How does one become a kawaii ambassador?

Im just confused as to how the kawaii ambassadors are chosen? I mean, are they elected, do people submit them, or are they chosen by popularity? Do you have to have certain aspects? Age limits? Have to know certain languages? Im so confused because all these amabassadors keep coming out of the woodwork and I've no clue as to who they are :(

(Also I secretly want to be one ;33 )