We tried to change the bubblegum's competitive context by positioning Bubblicious as an “edible tool for play”. We formed a virtual organization (“BU-KATSU”, a Japanese style team where students devote themselves, for self-discipline, on sports, hobbies, etc) to pursue the techniques of blowing bubblegum. We named it "BA-BU", which can also be understood as the abbreviation of “Bubblicious”We continuously offered various activities for BA-BU such as developing 31 original techniques, appointing an official coach, issuing membership cards for 7,000 BA-BU applicants, holding outdoor events inviting bubblegum competitors from all over the nation, and many more.

The idea of “BA-BU”, and its various activities instantly caught the attention of several TV stations and print media nationwide. In addition, YouTube Japan placed a Bubblicious trick video on its top page as one of the recommended videos, generating tremendous traffic to the BA-BU website.As a result of continuous PR exposure and a number of events held nationwide, Bubblicious received many positive responses from customers and wholesalers, dramatically improving distribution. Sales volume, of its major flavor grape, increased by 54%, resulting in a 20% increase in total sales for the period versus the previous year.