A recent advertising campaign urging 'breast is best' for infant feeding has sparked a heated debate in Japan. The campaign, visible across various platforms, advocates for breastfeeding over formula. Proponents maintain the campaign promotes healthier choices, but critics argue it puts undue pressure on mothers who are unable to breastfeed. The discussion elevates ongoing societal discussions around motherhood, health, and choice.

In Japan, there has been a push to encourage breastfeeding due to its various health benefits for both mother and child. However, the society also values respect for individual choices and circumstances. The discussion reveals cultural and societal nuances over motherhood and raises questions over societal pressures felt by new mothers.

In the US and the EU, similar debates occur over the promotion of breastfeeding versus formula feeding. The 'breast is best' message prevails in many health advisories, but criticisms concerning insufficient support for mothers unable to breastfeed or mothers who choose formula, echo those expressed in Japan.