Shohei Ohtani's prowress on the diamond translated into an outsized influence on Japan's consumer trends this year.
LIFE / Lifestyle
Dec 13, 2024
The year that Shohei Ohtani achieved 'yokozuna' status … in the market
To qualify as a genuine "hitto" (hit), a product or service must harness some new concept or technology in a manner that significantly impacts the marketplace.
People in cities across Japan will pop into their local convenience store for any number of products they believe will help them with a night of drinking.
LIFE / Lifestyle / Longform
Dec 6, 2024
Hangover cures are everywhere in Japan — but do they work?
Japan’s suspect remedies make up 20% of the world’s market for hangover cures, but their success lies more in marketing than science.
Rachel Accurso, in character as the internet personality Ms. Rachel, in New York on Nov. 4.
LIFE / Lifestyle
Nov 30, 2024
Ms. Rachel’s improbable journey from toddler whisperer to holiday toy sensation
A series of toys depicting children’s YouTube sensation Ms. Rachel is quickly becoming one of the hottest holiday gifts.
Shiho Hanadate is part of a small yet growing number of young tappers pivotal in securing the future of domestic sap collection used in Japanese lacquerware.
LIFE / Lifestyle
Nov 30, 2024
The young sap collectors underpinning Japanese lacquerware
“You can’t cut into the core, so you have to judge the thickness of the bark,” says tapper Shiho Hanadate. “You have to develop a sense for it.”
Totopa in Tokyo’s Shinjuku Ward was picked by consultants TTNE as the best sauna of the year.
LIFE / Lifestyle / Longform
Nov 25, 2024
Japan’s sauna movement: Relax, refresh, repeat
The modern sauna experience is more than just taking a seat in some steam — whisking, aufguss shows and spectacle all play a part.
While baldness can often be the butt of jokes in Japan, it can also be a powerfully freeing act of self-acceptance for those struggling with hair loss.
LIFE / Lifestyle
Nov 16, 2024
Thinning up top? Hair loss in Japan is not the end.
Among Asian countries, Japan has the highest rate of alopecia at around 26%, as well as 7.8% of women experiencing some form of hair thinning.
Sanwa Koutsu's Kuroko Taxi service has drivers dressed in traditional stagehand garb communicate with passengers only through gestures and written messages.
LIFE / Lifestyle
Nov 9, 2024
The sound of silence: Japan's no-conversation services
“Constant social interaction can feel like torture for us introverts,” one customer says. "I think it’s a pretty smart business move."

Longform

Yasuyuki Yoshida stirs a brew in a fermentation tank at his brewery in Hakusan.
The quake that shook Noto's sake brewing tradition