In many high-traffic areas, especially around Shibuya and Shinjuku, tissue packs are a fascinating form of advertising. These small plastic packages, covered with promotional messages, are handed out by the tens of thousands every day. Wherever there is a busy intersection, people are employed to distribute them, typically advertising mobile phone deals, dating services, or party lines.
The people handing them out are usually part of a team known as Brand Ambassadors—young, attractive individuals dressed in bright T-shirts or uniforms. These teams are hard to miss, often accompanied by a loud PA system blasting J-Pop advertisements for the product in question.
This form of advertising dates back to the mid-1970s and has grown into a massive marketing industry in Japan. An estimated 4 billion packs of tissues, representing $1 billion in advertising, are distributed every year, making it one of the country’s most successful promotional strategies.
Tissue packs work far better than brochures or other handouts because people see them as a useful gift rather than just another flyer. Instead of tossing them into the nearest rubbish bin, they tend to keep and use them, ensuring continued exposure for the advertiser. Recently, even luxury brands have embraced this marketing method, adding a touch of prestige to what was once a budget-friendly advertising tool.
The impact has been so profound that pocket-sized tissues are rarely sold in stores across Japan. Since people have grown accustomed to receiving them for free on the streets, purchasing them has become almost unnecessary.
