Having enjoyed unprecedented success in Japan, Demon Slayer has become an international cultural phenomenon. Koyoharu Gotouge's work has transcended genre boundaries, making first the manga and then the anime something not just for fans of Japanese comics and cartoons.
Kimetsu No Yaiba (this is the original title of the manga) already represents a milestone, as certified by the media interest and public success obtained by the film Mugen Train, based on the comic, which consecrated Demon Slayer in the Olympus of the manga and anime world.
Star Comics and IGPDecaux wanted to celebrate this success together, creating an Out Of Home campaign on the occasion of the arrival in Italy of the latest volume of Demon Slayer.
From Mugen train to 'Mugen tram' is a short step. The protagonist of the campaign is a fullwrap Sirietto, decorated on each case with one of the protagonists of the series (Tanjiro, Zenitsu, Inosuke and Nezuko), who thus walk the streets of Milan portrayed in their iconic pose.
To complete the campaign, a second installation was made: a brand shelter in Via Torino, completely decorated in the theme and embellished with a reference to wisteria flowers, a strongly symbolic element in the work of the cartoonist Koyoharu Gotouge.
The initiative was a great success among fans and others, as demonstrated by the expressions of enthusiasm that arrived on Starcomics
' social channels from all over Italy.