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This week, Elixinol’s first billboard appeared in the Omotesando subway station in Tokyo. According to Mumbrella, the advertisement’s subtle design (you would hardly know it’s CBD) contributed to its approval.

The Australian company, which has been selling in Japan for years, sees this as a watershed moment. “Approval to commercially advertise our Hemp Oil Drops is a major win for the hemp industry and comes after many months of working with the relevant authorities to gain authorization,” said Makoto Matsumaru, CEO of Elixinol Japan.

They also perceive it as a culturally-significant moment in Japanese history. Matsumaru explains, “Japan has a very strong cultural connection with hemp, and its use by our people dates back to ancient times.”

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