U.S. Embassy Tokyo
Bringing Public Diplomacy to Life
In 2026, the United States marks its 250th anniversary, and U.S. Embassy in Tokyo is marking the occasion with a year-long public diplomacy campaign designed to strengthen the U.S.-Japan relationship for a new generation. The challenge: unify branding and messaging across dozens of Embassy events and initiatives throughout Japan by engaging target audiences in both English and Japanese.
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Agenda supports the Embassy’s Public Affairs Section with the creative backbone of that campaign. We're developing themed variations of the mascot character named Spark that is being used across dozens of commemorative events – ranging from cherry blossom viewing to professional sports games to Formula 1 races – alongside animated videos, a short campaign theme song, and a bilingual content series spotlighting 100 milestones in U.S.-Japan diplomacy.
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Every asset is built to adapt across social media, digital and static signage, and physical keepsakes alike, all grounded in a consistently recognizable style that scales across the Embassy's public-facing work.
Some anniversaries are merely observed. Agenda is helping bring this one to life and looking forward to the next 250 years of the U.S.-Japan relationship.
Other missions.
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Capabilities
Advancing objectives requires a dynamic skillset that includes planning, market research, target audience analysis, opposition analytics, digital and traditional deployment strategies, key messaging, creative multimedia assets, deployment strategy, and rapid refinement. This comprehensive approach drives everything we do at Agenda.
Missions
From government and defense to energy and civil society, we leverage integrated communications to help clients navigate complex challenges. Explore our featured projects to see how we help clients achieve their objectives and maximize their impact.