Participants are being warned that “breasts may be touched inadvertently during the measuring process“.

Japanese marketing campaigns are known for making even the most ridiculous dreams a reality. After seeing undress-the-anime-girl marketing campaigns and breast fortune-telling promotions, we thought we’d seen it all but it turns out we were only scratching the surface because now there’s an event where people can get their breasts measured by a handsome Japanese celebrity.

The hands-on event will be held at the fashionable 109 shopping mall at Shibuya in Tokyo this weekend, with Japanese actor and singer Takayuki Yamada in charge of bust measurement as part of a promotion for Co-medical’s range of Funwari Room Bras.

Since the event was announced, some online sceptics have been questioning whether this might be a bad move for the award-winning actor, who became well-known following his lead role in 2005’s box office hit Densha Otoko. However, despite initial disbelief that the star would really be lending his services to such a potentially controversial initiative, the majority of reactions online have been surprisingly positive.

The marathon event will see 34-year-old Yamada measuring participants’ busts from 10:30 a.m. to 5:00 p.m., and men are also welcome to take part, as long as they are accompanied by at least one woman. Advertising for the promotion describes it as: “An event where Takayuki Yamada will be earnestly measuring the bust size of customers in succession from 10:30 a.m. to 5:00 p.m.”

Further details reveal that Yamada will be measuring the underbust area, which is commonly used to determine a bra’s band size, with customers asked to measure across the fullest part of the bust before coming to the event. The company has also issued a warning to customers that they should be aware that “breasts may be touched inadvertently during the measuring process“.

While this opportunity might titillate some of Yamada’s most ardent fans, less zealous participants are also being catered for, with Yamada choosing the best colour match for “customers who are too shy to be measured”.

The wireless room bras are designed to be worn around the house and while sleeping for “easy bust care”. After their one-on-one with Yamada at the event, customers will be able to purchase one of the room bras in their appropriate size and colour, complete with a carry-bag featuring the actor’s printed signature.

While the marketing campaign has sparked some debate in Japan, Co-medical says that the event is for a good cause, with proceeds from the day’s sales going towards the Pink Ribbon Foundation, which provides financial support to breast cancer charities.

Those interested in taking part in the event should head to the second basement level of the 109 shopping mall from 10:30 am on 19 May. Even though less than half of Japanese women wear a bra at home, this new campaign is sure to attract a huge crowd of customers.

Featured image: Instagram/roombra
Insert images: Co-medical
[ Read in Japanese ]