In 1988, at the height of the bubble economy, the drug company Sankyo launched the energy drink Regain. Its television commercials asked 24 jikan tatakaemasu ka, can you fight 24 hours? The commercial song of 1989, Yūki no shirushi (The Sign of Courage), cheered on Japanese businessmen traveling the world, to a tune like a military march.
In 1989, the phrase won a bronze prize at the New Words and Buzzwords Awards. In 1999, Regain changed its line to subete no tsukarete iru hito e, to everyone who is tired.