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This news has to do with the new approach Japan is adopting to boost its slumbering economy. Japan has decided to use 'soft' power to bring about a boost in its economy, hoping to use its cultural products such as manga, anime and Jpop to attract increased exports from its country to others. Getting away from hard marketing, they hope with the large media influence and market Japan has in other countries, they would be able to inject a lot more funds into Japan's economy.
Part of the reason Taro Aso is doing this is in line with his strategy to "get closer to the people". He himself has proclaimed that he is somewhat of an otaku as he is very into manga and anime.
As you can see, a Prime Minister doesn't endorse celebrities without numerous political motivations.
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