Usually, it takes a star of the calibre of Nicole Kidman or George Clooney to grab the attention of the world's press. But a strange thing is happening in the DWP press office in Whitehall.

Tens of journalists, from Japan, Germany, the Czech Republic and Pakistan - to name but a few - have been calling up in their droves, desperate to interview Jobcentre Plus staff and see the new-style Jobcentres for themselves.

Apparently, they've been drawn here by the UK's enviable record for having the lowest unemployment level in the industrial world.

"We've dealt with loads of journalists from all over the place, but they have all had quite similar questions," explains DWP press officer Sam Harris. "Many countries are looking to set up a similar system to the one we currently have here, so the journalists are keen to see for themselves how a combined approach towards benefits and employment actually works."

In Germany, for example, there are currently plans afoot to bring together the benefits and employment services into one single organisation, and to encourage the private sector to participate as well.

The latest German journalist to make the pilgrimage to the UK was given the standard tour of a Jobcentre Plus office in London, then sent south to see one of the privately-run Working Links initiatives being run in Brighton.

"Many of the journalists we're seeing tell us that Jobcentre Plus is seen as the perfect model abroad," says Sam. "It's nice to hear, because success doesn't seem to go down quite as easily here."

On one visit, Sam had to escort an eight-strong Japanese film crew around as they visited a local Jobcentre Plus centre, interviewed some jobseekers, then spoke to Nick Brown, the Minister for Work. "They were very polite, which is probably not the first word that generally springs to mind when talking about journalists."

But even a whole day's footage of Jobcentre Plus wasn't enough for the Japanese press, who have been back for a number of subsequent visits. Sam's fellow press officer, Anthony Wright, has also shown his fair share of foreign journalists around.

"The Japanese journalists I showed around were really interested in the customer service standards in place at Jobcentre Plus," he says. "In particular, they wanted to hear about the mystery shoppers that Jobcentre Plus employs to make sure that the service the customer receives is the best it can be. They said that services in Japan are designed for the people who provide them, not the people who use them."

When they're not admiring the airy atmosphere or marvelling at the customer care, the New Deal is another favourite subject with foreign journalists. "We get lots of questions about New Deal because outside the UK it's seen as the model to follow" says Anthony. "Even though many countries are thinking of moving towards a more active approach, at the moment it's all still very passive. Probably the one comment that we hear the most is that 'this is what we should be doing at home.'"

But as if the acres of newsprint and TV footage around the world isn't enough, Jobcentre Plus is even making a name for itself in the movies. "A little while back, we were contacted by a Bollywood film company who wanted to shoot a few scenes at the local Jobcentre Plus in Southall," says Anthony. "They said they wanted to encourage their British-based fans to use the service." Permission was granted, so watch out for Jobcentre Plus coming to a big screen near you and watch out, Catherine Zeta Jones. With this level of popularity, Jobcentre Plus is quickly becoming the most famous British export around.