For Taro Kono, it's his outspokenness, sense of humor and savvy presence on social media that have made him a favorite among the public and a front-runner in the Liberal Democratic Party's presidential election later this month.
But his unorthodox communication style is a double-edged sword and has turned the administrative reform minister into a polarizing figure among some of the Liberal Democratic Party's influential old guard.
Kono, who is also in charge of the COVID-19 vaccine rollout, frequently tops public opinion polls asking voters who they want to see as Japan’s next prime minister.
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