Many tourism boards choose to focus on the locations and things to do rather than its habitants as a method of enticing visitors to a country.
Not so at the Japanese Tourism Agency, which is putting its faith in the people in its latest marketing campaign.
The idea is to showcase the culture, traditions and history of Japan from the perspective of its population rather than simply a fancy cascade of traditional tourism hotspots such as Mount Fuji and Tokyo skyline.
Unveiled on YouTube just a few days ago, Discover the Spirit of Japan has already managed to attract over 200,000 views.
Compare this to the likes of other tourism boards, such as VisitBritain and TourismAustralia, which have barely managed to push past a few thousand views on many of their clips in the past six months or so, and perhaps there's something to be said for avoiding the clichéd landmarks and focusing on the very thing that can leave a far more lasting impression on visitors.
Here's the clip: