Chapter 4
Japan's Diplomacy Open to the Public
3 Cooperation with Local Governments
Regional revitalization is one of the priority issues of the Cabinet. MOFA also actively works on the issue and strives to deploy measures that strengthen comprehensive diplomatic capabilities through collaboration with regions.
In Japan, as part of efforts to support regional revitalization, the Foreign Minister and respective prefectural governors invite members of diplomatic corps to Japan, foreign chambers of commerce and industry, and company representatives in Japan, among others, to the Iikura House, co-hosting receptions and setting up booths as means of broadly promoting the various charms of regions to audiences both in Japan and abroad. In 2023, the Ministry of Foreign Affairs (MOFA) and Tochigi Prefecture co-hosted a reception in March, which was attended by approximately 190 guests. Foreign Minister Hayashi introduced the diverse attractions of Tochigi Prefecture's tourism destinations and specialty products such as strawberries, and asked the participants, including diplomatic corps in Japan, for their cooperation in spreading the word about these wonderful attractions through social media and other means. At the reception, booths were set up to introduce Tochigi Prefecture's specialty products; tourism; industry; the G7 Ministerial Meeting on Gender Equality and Women's Empowerment in Nikko, Tochigi; and Host Town exchanges, and various attractions were promoted through events that included a gagaku (ancient Japanese court music) performance of Nikko Toshogu Shrine. This reception was an opportunity to promote further exchanges between Tochigi Prefecture and event participants, including diplomatic corps, foreign chambers of commerce and industry and company representatives.
Foreign Minister Hayashi addressing the co-hosted reception with the Governor of Tochigi Prefecture (March 24, Iikura House, Ministry of Foreign Affairs, Tokyo)
Furthermore, Foreign Minister Hayashi and State Minister for Foreign Affairs TAKEI Shunsuke conducted the “Local to Global” project to promote the attractiveness of regional areas of Japan worldwide. Through the project, the Foreign Minister and State Minister for Foreign Affairs visit Japan's regions together with members of diplomatic corps in Japan. The project provides opportunities for diplomatic corps to experience the attractiveness and gain a better understanding of a region through communication with local people, with the goal of encouraging those participating diplomatic corps to disseminate their experience with the people of their own countries, promoting inbound demand. The project also aims at further stimulating local economies through dialogues between the Foreign Minister and local residents (See Section 3,1(4) on page 365). Together with diplomatic corps in Japan, project members visited Okayama Prefecture in February, Akita Prefecture in June, and Nagano Prefecture in August.
“Local to Global” Project: Foreign Minister Hayashi and his delegation visiting the Akita City Folk Performing Arts Heritage Center (June 17, Akita Prefecture)
Moreover, MOFA, together with local governments and others, co-organizes Regional Promotion Seminars to disseminate local policies and attractive points, such as local products, tourism, industry, and investment, for members of diplomatic corps to Japan, foreign chambers of commerce and industry, related companies, and other organizations. The seminar, held in Tokyo on October 19, was attended by representatives from Nara Prefecture, Shizuoka Prefecture, Koriyama City in Fukushima Prefecture, and Ishioka City in Ibaraki Prefecture. The seminar included presentations on regional attractions, an introduction to local specialties, tourist spots, and the local industry through exchange sessions with participants, and demonstrations of traditional culture. These events were received by attendees as valuable opportunities to directly experience the attractiveness of regional Japan while being in Tokyo. They also contributed to promoting exchanges among local governments and participants of diplomatic corps and others.
Presentation by a participating local government organization at a Regional Promotion Seminar (October 19, Tokyo)
Furthermore, MOFA and Japanese local governments co-organize “Diplomats' Study Tours” for the diplomatic corps in Japan, with the goal of enabling them to directly experience the attractions of each region by actually visiting them. On July 18 and 19, participating members of diplomatic corps toured Kitakyushu City, Fukuoka Prefecture. There, they visited companies that represent Kitakyushu as a manufacturing city and companies that are highly advanced with regard to the environment. They also deepened their understanding of Kitakyushu's food culture, which makes use of local ingredients. During a tour to Fukushima Prefecture on August 2 and 3, the members of diplomatic corps visited mainly the Hamadori region, which was directly affected by the Great East Japan Earthquake, and deepened their understanding of the situation at the time of the earthquake, the current state of reconstruction in Fukushima, and the appeal of safe and delicious food from Fukushima. On October 12 and 13, MOFA conducted a tour to Sado City, Niigata Prefecture. The diplomatic corps visited facilities to experience the cultural value and history of the “Sado Island Gold Mines,” which is being nominated for inscription as a World Heritage site. They also enjoyed other aspects of Sado Island's diverse attractions, including its food, traditional arts, and nature, as well as sake production, as the Government of Japan also aims to inscribe “Traditional knowledge and skills of sake-making with koji mold in Japan” as an Intangible Cultural Heritage. During a tour to Shizuoka Prefecture conducted on November 28 and 29, the diplomatic corps gained a better understanding of the diverse attractions of the prefecture, which was selected as the Culture City of East Asia 2023, by visiting facilities related to its history, culture, arts, cuisine, nature, and manufacturing industry, which is one of Japan's largest such industries. As a result of the tours, some local governments have started new exchanges with participating countries, while others have aimed to increase the number of visitors to such communities by utilizing connections with participating diplomatic corps.
