Japan's Kyoto city is offering free public transport and entry to tourist attractions for the next 11 days to anyone wearing a kimono.
The scheme is a bid to promote the traditional costume, which most people now only wear on special occasions.
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For those without a kimono, they can be hired for 3,000 yen ($28) a day, said Ami Tsujii, a Kyoto official in charge of promoting traditional industries.
Some 20 tourist attractions will be offering free entry, including Nijo Castle, Kyoto Tower and some museums.