Mother’s Day is a day when we show our appreciation for our mothers and mother figures. Every country has its own way of celebrating it, and in Japan, people usually celebrate the day by giving flowers and gifts to their mothers and mother figures. But many Japanese people are shy, and many mothers find it hard to admit to that they would like a gift. So, as a way to encourage people to gift clothing on Mother’s Day, Uniqlo ran an ad featuring Mother, the protagonist of one of Japan’s most popular manga, Atashin’chi. The use of Mother to represent all the mothers in Japan who are too sweet to admit they would like a gift struck a chord with many Japanese women.