Dice-K Fever

+ Last night I watched part of the Red Sox game with Dice-K pitching for the first time at Fenway Park. I know there has been much excitement and craziness over the fact that Boston got Dice-K and that he has come from Japan. But what I find over the top and bizarre was the fact that ads behind home plate where in Japanese. Dunkin Donuts modified their entire logo to be in Japanese - no English anywhere - and a local lumber yard had their ad in both English and Japanese.

What I find confusing is why they are doing that. Wouldn't the Japanese broadcasts throw up their own digital billboards over whatever is up for us? Or is there some international law about doing that sort of thing? I just found it strange and a bit over the top, especially for a local store.