1st "Japan House" Overseas PR Hub Opens in Sao Paulo

Sao Paulo, April 30 (Jiji Press)--An opening ceremony for the world's first "Japan House" public relations base was held in Sao Paulo on Sunday, attended by key Brazilian officials including President Michel Temer as well as Japanese Deputy Prime Minister Taro Aso. "Sao Paulo is the economic and cultural center of South America and is also home to the largest Japanese community (outside Japan)," Aso said in a speech. "It is a suitable place from where to put out information about Japan." Japan House is the Japanese government's initiative to make more people abroad well-versed about the East Asian country and pro-Japanese by publicizing the country's culture and technologies. It is also aimed at promoting global understanding of the Japanese government's position on historical and territorial issues. Located on Paulista Avenue in downtown Sao Paulo, the three-story Japan House will open to the public on Saturday. The building's design was overseen by architect Kengo Kuma, known for the designer of Japan's New National Stadium, the main venue for the 2020 Tokyo Olympics and Paralympics. Other Japan Houses will open in Los Angeles and London later this year. "We do not naturally attract overseas interest as we once did," a Japanese Foreign Ministry official said, recognizing the significance of strategic PR activities now that the country has lost much of its economic superiority. The ministry believes the Japan House project will also help prominent figures learn of Japan's appeal and have an impact on their countries' foreign policies. In the Sao Paulo house, art exhibitions and seminars will be held at the multipurpose hall. It also houses a Japanese restaurant, a cafe, and a shop offering local specialties from Japan. The Japanese government earmarked a total of 3.7 billion yen for the overseas PR project in the four years from fiscal 2015. The government will decide whether to continue it after analyzing its cost effectiveness and the number of visitors. The opening ceremony was also attended by Brazilian Foreign Minister Aloysio Nunes, the governor of the state of Sao Paulo, the mayor of the city and many other local officials. Japan House is filled with Japanese goodness, such as diligence, politeness and modesty, Temer said, adding that he expects the center to become a hub for publicizing the attractiveness of Japan. END