Imperial Household Agency's Instagram Account Reaches Milestone, Focuses on Younger Audience

The Imperial Household Agency's official Instagram account achieved a milestone, reaching 2 million followers in the morning of July 3rd. The account's launch occurred in April 2024, and public interest has remained high since. However, the agency acknowledges a slower growth rate among younger followers. They are actively seeking new strategies to engage this demographic.

The Instagram account was created to increase public awareness of the activities of Emperor Naruhito and Empress Masako. Initially, there was a delay between events and posts, but the agency now aims for more timely updates, presenting content in a more immediate, news-like format.

While informal content, such as candid photos, often receives high engagement, official activities also attract significant attention, particularly through short video formats. The most popular reel, as of the account's first anniversary, featured the Imperial Couple watching a volleyball match, garnering approximately 5.5 million views. A tea party with recipients of the Order of Culture also proved popular, with around 3.3 million views. This event included Princess Aiko, Crown Prince Akishino, Crown Princess Kiko, and Princess Kako.

A key objective for the agency's social media presence is to cultivate interest in the Imperial Family among younger generations. After a year of operation, only 16.1% of followers fell within the 13-34 age range, a slight decrease from the 17.3% recorded at the six-month mark. Women constitute the majority of followers, accounting for 66.8%.

A senior official emphasized the importance of sustaining the initial interest and adapting communication strategies for the second year. The agency has significantly increased its public relations budget for fiscal year 2025, allocating approximately 27 million yen. This funding will support video production outsourcing, expert consultation, and strengthening the agency's PR infrastructure. The agency also plans to broaden its coverage to include the activities of other branches of the Imperial Family.

The agency also follows foreign royal families upon request. As of the end of June, mutual follows were established with the royal families of the Netherlands, Luxembourg, Spain, the United Kingdom, and Sweden. The connection with the Swedish royal family was initiated following King Carl XVI Gustaf's visit to Japan for Expo 2025 Osaka, Kansai, which included a dinner with the Emperor and his family at the Imperial Palace.