Japan Has a Holiday for Everything, Including Drinkable Olive Oil
Inside a marketing office in Osaka, on November 11, 2012, a small crowd watches a counter climb. It is counting mentions of Pocky on Twitter (formerly X). By midnight, it reaches 1,843,733, enough for Guinness World Records to certify the most mentions of a brand name on the social media site in a single day. […] The post Japan Has a Holiday for Everything, Including Drinkable Olive Oil appeared…
On November 11, 2012, a small crowd gathered in a marketing office in Osaka to witness a counter reaching a record-breaking number of mentions for a brand name on Twitter. By midnight, the counter hit 1,843,733 mentions for Pocky, earning Guinness World Records certification. This practice of creating commemorative days surrounding food and brands dates back to 1999, when Pocky sticks were observed for their resemblance to ones, leading to the creation of Pocky & Pretz Day.
The Japan Anniversary Association, founded in 1991, maintains an official register of these commemorative days, with companies, industry cooperatives, or even individuals submitting applications for registration. The association charges a fee of ¥200,000 for registration, allowing the date to be cited in press releases, signage, and marketing materials.
As of May 2018, the register contained 1,904 entries, with approximately 200 new registrations added annually. This commercial system adds another layer to the Japanese habit of associating food with specific dates, making it easier for companies to promote their products on designated days.
Written by urgent.news from Tokyo Weekender's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
