For those who aren’t familiar with the idiom, this has no connection with Genghis Khan-style barbecue restaurants or the continuing resistance of the Japanese public to the smell of lamb chops, but rather refers to older women dressing like their daughters or even granddaughters. I blame the also huge number of mother and daughter shopping couples, which I don’t know what to blame on…
This changed seemed to happen slightly earlier abroad than in Japan and I also saw Uniqlo advertising “Japanese technology” in their winter underwear, it seems like a deliberate move from wanting to be generically international to wanting to have a specifically Japanese image. As I know nothing of the internal decision making of this company obviously talking about the reason why would be pure speculation, but here goes anyway with three possible theories:
– It was an internal decision to bring back some national pride to the poor Japanese salarymen who were being forced to use English in the headquarters in Japan
– It was a reaction to the success of the faux-Japanese brand SuperDry
– It was due to the expansion of Uniqlo in China, where everything Japanese is either cool and worth a premium price or evil and worth burning, depending on the day
Went back to the UK for the first time in 2 years a couple of weeks ago, and the snack “wasabi peas” was everywhere. It’s no means that common in Japan – how did it become so popular back home??