Popular Japanese eatery chain, Hotto Hotto Tei, has kicked off an intriguing 'Search for X', causing a stir on various platforms. The nature of the quest or the 'X' remains undisclosed, prompting curious citizens and netizens alike to speculate and participate. The announcement was made recently, although further details, including the motive and method, are still under wraps. This unusual move has become a talking point across Japan, capturing public fascination.

In Japan, marketing or public engagement techniques such as this intrigue the masses, with similar campaigns having gained significant traction in the past. The values of community engagement and novelty are quite appreciated. This also shows Japanese brands' knack for innovative and captivating marketing campaigns.

In contrast to Japan, US and EU marketing efforts often revolve around direct brand promotions and customer benefits, rather than mystery and suspense. However, viral marketing methods have gained popularity globally, with innovative campaigns engaging audiences in unique ways.