Expat Advisory Services Japan

Japan will appoint its ubiquitous feline cartoon character Hello Kitty as a goodwill tourism ambassador in China and Hong Kong, the Ministry of Land, Infrastructure, Transport and Tourism said Saturday. Hello Kitty is wildly popular in China and Hong Kong .

It will mark the first time a cartoon character has become a goodwill ambassador for Japan under the government's campaign launched in 2003 to promote visits to the country. Last year the number of tourists travelling to Japan hit a record of 8.35 million, up 60% since the government began marketing efforts in 2003.