The article provides an analysis of Japan’s image that Tokyo was projecting in the countries of the West in the Meiji era (1868−1912), mainly on the eve and during the Russo-Japanese war. The negative character of Japan’s image in the West («yellow peril») was recognised as one of the major security threats for the country, especially in war conditions, and an energetic public relations campaign was launched to improve it. The article explores the core elements of this «constructed image» and image-making techniques. Finally, it considers the implication of the ambition to create this «desired» image for Japanese foreign policy.