The Azur Lane smartphone game is rising in popularity throughout Asia and in the West due to the recent English release of the game. There’s also an upcoming anime and lots of figures, doujinshi and other products celebrating the game’s characters, who are “shipgirls” based on famous ships of World War II. In the tradition of Kantai Collection, the game’s owners are actively engaging in marketing cross-overs with retailers like Lawson, which bring more attention to the game while also bringing ensuring foot traffic for the convenience store chain.
The newest marketing crossover, discovered by Twitter user @paintmusume, uses the Azur Lane character of Rodney to promote ultra-thin 0.03 mm thick condoms by Japanese manufacturer Okamoto which are sold in Lawson stores in China. This caused some mirth among commenters from China and Japan, wondering just how many condoms a dedicated Azur Lane player is likely to need.
https://twitter.com/paintmusume/status/1041311942323789825?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1041311942323789825&ref_url=http%3A%2F%2Fotakomu.jp%2Farchives%2F769474.html
