the character is so closely associated with", has become more famous than the character herself. Free Hestia blue ribbons were given away in Akihabara, leading Casey Baseel of Rocket News 24 to comment that "anime series Is It Wrong to Try to Pick Up Girls in a Dungeon?, also known by its Japanese nickname Danmachi, looks like the breakout hit of this TV season. What’s the secret to its success? [...] [It] could be the outfit of female lead Hestia, which is inventive even by the already outlandishly sexy standards of anime costume design with its boob-lifting ribbon that’s become known as rei no himo, or “The String” among fans in Japan." Popularity of the character has also "exploded" on Tumblr, Line, Twitter, and Pixiv, with various fan art of Hestia being featured. Hestia's character design, especially her costume's characteristic blue string, has also gathered attention. Several cosplayers have attempted to replicate its effect, using the Twitter hashtag "#例の紐", translating to #StringExample or #ThatString. This has led to humorous images featuring the string being posted by fans, with the trend having been extended to toys and collectable items, with some pictures showing dolls in a copycat costumes as well as a Lego figure. A fad of Japanese women tying a blue ribbon underneath their breasts in similar fashion to Hestia's costume has been described by the Daily Mirror as the "weirdest craze ever", and that "We've seen some odd fads in our time, but this must be the strangest." Similarly, British newspaper Metro wrote "We know some strange things go on in Japan – but this latest fad is an eye opener". Anjali Patel of women's magazine Bustle commented that "Hestia's blue chest ribbon has become part of her signature look in the show, a look that girls across Japan — not just cosplayers, but everyday women — are starting to emulate", and "emulating cool anime heroines would definitely earn anyone some major cool points." Alix Culbertson of Sunday Express reported that "Hordes of Japanese women are tying ribbons below their breasts and around their arms in a bid to increase their busts", resulting in mixed results. GoBoiano also noted this trend, jokingly adding "such a quality ribbon". Merchandise The character has received positive critical reception, and this popularity has led to her being featured in several promotional efforts and merchandise of the series. An Akihabara Is It Wrong to