"Shopping is GREAT Britain," the British government's flagship campaign focusing on fashion, lifestyle, and food & drink brands, kicked off on October 27th. The campaign runs until November 4th in Tokyo's shopping districts, including Marunouchi, Ginza, Harajuku, and Aoyama, as well as in stores nationwide stocking British brands. In conjunction with the campaign, a British Week will also be held at the Isetan Shinjuku Men's Store from October 29th to November 11th. On the first day, a ribbon-cutting ceremony was held on the first floor of the Maru Building, where a British souvenir pop-up shop was set up. Shaun the Sheep also made an appearance, supporting the event alongside the "Campaign for Wool," supported by Prince Charles of the United Kingdom. During the campaign, a double-decker bus and a MINI, both decorated with the campaign's main visual, will be operating around Tokyo. A sheep figurine will be used as the lucky character, and participants are invited to post photos on Twitter and Facebook. For this campaign, 49 British companies will be visiting Japan with the aim of building relationships with business partners in Japan. With the concept of "affordable sophistication," over 80 brands will be participating, and in addition to a shopping trip to the UK, an online giveaway campaign for British brand products and a talk show on the first floor of the Maru Building are also planned.