Examining what it’s like to live, work and play in Japan, our experts guide you through the nuances that define its culture.
Once aspirational and teeming with tenants, Japanese complexes on the outskirts of cities are now being abandoned – except by the elderly and the recluse. To usher in new life and youth in these areas, Muji started a renovation project that upgrades yet preserves these heritage neighbourhoods.
Maataso stands out from her fellow J-beauty influencers by downplaying her looks with refreshing hilarity, maintaining relatability even after undergoing trendy plastic surgery. Her fans' positive response says a lot about Japanese beauty ideals and her talents as an entertaining Mom YouTuber.
Japanese fitness group Sogo Fitness has exploded in popularity, attracting a young clientele by blurring the lines between group workouts and social clubs. People are looking to make connections where they build healthy habits, and group fitness is becoming a go-to social activity for many.
Japanese transit companies like JAL are leading in sustainable upcycling, while Ace Luggage transforms retired train lines into chic travel goods. The collaborations with designers and transit enthusiasts elevate waste into aspirational accessories, aligning with travellers' sustainability goals.
Japan Arigato Lager by Utage Brewing is a sustainable beer made from leftover rice at Narita Airport's lounge. As part of Japan Airlines' sustainability efforts, it educates travellers on food waste and environmental issues through small daily choices, such as grabbing a cold IPA eco-alternative.
TBS Radio has collaborated with Japanese apparel brand Fruit of the Loom to create a pop-up that allows people to steal. As young Japanese look for opportunities to indulge in bad behaviour and assert authenticity, brands can tap into playful transgression to appeal to novelty-seeking crowds.
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