For two years in a row, the Christmas Calendar on the Danish Embassy in Tokyo were based on iconic approach to the traditional Danish Christmas. For the third year, we wanted to expand on the Christmas story using a winter landscape / Christmas village setting, where you find Danes enjoying snow and Christmas preparations.

Christmas 2012-06-d-låge

Once again, I hired Illustrator Ulla Puggaard to collaborate. On board came the Japanese Café and Bakery chain Andersen, whose focus on ‘Hygge’ brilliantly correspond to the Danish Christmas tradition. The design is on display on 700.000 bags in 50+ Café’s across Japan.


The display on Andersen’s Flagship Omotesando / Aoyama Dori crossing:



A QR code on the poster, bag and social media takes you to a (mobile) homepage, where you can join the daily raffle for Christmas presents provided by Danish brands represented in Japan.

November 30, 2012, the Calendar was opened at the Danish Embassy, by Auteur Nicolai Bergmann. Danish Æbleskiver and warm Julegløgg kept the guests warm and cozy:




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