4. Efforts to Promote Understanding and Trust toward Japan
The impact of public opinion on foreign policy has been increasing in recent years with the rapid development of information and communications technology and the growth of democracy. In order for Japan to implement foreign policy effectively it is essential to promote interest in and affinity for Japan and build a positive image of Japan by providing information, not only to governments but also directly to citizens, and by encouraging interpersonal interaction at a general public level (public diplomacy).
From this perspective, the Ministry of Foreign Affairs has been introducing diverse aspects of Japanese traditional and pop culture, and has been promoting Japanese language education overseas through the Japan Foundation. Furthermore, through cooperation with other ministries, agencies and various organizations, the Ministry of Foreign Affairs proactively communicates the advantages of Japan, values of Japanese people and the appeals of regional cities by making the most of Japanese diplomatic missions overseas.
A performance of “kuromori-Kagura”(a traditional art of Miyako City, Iwate Prefecture) in France (as a related project of reconstruction from the Great East Japan Earthquake)(Photo: the Japan Foundation)
In order to involve intellectuals who influence international public opinion, the Ministry of Foreign Affairs invites to Japan international opinion leaders, journalists, other leaders and promising individuals who are likely to attain future leadership positions. Additionally, the Ministry supports the participation of Japanese intellectuals in international conferences. Japan assists developing countries in the preservation and restoration of Cultural heritage as well as in the capacity building of experts, through cultural grant assistance and also through cooperation with the United Nations Educational, Scientific, and Cultural Organization (UNESCO) and other international organization.
The Ministry of Foreign Affairs also places a focus on communication and public relations concerning important diplomatic agendas. In order to counter harmful false rumors following the Great East Japan Earthquake and to restore and strengthen Japanese brands, the Ministry has been undertaking projects to communicate the appeals of regional cities through Japanese diplomatic missions overseas and invitational programs designed to facilitate a better understanding of Japan. Additionally, the Ministry hosted side events at international conferences to communicate the safety of Japanese products and appeals of Japanese regional cities, particularly those of the Tohoku region.
Japan has created opportunities for major international media outlets to conduct interviews with the Prime Minister, Minister for Foreign Affairs and Japanese ambassadors to foreign countries as a part of initiatives to protect territorial integrity. Furthermore, Japan has provided comprehensive explanations to intellectuals and the media and has enhanced digital public relations. All these initiatives are aimed at allowing Japan to proactively and effectively communicate to the world and enhance understanding and support for the Japan’s position and legitimacy of its claims.
In August, the Ministry of Foreign Affairs completed organizational reform thereby establishing a new organization for the Press Secretary/Director-General for Press and Public Diplomacy. The purpose of the reform was to allow strategic and organic implementation of a scheme to communicate with the press, domestic and international public relations, and cultural interactions under unified leadership. Furthermore, for strengthening Japan’s initiatives in relation to public diplomacy, the Public Diplomacy Strategy Headquarters was established under the auspices of the Minister for Foreign Affairs. The first meeting of the Headquarters was held in October, where discussions on the approach to public diplomacy and future public relations strategies took place. Furthermore, the Ministry of Foreign Affairs co-hosts the Global Communications Liaison Meeting on International Public Relations with the Cabinet Secretariat in order to encourage cooperation of ministries and agencies in the area of international public relations.