Toray Industries Bids Farewell to "Campaign Girls" After 43 Years
Textile giant Toray Industries Inc. has announced the end of its "Toray campaign girl" program, a promotional initiative that ran for 43 years. The program, which began in 1981, utilized young female models to advertise the company's swimsuit fabric products.
The "campaign girl" title became synonymous with success in the Japanese entertainment industry, with several models launching successful careers after their stint with Toray. However, the program faced increasing criticism for its reliance on sexualized imagery to sell products.
In 2015, the program underwent a rebranding, dropping the "swimsuit" designation and adopting the more general "campaign girl" title. Additionally, in a nod to gender equality, Ryohei Suzuki was appointed as the first "campaign boy" in 2006.
Despite these changes, Toray decided to discontinue the program entirely, citing a desire to align its public image with evolving societal values and environmental concerns. The company acknowledged that the changing landscape of leisure activities and corporate earnings also played a role in the decision.
The "campaign girl" program was once a ubiquitous feature of the Japanese textile industry, with major players like Asahi Kasei Corp. employing similar strategies. However, the practice has largely faded away in recent years, reflecting broader societal shifts.
The end of the "Toray campaign girl" program marks a significant moment in the history of Japanese advertising and reflects the evolving cultural landscape. While the program undoubtedly contributed to the success of Toray and launched the careers of numerous models, its reliance on outdated gender stereotypes ultimately led to its demise.