MARKETING MIX: Japan’s unreal boyfriend trend

After hearing news about men’s creches in shopping centres, Mix offered champagne to the sender of the best example of ’turn-of-the-century malaise’.

After hearing news about men’s creches in shopping centres, Mix

offered champagne to the sender of the best example of

’turn-of-the-century malaise’.



The bubbly goes to Faith Legh, whose winning response described the

latest Japanese trend: virtual boyfriends, a Tamagotchi variation which

gives girls a year to mould raw bloke-ish material into a dream

hunk.



Sadly, even though this sounds perfect therapy for women waiting to

collect their menfolk from the creche, there are no plans to launch

Operation Boyfriend Makeover in the UK.



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