By now, the images associated with Japan's global pop hipster juggernaut are news to no one. Pokemon, launched in 1996, is a multibillion-dollar media empire, extending into 68 countries worldwide. Its bright yellow, perky-tailed mascot soars above 5th Avenue in the annual Macy's Thanksgiving Day parade, right next to an old pup named Snoopy. Fashion-fanatic Harajuku girls are now called "the Harajuku Girls," a Japanese dance troupe touring the world and gyrating in sold-out stadiums alongside a blonde singer named Gwen Stefani.
Hello Kitty manufacturer Sanrio's overseas outlets frequently outperform their domestic counterparts, and anime- and manga-devoted clubs and conventions have sprouted and bloomed in foreign soils like Takashi Murakami's psychedelic smiley-faced flowers.
Much of the imagery is redolent of kawaii, either emitting a whiff of the uber-cuteness now considered an essence of Japanese popular culture, or, as in the case of Murakami and other contemporary artists, playfully subverting it. There is also a giddy smorgasbord of styles and designs, mixing high and low and East and West with seemingly endless imaginative abandon – and, of course, plenty of hyperkinetic action: spiky-haired guys and gals à la Naruto and Dragon Ball Z and a heap of video game consoles leaping across screens and bursting through comic book panels.
The combined effect of this assault on the global consciousness is a vision of a contemporary Japan exploding with energy, inventiveness, color and light – qualities we generally ascribe to youthfulness: actually being young, or perpetually feeling that way. Many foreigners see in today's Japan the face of the future.
But inside the country, specters of darker hues shadow the horizon: an aging population and a declining or stagnant birthrate; an expanding class of young, part-time workers (freeters) with checkered resumes and scant skills; and so-called NEETs ("Not in Employment, Education or Training"), with their CVs and skill sets suspended in mid-youth. Stories of pathological young shut-ins (hikikomori), who withdraw into their bedrooms and virtual worlds to avoid the real one, and internet suicide pacts, through which young loners meet one another online in order to kill themselves in the bricks-and-mortar world, have begun haunting headlines at home and abroad.
"There doesn't seem to be much optimism," says literary translator, author and University of Tokyo professor Motoyuki Shibata. Shibata's current classes are made up of what he calls "the first generation in modern Japan to grow up without the sense that things would get better."
"We're the risk-averse generation," a 20-year-old female student at the University of Tokyo explained to me. "We grew up too comfortable to take risks."
While conducting research for my book Japanamerica, I found that the social ills afflicting Japan's younger generations and the pessimism they betray began to form a narrative nexus, tying an increasingly anemic youth culture to the anxieties felt by many in the anime, manga, toy, game and other pop cultural industries.
It's not hard to find pessimism about the young pessimists. Michael Arias, the Japan-based American director of the 2006 anime feature Tekkonkinkreet, illustrates his concern by reciting the names of several professional anime artists and directors in their 40s and older: his industry and craft may be finding audiences abroad just as they are dying in Japan.
"Making Tekkonkinkreet, I was fortunate to enough to work with some of the best talents in the field here in Japan," he says. "And I heard over and over from the veterans on my staff how depleted the ranks have become in the last ten years or so."
What to make of the apparent disparity between the image of a vibrant "cool Japan," and a much colder Japan – a domestic youth culture that is shrinking in size, hope and ambition, and beginning to grow increasingly violent?
This June, when inveterate loner Tomohiro Kato plowed his truck into three people and stabbed 14 more, killing seven, in Akihabara, Tokyo's mecca of pop culture, the world outside Japan began to see the chill enveloping the nation's younger generations.
The nation was already dealing with a 2008 spike in hydrogen sulphide suicides, in which the young have found a new way to kill themselves with a chemical mixture involving over-the-counter detergents, whose airborne residue can also contaminate and potentially kill other innocents in the vicinity. A government report issued less than a week before Kato's killing spree noted that the birthrate continued to decline even as the suicide rate continued to rise.
A few weeks before Kato committed kireru, or a sudden, violent 'snapping' of lost control, Asuka Sawamoto, a 30-something former J-Pop idol, began showing off her thong underwear to legions in the Japanese media. The police swarmed in, Sawamoto was arrested, and street performances were severely curtailed.
This has been a bad year for Japanese pop culture, even as profits and interest abroad rises. Akihabara, the formerly benign center of Japanese fantasy, is starting to become an ugly repository of Japan's real problems.
