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
Japanese ninja certification exam attracts 131 candidates from Japan and abroad
Japan announces sudden 500-percent increase in visa fees for foreigners entering the country
Japanese sweets brand creates new drinkable Cigare and we’re totally here for it
“Phantom Egg Shop” opens in Japan, with a dozen rare Japanese varieties
Studio Ghibli store Donguri Republic announces opening of first-ever store in America
Japanese ninja certification exam attracts 131 candidates from Japan and abroad
Japan announces sudden 500-percent increase in visa fees for foreigners entering the country
Japanese sweets brand creates new drinkable Cigare and we’re totally here for it
“Phantom Egg Shop” opens in Japan, with a dozen rare Japanese varieties
Studio Ghibli store Donguri Republic announces opening of first-ever store in America
Starbucks Japan releases new Frappuccino, tea and soda drinks for summer
Ginza Happo: One of Tokyo’s best all-you-can-eat seafood restaurants is an extreme buffet affair
Japanese merry-go-round has heartwarming backstory, is one of the best rides in Japan
7-Eleven Japan vs Family Mart: Who has the biggest convenience store cookie?
Japanese sweets shop sells an ohagi so exquisite it sells out by noon
Forget Tokyo go-karts – there’s a new way to sightsee on four wheels in Japan
7-Eleven Japan to start selling Vietnamese banh mi sandwiches this summer
Tokyo’s life-size Gundam is getting a new look before its end-of-summer removal
Starbucks Japan releases new limited-edition summer drinks…and a pastry for dunking
New Japanese overnight train coming to connect Tokyo with Tohoku in sleep-travel style
Uniqlo reveals third round of massive 100-year-anniversary manga T-shirts for Jump’s Shueisha
Even at twice regular Daiso price, this handy item is still great for summer travel in Japan
New official Ghibli anime food cookbook will teach you how to make Ponyo’s ramen and more
Japanese convenience store Lawson launches new “mini supermarket” chain, L Minimart
Japan’s real-world Pokémon hot spring’s first photos are here![Photos]
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
Starbucks Japan releases new sakura goods and drinkware for cherry blossom season 2026
Japan’s newest Shinkansen has no seats…or passengers [Video]
Put sesame oil in your coffee? Japanese maker says it’s the best way to start your day【Taste test】
Japan reportedly adding Japanese language skill requirement to most common foreigner work visa
Japan’s 5.3 million beautiful Hitachi Nemophila flowers are now in full bloom[Photos]
Pokémon and Ikea Japan cross over into each other’s worlds with collaboration events
Starbucks Japan releases new Frappuccino, tea and soda drinks for summer
Ginza Happo: One of Tokyo’s best all-you-can-eat seafood restaurants is an extreme buffet affair
Japanese merry-go-round has heartwarming backstory, is one of the best rides in Japan
7-Eleven Japan vs Family Mart: Who has the biggest convenience store cookie?
Japanese sweets shop sells an ohagi so exquisite it sells out by noon
We invent ice slurry somen to combat the extreme Japanese summer heat【SoraKitchen】
7-Eleven Japan to start selling Vietnamese banh mi sandwiches this summer
Forget Tokyo go-karts – there’s a new way to sightsee on four wheels in Japan
Starbucks Japan releases new limited-edition summer drinks…and a pastry for dunking
Suspected Japanese ice cream cartel under investigation for price-fixing
Beat the heat with chilled Iekei ramen from Yokohama Iekei Ramen Ichikakuya
Japanese bento shop touches hearts by selling super cheap boxed lunches for around a dollar
100-meter tall Hello Kitty artwork appearing on Japanese Ferris wheel, jumbo Pompompurin nearby
Harajuku Custom Icees come to help Tokyo’s Takeshita Street stay cute and cool this summer