On June 5, 2006, the Japan Department Stores Association created sumāto rappingu, smart wrapping. It declared the fifth of every month Smart Wrapping Day. In February 2007, the Ministry of the Environment announced an event that asked people to accept simple wrapping for Valentine’s Day chocolates. Its slogan was: Aijō wa tappuri, hōsō wa hikaeme ni. “Plenty of love, modest wrapping.”
Takashimaya calls a department store’s wrapping paper and bags, which show at a glance where a gift was bought, the face of the store.