Social critic Mariko Fujiwara blames the breakdown on the collapse of the family system, among other factors. The baby-boomer parents achieved a level of middle-class comfort. They had fewer children so they could sustain that comfort – and they gave their children everything, except the strength and guidance to navigate the myriad choices and uncertainties of the twenty-first century.
"Japanese kids today feel that if anything goes wrong for them, it will be disastrous for the entire family," says Fujiwara. "So they don't even want to try. There is a mismatch between their aspirations and their willingness to work to achieve them 'no matter what.' They thought material and digital connections would be enough, but they're discovering that they and their parents were wrong. Today's Japanese kids are incredibly unhappy."
What if Japan, the face of the future, is showing us who we are becoming – as a kind of proverbial 'canary in a coal mine,' a Cassandra of our trans-cultural futures. Consumerist, protectionist Japan is now celebrated worldwide as the Asian arbiter of cool, even chic. But at home, endless consumer choice and cleverness is starting to look hollow.
Evangelion auteur Hideaki Anno, now 47, believes that the problem may not lie exclusively with Japan's younger generation. Instead, he says, there is no adulthood for them to grow into. "We are a country of children," Anno recently told a reporter from The Atlantic Monthly. "We don't have any adult role models in Japan."
I predict that the dilemma facing Japan – how to create a sophisticated adult culture in a capitalist society that has less need or room for one will – become commonplace in the coming years.
But Duke Professor Anne Allison is more buoyant about the freeter and hikikomori generations of slackers and shut-ins. After all, she says, "Where are all these fresh ideas coming from? They're not coming from kids who are going to college or becoming salarymen."
Allison points to the example of Satoshi Tajiri, once an isolated hikikomori boy taking solace in his addiction to Space Invaders, and now best-known for being the original creator of Pokemon.
"We shouldn't blame the kids," she adds. "They're not at fault for neoliberalism or affective culture. They're just in it. Nobody believes in Japan Inc. anymore, because it doesn't exist."
She's right. The Japanese cult of the future is already dated. But if it – Japan Inc. – doesn't exist anymore, where do we go next?











































19, 2008
06:07 pm
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I feel similar about Japan's society as the previous responder.
— AnonymousAlthough I have only been in the country once, I have read enough articles about Japan and seen enough products catered to Japanese people to understand the type of problems they face.
I once read an article about a man who spent thousands of dollars to buy life size dolls to assuage the lack of women in his life or how Japanese workers have to work well beyond the work schedule for fear of ricidule from his/her colleagues for "slacking".
Perhaps they should try practising religion. If anything, it gives one a sense of hope.
19, 2008
12:44 am
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I've lived on and off in Japan for 6 years now, and i am currently in Nagano.
For what its worth, i thought the article was kind of a joke. It is a serious attempt to look at the alienated youth and disconnected people that fill the large cities. But even the examples used to show the creativity of the current generation, go no farther than heavily consumerist and plastic world of anime. Evangelion and Pokemon have huge licencing contracts with everything from pachinko parlors to fast food chains.
For all the problems facing Japan, there are almost zero outlets of original or critical thought in the any kind of mass media. I say almost zero, because although i personally know of ziltch, i am sure something exists beyond my limited experience.
There have been comics and manga that have dealt with social and environmental issues, like Barefoot Gen's account of the atomic bomb over Hiroshima, or Miyazaki Hayao's epic work, Nausicca and the Valley of the Wind.
But those are already 20 years past or more. There is very little rebellious, critical music. Even the most fertile ground for youthful angst, punk rock, is just another lame fashion safe for mass consumption.
And while other first world counries have subversive outlets for information, there is nothing even coming close to a magazine like Adbusters that i am aware of. And believe me, i have looked.
Not that everything is bad, mind you. There is enough beauty here that keeps me from returning to my home in Canada. People are much more polite here, and do still treat each other with a fair bit more respect that other places i have been. And things are slowly improving in terms of environmental awareness.
But it is still very much a closed country when it comes to discussing serious social and environmental issues publicly. Out of the many people i have talked to about it, i can count on my fingers how many actually know the kanji for 'exploitation', and only a percentage of those know what a sweatshop is.
