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  • Japan's ‘enlightened generation’ are set to head abroad
  • Japan's ‘enlightened generation’ are set to head abroad
    Garry Knight, Creative Commons (2012) ©
CASE STUDY

Tobitate! Young Ambassador Programme: mobilising Japan’s ambivalent youth

Japanese Gen Yers are often called the ‘enlightened generation’. Yet while they’re more self-aware and less materialistic than their parents, they’re also more risk-averse. Can the Tobitate! Young Ambassador Programme convince them to leave the comfort of home and study abroad?