Raw Japan
Slices of Japanese business, politics and life
Wanted: Japan’s next fun fad
I’ve always seen Japan as a nation of trend lovers. From Tamagotchi digital pets and “print club” photo stickers to the morning banana diet and Billy’s Boot Camp, people here seem ready to jump all over the latest fad.
But 2009 wasn’t much of a year for fun and games in the world’s second-biggest economy, according to ad agency Dentsu’s latest Hit Product Recognition survey.
With the exception of flu masks, the Top 10 in this year’s survey was dominated by low-priced retail merchandise and eco-friendly products as consumers pinched pennies and took advantage of government stimulus subsidies.
Hybrid vehicles topped the rankings while other low-emission vehicles eligible for tax breaks and subsidies placed fourth.
Inexpensive fashions ranked third while cheaper store-brand items came in at No.9, as cost-conscious shoppers sought out bargains at budget retailers such as Fast Retailing’s Uniqlo chain.
For a story and list of the top 20 click here.
Suiting up against the flu
It looks like typical, off-the-rack business attire but a Japanese menswear firm has invented a suit for the executive who doesn’t have time to come down with the flu.
Haruyama Trading says its $590 suit can protect wearers from the H1N1 virus, as it is coated with titanium dioxide, a chemical commonly used in toothpaste and cosmetics that is said to kill the virus upon contact.
The company worked on the idea with Gaea, a firm that has added anti-flu coatings to face masks, towels and clothes for doctors for more than 10 years. Now, it’s turning to businessmen.
“I bought this suit to protect my newborn baby at home. My wife is worried about the swine flu as well,” said Eiji Hiratsuka, a 32-year-old businessman.
Not everyone was sold though, as many businessmen told me they were sceptical about the suit, planning to stick to the usual anti-flu and anti-virus defenses such as washing hands and gargling on a daily basis
“I think face masks are more effective than these suits, so I’m not buying one,” said Junji Yasuda, a 27-year-old Japanese businessman.
Who is that masked man/woman?
As the confirmed number of Japanese infected with the H1N1 flu virus rises, the growing question among many is: Where can we buy face masks?
Disposable masks have become an essential accessory in the worst-affected areas of western Japan, while a growing number of Tokyo commuters are wearing them. The government has recommended use by those who suspect infection, but some businesses are ordering employees to wear them, especially if they have face-to-face client interaction.
And Japan’s upper house of parliament is requesting that everyone, including lawmakers, wear a mask when entering the chamber.
Not surprisingly, some pharmacies and drug stores have run out of stock, while shares of medical mask makers Shikibo and Daiwabo have shot up since the first case was confirmed in Tokyo.
Osaka-based Shikibo says orders in April alone exceeded by 25 percent the volume of the previous business year, and TV footage shows lines outside stores.
My cousin in Himeji, Hyogo Prefecture, says more than half the people on the street are wearing masks now and the only reason she isn’t is because there are no masks to buy.
Japan markets Obama in masks, books and tourism
As Washington readies for the inauguration of Barack Obama, one Japanese firm is finding out how well his face sells — literally.
A mask factory near Tokyo is churning out Obama masks that are fast becoming the firm’s top-selling face, while others are also cashing in on the popularity of the new U.S. president.
One publisher has created a bestselling text book using Obama’s speeches to teach English.
“The Speeches of Barack Obama”, has sold more than 400,000 copies in two months, a big hit in a country where few hit novels sell more than 1 million copies a year.
“His speeches are so moving, and he also uses words such as ‘Yes, we can,’, ‘change’ and ‘hope’ that even Japanese people can memorise,” said Yuzo Yamamoto of Asahi Press, which produced the best-selling text book, which sells for 1,050 yen ($12) with a CD recording of the speeches.
“Readers have sent in postcards saying that when they heard the speeches, they were so moved and cried even though they don’t understand English very well.”
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Resident Raw Japan Expert
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Japan’s top 10 fads for 2009:
1. Rude politeness.
2. Massive Government Debt.
3. Overfishing.
4. Pacifism.
5. Incomprehensible Samurai Movies.
6. Nintendo.
7. Spy Satellites.
8. Actresses on Iron Chef who only speak in monosyllables.
9. Creepy Porn.
10. Changing government for the first time in fifty years.