Doraemon & Co set to promote hip Japan

TOKYO: Japan's grey-suited bureaucrats have teamed up with a blue cartoon cat and Tokyo fashionistas sporting 'Gothic Lolita' urban chic in an official drive to promote hip Japan around the world.

Long famed for its cars and high-tech goods, the world's number two economy has stepped up an official campaign to promote its cultural offerings, from Tokyo city wear to video games and award-winning animation films.

Prime Minister Taro Aso - an avowed fan of Japan's manga comics -- has thrown his enthusiastic support behind the drive to earn hearts, minds and hard cash by promoting the soft power of "cool Japan" overseas.