Unless they hate tourists and want to be left alone, every country should have a dedicated place branding strategy in place with good government funding and, as we’ve seen time and time again, minimum government creative involvement.
However, Japan’s prime minister, Shinzo Abe, has reset the bar –though we’re not really sure where.
His country will be hosting the next Olympics in 2020, so to wrap up the one in Rio, Abe emerged from a large pipe dressed like Super Mario during the closing ceremonies.
What importance Super Mario has for the rich cultural heritage of Japan, again, we’re not really sure.
https://www.youtube.com/watch?v=Rl1RlQgW8kc
Japanese reaction was mostly satirical.
ちょ、リオ五輪閉会式中継にマリオのコスプレおじさん出てきたと思ったら安倍総理じゃねぇかｗｗｗ pic.twitter.com/7EqsoKShul
— 霧。 (@kirifurikogen) August 22, 2016
Translation: “Wow, I thought a middle-aged uncle cosplaying as Mario was going to come out in the middle of the live closing ceremony at the Rio Games. But that’s PM Abe!”
Carry on.