Japanese city, citing ‘changing times,’ to recruit those of any gender for ‘princess’ ambassador roles

japanese princess tourism ambassadors
  • An annual contest held in the Japanese city of Kashihara that originally recruited single women to become tourism ambassadors, or “princesses,” will drop its gender and single-status requirements this year.
  • Kashihara’s tourism board has decided to keep the role’s title, “Princess Sarara,” but it will now consider all non-high school students who are aged 18 or older and reside, work or study in Nara Prefecture “in consideration of the changing times.”
  • “Princess Sarara,” known as “Uno no Sarara” in Japanese, refers to the name of Empress Jitō before she became Japan’s 41st imperial ruler in 686.
  • Among the constest’s competitors, three people will be recruited to take on roles at various events for approximately 30 days.

An annual contest held in the Japanese city of Kashihara that originally recruited single women as tourism “princesses” will drop its gender and single-status requirements later this year.

The Kashihara City Tourism Association in Nara Prefecture has decided to keep the role’s title, “Princess Sarara,” but it will now consider all non-high school students who are over the age of 18 and reside, work or study in Nara Prefecture. Applicants will no longer have to meet the single-status requirement as well. The tourism board said they made the change in “consideration for the changing times.”

“We hope many people, regardless of gender, apply for the role so that we can spread awareness of the city’s attractions,” said a board official, according to Kyodo News.

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The role’s title was previously referred to as Kashihara Campaign Lady; however, this was changed in 2009. The new title, known as “Uno no Sarara” in Japanese, was inspired by Empress Jitō’s name before she took the throne in 686. Empress Jitō was the 41st imperial ruler of Japan, and she oversaw the construction of the area that would eventually become known as modern-day Kashihara. 

Applications for the tourism ambassador role will close on May 6. Only three people will be chosen to work at various events for approximately 30 days.

Feature Image via Kashihara City Tourism Association

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