The yellow face with small eyes, known as SMILEY FACE, was designed and created by an American, the late Harvey Ball, in 1963. Throughout the world it is now said to be the first smile since the Mona Lisa's. In Japan, SMILEY FACE has been selected as the symbol for Japan's regeneration, and a Smile Campaign is to be held. In order to escape from the recession which has continued in Japan for over ten years, it was thought that the public needed a smile. Presiding over it is the Smile Campaign Headquarters, fully supported by the Japanese Branch of the Harvey Ball World Smile Foundation. International Political Scholar and Member of the Upper House, Yoiichi Masuzoe, has been appointed as Chairman, and 18 vice Chairmen are cooperating. In addition, 300 members are active as Honorary Smile Ambassadors.

Ball has recently been concentrating on voluntary activities for the World Smile Day, which is held on or around 1 October each year, to establish this image as a symbol of world peace. The first was held on 1 October 1999 in the city of Worcester. It was publicly announced on that day, at a joint meeting of the Upper House and Lower House members, that Harvey Ball designed and created SMILEY FACE in 1963, and a Proclamation was presented by Harriet Chandler, a member of the Lower House. This meant that Harvey Ball's design and copyrights were publicly recognised. The second World Smile Day was held on 6 October 2000, also in the city of Worcester.