This study aimed to investigate the process of promoting attitudes acknowledging sexual and gender diversity. We interviewed 8 people who identified themselves as "allies” for sexual minorities. Allies are individuals who are members of a privileged social group who support and advocate for members of an oppressed group(Washington & Evans，1991). The interview questions were as follows：1）How has the image of sexual minorities changed after joining LGBT−related activities？ 2）What motivates you to participate in LGBT−related activities? Interview data were analyzed using the M−GTA. The process of promoting attitudes acknowledging sexual and gender diversity showed 9 concepts and the following 4 categories ; "Visualization and knowledge of LGBT+," "Personal and intimate relationship with LGBT+," "Inter−minority empathy," and "Joining LGBT+ activities." Compared with other studies done in the United States, Japanese allies did not show much desire to act in alignment with their deeply held principles and values such as justice, civil rights and religious / moral beliefs. Their desire was much more related to their personal relationships with LGBT+.