Tokyo has appointed 3 special ambassadors to represent Japan a few days ago. In a bid to raise the international popularity, 3 young women were appointed as representatives of their country.Eye-catching is of course their outfits. A combination of "anime", "manga" and popular Japanese youth culture can be observed on these young women.
The whole ambassador campaign is focused on the Japanese word "Kawaii", meaning "cute".
With the promotion of Japanese cuteness, Tokyo wants to influence young people in Asia and Europe.
Japan has been making efforts to boost its "soft power", a strategy that analysts see as important. "America has a lot of soft power, because people like American culture."
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