I love New Tokyo: Questioning contemporary urban identities of Tokyo and their potential for sustainable urban regeneration

Based on the example of the 'I Love New Tokyo' advertising campaign this article shows how developers are decisively involved in forming and utilizing contemporary urban images of To-kyo. The question whether the projected image of ¡°New Tokyo¡± can form a valid strategy for sustainable urban regeneration of Tokyo or whether the chosen one-dimensional approach diminishes the potential that lies with the multiplicity of Tokyo.s identities is raised. Starting from the ¡°other Tokyo¡± (Radovic, 2008) that takes the puzzle of locales and cultures as a topic for discourse and contributes to forming a counter image of the global city, it aims to highlight the potential within the existing fabric for true urban renewal.