• SHARE

Since the national government launched its “Cool Japan” initiative in 2013, Japan’s regional officials and agencies have been urged to tap the appeal of pop culture to lure tourists.

The government has tried to lead by example. In 2016, at the close of the Summer Olympics in Rio de Janeiro, then-Prime Minister Shinzo Abe popped up on a podium cosplaying as Super Mario.

Unable to view this article?

This could be due to a conflict with your ad-blocking or security software.

Please add japantimes.co.jp and piano.io to your list of allowed sites.

If this does not resolve the issue or you are unable to add the domains to your allowlist, please see out this support page.

We humbly apologize for the inconvenience.

In a time of both misinformation and too much information, quality journalism is more crucial than ever.
By subscribing, you can help us get the story right.

SUBSCRIBE NOW

PHOTO GALLERY (CLICK TO ENLARGE)