TOKYO - Companies and industry groups in Japan are increasingly creating commemorative days to boost consumption and raise awareness of their products and causes.
Such days provide annual opportunities to launch promotional campaigns and events to generate publicity by getting large numbers of people involved.
A steady stream of new commemorative days has been created this year, many tied to number-related wordplay or historical milestones.
Nori-Japan, a Tokyo-based group promoting the health benefits of seaweed, designated Sept. 6 as "Black Seaweed Day."
The date is based on a Japanese wordplay linking the numbers 9 and 6 to the sounds "ku" and "ro," which together form the Japanese word for "black."
The group said the day is intended to showcase the value of high-quality nori seaweed.
On the inaugural day, Nori-Japan held an event at an outdoor plaza at Tokyo Tower, where visitors received free samples of nori, and food trucks served dishes made with the seaweed. Children also took part in a workshop on making rice balls.
The Asatanpaku Association, a Tokyo-based group that promotes the importance of consuming enough protein in the morning, has designated Sept. 3 as "Morning Protein Day."
The association's members include soy milk and cheese manufacturers. The date marks the anniversary of the group's founding the previous year.
Former figure skater Narumi Takahashi appeared as a guest at a ceremony announcing the new commemorative day, saying that having a commemorative day is very helpful for setting goals and that she wants to be even more conscious of consuming protein in the morning.
The Japan Anniversary Association certifies and registers commemorative days. Its secretary general, Tomoyasu Tamiya, said many are inspired by the appearance of numbers.
"One example is Nov. 11, which was designated 'Pocky and Pretz Day' because the four 1s resemble a row of sticks," Tamiya said, referring to the popular stick-shaped snack products.
More than 200 new commemorative days have been established annually in recent years.
"Like plants growing from seeds, commemorative days can grow and take root after they are established," Tamiya said. "One of the appeals is that a day can suddenly gain attention through trial and error."
Earlier this year, Carrier Japan Corp. announced that July 17 was officially recognized as "Air Conditioning Invention Day" by the Japan Anniversary Association.
The day commemorates the pioneering work of Dr. Willis Carrier, who invented modern air conditioning nearly 125 years ago. Carrier Japan is a part of New York Stock Exchange-listed Carrier Global Corp.
Carrier has launched a campaign in Japan to highlight the origins of air conditioning technology. The company created a special page on its website and placed advertisements on hand straps on trains in Tokyo and Osaka to promote the day.
"Air Conditioning Invention Day provides an opportunity to reflect on our origins and take pride in the invention that defines us, as well as in the value we have created together with society over time," said Mineo Maruyama, president of Carrier Japan.
