On October 1st, the Estée Lauder Group will hold an event to paint major buildings around the world pink as part of its "Pink Ribbon" breast cancer awareness campaign. Breast cancer is estimated to affect one in eight American women and one in 12 Japanese women in their lifetime. On September 23rd, former female professional wrestler and TV personality Akira Hokuto also revealed on her blog that she had breast cancer. Breast cancer is diagnosed at a rate of one in two minutes among American women alone, and the rate is increasing every year. In 2012, 1.7 million cases were diagnosed worldwide. The "Pink Ribbon" breast cancer awareness campaign was launched in 1992 by the late Evelyn Lauder, senior corporate vice president of Estée Lauder. It raises awareness of breast cancer and provides medical support, and the "Pink Ribbon" campaign, featuring the pink ribbon as its symbol, is now carried out in over 70 countries worldwide.

Since 2000, the campaign has lit up major buildings around the world in pink as part of its awareness-raising activities. This year, on the evening of October 1st, landmarks around the world will be lit up in pink to remind women, and men, their partners and family members, of the importance of getting screened for breast cancer. In Japan, Tokyo Tower, Tokyo Skytree, the main hall of Kiyomizu-dera Temple, and this year, Himeji Castle will also be lit up for the first time.

At the lighting ceremony for Himeji Castle, which was added this year, Himeji City's mascot, Shiromaruhime, will appear wearing a pink ribbon made of Swarovski crystals. Breast cancer awareness cards will also be distributed.