We can’t quite decide whether Japanese fashion giant Uniqlo’s latest promotional campaign is cute, empowering, or just plain silly.
We don’t envy advertisers sometimes. In a world where ads are everywhere and consumers are constantly on their guard, being tasked with making perfectly everyday products seem exciting and appealing to particular demographics can’t be easy.
But the promotional website and videos Japanese fashion retailer Uniqlo is currently running for its range of “bra top” vests, which purport to offer comfort and support even without wearing an actual bra underneath, might be trying just a little bit too hard to be taken seriously.
Titled “100 hito no mune, 100 no utsukushisa”, or “100 people’s chests, 100 types of beauty”, the website features images of chirpy, good-looking women going about their day in a lifestyle magazine-esque world while holding up doodles of their own breasts and saying things about them.
▼ Looking pleased with her pair
▼ Heart-shaped nipples are all the rage these days
▼ This woman looks thrilled to have finally shared her terrible secret…
▼ Star-shaped nipples are also popular
While the doodles themselves are undeniably cute, some of the videos that accompany the images border on the ridiculous, with many of the women shown doing everyday activities while laughing at nothing in particular, almost as if to say that Uniqlo’s bra tops make trivial things possible in ways like never before.
▼ Do you have boobs? “Sleep”, “Cooking”, “Cafe” and more are completely possible while wearing these tops.
We’ll leave you with a sample of the videos that are currently up on Uniqlo’s site. Some are definitely cuter than others, while others are seemingly straight out of an advertising company’s “feel good” folder and bursting with cheese. Still, at least they’re entertaining!
▼ “I can sing in a loud voice, move around…”
▼ Despite seeming very happy, this lady claims to hate her breasts.
▼ Didn’t we tell you heart-nipples were popular?
▼ This lady takes her breasts to the woods for a laugh
Let’s just be thankful that this wasn’t a campaign for men’s underpants. The drawings alone would have been horrific…
Source/images: Uniqlo
Highest Starbucks in Japan set to open this spring in the Tokyo sky
Survey finds that one in five high schoolers don’t know who music legend Masaharu Fukuyama is
“Let’s Speak North Korean!”
Japanese Prime Minister once criticized deploying military to fight Godzilla
Foreign tourists in Japan will get free Shinkansen tickets to promote regional tourism
Highest Starbucks in Japan set to open this spring in the Tokyo sky
Survey finds that one in five high schoolers don’t know who music legend Masaharu Fukuyama is
“Let’s Speak North Korean!”
Japanese Prime Minister once criticized deploying military to fight Godzilla
Foreign tourists in Japan will get free Shinkansen tickets to promote regional tourism
Saitama is home to the best strawberries in Japan that you’ve probably never even heard of
Anime holy ground – A visit to the real-world location of Look Back【Photos】
Support Japan’s real-world Totoro Forest with special Studio Ghibli collection
Tokyo Skytree turns pink for the cherry blossom season
Mr. Sato taste tests not only the original takoyaki, but its predecessor, radioyaki, in Osaka
The 10 most annoying things foreign tourists do on Japanese trains, according to locals
Starbucks Japan releases new sakura goods and drinkware for cherry blossom season 2026
Naruto and Converse team up for new line of shinobi sneakers[Photos]
Is Sapporio’s Snow Festival awesome enough to be worth visiting even if you hate the snow? [Pics]
Japan has trams that say “sorry” while they ride around town…but why?
Sakura Totoro is here to get spring started early with adorable pouches and plushies
Poop is in full bloom at the Unko Museums for cherry blossom season
Shibuya Station’s Hachiko Gate and Yamanote Line stairway locations change next month
Japan’s new “Cunte” contact lenses aren’t pronounced like you’re probably thinking they are
Japan’s newest Shinkansen has no seats…or passengers [Video]
Foreigners accounting for over 80 percent of off-course skiers needing rescue in Japan’s Hokkaido
Super-salty pizza sends six kids to the hospital in Japan, linguistics blamed
Starbucks Japan unveils new sakura Frappuccino for cherry blossom season 2026
Take a trip to Japan’s Dododo Land, the most irritating place on Earth
Is China’s don’t-go-to-Japan warning affecting the lines at a popular Tokyo gyukatsu restaurant?
Survey asks foreign tourists what bothered them in Japan, more than half gave same answer
Japan’s human washing machines will go on sale to general public, demos to be held in Tokyo
Starbucks Japan releases new drinkware and goods for Valentine’s Day
We deeply regret going into this tunnel on our walk in the mountains of Japan
Studio Ghibli releases Kodama forest spirits from Princess Mononoke to light up your home
Major Japanese hotel chain says reservations via overseas booking sites may not be valid
Put sesame oil in your coffee? Japanese maker says it’s the best way to start your day【Taste test】
No more using real katana for tourism activities, Japan’s National Police Agency says
Saitama is home to the best strawberries in Japan that you’ve probably never even heard of
Anime holy ground – A visit to the real-world location of Look Back【Photos】
Support Japan’s real-world Totoro Forest with special Studio Ghibli collection
Tokyo Skytree turns pink for the cherry blossom season
Mr. Sato taste tests not only the original takoyaki, but its predecessor, radioyaki, in Osaka
20 things to buy at the Pokémon Center Mega Tokyo store
11 different ways to say “father” in Japanese
A trip to see the breathtaking mountain beauty of Nagano’s Kamikochi【Part 2】
We tried six Japanese burger chains’ coffee to test the state of fast food coffee in Japan[Taste test]
What does “Konnichiwa” really mean? Understanding Japanese greetings
Japan’s new Pokémon donut treat marks Ditto’s Mister Donut debut!
Japan’s most famous Mt. Fuji view park cancels cherry blossom festival because of overtourism