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Kyodo

Hiroshi Suzuki, Japan’s ambassador to Britain, is becoming a social media sensation as followers embrace his unbridled enthusiasm for everything the country has to offer.
Videos of him singing the Welsh national anthem, for example, and his valiant attempts to copy local dialects and expressions have generated an outpouring of love for him online.
Many comments say Suzuki is reminding often pessimistic Britons of the nation’s achievements and rich heritage.
His entertaining efforts have garnered the kind of publicity and recognition other embassies can only dream of, with a series of complimentary articles in prestigious publications.
Media commentators have also taken note and written about Suzuki’s novel methods.
Since his arrival in November 2024, he has managed to accrue over 220,000 social media followers and many of his videos go viral and can be found on apps popular with younger audiences.
The videos feature the usual diplomatic visits around the country but Suzuki and his media team manage to give them a unique spin.
The 64-year-old seasoned diplomat, who for many years worked as an executive secretary to the late prime minister Shinzo Abe, seems to fully embrace the region he is visiting and is willing to try out the dialect over a pint of beer or local dish.

For example, in Liverpool he proclaimed, in a passable accent, “that’s a sound bevvy (drink)” and, in Manchester, after having a local beer he proclaimed, “by ‘eck it’s gorgeous”.
Perhaps one of his biggest – and most viral – achievements was to sing the Welsh national anthem in Welsh, alongside the country’s first minister, who then reciprocated in Japanese.
Suzuki has also extolled the virtues of little-known fare like Eccles cakes (a Manchester pastry) and Irn Bru, an orange fizzy drink from Scotland.
He recently started using a toy Paddington Bear (his “friendship ambassador”) in his posts and the bear was also duly sent to Japan on a sightseeing mission.
Suzuki said of Paddington, “Through him, I express my love and affection for the British people and British culture because Japanese people love British culture.”
Suzuki’s team has a way of championing Britain and Northern Ireland whilst at the same time subtly promoting Japan.
For example, the ambassador celebrated Wales’ national day with origami daffodils while Scotland’s St Andrew’s Day was marked with thistles made from washi, traditional Japanese paper.

Joe Foster, a digital creator, explained the reasons for Suzuki’s popularity. “This is the cutest man I have ever seen in my life. He has made me feel more proud to be British than any politician or any figure since I was born,” he said.
Mark Urban, The Sunday Times columnist and former BBC diplomatic journalist, said that Suzuki’s success is due to a blend of lighthearted and serious content which makes Britons feel good about the country. Urban emphasised Suzuki’s “authenticity and willingness to take risks”.
He said: “His social media content is quite unique. Certainly I have seen some other diplomats who have tried innovative approaches. Caroline Wilson, when she was UK ambassador in Beijing, would be one example, using the Chinese language and a much less formal approach.”
“But ambassador Suzuki takes this to a different level because he is ready to risk people thinking his content is too silly or unbecoming of a senior diplomat. But by doing this in a humorous and self-effacing way he disarms many potential critics.”

Asked whether this campaign moves the dial in terms of greater political and economic clout for Japan, Urban commented: “Anglo-Japanese relations are clearly going through a very positive phase, with intensified cooperation in defence, science and economics. Is that because of him or is it a coincidence? It’s easiest just to say he’s the right man here at the right time.”
Colin Alexander, senior lecturer in political communications at Nottingham Trent University, said “he’s adopting a very distinct communication strategy that focuses towards endearing the public to himself and Japan”.
“A lot of it is quite gimmicky. Japanese cultural history has a tendency towards this behaviour: Hello Kitty-esque diplomacy, you might call it.”
“It’s very difficult to quantify the effect of soft power activities. Unfortunately, many politicians and journalists assume public diplomacy works. But often they’re either willing it to work or want to promote an agenda that it does work.”


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Meet Hiroshi Suzuki, the Japanese envoy showing Britons how to love Britain

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Many of ambassador Suzuki’s videos go viral and can be found on apps popular with younger audiences. Photo: X/AmbJapanUK

Eluned Morgan (left), Wales’ first minister, with Suzuki at an event in Wales last year. Photo: Kyodo

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‘He has made me feel more proud to be British than any politician or any figure since I was born,’ a content creator says


‘He has made me feel more proud to be British than any politician or any figure since I was born,’ a content creator says.


Britain

Diplomacy

Social media

Shinzo Abe

Meet Hiroshi Suzuki, the Japanese envoy showing Britons how to love Britain

.css-1c6uqr6{color:inherit;font-weight:inherit;font-size:inherit;font-family:inherit;line-height:inherit;overflow-wrap:break-word;}‘He has made me feel more proud to be British than any politician or any figure since I was born,’ a content creator says

‘He has made me feel more proud to be British than any politician or any figure since I was born,’ a content creator says