NTT Docomo is holding the "I Love Zoku Photo Exhibition" at seven Mitsukoshi Isetan stores, showcasing some of the photos from its "I Love Zoku" advertising series, which has been running since 2001.

I Love Zoku is an advertising series that began in 2001, featuring real families and introducing the bonds forged through mobile phones through black-and-white photographs and anecdotes. Previously, there were "Mother and Daughter" and "Grandparents and Grandchildren" editions, and over 180 family photos taken on various themes and in various regions have been featured. This time, a selection of the family photos that have appeared in the series so far will be exhibited on large panels.

Following on from last year's Mother's Day, Mitsukoshi Isetan is once again running a campaign titled "Mother's Day is Family Photo Day." The collaboration was made possible by the link between the company and the concept of Ie Love Zoku, which depicts the bond between family.

The stores and periods for the event are Nagoya Mitsukoshi Sakae, JR Kyoto Isetan, and JR Osaka Mitsukoshi Isetan from April 23rd to May 11th, Fukuoka Mitsukoshi from April 29th to May 11th, and Isetan Shinjuku, Nihonbashi Mitsukoshi Main Store, and Ginza Mitsukoshi from April 30th to May 11th.