In this book, I analyse how official cultural diplomacy (CD) activities and the narratives used to represent a nation in those activities are implemented in the field by local actors. I argue that during implementation, local actors, at times, use agency, and in a significant number of CD activities, the narratives and messages are modified when delivered to the audiences. In this sense, I analyse CD activities at the local level and the actions of local actors tasked with presenting and representing the nation to foreign audiences. In doing so, I present an argument centred around the central authorities’ expectations of how CD should be deployed abroad and how these activities and their narratives actually unfold in the field. I show that locals tend to alter and modify the expected narratives of central authorities when implementing CD activities in the field. As such, in this book, I explore how and why local actors alter CD activities and the narratives attached to them, and what the consequences of these alterations are. I answer those questions in reference to the Japanese case within Spanish-speaking audiences.