The Cotton USA Awards 2017, presented to celebrities who embody the image of American cotton—softness, freshness, cleanliness, and responsibility—was held at the Westin Tokyo in Meguro, Tokyo. Actor Kuranosuke Sasaki and actress Yuna Taira were honored with the awards. The Cotton USA Awards, organized by the Cotton Council International (CCI) and held annually since 2004 to commemorate Cotton Day on May 10, were presented to this year's award recipients. This year's theme was "Enjoy a comfortable journey with Cotton USA, trusted worldwide." The two were chosen for their image of cotton and their love of travel. As a special event, a special room was created at the Westin Tokyo, decorated with bed linens and towels made from American cotton. Additionally, the lobby of the awards ceremony featured displays of beds, bathrobes, and cotton shirts and pants suitable for travel, featuring moisture-wicking and quick-drying properties. Sasaki said, "Since the dressing room was entirely cotton this time, I came in an hour earlier, took a bath, and rested in my bathrobe. It really felt like I was on a trip. I often wear a bathrobe during performances, but the bathrobe I wore this time absorbed moisture instantly and felt so good on my skin that I wanted to take it home with me. It was a snap. I want to take it overseas with me too." Taira smiled and said, "I also tried lying down in bed wearing a bathrobe, and the sheets were so smooth that I felt like I could fall asleep in three seconds and have a good dream. It's going to get hot from now on, so I want to go mountain climbing in cotton clothes, and I also want to go run around in an American cotton field." The COTTON USA mark is given to products that are made with over 50% American cotton and are certified by CCI. American cotton is also attracting attention for its innovation and sustainability. Thanks to the latest production technologies, such as precision agriculture and drone spraying, land area has been reduced by 31%, water consumption by 82%, and energy consumption by 30% compared to 35 years ago. Development is progressing in collaboration with Under Armour and The North Face, and the use of this technology is also increasing among sports brands.