Japan turns the calendar into a marketing tool

In Japan, companies and industry groups are utilizing the calendar as a marketing tool by creating commemorative days to boost consumption and raise awareness of their products and causes. These annual opportunities allow for promotional campaigns and events, generating publicity by engaging large numbers of people.

This trend has intensified throughout the year, with many new commemorative days being established. Some of these new days are tied to number-related wordplay or historical milestones. For example, Nori-Japan, a Tokyo-based group promoting the health benefits of seaweed, designated September 6 as "Black Seaweed Day." The date stems from a Japanese wordplay linking the numbers 9 and 6 to the sounds "ku" and "ro," forming the Japanese word for "black."

Nori-Japan organized an inaugural event at Tokyo Tower, offering free samples of nori seaweed and hosting a rice ball-making workshop for children.

Another group, the Asatanpaku Association, has designated September 3 as "Morning Protein Day." The association, composed of soy milk and cheese manufacturers, chose the date as it marks the anniversary of the group's founding the previous year. Former figure skater Narumi Takahashi, a guest at the ceremony, emphasized the usefulness of such commemorative days for setting goals and improving morning protein consumption.

The Japan Anniversary Association, which certifies and registers these days, notes that many people are drawn to the days due to the appearance of numbers. Tomoyasu Tamiya, the secretary general of the association, cited the example of November 11, which was named "Pocky and Pretz Day" due to the resemblance between the four 1s and a row of sticks.

Other notable examples include July 17 being officially recognized as "Air Conditioning Invention Day" by the Japan Anniversary Association. This day commemorates the invention of modern air conditioning by Dr. Willis Carrier, nearly 125 years ago. Carrier Japan, a subsidiary of New York Stock Exchange-listed Carrier Global Corp., launched a campaign to highlight the origins of air conditioning technology.

The company established a special website page and placed advertisements on train hand straps in Tokyo and Osaka to promote the day. Carrier Japan's president, Mineo Maruyama, encouraged people to reflect on the invention's origins and the value it has brought to society.