Starting in early 2015, Isetan Mitsukoshi Holdings will promote its corporate message, "This is Japan.", both within its department stores and on its website. Since April 2011, the company has implemented "JAPAN SENSES," an annual sales initiative designed to reaffirm the value of Japanese tradition, culture, and aesthetics and offer it to customers as new value. Starting in 2015, while continuing to play a key role in Japan SENSES, the company will further deepen its efforts and establish "This is Japan." as its new corporate message. Positioning this as a management strategy, the entire group will promote "the globally recognized qualities of Japan" in its products, sales services, and other areas as the foundation for creating new stores. "This is Japan." represents "the foundation of the Isetan Mitsukoshi Group's determination and actions, in other words, its 'mindset,' as it builds a new department store for the future." Utilizing the five senses nurtured by Japan's four seasons, the message is expressed through products, services, in-store décor, and the environment. Specifically, the message is centered around the product lineup, the way customers are spoken to and smiled at, the imagination to discern what customers want, the ability to listen carefully to what they are saying, and the consideration shown when handing over items. The message is embodied in the words "this is Japan," which will refine the behavior of all members of the group.

The main visual model for the message is Kunikida Sara. Kunikida is the great-great-granddaughter of novelist Kunikida Doppo, born in London and raised in Paris. She has a Japanese mother and an Italian father. She decided to come to Japan, wanting to "return to her roots in Japan and become a model," and made her debut in September 2014. The company sympathized with her, who at the age of 20 discovered her roots in Japan and decided to live there, and chose her as she is able to succinctly symbolize "this is japan" through her "presence" without the need for words.

"This is japan" will be communicated through posters displayed in the group's department stores (including overseas stores), banners hanging on the exteriors of three main stores (Isetan Shinjuku Main Store, Mitsukoshi Nihombashi Main Store, and Ginza Mitsukoshi), and will also be translated into 60 languages and made available on the company's special website from January 1st.