How to Promote Japan to the World with a National Budget
Becoming a Bridge Between Japan and the United States
Yuko Kaifu
Director of JAPAN HOUSE Los Angeles
What Are the Challenges Facing JAPAN HOUSE?
“Having worked here for more than seven years now, I feel that the foundation has been laid. When I used to hand out my business card and visit places, people would ask, ‘Where are you from?’ But now, more often than not, they say, ‘I know it,’ or ‘I’ve been there.’ I feel a real sense that our name recognition has grown. JAPAN HOUSE Los Angeles is the only one of its kind in North America. Going forward, I’d like to continue raising awareness not only in Hollywood but across the United States. We’ll need to be creative with our budget—organizing events both online and in various regions—to further promote Japan,” says Ms. Yuko Kaifu, Director of JAPAN HOUSE Los Angeles, with conviction.
JAPAN HOUSE is an initiative established by Japan’s Ministry of Foreign Affairs as part of its strategy to strengthen international outreach. It has three locations around the world—São Paulo, Los Angeles, and London—designed as global hubs to showcase the many facets of Japan’s appeal. JAPAN HOUSE Los Angeles opened its gallery and shop in December 2017, followed by a full opening in August 2018.
This is not a museum. Funded by Japan’s national budget, it is a strategic facility that communicates Japan’s appeal across a range of fields—including culture and economy—as a form of cultural diplomacy.
“A national budget means it’s funded by taxpayers. We are entrusted with public funds, so we must not waste them. Our mission is to create something truly meaningful and produce results within a limited budget,” Kaifu explains. “We work with a strong awareness of KPIs (Key Performance Indicators).”
KPIs are metrics used to measure progress toward ultimate goals. Kaifu passionately elaborates on both quantitative and qualitative KPIs. “For example, the number of visitors is a quantitative KPI—it’s expressed in clear numbers. On the other hand, qualitative KPIs refer to performance that can’t be measured numerically, such as customer reviews, visitor satisfaction, how our events contribute to a better understanding of Japan, and what kinds of relationships are formed as a result. We aim to enhance both.”
As a female leader shouldering great responsibility, Yuko Kaifu continues to thrive in her role. What kind of life journey led her to where she is today?
Adolescence with an Eye on the International Stage
Yuko Kaifu was born in Kobe. Her father, after leaving a trading company mid-career, became an entrepreneur and launched a variety of businesses—including a bookstore, pharmacy, and music school. Her mother, originally an elementary school teacher in Kumamoto, left her position to support her husband’s ventures. From Kaifu’s perspective, both parents were “always busy,” and family days off together were rare. As the eldest of four siblings, she was already preparing dinner for the family by the time she was in the upper grades of elementary school.
Her father’s creativity and his ability to turn ideas into actual businesses were remarkable, but even as a child, she began to feel a distaste for how business often blurred the lines between personal and professional life. “Watching my mother work, I never developed the sense that a woman’s happiness should be found only in the home,” she reflects.
Although she attended a private kindergarten, her entire education from elementary school through university was at public institutions. During junior high, she neither liked nor disliked studying—what truly captivated her was volleyball, heavily influenced by the anime Attack No. 1. “I just loved running to chase down the ball,” she recalls. In her first year of junior high, she quickly became a regular member of the team. However, her talent made her stand out, and by her second year, she became the target of bullying within the club.
Rather than enduring it, she made the decision to quit the team by the end of her second year. “I just felt like, ‘That’s enough.’ I tend to make decisions quickly,” she says. There has always been a calm, rational side to her—one with a broad perspective. She didn’t attend cram school, choosing instead to study for entrance exams on her own. She recalls being aware even then of her strength in English.
She went on to attend Kobe High School, one of the top academic schools in Hyogo Prefecture. Drawn to the light rhythm of the English language, she listened to music albums titled The World of Movie Music and enjoyed deciphering the lyrics. Through those lyrics, she imagined visions and landscapes she had never seen before, and her interest in foreign countries steadily grew.
Eager to study abroad, she eventually gathered the courage to ask her parents. Her conservative father, however, firmly rejected the idea, saying, “I can’t let you put yourself in danger.” Her dream was not realized at the time—but the more she was opposed, the more her desire deepened. The wish to engage with the international community took root and matured inside her.
After graduating high school, she entered Nara Women’s University. Her mother, who had once worked as a teacher, had long admired two top institutions for training educators: Ochanomizu University in the east, and Nara Women’s University in the west. She was delighted to see her daughter fulfill the dream she herself could not. Kaifu chose the university partly because, although she wasn’t allowed to live away from home, she wanted to go somewhere as far as possible while still commuting. The long commute never bothered her. One-way, it took 1 hour and 40 minutes. “But that gave me more time to read,” she says with a smile.
She enrolled in the Faculty of Letters, majoring in Sociology. Although the university was known for training educators, Kaifu says she had a “contrarian personality” and deliberately chose not to obtain a teaching license. One class she still remembers vividly was taught by a professor in the English Department, infamous for being tough on students. On the first day of class, he asked, “Are there any non-English majors among the 50 students here?” She raised her hand—only one of two to do so.
