Land of the rising email

Japan's premier is a lion among politicians

Special report: Japan
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It is a funny old world. In the United States, crucible of the information revolution, online magazines linked to the internet, like Suck and Feed, have been falling like flies in recent weeks. In Japan it is different. A weekly magazine taking subscriptions by email was started a fortnight ago. Already, it has over 2m subscribers, giving it some claim to be the fastest expanding magazine in history. What makes it more interesting is that it is not a soft-porn magazine but a political one. More than that, it is the weekly email magazine of the prime minister. To understand the significance, one would have to imagine Tony Blair starting a magazine with similar success (as a public-private partnership, of course). It would be less a case of bringing on New Labour than of bringing on the smelling salts.

The magazine is called "Lion Heart" after the tousled mane of Japan's charismatic new premier, Junichiro Koizumi. This will come as a shock to those who associate the Lion Heart with chain mail rather than email, but it is proof enough that something highly unusual is happening in Japan. It may be overstating it to say that politics is the new rock'n'roll over there, but prime minister Koizumi is certainly getting to parts of the electorate that other politicians can't reach. His message of "No pain, no gain" as he sets about his long overdue economic reforms is a welcome antidote to the pork-barrel politics that the Liberal Democratic Party normally employs. At Sunday's assembly poll, over 50% of eligible voters cast their votes compared with only around 40% in the 1997 election.

It remains to be seen whether Mr Koizumi's fame turns out to herald something startlingly new - like the death of cynicism in politics - or just another stopgap in the long list of prime ministers Japan has generated and then ditched in recent years. But western politicians would be well advised to keep a close watch: just in case.


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Leader: Land of the rising email

This article appeared in the Guardian on Wednesday June 27 2001 . It was last updated at 02.17 on June 27 2001.

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