Japanese users too buttoned up to create unbuttoned content?

I didn't have time to check the origins of this video, but it appears to be user-generated content developed through Levi's Japan's Mixing Levi's applet, which can be accessed from the brand's "Unbuttoned" website.

Although it's very cleverly done, it's been viewed only 12,000 times since it was put up on YouTube a month ago. Moreover, the YouTube channel that's supposed to feature user-created videos, displays only three submissions.

I must be missing something since there have to be more than three people in Japan who've created videos using the applet. There's plenty of creativity out there, and today's Japanese youth are a lot less shy than previous generations were.

In any case, if you haven't yet seen it, the Mixing Levi's applet is worth checking out.