Japan PM Promotes “Cute” Japan at Fashion Show

TOKYO, 2 March 2025 (BSS/AFP) – Japan’s Prime Minister Shigeru Ishiba momentarily set aside his formal political persona on Saturday, opting for a more casual look as he took to the stage at a major fashion event to promote a “cute, lively, and cool” image of Japan.

Wearing jeans and trainers, Ishiba made a surprise appearance at the Tokyo Girls Collection, one of Japan’s most popular fashion festivals. He was joined on stage by members of an all-girl pop group and posed alongside Myaku-Myaku, the red-and-blue mascot of the upcoming Osaka Expo 2025.

“I think it would be wonderful if an event like this gains more traction, to make Japan cute, lively and cool,” Ishiba remarked, addressing the enthusiastic audience.

Political Context Behind the Appearance

Ishiba’s lighthearted moment on stage comes at a time when his approval ratings appear to be stabilising. His handling of last month’s high-stakes meeting with US President Donald Trump was largely seen as successful, avoiding any major diplomatic missteps.

However, on the domestic front, his government continues to face serious challenges. Ishiba’s ruling coalition lost its parliamentary majority in last October’s snap elections – the first such loss for a governing party since 2009. Now, his administration must navigate tough negotiations in parliament to pass the national budget for the upcoming fiscal year, set to begin in April.

Fashion as a Soft Power Strategy

Japan has long used pop culture, fashion, and entertainment as tools of soft power, promoting its cultural influence worldwide through anime, J-pop, and street style. Events like the Tokyo Girls Collection play a key role in maintaining Japan’s status as a global trendsetter, particularly in youth culture and fashion innovation.

Ishiba’s appearance at the show could be seen as a strategic move to connect with younger voters, many of whom remain disillusioned with traditional politics. By embracing Japan’s pop culture scene, the Prime Minister may be hoping to present a modern and relatable leadership style that resonates with the public.