APPLE TURNS ‘DOYA’ MEME INTO MACBOOK NEO CAMPAIGN

Apple has launched a Japan‑focused campaign for the MacBook Neo, built around “Doya,” slang for a proud gesture and a meme about Mac owners flaunting their devices. Partnering with creator group Zeropuri, Apple embraces the “Mac Doya” trend, transforming a playful stereotype into an aspirational symbol of ownership.  

Apple has launched a playful social campaign in Japan built around “Doya,” a local slang term for a proud gesture, and the internet meme that grew from Mac owners publicly showing off their devices. Developed with TBWA\Media Arts Lab Tokyo, the campaign promotes the MacBook Neo, Apple’s new entry‑level laptop.  

The phrase “Doya‑ing a Mac” began as a tongue‑in‑cheek stereotype of owners flaunting their laptops in public spaces. Over time, Mac users embraced the label, transforming it into an aspirational meme encapsulated in lines such as “Sorry, I’m at a cafe Doya‑ing my Mac.” Apple’s campaign taps into this cultural phenomenon, celebrating the pride associated with owning a Mac.  

To bring the idea to life, Apple partnered with Zeropuri (AM0PRINCESS), a four‑member creator group comprising Seshiru, momohaha, JESSICA and Aimi Ouchi. The group had already referenced the “Mac Doya” trend in their own content, making them natural collaborators for amplifying the campaign’s message. By aligning with creators who embody the meme, Apple has ensured the campaign feels authentic to the online culture it celebrates.  

The initiative underscores Apple’s ability to localise global branding by weaving in cultural nuances, turning a once‑mocking stereotype into a badge of pride for MacBook Neo owners.