Brand endorsement is a big thing in Japan, and many companies and organizations appoint celebrities and famous personalities to promote their products, services and campaigns. More often than not, these famous faces appear not only on billboards and commercials, but also on limited-edition campaign goods such as collectible postcards and plastic folders that consumers can receive by participating in the campaigns.

Fans would rush to get their hands on these limited freebies featuring their favorite stars, but as always, if there’s a face on it, there’d be trolling. Some Japanese youths have found some ingenious ways to “use” these Yuzuru Hanyu and Miliyah Kato plastic folders, check them out after the break!

Figure skater Yuzuru Hanyu has been a media darling since he cinched the gold medal at the 2014 Sochi Olympics. With such a glamorous title under his belt, not to mention the stunning results he has been consistently producing since the Olympics, Hanyu’s popularity has attained a new high and it’s no surprise that the young medalist has been appointed as the face for several brands, including major confectionery maker Lotte’s line of Ghana chocolates.

In a recent promotional stint, fans were tempted with these Yuzuru Hanyu plastic folders that came free with purchase of the brand’s chocolates.


There’s no doubt that many fangirls were delighted with this wonderful chance to get both chocolate and Yuzuru Hanyu goods at the same time. Amidst the fangirling, Twitter user Hikarin (@7hi2) made this eye-popping discovery:

▼ Anyone can be Hanyu now!

We don’t know what these girls were doing with the files that led to such a discovery, or if the makers had secretly implanted such an intention when they were designing the files, but that certainly made us look twice!

The Ghana campaign was more or less targeted at Yuzuru Hanyu fans, and there was a criteria of purchase in order to get one of those plastic folders so there wasn’t as much trolling going on since the fangirls probably swept up all the stocks before the trolls stepped in.

Pop singer Miliyah Kato, who was appointed as a spokeswoman for a government-run campaign, too, had a plastic folder with her face printed on it, but it suffered more from the trolls because the folders were mass-distributed to students in an attempt to get the campaign message across.


The campaign was meant to encourage students to speak to an adult if they know that their friend is facing troubles that they personally might have difficulties speaking about, such as bullying or domestic violence.

In order to reach out to the students, plastic files with the campaign ambassador’s portrait and handwritten message printed on them were given out at schools, and some students ended up had a fun time with their freebies instead…

▼ Decorating the school with it.

▼ The inevitable.

▼ It seems some kids needed a book cover more than a file.

▼ We can’t tell if this guy’s a hardcore troll or a hardcore fan for wanting to use tissues dispensed out of Miliyah Kato’s mouth.

▼ Among all the forms of trolling, cut-outs got the most laughs out of the youngsters.


Seems like things don’t always turn out pretty for campaign ambassadors even if they’re endorsing a good cause. Among us, Mr. Sato probably has the highest odds of having his face printed on some merchandise or getting a chance to endorse some quirky campaign. I’ll make a note to ask him about his thoughts on getting his fan goods manipulated, should the day ever come.

Source: Zhaizhai News
Images: Twitter (@7hi2), gov-online.go.jp