'Gokon' shows a guy and a girl at a Gokon (group blind date, a popular way of meeting members of the opposite sex) set in an izakaya (Japanese bar). This domestic setting clearly demonstrates Axe's understanding of how dating is played out in Japan. The device of the little male and female soldiers allows the brand to demonstrate 'Kakehiki' in action - the subtle push and pull of emotions played when dating in Japan, rather than more overt Western-style seduction which is often rejected.