The baggage claim at the airport is the last place anyone would expect branded works of art. This is exactly why tourism agencies in Japan have focused their latest efforts there. If you have traveled to the country recently, you might have noticed a number of themed pieces of art adorning the baggage claim carousels. This was no accident. Each piece of art was meant to promote the uniqueness of various regions within the country, focusing on culture and cuisine. This guerrilla advertising, assisted in branding each geographic region by transforming specific characteristics into visual symbols. For example, sea food pointed out the clean ocean waters near the Toyama Kitokito Airport, and the fruit represented Miyazaki’s diversity of distinct fruit.