In Japan, using a Mac at a cafe was once seen as showing off, known locally as “Doya”. The phrase, “Doya-ing a Mac”, started as a playful stereotype. But Mac owners have embraced it fully, turning it into an aspirational internet meme that makes everyone else want to join in, “Sorry, I’m at a cafe Doya-ing my Mac.”

To spread the meme, Apple partnered with Zeropuri (AM0PRINCESS), the popular creator quartet of Seshiru, momohaha, JESSICA, and Aimi Ouchi, known for their colourful personalities and character-driven content. The group had already tapped into the “Mac Doya” phenomenon in their own videos, making them a natural fit to take on this cultural moment even further.

The rollout started August 16, when Zeropuri unboxed their new MacBook Neo laptops and couldn’t resist the obvious next move – taking their Neos to a cafe to “Doya”. MacBook Neo, Apple’s most affordable laptop ever in four vibrant colours fit perfectly into the trend.

The squad then staged a live “Mac Doya” moment at a trending cafe before taking the idea to the streets of Harajuku, one of Tokyo’s most popular youth culture hubs. Then Apple escalated the energy even further, with the group “Mac Doya-ing” in parks, on beaches, in ramen lines, and in increasingly unexpected places, from inside claw machines and CCTV footage to a phone booth, all posted on their TikTok handle.

@am0princess MacBook Neo持ってるとドヤりたくなるのうちらだけ？w #Macドヤ #PR #Apple ♬ オリジナル楽曲 – ぜろぷり

@am0princess MacBook Neo持ってるとドヤりたくなるのうちらだけ？w #Macドヤ #PR #Apple ♬ オリジナル楽曲 – ぜろぷり

@am0princess MacBook Neo持ってるとドヤりたくなるのうちらだけ？w #Macドヤ #PR #Apple ♬ オリジナル楽曲 – ぜろぷり

The campaign culminated in a behind-the-scenes film that revealed the secret behind it all – every post throughout the campaign was edited and published on the go using MacBook Neo.

@am0princess MacBook Neo持ってるとドヤりたくなるのうちらだけ？w #Macドヤ #PR #Apple ♬ オリジナル楽曲 – ぜろぷり

The campaign ran primarily on TikTok, supported by additional content across YouTube and X.

Credits: 
Agency: TBWA\Media Arts Lab Tokyo
Production Company: Y’s
Director: Takuya Setomitsu
Post-Production: HAKUHODO PRODUCTS
Music: Black Cat White Cat Music