It seems to me the article is talking about typical rightwing political party PR

Strategies go like this: First they “create a market,” highlighting supposed “threats to Japanese traditions posed by globalization” and stoking anxiety, then “target clients” by identifying foreigners or global companies as adversaries, fueling conflict. Thirdly, they employ bold slogans such as “Don’t underestimate Japan” or “Japanese First” to advance “advertising strategies” by spreading these messages through social media and YouTube.

They then create a sense of “participation” by making supporters feel like they’re part of a movement with messages such as “the people are at the center” and present party memberships and donations as a form of personal expression. And finally, they solidify their support base by proclaiming the need to “restore Japan’s pride,” and make their political party into “a brand” by fueling patriotism.

The article gave me déjà vu. It reminded me of when I lived in Japan and I read English language news articles that were clearly translated from Japanese. Translators must have been told to keep the English as close as possible to the Japanese which isn’t a good plan considering the languages are so different. Phrasing of the text would be weird and sometimes I’d have to read a paragraph two if not three times to try to figure out the gist.

discriminatory and xenophobic language