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Reason: pictures of #38 Rot, #39 Gonsuke, and #40 Mimi; member's Pokémon with Platinum update (it changes for some); ranch levels.
Club Look-See (Japanese: みてみて☆クラブ Look-Look Club) is a club of ranch owners in My Pokémon Ranch. Occasionally, a member of Club Look-See will visit a player's Ranch and show the player their Ranch. Each member's ranch has its own theme. It should be noted that each of the member's Miis are designed to look somewhat like the Pokémon they take care of.
Without the Platinum update, Club Look-See has 37 members. After obtaining the Japan-exclusive update, the number of members has increased to 40; additionally, players can also return to the various ranches at any time they want.
Once the cycle has been completed once (i.e. each member's ranch is visited once in order), the members return again at periodic intervals, albeit not in order.