Keio Beauty Crowned 2025 Japan Ambassador’s Message to the World
At 6:00 p.m. on March 28, 2025, in Ebisu, Tokyo—
At the grand ballroom of The Westin Tokyo (in Meguro Ward), vibrant furisode (long-sleeved kimonos) were lined up like blooming flowers. On the stage under the lights stood 13 finalists. Behind them, the words “JAPAN AMBASSADOR” were prominently displayed.
This event is a project to select female goodwill ambassadors who will promote Japanese products, people, and culture both domestically and internationally. The Japan Ambassador serves as the “face” that conveys and speaks about Japan’s proud culture—such as craftsmanship, traditional arts, and advanced technology—to the world.
The selected candidates go through a preliminary training program called “OKEIKO,” and their ability to express themselves through speech, presentations, and Q&A sessions with judges is put to the test.
Standing at the top was Yumino Kada (20), a second-year student at Keio University. She is a current university student with a global perspective, having lived in five countries including the United States.
“A Time When I Couldn’t Feel Proud”—That Was the Starting Point
Tears welled up in her eyes the moment her name was called.
“Over the past two months, I’ve been steadily putting in small efforts, so when the results were announced, I was so overjoyed that the tears just came. It was a moment when I truly felt from the bottom of my heart, ‘I’m so glad I worked hard.’”
In the opening appeal speech, she lightened the atmosphere of the room by greeting the audience in four languages.
“Good evening, Xin Chao, Sawadee ka, Konbanwa!”
With a unique self-introduction that blended English, Vietnamese, Thai, and Japanese—the languages of the countries she has lived in—she cleverly captured the audience’s attention. That very first line reflected her creativity and determination.
“I wanted to make the speech more unique and grab the audience’s attention, but also help ease my own nerves.”
Having lived in five different countries, viewing Japan from the outside came naturally to her. However, through that experience, she began to feel a certain sense of discomfort.
“I realized that very few people actually know the true culture of Japan. Of course, sushi and anime are well-known, but that’s not all there is. And yet, even I couldn’t explain it properly. Despite being Japanese, I realized how little I knew about Japan myself, and that’s when I felt, ‘I want to learn more.’”
Her motivation to apply stemmed from a desire to face that discomfort head-on. When asked whether she felt pressure from holding the title of Japan representative, she said:
“Of course, there’s pressure. But more than that, I see it as a great opportunity. I believe Japan’s charm isn’t just in traditional culture—it’s also in the spirit and values of its people. I want to share that while staying true to myself. I’ll give my all so that people will think, ‘I’m glad Yumino Kada is representing Japan.’”
The words she spoke on stage—“I want to change Japan”—were deeply rooted in that very experience.
“The truth is, there was a time when I couldn’t feel proud of being Japanese. I went through painful experiences and faced prejudice simply because I was Japanese. But that’s exactly why I now feel the need to share Japan’s true appeal. As a ‘Japan Ambassador,’ I want to be a bridge between Japan and the world. I want to convey what our generation can do to make Japan a better place.”
By change, she didn’t mean sparking a revolution. It meant delivering the lesser-known aspects of Japan to the world, one by one. That quiet resolve was reflected in every word she spoke.
Her Goal: Shohei Ohtani — Becoming Someone Who Reaches the World Through Hard Work
“I started windsurfing after entering university.”
It’s a sport that glides across the surface of the sea. Success depends not only on an instinct for reading the wind and waves, but also on steady strength training and repeated practice. Precisely because she started with no prior experience, the difference made by effort becomes all the more apparent in this world.
“Many people start this sport in university, so how much effort you put in directly affects the results. I’m the type who improves through hard work—the more I do, the more I feel the progress—and that’s what has kept me going.”
Her role model as a fellow hard worker is Shohei Ohtani (30), the MLB star who plays for the Los Angeles Dodgers.
“There are two reasons why I look up to him—first, because he’s someone whose hard work is universally recognized. I also want to value the power of daily effort.”
The second reason, she says, lies in his character.
“He’s loved both in Japan and abroad, right? I think it’s because he holds dear the spirit of being Japanese. I want to become someone who can also naturally share the charm of Japan in that way.”
During the selection process for the ambassador program, she managed her social media updates and presentation preparation alongside her club activities. Looking back with a laugh, she says, “It was tough,” but her calm demeanor reveals a quiet belief: true effort doesn’t need to be shown off.
“Food culture is the charm of Japan that I want to convey.”
She is serious and hardworking. Even so, she has a side to her that is typical of a modern university student.
“Recently, I’ve gotten really into cafe hopping! I love cafe lattes, so I enjoy seeing the differences in latte art and the atmosphere of each shop. The other day, I had a jet-black latte made with ink. The visual impact was incredible, but it tasted great too!
Also, I’ve recently become hooked on ‘tsumami zaiku’ (a traditional Japanese art of fabric folding). When I had my coming-of-age ceremony, my mother made a hair accessory for me using leftover kimono fabric, and I was so happy with it. I decided to try it myself, and I ended up getting totally addicted. Recently, I made a hair accessory for my sister’s graduation ceremony using fabric from her furisode and gave it to her as a gift.”
Then, she smiled softly and said, “The people who were the happiest when I became an ambassador were my two grandmothers.”
“They cried and said, ‘Now I have something to leave behind,’ but then immediately laughed and said, ‘I still have to live a long time.’ Their words actually encouraged me.”
Her thoughts on Japaneseness are as follows:
“Japan is an island country with abundant nature. I find it fascinating how, while making use of the blessings of nature, a food culture with good nutritional balance has developed.”
As for her vision of herself five years from now, she concluded with these words:
“I want to spread Japanese food culture to more people. I hope to engage in activities that provide health support, especially using fermented foods, to people around the world, particularly those in developing countries and impoverished communities within Japan.”
With her quiet but certain steps toward the future, as a Japan Ambassador, we quietly place our expectations on her.
Interview and text by： Dai Matsumoto Photographs： Shu Nishihara