I spent 3 days of my summer under a tent at a music festival, handing out flyers and newspapers on topics ranging from animal rights to feminism. Many people were sincerely interested, and the ones i talked to voiced the complaint that there was no outlet to get 'alternative' views. I had a stack of Adbusters out for people to peruse, and those seemed quite popular. There is fertile ground for these ideas, but no one is getting them out.
— Ben18, 2008
05:47 pm
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Thought provoking article based on a deeper understanding of Japan and its strange psychology. The situation mirrors the European fin de siecle, spleen or mal de siecle that surfaced in the late 1880s. We have the advantage of instant communication, and rapid distribution of any news, good, bad or irrelevant.
Living on two continents, neither of which is Asia, I can only add that there are pieces of what we have just read everywhere. The cost to disenfranchise has become exceedingly cheap, the rise of boredom is steepening and the ability to solve one's own problems almost non-existent
Simple case in point which some may deem laughable, not so long ago, in the late seventies, you could actually fix your own car with a decent set of tools. That is no longer possible. You could play a guitar and sound decent, no longer feasible because electronics have destroyed that simple sound.
And the society that has done the most to destroy those simple pleasures and coping mechanisms is Japan. No wonder they are the first to start coming apart.
— Peter B18, 2008
12:44 pm
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It was when I saw the Japanese movie SUICIDE CLUB that I thought, whoa!!!! I am 50 years old and pretty removed from much of J-Pop culture, so that movie brought me up short. The romanticizing of suicide as an existential choice, the poignant way the girls join hands on the subway platform before the sacrament of jumping off together... and then, the melodramatic, horror-movie waves of blood rushing up on the subway platform and into the subway cars where the OLD PEOPLE (very obvious symbolism, I thought) all scream AHHHHHH!!!!! In your face, old Japan, with our collective suicides!!!!!
And yes, I agree with others here that this is where WE are headed...After all, it was twenty-somethings in my workplace who were avidly passing the movie around to each other, as if it said something very important.
— DaisyDeadhead17, 2008
11:22 pm
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Wow, the above post paints an incredibly bleak picture. Bleaker than I was previously aware.
My admittedly fictional, but still very compelling window on the situation came (perhaps ironically) from a relatively recent anime series:
Satoshi Kon's Paranoia Agent (2004)
I recommend anyone interested watch this. Not by any means definitive, but very relevant to the issues discussed in this article.
— Trilly C17, 2008
10:13 am
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I'm a Japanese woman living in Tokyo.
— satoriWhen I first started to learn about how popular Japanese pop culture is becoming in the States, I felt pretty puzzled. I think the majority of Japanese people here either feel the same way, or are still totally unaware of the fact. I don't think many of us has even been exposed to the idea about being "leaders" or trend-setters of any kind, much less the "canary" in a global coal mine.
In terms of the recent range of tragic incidents that's been occuring - internet suicides, parent/child killings, the Kato case, etc - of course we're aware of their impact on our society, and everybody is feeling the sense that there is definitely something wrong and weird going on here. Analysts and commentators on tv and other media are coming up with dozens of theories to try to explain and these things.
But after reading this article, I realized how useful it could be to change the perspective a bit and to start thinking about these these matters in a broader context. Not that it will be any direct solution to the problems, but at least it would trigger thinking in a newer, fresher way. I always wish that more Japanese people could have access to these kinds of articles.
I personally really liked reading this piece, and am looking forward to reading more by you.
16, 2008
05:02 pm
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yeah, but is it really that different here? this american pop-culture is one of youth as well. most of the faces on tv or in the movies are young or want to be young again or look young. this isn't a culture that appreciates age and maturity. we have 50 year old businessmen walking around in superhero t-shirts and ripped jeans. "the new 20" is being raised by 10 years every other year.
— tengbergthe pop-culture says that youth is the only thing that matters and being old is lame.
but the young celebrities that happen to get old are easily replaced.
