Often, the way a gift is presented to a recipient is just as important as its contents—inspired by this, the I WRAP YOU service was set up in Japanese malls this season to provide shoppers with custom gift wrap.
Shoppers were invited to pose for a photo before a backdrop and have their image captured, ranging from heartwarming to serious and pure silly. From there, the images were printed out onto special wrapping paper to cover gifts. Since the tradition of giving gifts at Christmas hasn't quite caught on in Japan, this service is a neat way to encourage wrapping up a gift during the season. Rather than having to include a tag indicating who the gift is from, this is also a neat way to make it very visually apparent.