The Isetan Mitsukoshi Group, which promotes "This is Japan" as its corporate message, launched the "This is my This is Japan" badge campaign on April 1st. Between now and May 10th, approximately 60,000 employees of the group will reflect on what "This is Japan" means to them and wear badges with a message written on them.

The group's in-store sales staff can participate, and the badges have been selected as items that will be seen every day. By having each employee wear a badge with their own "This is Japan" message, the group hopes to foster communication between customers and sales staff. The badges are also being produced by a company in Sanriku Town, Miyagi Prefecture, which promotes employment for victims of the Great East Japan Earthquake, and the campaign is also being positioned as part of support for the disaster-stricken areas. Starting on the same day, the song "HOMELY GIRL" by Scott & Rivers, a duo formed by Rivers Cuomo, guitarist and vocalist of the LA alternative rock band Weezer, and Scott Murphy, bassist and vocalist of the Chicago punk band ALLiSTER, will be played throughout the Isetan Shinjuku store along with the campaign announcement. Additionally, "Long Way to Go" by musician Rei, who has garnered attention for his exceptional guitar playing and vocals, has also been selected as the campaign's supporting song. Rei commented, "To me, 'this is Japan' is minimalism. I want to express a big world with simple things: one color, one sound, one word."

All of the songs convey the importance of "each person's unique individuality" and "being yourself," as well as the diversity of people living around the world, and together with the "this is Japan" message from 60,000 people, they demonstrate the group's aim to propose new Japanese values that are accepted worldwide.