Since sharing her first video on Instagram in March 2023, Kumiko Shichijo, 60, has become an online authority on Japanese etiquette and manners, guiding over 180,000 international followers on everything from handling chopsticks to exchanging business cards. For her day job, Shichijo heads up the family real estate business, Shichijo Shokai, in the city of Takamatsu, Kagawa Prefecture.
1. What motivates you to make your videos? I really appreciate people who take an interest in Japanese culture. Even if they don’t know a lot about the culture here, they want to respect it, and I like that mindset a lot.
2. Has the rapid growth of your Instagram account surprised you? Yes! When I reached 100 followers, I was so happy that I sent my 100th follower a DM just to thank them. Before starting the account, I noticed that there weren’t many people out there teaching Japanese etiquette to non-Japanese people, so I did see that there was an opportunity. The videos on gift giving and oshibori (hand towel) manners have attracted a lot of views in particular.
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