Discover Japan 


In October 1970, Wakao Fujioka was asked by Japan National Railways to create a new campaign. After the Osaka Expo, the number of travelers had decreased a lot, so Japan National Railways asked him for a new idea to increase the number of tourists. He proposed to stick to the "meaning of the 70s" and conceptualize the meaning of travel in human beings and in life. He then expressed "a journey to rediscover Japan and oneself.