There was a time when Japan prided itself on its thriftiness. Hard times after World War II produced the need to save money and cut every corner. Children were taught that each grain of rice was sacred and not to be wasted. Sardines and mackerel were standard fare, beef reserved only for special occasions. Little Sister got Big Sister's hand-me-downs, and eating and sleeping in the same room was the norm.
Over time, though, as the economy got back on track, people learned to enjoy consumption and even developed a taste for luxury. Then in the '80s, like a kid itching to buy that new shiny, red bike, Japan broke open the piggy bank and blew its hard-earned savings. In Tokyo in particular, extravagant spending became commonplace. Consumption had to be conspicuous. Rich lifestyles -- and imported, high-status accouterments -- were breathlessly touted in the media. Consequently, tourists became terrified of high-flying Tokyo and its legendary 800 yen cups of coffee.
It's a different story in the Japan of 2001.
With your current subscription plan you can comment on stories. However, before writing your first comment, please create a display name in the Profile section of your subscriber account page.