Japanese advertising sector finds itself mesmerized by the idea of "rikuryuu" or bonds of comradeship – a fascinating combination of business and interpersonal relationships that seem to be propelling creativity to greater heights. This trend is not only reshaping the industry but also creating robust relationships among professionals. The timeline, being an ongoing development, the location is throughout Japan's advertising industry. It is uncertain why this phenomenon is suddenly gaining attention, but the outcome is an upsurge in balanced professional cooperation.

In Japan, the fundamental social value is maintaining harmony; thus, the concept of "rikuryuu" is embraced warmly. It's seen as a natural evolution of the professional culture, merging the idea of work relationships and personal camaraderie. Also, as creativity becomes a crucial business value, such bonds foster an organic environment for such development.

In the U.S. and EU, individualism often underpins the professional culture. Though comradery is appreciated, it's not as deeply embedded in the business model as in Japan. The business environment tends to promote competition over cooperation.