Japan’s imperial family has made a significant move by debuting on Instagram in an effort to connect with a younger audience and dispel their reclusive image. The Imperial Household Agency, responsible for managing the family's affairs, launched their official Instagram account with 60 photos and five videos showcasing Emperor Naruhito and Empress Masako's public engagements over the past three months.
The agency expressed their intention to provide the public with a better understanding of the family's official duties, citing Instagram's popularity among the youth as the reason for choosing the platform. Within hours of its launch, the account Kunaicho_jp had amassed over 270,000 followers.
The initial post featured a heartwarming photo of the imperial couple seated on a sofa with their 22-year-old daughter Princess Aiko, all smiles as they celebrated New Year’s Day. Subsequent posts included images of the Imperial couple meeting with foreign dignitaries, such as Brunei Crown Prince Haji Al-Muhtadee Billah and his wife.
A video capturing Naruhito addressing well-wishers during his birthday celebrations quickly garnered over 21,000 views in less than a day. The content shared on the account currently focuses on the family's official engagements and does not include private or candid moments, although the agency is contemplating showcasing activities of other royal members in the future.
Japan's royal family's foray into social media comes 15 years after Britain’s royal family joined the platform in 2009. The move is seen as an attempt to engage a wider audience, particularly younger generations, in the family's activities. Last year, the agency established a team of experts to study the impact of social media usage on the imperial family.
While social media presents an opportunity to bridge the gap between the royal family and the public, concerns persist regarding maintaining the family's dignity and addressing potential controversies. The account currently operates as a one-way communication channel, with users unable to comment on posts but can only express their approval through the 'like' button.
Individuals seeking to convey messages to the imperial family are directed to use the official website for correspondence. The agency's cautious approach towards social media stems from past incidents, such as the backlash faced by Emperor Naruhito’s niece Mako Komuro and her commoner husband, which led to the postponement of their marriage due to public scrutiny.