The professor continued, “This class is not easy enough for students outside the English Department to follow.” Far from being discouraged, her competitive spirit was sparked. Of course, she outperformed even the English majors and earned the highest grade in the class. Later, she and the professor developed a rapport and would chat about American literature outside of class. She’s the type who works relentlessly until she gains recognition—she never compromises. That mindset has undoubtedly been the foundation of her entire career.
Believing in the Power of “If I Try, I Can Do It”
After graduating from university, Yuko Kaifu took the entrance exam to join Japan’s Ministry of Foreign Affairs. Although she studied past exam questions on her own, she did not attend any specialized prep schools in Tokyo, so she had no idea how her skills compared until the actual test. Her parents apparently thought, “There’s no way she’ll pass,” but she believed in the mindset of “you won’t know unless you try.” She took the first part of the exam in Osaka, and the second part—interviews in both Japanese and English—in Tokyo. The result: she passed. Preparation breeds success. It was the moment her long-held dream of working in the international arena came true.
Here’s a memorable story from that time: when asked about marriage during the interview, she responded, “Marriage is not my priority. If someone comes along who can empathize with the way I work, then I’ll consider it.” This statement captures the strength of her resolve—a message that resonates powerfully with women navigating careers today.
Women face numerous obstacles in building a career: being a woman, frequent overseas assignments, balancing work with raising children, or caring for aging parents. The phrase “glass ceiling” has become almost cliché, yet still painfully relevant. Kaifu has pushed through these barriers and built a career of her own.
After joining the Ministry of Foreign Affairs, her overseas training assignment took her to Canada. She earned a Master’s degree from Queen’s University, and then worked at the Japanese Embassy in Ottawa as a political officer. Upon returning to Japan, she served in various departments at the Ministry of Foreign Affairs—including the North American Affairs Bureau, Economic Cooperation Bureau, Foreign Policy Bureau, and the Cultural Affairs and Exchange Division.
In 2001, she was posted to the Consulate-General of Japan in Los Angeles. By that time, she had two young children. Life was extremely hectic, but there was one rule she always kept: “I cook all the meals myself.” She spent half of her salary on hiring a babysitter just to make daily life work. While she had decided to take her children with her to Los Angeles, her husband also took a leave of absence from his job to accompany the family—a joint decision that made the move possible.
Afterward, she served as Deputy Director of the Japanese American National Museum and later worked in the public relations department at Union Bank, eventually leading her to her current position.
Encouraging More People to Take Advantage of JAPAN HOUSE
One lesser-known fact about JAPAN HOUSE exhibitions is that admission is completely free. What’s more, parking validation is available—another pleasant surprise. In the Ovation Hollywood building, levels B2 through 6 serve as parking garages, and with validation, you can park for up to four hours for just $3.
To date, JAPAN HOUSE Los Angeles has held 24 exhibitions. These fall into two categories: touring exhibitions that rotate among the three JAPAN HOUSE locations—Los Angeles, London, and São Paulo—and original exhibitions produced exclusively by the Los Angeles team.
Currently, the facility is hosting an original exhibition titled “NEO-JAPANISM”, part of NHK’s broader “New Japonism” project celebrating 100 years of broadcasting in Japan. The exhibition showcases Japan’s traditional culture—such as samurai imagery—through ultra-high-definition 8K 3DCG technology. It is divided into four main sections: “NHK and New Japonism,” “The World of the Samurai,” “Edo Period Paintings,” and “Cultural Assets and Architecture.”
A major highlight is the high-resolution 3DCG imagery of traditional Japanese castle architecture featured in NHK’s 2023 historical drama “What Will You Do, Ieyasu?” and a highly detailed 3D scan of the famed Chuson-ji Golden Hall. It’s a rare opportunity to view these digital reconstructions up close.
“I truly hope Japanese people here in the U.S. will come and experience it,” says Kaifu. “Our exhibitions typically run for three to six months. Starting in late September this year, we’re planning a new exhibition that highlights the art and craftsmanship of Japan’s realistic food samples. Please come visit—we look forward to welcoming you.”
Current Exhibition
NEO-JAPONISM / SAMURAI AND BEYOND: Visualizing Tradition through Technology
- Dates: February 14 (Fri) – September 1 (Mon), 2025 (scheduled)
- Hours: Weekdays 11:00 AM – 7:00 PM / Weekends 11:00 AM – 8:00 PM
- Admission: Free
- Location: JAPAN HOUSE Los Angeles, 2nd Floor Gallery
- Address: 6801 Hollywood Boulevard, Level 2, Los Angeles, CA 90028
Yuko Kaifu
Director of JAPAN HOUSE Los Angeles. Born in Kobe, Japan, and a graduate of Nara Women’s University. Earned her Master’s degree from Queen’s University in Canada. After joining Japan’s Ministry of Foreign Affairs, she served as a Consul at the Consulate-General of Japan in Los Angeles, Deputy Director of the Japanese American National Museum, and worked in Public Relations at Union Bank before assuming her current role. Though her career has spanned various fields, she has consistently pursued the mission of building bridges between Japan and the United States.