16, 2008
08:06 am
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it's not the truth
— Mali Jing16, 2008
01:04 am
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I think the problem that really must be addressed (and I believe that many of your comments are missing the point: it's no longer about model economics or market shifts) is the increased substitution of synthetics in place of nature, ethics, morality, empathy and basic human understanding. Technology now is more advanced than it ever has been in human history; is it really a coincidence that the arbiter of all things technologically groundbreaking is also facing one of the most dire ethical dilemmas of modern times? More alienation and disconnection, a weakened sense of self and purpose, an inability to differentiate between real and produced. The irony of Western progress and ideals is that as we build our synthetic world, we're deconstructing our collective consciousness. The human race has always been connected through human values, but the more we diminish the natural order in favor of God-complex "ingenuity", the weaker the connection becomes. think of a consumer capitalist society as a creature whose head grows as its tail shrinks. When all we have left is the shit we've mass-produced, we'll have turned everything into nothing. we need an ethical push to replace empty cultural signifiers with something of substance. As the "canary", the land of the rising sun is a cautionary tale for all westernized nations. we're building in a vacuum. it's time to reevaluate our values before it's too late.
— Justin Alexander18, 2008
11:12 am
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You have hit the nail on the head. Wonderful insight
— Subhash15, 2008
02:44 pm
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The author of the comment directly above this one is an absolute twit
— Lukeylukeface15, 2008
09:10 am
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Thing is in Japanese live-action film there's an entire genre devoted to the theme of youth vs. adult violence in popular movies such as 'Battle Royale', 'Battle Royale II', 'Kill Enemy', and 'Machine Gun Girl'. These types of movies would never be made by Hollywood, which still show most teenagers as dumb, stoned, sex-crazed morons instead of people with real problems.
— Mike Smith17, 2008
12:30 pm
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that is bullshit. the whole teen movie industry is built around the idea that teenagers are smarter than their parents. youve chosen examples that were popular worldwide, im sure anyone could do the same wrt hollywood. ever seen natural born killers?
— Anonymous19, 2008
08:20 pm
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Every teen movie I've ever seen (that is movies marketed at teens that have teens in them) have treated me and everyone our age as people that aren't that bright, or the movies treat us that way by repackaging the Breakfast Club for the millionth time. In these movies, we are a nation of people who only care about the shallowest things, and have zero experience. In teen movies, our emotional depth, we are defined by our social standing. Everyone has to be a gothy chick, an outcast, a popular girl or a geek. And we aren't supposed to notice this.
— AnonymousAnd I'm suppose to think that they think I'm intelligent?
15, 2008
09:02 am
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The aove poster is full of nonsense. Ever since WW2, japanese traditions of old have been purposefully propagandized by Western intelligence agencies to make these beliefs and traditions seem quaint and a joke to be laughed at. Western and zionist organizations destroyed Japanese school systems and completely changing their text books into pro-western capitalistic propaganda. Voila, a whole generation of Japanese youth running around acting and dressing like American hipsters. Believe me, the USA went through it in the 1960's when the CIA released millions of hits of LSD and flooded the cities with hard drugs. It was called Operation Chaos and you can look it up. It is easily confirmed.
Read Alex Constantine's Covert War Against Rock and you'll begin to understand. Also go to www.8thestate.com and watch the movies and listen to the podcasts.
— Anonymous14, 2008
06:17 pm
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We in the West tend to look to Japan for all the positive images and inventions it seems to promise in our futures, everything from hybrid cars to advanced cell phones and bullet trains, organic healthy cuisine to Nintendo Wii, and now, as the article points out, street fashion and entertainment. But we equally tend to ignore the negative signs, even when they are plain to see.
Having done business in Japan for a number of years, I find this writer's analysis of the nation's darker tidings spot on. Unfortunately.
Regarding an earlier post--Japan may have been steeped in Samurai traditions centuries ago, but no more, and today suicide is bemoaned there as a selfish, brutal act of violence. While there may not be the Judeo-Christian taint of sin attached to suicide in Japan, it is hardly viewed as an acceptable act by contemporary Japanese.
— Anonymous14, 2008
02:54 pm
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For many years, I've considered Japan to be about ten years in the future compared to Canada and the United States.
— Mark Stock.
Despite claims to the contrary, I think that Japan is way ahead of the west in technology and economics. Economically Japan may seem stagnant, but I think that this is where western economies are going. Japanese visiting the west have far greater buying power than we do with their money. And, conversely Japanese technology is often years ahead of anything available in the west.
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I think you point to a cultural collapse we are heading to and 'canary in a coal mine' is a good way of describing Japan.
14, 2008
02:17 pm
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no no no! (to the last comment)
— Anonymouswe have to wake up to the reality. OUR HUMANITY HAS BECOME DISLOCATED
and yes, Japan is like a mirror for western civilization.
-it is happening everywhere
i live in a little town in northern mexico, people in the streets is as unhappy as this article describes.
