160310-0033 - Calpis Advertising Poster

A glass in a window in modernism style on a postcard of a Calpis (カルピス) advertising poster.

The Japanese Calpis company started marketing fermented nonfat milk beverages based on traditional Mongolian drinks in 1919 (Taisho 8).

In 1924 (Taisho 13), the company initiated a poster contest in Europe. The winning designs were published as postcards. The lithographic cards displayed cutting edge Western modernism at a time when this art style was barely embraced in the Western world.

Japanese text: 滋強飲料 カルピス 国際懸賞募集ポスターの内 佳作