Haruki Murakami’s Advertorial Short Stories

In the late 1970s and early 1980s, Onward spent massive sums on advertising J. Press in the print media. The classic ad format, often seen on the back cover of lifestyle magazine Popeye, showed a Japanese or American man telling a colorful story about their favorite trad clothing item. In 1985, as Japanese pop culture went in more avant-garde directions, Onward came up with a new idea — asking up-and-coming novelist Murakami Haruki to write a very short story inside each month’s advertisement for magazines Popeye, Box, and Men’s Club.
 “So once a month from April 1985 to February 1987, Murakami wrote a ‘short short’ (短い短編), which was set on its own page with an illustration by famed artist Anzai Mizumaru at the top and a small J. Press logo in the lower left corner.”
During that time, out came Murakami’s hit novel Norwegian Wood, which rocketed him to a level of fame that effectively put him in exile from his homeland. But the advertorial short-short form still appealed to him, and in 1993 he got famous penmaker Parker to sponsor 24 new ones.