Diplomatic corps visiting Kokura Castle (Diplomats' Study Tour)(July 19, Fukuoka Prefecture)
Exchange meeting hosted by Fukushima Prefecture (Diplomats' Study Tour)(August 2, Fukushima Prefecture)
Diplomatic corps visiting Doyu no Warito (Diplomats' Study Tour)(October 13, Niigata Prefecture)
Diplomatic corps visiting Kunozan Toshogu Shrine (Diplomats' Study Tour) (November 28, Shizuoka Prefecture)
Moreover, MOFA provides local governments with explanations of Japan's current diplomatic policies, etc., that relate closely to international exchange activities at the regional level. As part of these activities, MOFA held the “Local Partnership Cooperation Forum” in January as a webinar. The first part of the briefings on foreign policy and other matters focused on the theme of “Overseas Promotion Strategy after COVID-19” while the second part saw outside experts speak on the theme of “Promotion for SDGs in Japanese local area.”
With regard to projects overseas, as a way to counter international reputational damage stemming from the Great East Japan Earthquake, MOFA conducts a comprehensive PR program called “Project to Support Overseas Presentations to Promote the Attractiveness of Regions,” together with efforts to lift and ease import restrictions including online PR activities in China and Hong Kong from July 2023 to March 2024. During this period, the 40 participating local governments posted short movies filmed in various locations in Japan by the Weibo (Chinese social media) account of the Embassy of Japan in China to enable a large number of people to know and experience the attractiveness of each region, including tourism, culture, and food in Japan, through social media. In addition, Japanese local governments introduced food and crafts at events organized by the Embassy of Japan in China. MOFA also sent influencers to events held throughout China to promote the attractiveness of Japan's regions and held a promotion event for Tohoku and other regions at a book fair in Hong Kong in July.
Local government's PR video shared by the social media account of the Embassy of Japan in China as part of the “Project to Support Overseas Presentations to Promote the Attractiveness of Regions”
Furthermore, MOFA conducted nine “Regional Promotion Projects” aimed at supporting local governments in expanding sales channels for local products and promoting inbound tourism by making use of Japan's diplomatic facilities overseas to promote the attractiveness of each region.
In addition, on the occasion of the receptions for celebrating the birthday of His Majesty the Emperor, which are held at diplomatic missions overseas every year, Japanese attractions such as local products and events are presented. In 2023, due to a relaxation of various restrictions prompted by COVID-19, 234 diplomatic missions overseas held these receptions in-person, 114 of which promoted the attractiveness of local governments of Japan.
Furthermore, MOFA has been supporting international exchanges between both Japanese and foreign local governments through various initiatives such as sister-city exchanges between Japanese local governments and their counterparts overseas and the Host Town Initiative for the Olympic and Paralympic Games Tokyo 2020. Specifically, in order to support the international activities of local governments and municipal communities, Japanese diplomats visit sister cities of Japanese municipalities in their assigned countries or regions and share opinions with officials responsible for international and economic affairs. The heads of Japanese diplomatic missions also visit local municipalities in Japan to have dialogues on the activities related to the sister city or the Host Town Initiative or deliver lectures prior to their departure for new posts or when they temporarily return to Japan. In cases where any foreign local governmental bodies wish to newly establish sister-city relationships with any Japanese municipal communities, MOFA supports them by providing the related information to the respective prefectures and ordinance-designated cities, and conducting indirect support by promoting these regional cooperation initiatives on the website of “Local Partnership Cooperation” (named “Glocal (global and local) Diplomatic Network”1) on MOFA's website.
In addition to the “Glocal Diplomatic Network,” as public relations media for showcasing regional cooperation initiatives, MOFA also distributes Monthly Glocal News,2 a monthly e-mail newsletter, and posts information via X (formerly Twitter).3 Via these PR media, MOFA presents information on its regional cooperation programs, sister city exchanges, Host Town exchanges, and regional international activities promoted by local governments.
Additionally, as part of the overseas promotion activities for Japanese alcoholic beverages (Japanese sake, wine, shochu, awamori, etc.) produced in various parts of Japan, the diplomatic missions overseas are actively promoting Japanese alcoholic beverages by offering tasting occasions at dinners and lunches with government leaders of the assigned countries or foreign diplomatic corps, and by using Japanese sake on the occasion of making toasts at grand events such as the receptions for celebrating the birthday of His Majesty the Emperor. On these occasions, diplomatic missions overseas call attention to the fact that Japan has proposed “Traditional knowledge and skills of sake-making with koji mold in Japan” for inscription on the UNESCO Representative List of the Intangible Cultural Heritage of Humanity in 2024.
In providing ODA, MOFA also utilizes the experience and expertise of Japanese local governments as well as the products and technologies of local SMEs, in areas of increasing needs due to rapid economic growth in developing countries, such as water treatment, waste disposal, urban transportation and anti-pollution measures. In addition, JICA provides support for matching such needs of developing countries with Japanese companies' products and technologies. These efforts contribute to the global expansion of Japanese local companies and the development of globally competent human resources, and thus lead to vitalization of Japan's regional and national economies.
1 “Glocal Diplomatic Network,” MOFA website:
https://www.mofa.go.jp/ms/lpc/page25e_000167.html
2 Local Partnership Cooperation Division's e-mail newsletter “Monthly Glocal News”:
https://www.mofa.go.jp/ms/lpc/page25e_000219.html
3 Local Partnership Cooperation Division
X (formerly Twitter): https://twitter.com/localmofa