New Delhi, June 10 -- Talk about proud parenting! A Japanese dad is making major headlines after blowing a whopping $700,000 (100 million yen) on ads featuring his young son all over Tokyo's Adachi district.

The kid, lovingly nicknamed "The Landmark Kid", is now a full-blown neighborhood icon.

From footbridges to buses, even convenience stores, Yu-kun's adorable face is impossible to miss. The boy's wild, funny, and sometimes downright embarrassing expressions are plastered everywhere.

One hilarious ad shows him bawling his eyes out after a street performer startled him. That crying-face photo is now a 6-foot-tall billboard outside a subway station.

Locals love him, tourists snap pictures, and the dad is not stopping anytime soon. He ...