With the arrival of summer's heat, Tokyoites have started the one-year countdown to hosting the Olympic and Paralympic Games. Enthusiasm is now conquering initial skepticism, with more than 200,000 aspiring games volunteers against the goal of 80,000. In May, the first-round lottery for tickets had 5 million applicants.
The games offer a powerful marketing opportunity for the host nation. After the success of London 2012, Britain sharply improved its welcoming image, according to a global survey by national tourism agency VisitBritain. What soft legacy will mark Tokyo 2020?
