Public Diplomacy

The Embassy of Japan in Indonesia hosted the annual Emperor’s Birthday reception. Six local governments set up booths to showcase their unique specialties and tourism attractions, contributing to the event’s great success. This article introduces the local partnerships in these receptions and explores the key factors behind the popularity of the local government booths.

Gifu Prefecture is currently carrying out the “Hida/Mino Overseas Promotion Strategy,” which promotes the tourism, cuisine, and local products of its key areas, such as Hida and Mino, as a unified brand overseas. As part of this initiative, the prefecture actively participates in Emperor’s Birthday receptions hosted by Japanese embassies worldwide, showcasing Gifu's attractions to diplomats, government officials, media, and business professionals.
In fiscal year 2024, Gifu participated in exhibitions in five countries, including Singapore, India, and Republic of Korea. Guests experienced the charm of Gifu through tastings of Hida beef and sake, as well as displays of traditional crafts such as Mino ware and Mino washi paper. The receptions received enthusiastic responses, with comments such as “I’d love to visit!” and “Is this available online?”, reflecting growing interest in the Gifu brand.

We conducted a written interview with Ryunosuke Takatsu, a former secretariat member of “The Most Beautiful Villages in Japan” Association and currently a researcher based in France. Drawing inspiration from France’s “Les Plus Beaux Villages de France” movement - an initiative regarded as being on par with UNESCO World Heritage designations - he shares insights into how Japan’s farming, mountain, and fishing villages can benefit from similar approaches. He also reflects on the potential of small rural villages and the value of sharing traditional Japanese culture internationally, based on his field experience. The interview offers thoughtful proposals for the future of regional revitalization and international exchange.

In May 2025, Himeji City, Hyogo Prefecture signed a "sister castle" partnership between Himeji Castle and Schönbrunn Palace with the government of Austria. This article introduces the international strategy of Himeji City based on a long-term perspective, the background leading to this partnership, and the atmosphere of the signing ceremony which was attended by the President of Austria. We also invite you to explore the meaning behind the title “A Musical Bridge.”

From May 18 to 24, 2025, ”WFRS 20th World Rose Convention 2025 in FUKUYAMA” was held in Fukuyama City, Hiroshima Prefecture, where various rose-related events were held, including mutual friendship and information exchange among rose lovers from around the world. This article reports on Fukuyama City's “Rose Town Development” efforts and the convention.