Japanese startup Tokyo Otaku Mode uses Kyary Pamyu Pamyu in mobile promo



See the original story in Japanese.

Tokyo Otaku Mode, a curation site focused on the Japanese otaku culture, has partnered with Japanese FMCG (fast-moving consumer goods) giant Sunstar on a toothpaste promotion. The promo makes use of special photo frames designed by Japanese pop superstar Kyary Pamyu Pamyu in Otaku Mode’s app Otaku Camera photo app.


This is part of international campaign promoting the FMCG’s toothpaste products in Japan, Thailand, Singapore, and Taiwan. The campaign started today in Japan, and will launch in the other three countries on November 1st.

As we write this, the special frames are only available when your mobile is set to the Japanese language environment. (It will likely be available for any language setting after November 1st.)

When you launch the latest version of the app, there will be a button to choose the frame on the app’s home screen. In addition to a sample frame, 17 other frames will be available when you scan a barcode printed on the product package.

To date the startup has collaboratively worked with brands such as All Nippon Airways, Lawson, and smartphone homescreen decoration app Cocoppa in an effort to help Japanese culture reach the global audience. The app is available via the App Store and Google Play.