One of Japan’s most iconic spots became the focus of the GREAT campaign this week.
Giant screens around the Shibuya Crossing in Tokyo were filled with images of the best of Britain and messages from Prime Minister David Cameron on Tuesday.
Culture Secretary Jeremy Hunt, a fluent Japanese speaker, launched the campaign alongside Japanese actors Masachika Ichimura and Anne Suzuki, who will be Goodwill Ambassadors for the GREAT campaign, and Olympian Saori Yoshida.
Shanghai in China will become the latest city to be targeted by the campaign today as Mr Hunt and Formula One racing driver Lewis Hamilton launch GREAT aboard a boat on the Huangpu river.
Residents of the city have also been given a chance to experience UK creativity and innovation at a two-day street exhibition.
Ninety million people in 14 major cities around the world are expected to see the GREAT campaign, Britain’s biggest ever international tourism campaign.
Launch events have also taken place in cities such as New York and Rio de Janeiro.