British brands celebrated in Tokyo on Tuesday (July 23), the day after the birth of a baby boy to the Duchess of Cambridge in London.

The child is now third in line to Britain's throne.

At a British brand specialty store in central Tokyo, well-wishers were joined by representatives from the UK's tourism promotion authority and staff from Britain's Virgin Atlantic airline to celebrate the birth.

The Japan country manager for Britain's tourism promotion authority said the news could boost tourism to the UK.

"I caught it on the (Japanese) news last night when the news was she went into labour, and then again on the breakfast news this morning when the news broke, so it's obviously something that's very close to the Japanese because it's been covered across the news. We'd love to welcome any Japanese people to come and see Britain for themselves," Visit Britain's Ashley Harvey said.

Presented by Adam Justice