Shunning social media, Japan's imperial family has long been reluctant to open up about the daily lives of its members, but the year 2023 could be a turning point with the agency in charge of the family's affairs set to explore the potential use of SNS platforms as part of a new approach to public relations.
With experts in agreement that an overhaul by the Imperial Household Agency of its communication style, including giving increased exposure to the family, is long overdue, the agency said in late December that it will set up a formal public relations office in April after its budget request to hire more staff was approved by the Cabinet.
Currently, the agency only has a single website as a direct interface with the public, where it posts images and statements related to the public appearances of imperial family members, including Emperor Naruhito and Empress Masako, a certain period after they take place.