Rohto Pharmaceutical's "Melano CC" promotion, set in the streets of Shibuya, has been a hot topic, especially on social media. The main character is the "Moai Statue," a symbol of Shibuya alongside the Hachiko statue. To care for its "skin," which has been exposed to wind, rain, and exhaust fumes for many years, the customer applies a mask to their entire face, and after a few days, they head out with "beautiful skin" - this is the unique story behind the outdoor promotion.

"Pack → Go out → Come home" - A three-stage mechanism using a real statue

The project kicked off on November 24th with the "Moai Statue Face Pack." To promote the new product from Rohto Pharmaceutical's skincare brand "Melano CC," which uses vitamin C as a key ingredient, the Moai Statue behind Shibuya Fukuras at the west exit of Shibuya Station was actually wearing a pure white "mask." The actual Moai Statue was 3D scanned and molded to create a mask that faithfully reproduces the "Intensive Countermeasure Mask Plus." To express the freshness of the face pack, the surface is coated with resin to give it a moist feel.

On November 24, 2025, the Moai statue will appear wearing a face mask (Image provided by Shibuya Keizai Shimbun)

The sight of Moai Statue wrapped in a white mask made a huge impact, attracting the attention of passersby, and on social media there were a number of posts such as "Moai Statue was wearing a face mask! A sense of beauty!", "What happened to Moai Statue?", "Well... skin is important after all," and "Has Moai Statue joined Kamen Joshi?"

The pack period ended on the 27th. But the promotion didn't end there. From the following day, the 28th, a temporary construction fence was erected around the Moai statue, and a notice titled "Notice of Moai Statue's Absence" was posted. The notice included a humorous message that sounded almost like a message from the statue itself: "The statue will be out in Shibuya for three days only."

For three days from November 28th to 30th, 2025, a temporary fence will be erected around the Moai Statue, and a sign saying "Out and About" will be posted.

The Moai statue, whose skin has regained its pure white color with the mask, is so happy that it "goes out in high spirits" -- that's the story that unfolds.

"Beautiful skin Moyai" appears on Dogenzaka Street, with passersby taking photos one after another

On the morning of the 28th, the "Odekake Moyai Statue" appeared at Dogenzaka Dori Square along Bunkamura Dori. The pure white replica statue is about 60% of the actual size, but it exudes a majestic presence on its base. Its expression is slightly smiling, revealing a new side of "Beautiful Skin Moyai" after applying a face mask. A huge "Melano CC Lotion Bottle Illumination" was also installed next to it, making it a popular photo spot for passersby to enjoy taking pictures.

For three days, the Moai Statue (replica) will be displayed at Dogenzaka Street Square on Bunkamura Street.

During the period, a campaign was also held in which people who posted on social media with the hashtag "#OdekakeMoyaiStatue" could receive limited edition stickers.

A clever story design that turns the symbol of Shibuya into an "experiential media"

The Moai Statue was erected in Shibuya Ward by Niijima Village in 1980 (Showa 55) with the aim of promoting tourism and culture on Niijima Island in the Izu Islands. The statue was made of fireproof stone and originally had a shining white appearance. The fact that this project has polished the statue's skin, which had become dull over the years due to environmental changes, is symbolic in the sense that it is "reviving the city's symbol." The greatest feature of this promotion is the transformation of the Moai Statue, a real-life entity, into "story media." Rather than a static outdoor advertisement, this "experiential story advertisement" unfolds in three stages: "apply a mask → head out into Shibuya → return to the original location." This is memorable to viewers and has generated buzz that has drawn attention from the entire city.

Furthermore, it is also excellent in that it utilizes the "local asset" of the Moai Statue, a symbol of Shibuya, while naturally superimposing the brand's message. It can be evaluated as a highly polished promotion that combines storytelling with urbanity.

Moai statue returns to its original location after enjoying a "going out"

On December 1st, the temporary fence will be removed and the Moai Statue will appear along National Route 246, having returned from its "outing." In reality, it would be unrealistic to move the Moai Statue, which weighs approximately 2-3 tons. However, what makes this promotion so thorough is that while a replica statue was being installed on Dogenzaka Street, the real Moai Statue was securely hidden by a temporary fence. Just like Mickey Mouse at Disneyland, it was carefully planned so that the two statues would not exist at the same time.

The Moai statue has returned to its home location behind Shibuya Scramble, along National Route 246 (photo taken on December 1, 2025)

During the three-day "outing period," the actual Moai statue was also "cleaned." With the soot and dirt removed, it looks somehow youthful and refreshed.

Venue

Interviews and writing

Editorial Department: Takashi Fujii

Shibuya registrar. In addition to Shibuya of Culture information, seasonal news and topics, it will spell write that feel every day.