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, the Foreign Minister and respective prefectural governors invite members of diplomatic corps to Japan, foreign chambers of commerce and industry, and company representatives, among others, to the Iikura Guest 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. MOFA co-hosted receptions in January with Niigata Prefecture and in March with Tokushima Prefecture, creating opportunities to promote further exchange between the prefectures and participants including diplomatic corps in Japan. The reception co-hosted with Niigata Prefecture was attended by approximately 170 guests, at which Foreign Minister Kamikawa introduced the diverse attractions of the prefecture. In particular, she stressed the importance of recognizing the outstanding cultural heritage value of the “Sado Island Gold Mines” ahead of its inscription as a World Heritage Site and called on the participants, including diplomatic corps in Japan, for their cooperation in spreading the charms of Niigata Prefecture. The reception included booths showcasing local products including seafood, processed rice products, and local sake, as well as the Sado Island Gold Mines, carp (nishikigoi), jade, traditional handcrafts, and tourism, and featured a stage performance of “Ondeko (Deity mask dance),” Sado traditional performing arts. The reception co-hosted with Tokushima Prefecture was attended by approximately 230 guests, at which Foreign Minister Kamikawa introduced Tokushima Prefecture's initiatives toward achieving the Sustainable Development Goals (SDGs). In addition, she touched on Host Town exchanges as a legacy of the Olympic and Paralympic Games Tokyo 2020, and expressed her hope that the attractiveness of Tokushima Prefecture would be further promoted worldwide. The reception included booths showcasing local products including food, local sake, traditional crafts, initiatives toward achieving the SDGs, and Host Town exchanges, and featured a stage performance of “Awa Odori,” a traditional festival dance of Tokushima Prefecture.

Reception co-hosted with the Governor of Niigata Prefecture (backdrop: Panel introducing “Sado Island Gold Mines”) (January 23, Iikura Guest House, MOFA, Tokyo)

Reception co-hosted with the Governor of Tokushima Prefecture (March 13, Iikura Guest House, MOFA, Tokyo)

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. In FY2024 the seminar was held in January 2025.

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. Co-hosted with the Union of Kansai Governments, a tour of Nara Prefecture and Sakai City in Osaka Prefecture titled “KANSAI Tour Featuring Gastronomy, History, and Culture” was held on January 30 and 31. Looking ahead to the Expo 2025 Osaka, Kansai, Japan, the tour showcased the history, culture, food, industries, tourism, and local products of the Kansai area. A tour of Yame City in Fukuoka Prefecture titled “Tour Exploring the Tradition of Yame, Land of Tea” was held on June 6 and 7. The participating members of the diplomatic corps in Japan deepened their understanding of the traditional crafts and culture of the city, including Yame tea, which has a history of 600 years. During a tour to Fukushima Prefecture on October 10 and 11, the members of diplomatic corps visited the Hamadori region, which was directly affected by the Great East Japan Earthquake, understanding the situation at the time of the earthquake, seeing the current state of reconstruction in Fukushima, and deepening their understanding of the appeal of safe and delicious food from Fukushima. A tour of Kyoto City was held on October 30 and 31. During the tour, the participating members of the diplomatic corps in Japan engaged with companies based in the city, including start-up companies, and visited the Kyoto State Guest House, deepening their understanding of the city's industries, history, and culture. A tour of Sano City in Tochigi Prefecture, which was celebrating its 20th anniversary of its municipality, was held on November 18 and 19. In addition to experiencing cricket a sport promoted by Sano city in Japan ─ participants deepened their understanding of the city's traditional crafts, industries, and tourism.

Foreign diplomatic corps visiting sites in Nara Prefecture and Sakai City in Osaka Prefecture (Diplomats' Study Tour) (January 30, Nara Prefecture, January 31, Sakai City, Osaka Prefecture)

Foreign diplomatic corps visiting the Yame Central Tea Plantation (Diplomats' Study Tour) (June 7, Yame City, Fukuoka Prefecture)

Foreign diplomatic corps visiting the Kyoto State Guest House (Diplomats' Study Tour) (October 31, Kyoto City)

Exchange meeting hosted by Fukushima Prefecture (Diplomats' Study Tour) (October 10, Fukushima Prefecture)

Foreign diplomatic corps visiting the Sano International Cricket Ground (Diplomats' Study Tour) (November 18, Sano City, Tochigi 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” as a webinar in January and December. The first part of the January Forum on the topic of “Economic Diplomacy and Public-Private Partnerships” was presented by MOFA, the second part, “International contribution and exchange through the re-use of the fire engines and ambulances etc. from local governments” was presented by The Society for Promotion of Japanese Diplomacy, and the third part, “Recent situations regarding the tourism of the inbound visitors after the COVID-19, and efforts in Regions,” was presented by the Japan Tourism Agency. After the third speech, a question-and-answer session was held with the local government participants. The first part of the December Forum on the topic of “Japan-ASEAN Relations” was presented by MOFA, and the second part, “SAKE Tourism Saves Japan,” was presented by a sake coordinator. After the second speech, a panel discussion was held between sake experts such as master brewers and sommeliers, and a question-and-answer session was held with the local government participants.

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 to support those efforts, including the promotion of exports of products from across Japan and the promotion of tourism, 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 2024 to March 2025. The 41 local governments created short movies conveying the charms of each region, and these clips were posted on channels such as the Weibo (Chinese social media) account of the Embassy of Japan in China with the aim of allowing many people in China and Hong Kong to experience the charms of Japan's regional tourism, culture, and cuisine firsthand using social media. In addition, the Embassy of Japan in China organized events in which Japanese food-related companies and local governments introduced food and tourism. In Hong Kong, MOFA held a promotional event for Tohoku and other regions at Hong Kong Book Fair in July. By also utilizing Key Opinion Leaders (KOL) and influencers, these initiatives convey the attraction of Japan's regions to many people.

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 2024, 245 diplomatic missions overseas held these receptions in-person, 119 of which promoted the attractiveness of Japan's regions.

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 actively call attention to “Traditional knowledge and skills of sake-making with koji mold in Japan,” which was inscribed on the UNESCO Representative List of the Intangible Cultural Heritage of Humanity in 2024.

In providing ODA, MOFA and JICA also liaise with the likes of Japanese local governments, utilizing the experience and expertise of Japanese local governments ─ as well as the excellent products and technologies of local SMEs ─ in order to address issues facing developing countries due to rapid economic growth, such as water treatment, waste disposal, urban transportation, and anti-pollution measures.

• (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