Much of Asia was celebrating the Year of the Horse this month. In Japan, which does not mark Lunar New Year, attention turns to a different animal.

There is no cat in the Chinese zodiac — legend has it that the rat tricked it out of a place — but Japan has a day that more than makes up for it. Feb. 22 is Neko no Hi, or Cat Day, with 2/22 able to be read in Japanese like a feline "meow.” Established in the late 1980s by the Japan Pet Food Association, it’s one of many commemorative days based on wordplay — such as Good Couple’s Day (Nov. 22) or Mayonnaise Day (rapidly approaching on March 1; don’t forget the mayonnaise lover in your life).

In recent years, Cat Day has exploded, as companies embrace a growing market for felines. The ubiquitous convenience store chains compete to see who can sell the most themed desserts and merchandise, this year featuring paw-shaped puddings, while the likes of energy giant Eneos Holdings are looking to hook customers with a fully-electrified cardboard tower.

© The Japan Times