How the Japanese ambassador became an unlikely social media star
@AmbJapanUK
Hiroshi Suzuki has been in the UK for just four months, yet he's already on his way to becoming an adopted national treasure. Appointed Japan's ambassador in September 2024 and beginning his remarkably successful posting in November, he has captivated Britons with his boundless enthusiasm. Ambassadors rarely attract much public attention – let alone affection – but Suzuki's inventive approach to diplomacy has made him a social media sensation.
Suzuki's latest love letter to the UK came on Saturday in the form of a video celebrating St David's Day. Seated in an armchair, with a large vase of daffodils proudly displayed in front of him, the ambassador cheerfully announces that he is marking the occasion 'with a delicious Welsh cake.' What follows is a delightful 10 seconds of him steadily chewing – understandably so, given their famously hearty texture – before offering a triumphant thumbs-up. The pièce de résistance? A perfectly timed sip of tea from a Welsh dragon mug.
He even works in some cultural fusion. Suzuki ends the video by exclaiming: 'And I made daffodils with origami – the Japanese art of folding paper.' He then proudly points to one of his sunny artworks, which is pinned to the label of his suit jacket.
It's impossible not to be charmed by Suzuki's wholehearted embrace of Britishness, expressed not in po-faced statements about international partnerships or dutiful appearances at formal events, but in a down-to-earth, affable and humorous way. He is like the Paddington Bear of ambassadors.
Another recent highlight came in January when Suzuki enthusiastically belted out the Welsh national anthem, clutching both Japanese and Welsh flags while cheerfully keeping time with a miniature stuffed dragon. His pronunciation was impressively accurate – a testament to his earnest effort – making the performance both charming and delightfully quirky. In fact, he put many politicians and sports figures to shame. His spirited rendition might even help erase the lingering embarrassment of John Redwood's infamous 1993 mishap, when the then-Welsh secretary's failed attempt to mime the anthem at the Welsh Conservative conference resulted in a now-legendary display of awkward head-waggling and vacant staring.
In an interview following his, by contrast, thoroughly delightful performance, Suzuki shared the inspiration behind his faithful rendition. 'When the Welsh national team visited Japan for the Rugby World Cup in 2019, the Japanese local people welcomed [them] by singing the national anthem in Welsh. It was the First Minister [Eluned Morgan] who told me this story, and then I thought 'Oh maybe I could sing the national anthem in Welsh as well.''
He continued: 'I had to practise hard. I tried singing the national anthem four or five times, but I just couldn't hit the high note in the second half.' Suzuki added that he worked on it for half an hour with his colleagues 'holding the lyrics written in Japanese. And I practice, practice, practice and finally I could make that video.'
He then returned to one of his favourite topics: Welsh cake. 'My wife bought these cakes yesterday and she told me 'Oh Hiroshi, this is perfect for your breakfast', which I had. And it's just a wonderful combination with morning coffee, and it was just fantastic.' He also said he was looking forward to travelling around the UK, 'enjoying many different fish and chips at many different pubs throughout the country.'
Suzuki's charm offence doesn't end there. He celebrated New Year's Day by visiting a pub and knocking back a pint, and giving the slightly bemused but smiling bar staff a present in exchange. 'This is Roku from Japan,' he explains of his gifted bottle, capping the video with another almighty thumbs up. He's clearly partial to a pint: he also indulged in one during a trip to Oxford's famous Turf Tavern earlier this week.
In March, Suzuki also posted a video giving UK visitors a sneak peek of Japan's Expo 2025. Naturally he does his introductory speech while holding up Hello Kitty and Pikachu toys. 'This is exciting!' he exclaims, with all the enthusiasm of a Blue Peter presenter. He does actually make the Expo's highlights sound thrilling through sheer force of personality, like the 'stone from Mars'. The video ends with Suzuki peering out at us through a googly eyes cut-out and holding the Expo mascot.
He was equally endearing on Burns Night, holding a book of Burns poetry and sharing a fun fact on X: 'Auld Lang Syne is very popular in Japan, always sung at graduation ceremonies' – though, sadly, we didn't get a performance from him this time. Suzuki clearly understands the crucial role that sport and culture play in forging international ties. In January, he visited Cardiff's Principality Stadium, tweeting, 'Rugby builds friendship between Japan and Wales!' and he also attended the England vs. Japan match at Twickenham last November.
He has also brought Japan and Britain together at the Royal Albert Hall, attending a press conference for a London sumo wrestling tournament at the venue as well as seeing the Japanese conductor Joe Hisaishi lead the Royal Philharmonic Orchestra in November.
But Suzuki truly shines when he's devouring British delicacies. In a video posted in December, he sampled two newly designated GI (geographical indication) products: New Forest Pannage Ham and Sussex Sparkling Wine. While explaining the significance of origin labels, he lightened the mood with his joyful munching. It's a valuable lesson for any public figure: a little bit of fun – whether it's a bite of ham or a sip of sparkling wine – helps the serious message go down.
Suzuki's efforts have certainly been appreciated by politicians such as the Welsh First Minister, who said of his anthem singing: 'You did a wonderful job, and thank you for giving such respect to our country and our language.'
But Suzuki's appeal extends far beyond the typical diplomatic circles. Thousands of members of the public have flocked to his videos, leaving an overwhelmingly positive flood of comments – an almost unheard-of occurrence on social media. 'I like the cut of your jib,' says Paul Nash on X, referring to Suzuki's pint-drinking antics. 'He is more proud of the UK than 90% of our politicians,' writes Demosthenes, while Constancia agrees: 'This is my kind of ambassador.'
Other comments include: 'Hi Japan, we love him. Can we keep him please?' from Laura Weldon; 'What a great sport he is' from Language Talk Tanya; 'We desperately need this man's positivity, energy, and love for our nation' from SAW74; 'You are a breath of fresh air' from Joe Lincolnshire; 'What an excellent chap! Full marks for coming across as friendly, affable, professional and hard working' from FunkeeOperator; and from Alex Freeman, 'It's been a long time since I have seen my country honoured in such a way by anyone. Thank you sir for your affection and respect.'
Another simply dubbed him: 'Probably the best diplomat in the world.'
That really sums up Suzuki's appeal. Yes, his videos are often slightly silly, but there's an underlying appreciation for British culture. It's just expressed in a way that we understand: we like our patriotism with a side order of humour and self-deprecation. We don't take ourselves too seriously, and neither does he.
It's a triumphant moment in the already impressive career of 63-year-old Suzuki. Born in Kyoto in 1961, he studied law at the University of Tokyo before embarking on his diplomatic journey with his first posting to the Embassy of Japan in Washington DC in 1988. He went on to serve at Japanese embassies in Rome, Tehran, and Seoul, before being appointed Ambassador to India and Bhutan in 2022. In 2024, he took on the role of Ambassador to the United Kingdom.
Could this inspire other ambassadors to embrace a more playful approach to diplomacy? After all, you can't go viral on social media simply by delivering speeches or cutting ribbons. Suzuki has shown that it's possible to represent your country's interests while also winning the hearts of the nation – by taking a few risks, being approachable, and, of course, indulging in plenty of Welsh cakes.
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