One of the amusing things about living in Japan is seeing what can only be described as “American branding,” selling a product by draping it in red, white and blue and associating it as closely as possible with the USA.

Japanese generally have the impression that America is kakko ii — literally “good style” or cool — and are often open to owning items like Zippo lighters, a set of Coleman outdoor cooking gear and clothes from L.L. Bean. Branding your product as American can often bring a boost in sales, which is why the American restaurant chain Coco’s adds “The California Restaurant” to their signs here, and why when companies like Jack Daniels or KFC communicate their advertising messages to their customers, they wrap themselves in images of old Tennessee or Kentucky.

Levi Strauss stumbled trying to build a name for themselves in Japan during the 1970s, until they hit on the of using iconic Hollywood stars like James Dean, John Wayne and even Marilyn Monroe to advertise their jeans (they came cheap, since they were dead), which has to have been one of the most successful advertising decisions ever.

The other day I happened on a store called Way Out! American Spirit that offered a variety of interesting and somewhat mundane things from the U.S., including thick Charmin paper towels, BIC pens, hard-to-find-in-Japan delicacies like chips and salsa and Swiss Miss Cocoa, and T-shirts with the Union 76 logo on them. It was quite interesting to stand there and watch what American products the Japanese shoppers were picking up.