Western branding affected the whole world, but nowhere it received as bright expression as in Japan. In the 1980s marketing passion captured Japan and damaged everything that was possible: morality, traditions,  demography. It has resulted in an appearance of many fashion subcultures that still have huge popularity. But the wind has changed, and now we can see how much crazy fashion energy of Japan influences on the rational Western world. Today talk is about subculture Gyaru.

Most social networks help people to close themselves: typical photos, common trends, minimum words. The same happens in digital marketing: effective promotion, an endless number of likes and nobody can even recall what product it was for. But even digital part of Universe has an absolute harmony and the role of savior from this sand castle system plays YouTube.