Since the 1950s, Italy has had a lovely custom where men (husbands, boyfriends, colleagues, sons, friends, etc.) present women with bouquets of mimosa flowers on International Women's Day, March 8th.

Why mimosa? Mimosa is a flower that symbolizes beautiful women who, in any era, transform any adversity into a positive opportunity and live resiliently. Although it may look fragile at first glance, it is actually very resilient to bad weather and is a very elegant flower.

To spread this wonderful Italian culture in Japan, the Italian Chamber of Commerce in Japan is holding Mimosa Day events in various locations. This year marks the second annual Mimosa Day, and its theme is "Yellow Magic." Yellow magic gives you positive energy and helps your dreams come true.

At the Isetan Shinjuku Store, Men's Building a talk session titled "Yellow Magic! × ISETAN MEN'S" will be held, featuring fashion director Yoshio Hoshiba and Davide Fantoni of the Italian Chamber of Commerce in Japan, discussing Mimosa Day in Italy. In addition, a special gift campaign will be held at Isetan Shinjuku Store, Men's Building for customers who purchase cosmetics or fragrances that make great gifts for women.

A talk session will be held on Instagram Live!

Davide Fanttoni, Secretary General, Italian Chamber of Commerce in Japan
Special guest: Fashion Director Yoshimasa Hoshiba

Special gift campaign!

From Wednesday, March 2nd to Tuesday, March 8th, customers who spend a total of 10,000 yen or more (including tax) at participating brands (*1) in the Cosmetics section on the 1st floor of the Isetan Isetan Shinjuku Store, Men's Building , and at the Isetan Men's Residence on the 8th floor of the Isetan Shinjuku Store Isetan Shinjuku Store, Men's Building , and who present the "coupon screen" on the Mitsukoshi Isetan app (*2), will receive a gift of Ferrero Rocher, a representative Italian chocolate loved around the world.

►Mitsukoshi Isetan Online Store | Recommended small gifts for Mimosa Day are here

YELLOW MAGIC! SNS campaign is now underway!

The Italian Chamber of Commerce in Japan will hold Mimosa Day 2022 to commemorate International Women's Day on March 8th.
We are looking for video messages and photos from women. The Italian Chamber of Commerce in Japan will share these video messages on its official social media accounts (Instagram: @iccjtokyo , Facebook, etc.) to help make Mimosa Day 2022 a success!
In addition, the Italian Chamber of Commerce in Japan will be running other fun campaigns and promotions.

"YELLOW MAGIC"
Post a message on your Instagram that infuses your dreams and goals with the power of yellow!

[Request for video submissions for "YELLOW MAGIC"]

① Take a photo with your smartphone.
② After stating the Mimosa Day 2022 catchphrase, "Yellow Magic," at the beginning, share what you want to become, how you want to live, and your dreams.
③ Post on your own social media page. Tag @iccjtokyo and include the following hashtags in your post.
#mimosaday2022 #yellowmagic #iccjtokyo

■Official website of the Italian Chamber of Commerce in Japan: https://italia-amore-mio.com/mimosa-day/

■Mimosa Day | Italia, amore mio! (italia-amore-mio.com)