover, these commercials are to be screened in receptions and events held abroad by the local governments and institutions concerned such as diplomatic missions abroad, the Japan Tourism Agency, Fukushima Prefecture, Sendai City, and Tohoku Tourism Promotion Organization, as well as at international conferences held in Japan.


The commercials are posted on the video channel of the Ministry of Foreign Affairs of Japan (MOFA channel)

    • (* The foregoing is a provisional translation. The date indicated above denotes the date of issue of the original press release in Japanese.)