In recent years, against a backdrop of the development of the Internet and the mass media and the advance of democratic institutions in countries around the globe, the impact of citizens on diplomatic policy is increasing. Within such a context, it has become more and more critical for diplomatic activities to take a direct approach towards not only foreign governments but also foreign nationals. The government is expanding its efforts in overseas public relations and cultural exchange so as to increase foreigners' understanding of and affinity towards Japan. It is also working to promote exchanges with citizens of other countries and effectively convey to them Japan's diplomatic policies and national circumstances as well as the appeal of Japanese culture.

   The Council on the Movement of People Across Borders, an advisory body to the Foreign Minister, has given careful consideration to the importance of this “public diplomacy”-that is, diplomacy conducted towards citizens of other nations-and has been examining effective ways to conduct public relations and cultural exchange. Since March, the Council has taken up the theme of “Measure and Framework for Strengthening Japan's Capability of Dissemination” and its discussions have covered such topics as enhancing external communication via television, the utilization of pop culture and Japanese language education, and strengthening ties with neighboring countries through public diplomacy and cultural exchange.

   In addition, in April, Foreign Minister Aso delivered a policy speech that highlighted the usefulness of incorporating culture into diplomacy, proposing (i) the creation of an award for up-and-coming non-Japanese manga artists, (ii) the introduction of superior works of Japan's anime abroad as “Cultural Ambassadors of Anime,” and (iii) introducing a program for Cultural Exchange Interns. All of these are now on their way to becoming a reality.

People in Samawah (Iraq) using the water wagon (provided by Japan's Grant Aid) with Captain Majed, a popular cartoon, on it ((c)Yoichi Takahashi, Shueisha)

   In addition, in recent years, Japan has reached agreements with other countries to hold commemorative events for various anniversaries and conducted intensive exchange activities. Through these undertakings, Japan is working to increase mutual understanding with other countries in an effective way. In 2006, the Australia-Japan Year of Exchange was held, among others, and in 2007, commemorative cultural events will be held with China and India, to name just two.