If we dont turn to the solution, we are going to collapse, seriously.
14, 2008
12:26 pm
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I don't see the US as being paralyzed by uncertainty in the future, but rather by ignorance. We seem too willing to celebrate lack of intelligence, and hold education in contempt far too readily.
What I fear for the next generation is a majority of dull-eyed, angry hopeless ignorami too willing to blame their problems on outsiders -- and as we have seen far too often, an isolated nation full of desperate, impoverished xenophobes is extraordinarily dangerous.
— Warren14, 2008
11:29 am
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Add busters is censored - propaganda like all the rest new media my foot.
— Anonymous14, 2008
01:57 am
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I think its difficult or nearly impossible to draw connections between Japan and the West. Does this really need explanation. Our cultures are so different, theirs is steeped in the way of the Samurai, where suicide is not an act of selfishness but selflessness, whereas, suicide in the west, is seen as tragic. We find ourselves dumbfounded, asking pointless questions. In Japan its an honorable thing to do - save ones families from disgrace.
I don't know that many Japanese or Asians, however, the ones I do know are far more introverted than most westerners I know, this surely might be perception but I wouldn't be surprised if its the rule.
I definitely agree this online business is getting a little creepy. Gaming cafe's and what not, I think this is a problem we have to deal with from a socialist point of view.
I have a friend of mine and he tells me that in Saudi Arabia if an adult jokes around or plays with a kid that he does not know. It is no big deal i.e sociablly acceptable, however in the west people will often give you dirty looks like i.e; your a paedophile. Correct me if I'm wrong but don't most of us find joy from the smiles of children. Hell, If you were going to school on Saturday and untill 5pm you would probably be a little depressed as well.
Keep it light, laughing is always better than crying. Things might be bad now but they can always get worse...Let's try and be vibes.
Eerie article - adbusters I'm strting to be a little bit skeptical about you guys recently. I mean does every article have to be themed "apocalypse now". I do appreciate the honest journalism you guys provide but maybe we could try and uplift a human every now and again.
— Veyebes18, 2008
08:02 pm
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Keep it light, laughing is always better than crying. Things might be bad now but they can always get worse...Let's try and be vibes.
Hiding from your problems and/or sweeping under the rug isn't exactly a good thing either.
— blue_dress15, 2008
04:39 pm
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Sadly this is just the tip of the iceberg truth.
I am Japanese citizen and reside in Tokyo, Japan.
Japan is a very "Appearance" preserving society. Everything looks great on the outside, until you see what is actually happening in real-time.
In Tokyo, the husband cannot be home until midnight because he is required to social and work after hours for the corporate company. Wives are left behind in "sexless" marriages. Infidelity is very high here, as to there is not much of a taboo compared to the Judeo-Christian values in monogamy, faithful marriages.
Children are left alone with their mothers who have extreme high expectations for and "Ivy League" future life for their children. This leads to much mental and physical abuse to study, to get good grades. There are many incidents of late of children killing their parents because they were being pressured/abused to get in to elite colleges.
Unless you have lived here, or have Japanese family members, its very difficult to see and dissect the actual reality of what is happening.
There are no ethnic discrimination laws, elderly people can be disqualified for housing because of the lack of age discrimination as well. Japanese society is very adverse in adopting children who are not blood related, and you have so many beautiful children stuck in government care because their guardians do not wish to give them up for adoption, even though the cannot care from them. There are no "child abuction" laws in Japan, and has not signed the "Hague convention" for anti-child kidnapping. Many Western men after divorce from their Japanese wives never see their children again. There's only a one-parent custody system, so the Japanese parent by default will have custody regardless. Children are considers "assets" in divorce proceedings.
Many of the social issues are swept under the rug. Japanese society operates largely on denial because topics that are considered to be dirty or socially inappropriate are not talked about or dealt with.
Young adults are not getting married. Women rather choose abortion rather than place their child in adoption because of the above mentioned earlier about adoption attitudes and its not considered amoral to abort like it is in the West.
I am extremely sad, angry, and hopeless of what is happening to Japanese society.
I know the West is not perfect either yet, Japan is in a social decline faster because of the declining population, suicide, dark ages legal system, and as mention, there are no role models. I don't know of any Japanese celebrities who do the kind of charity work that the west does, or donate large amounts of money to a specific non-profit agency.
— Anonymous