Whereas Lezhava may showcase Georgian wine and shkmeruli (a pleasant creamy garlic hen dish), he cautions that referring to the viewers is essential.
“Half of my posts are about Japan and don’t have anything to do with Georgia,” he says. The primary factor is to embrace native, on a regular basis tradition, use the language, journey exterior the capital, and maintain issues casual – nobody wants one other tweet concerning the ambassador having the good honour to attend some summit and meet such-and-such official.
And it’s not only for international locations with little to spend. The previous US ambassador to Tokyo, Rahm Emanuel, put apart his sharp-elbowed repute to take to social media trumpeting Japan’s charms, from trains to protected streets. (He additionally had no issues wading into politics, and would steadily troll Beijing – one thing which helped endear him to locals even when it ticked off the Joe Biden-led White Home).
It’s a soft-power lever that many international locations typically overlook. Japan’s not too long ago appointed ambassador to France, Hideo Suzuki, is amongst these paying consideration, racking up over 2 million views on a publish in French of him consuming a sugar waffle. “One wonders whether or not he’s the ambassador of Japan to France or the ambassador of France to France,” requested one consumer.
So diplomats, get your self a plushie, a pint – and a few enthusiasm for native produce. Fashionable diplomacy begins right here.
