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.

As part of its 2014 Valentine’s Day campaign in Japan, Godiva asks customers to use good old facial language instead of fingers to send a message of love to their dear ones. The chocolate brand has teamed up with Saatchi & Saatchi Fallon Tokyo to let the traditionally reserved Japanese express their emotions freely and forget about common “poker face” expression at least for the festive period.

Nike is rolling out its first campaign dedicated to the Olympics 2020 that will be hosted by Tokyo in seven years. The idea behind the effort by Wieden + Kennedy Tokyo is that there’s much time left before the games launch, so we all have seven years to decide what our life will be like in nearly a decade. The campaign is running under the tagline “Nothing has been decided yet.”