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Japan's Imperial Family Joins Instagram to Connect with Younger Generations

Japan's imperial family has joined Instagram to connect with younger generations. The @kunaicho_jp account showcases formal and curated content. The Japanese royals have disabled comments to maintain control over their brand image.

In a bid to embrace the modern age and engage with younger generations, Japan's imperial family has made their debut on Instagram. Emperor Naruhito, who took over the throne five years ago, has been determined to bring the royal family into the 21st century. The move comes 15 years after Britain's royals first ventured into the world of social media.


The decision to join Instagram was driven by the family's desire to stay relevant and connect with the digital-savvy younger population. Social media analyst Andrew Hughes noted that the Japanese royal family was one of the last notable royal families to fully embrace the digital era.


However, those hoping for an intimate glimpse into the day-to-day lives of the imperial family might be disappointed. The @kunaicho_jp account, which represents the Imperial Household, has so far showcased a formal and curated gallery of pictures and videos. The content primarily focuses on the royal duties and public appearances of Emperor Naruhito, Empress Masako, and their 22-year-old daughter, Princess Aiko.


The Instagram account features a cohesive aesthetic, characterised by a melange of beige and grey tones. The captions are written solely in Japanese and provide factual recaps of the events shown in the photos. The account has also utilised the Stories function, but it is primarily used to showcase event photographs.

While some Instagram users curate their grids to create a visually appealing brand, the Japanese royals have taken a more conservative approach. Jeffrey Hall, a Japanese studies lecturer, described the account's posts as "extremely dull" and similar to the photos shared in press releases.


The Imperial Household officials have also disabled comments on the account, following a trend seen in the corporate world. This decision aims to prevent any potential brand damage or dilution of content. Social media analysts suggest that the Japanese royal family wants to maintain a tight and narrow narrative, reinforcing their conservative and safe brand image.

The Japanese royal family has traditionally relied on traditional media channels such as photography, newspapers, TV programs, and weekly magazines to communicate with the public. Instagram is seen as an extension of this strategy, allowing them to reinforce their positive yet distant image.


While the Japanese royals may have joined Instagram later than their British counterparts, they are keen to avoid any controversies or scandals. The Imperial Household has worked hard to maintain a clean image and is still regarded by the Japanese populace as morally upstanding role models.

 
  • Japan's imperial family has joined Instagram to connect with younger generations.

  • The @kunaicho_jp account showcases formal and curated content.

  • The Japanese royals have disabled comments to maintain control over their brand image.


Source: BBC

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