# Huggable Subway Ads This Underground Advertising Stunt Promotes the Anniversary of Pompompurin By Laura McQuarrie | Published 2016-03-15 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/underground-advertising References: [japantrends](http://www.japantrends.com/sanrios-pompompurin-huggable-shinjuku-station-ad/) & [sanrio](http://www.sanrio.com/) In celebration of [Sanrio](https://www.trendhunter.com/trends/collectible-sanrio) character Pompompurin's 20th anniversary, a section of Japan's Shinjuku Station has been transformed with unique underground advertising. Along the pillars that line the station, large Pompompurin plush animals have been wrapped in such a way that they can easily be hugged by commuters. In order to make the most of the space, 12 different plush toys are used, each of which features a different pose. Without having to say so, these [huggable plush characters](https://www.trendhunter.com/trends/cloudheads) from Sanrio provide perfect photo opportunities to amuse locals and tourists alike. Shinjuku Station is often used as a go-to for experimental underground advertising. Previously, this subway station played host to other [interactive billboards](https://www.trendhunter.com/trends/mini-media) made of small toy building blocks that could be individually remoed, as well as and ones with scratch-away panels. ## Trend Insights (Trend Hunter) - Score: 5.4/10 - Popularity: 72% | Activity: 83% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What's Driving This Trend - **Underground Advertising:** Opportunity for brands to creatively transform public spaces for unique and engaging advertising experiences. - **Interactive Billboards:** Innovative billboards that engage users through interactive elements, such as scratch-away panels or removable toy building blocks. - **Huggable Plush Characters:** Creating huggable plush characters for advertising campaigns that offer photo opportunities and engage commuters in a unique way. ### Who This Affects Most - **Advertising:** Revolutionizing traditional advertising methods by incorporating interactive elements and transforming public spaces. - **Toy Manufacturing:** Opportunity to produce unique huggable plush characters for advertising campaigns and engage consumers in a tactile way. - **Tourism:** Creating photo-worthy attractions within public spaces to attract tourists and promote local landmarks or characters. ## Related on Trend Hunter - [Playful Billboard Campaigns](https://www.trendhunter.com/trends/dreamies-treats.md) - [Cartoon-Bear Gift Box Pop-Ups](https://www.trendhunter.com/trends/orange-marmalade-fragrance.md) - [Beloved Plush Character Toys](https://www.trendhunter.com/trends/collectible-sanrio.md) - [Panda-Inspired Sport Campaigns](https://www.trendhunter.com/trends/panda-station.md) - [Cartoonish Custard Dessert Collections](https://www.trendhunter.com/trends/sanrio-x-pastel.md) - [Playful Toy-Inspired Pop-Ups](https://www.trendhunter.com/trends/jellycat-caf.md) - [Festive Scratch-and-Sniff Billboards](https://www.trendhunter.com/trends/scratch-and-sniff-billboard.md) - [Multi-Generational Anime Plushes](https://www.trendhunter.com/trends/buildabear-sanrio.md) - [Quirky Santa Murals](https://www.trendhunter.com/trends/cushelle.md)