Japanese advertising slogans

I love Japanese advertising slogans. They often include English words that have been used in a very Japanese way. Japanese copywriters are clearly convinced that positive words are the way to go. I often see a collection of positive words thrown together in a way that no native English speaker would ever use them.

What do you think of this slogan to promote apple candy: ‘Health and beauty for your life’? The message that they want to bring across is clear but no Western copywriter would communicate it so directly. Reading this kind of Japanese advertising slogan instantly puts a smile on my face. It sounds so sweet and innocent and frankly I find it quite endearing.

Japanese advertising slogans

These apple candies will bring health and beauty to your life! Yes they will!

Have a look at some other examples:

Hopeful bargain in Tokyo, Japan

Hopeful bargain in Tokyo, Japan

freshness burger in Nagoya airport

Freshness burger in Nagoya airport

funny english in japan toiletpaper

Japanese toilet paper, bringing happiness to your life

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Japanese pedestrian crossings

When I first arrived in Japan, one of the first things that caught my attention were the pedestrian crossings. In Japan, when the pedestrian traffic lights turn green, they turn green for all directions at once. Car traffic from every direction is stopped. This enables the pedestrians to cross the intersection in whatever direction they want, including diagonally. It was such an odd view to see pedestrians walking over the middle of an intersection.

Japanese pedestrian crossing Toyota City

I took this picture of a pedestrian crossing in Toyota City on the very first day of my stay in Japan. From the hotel I had an excellent view of this crossing and I was amazed to see everyone crossing at once and walking over the middle of the intersection.

A little research taught me that this kind of intersection is called a ‘scramble crossing’ in Japan (スクランブル交差点 sukuranburu-kōsaten). I also learned that it is not unique to Japan and is also known as an ‘x crossing’ or a ‘diagonal crossing’. They are, however, ubiquitous in Japan. I have never seen one in Belgium.

I took me some time to get used to these Japanese scramble crossings. Walking over the middle of an intersection, I kept feeling apprehensive about oncoming cars. But once I got used it, it gave a real sense of freedom!

After I had gotten used to the pedestrian crossings in Toyota City (a small provincial city), and even those in Nagoya (Japan’s fourth largest city), I had another shock when I visited Tokyo and saw the Shibuya pedestrian crossing. That intersection takes scramble crossings to a whole other level. Shibuya pedestrian crossing is the busiest scramble crossing in Japan.

shibuya pedestrian crossing

People waiting to cross at Shibuya pedestrian crossing

shibuya pedestrian crossing

The crossing in full swing at Shibuya pedestrian crossing

Please take a look at this video I shot looking out over Shibuya pedestrian crossing. I took it from inside the Shibuya Starbucks and it really shows how impressive this crossing is. At the end of the video, you might also notice some people hurriedly crossing while the light is already red. This blatant rule breaking once again shows that Japanese people are human too, contrary to popular belief in the West.

Tiny Japanese iron

Living space in Japan is limited. At first glance, Japan’s population density of 336 people per square kilometer seems deceptively low. In fact, it is lower than that of Belgium, which is 370 people per square kilometer. We should, however, take into account that only roughly 20% of Japan’s surface is fit for human habitation, due to the large amount of mountainous terrain, thus leading to an actual population density that is much higher.

Japanese people therefore tend to live in much smaller houses and apartments than Belgian people do. This limited living space has sparked numerous creative solutions to save on space. One of those is the tiny iron, accompanied by an equally tiny ironing board.

I had already seen an extensive range of small irons when shopping at an electronics store but hadn’t paid much attention to it at the time, since they also had Western sized irons. I was very surprised, however, when during an afternoon of crafting my friend showed me her ironing board. It was so tiny! And it was intended to be used while sitting on the ground, as you can clearly see by the short legs, although it could arguably also be used while sitting at a table.

tiny Japanese iron

Tiny Japanese iron and ironing board

My friend told me that she doesn’t like ironing and who could blame her with such tiny implements. It must take ages to iron one item of clothing. Japanese clothing store Uniqlo has cleverly responded to the ironing conundrum in Japan by developing a range of ‘super non iron’ shirts. This again shows how Japan is all about convenience, which I love. It also illustrates how the Japanese love to use the word super in their branding. To Western ears that sounds a bit funny. It always puts a smile on my face whenever I hear it. Somehow it makes everything sound cute and powerful at the same time.

uniqlo non iron shirt

Uniqlo super non-iron shirt, perfect for people who don’t like to iron!

After writing this article, I found out that non-iron clothes are full of chemicals that are harmful to the environment, so I am no longer a fan of non-iron clothes.

For comparison purposes I will describe a Belgian ironing board. It stands on high legs and is about three times the size of the Japanese ironing board. Belgian irons are larger and often have an external steam generator, which produces more steam and helps to iron more efficiently. With the Belgian setup I actually quite enjoy ironing. For honesty’s sake I do have to mention that there are also many Belgian people who dislike ironing.

large Belgian iron

Belgian ironing setup, with large ironing board and iron with external steam generator

Despite my ravings about the wonders of large ironing boards and external steam generators, I would probably also turn to the tiny Japanese iron if I lived in a Japanese ‘one room mansion’ (ワンルームマンション). A one room mansion, as the name suggests, has only one room of about 10m², with a very small bathroom and cooking area. The one room mansion blocks often look a bit depressing to me, with rows of uniform doors, leading to identical square boxes.

one room mansion

One room mansion in Japan

What is your experience with ironing in Japan?

 

Typhoon season

Typhoons are a part of life in Japan. The typhoon season in Japan runs from May through October, with peaks in August and September. Since weather in Belgium is usually pretty mild, the occasional summer thunder-storm excepted, I was quite worried at the prospect of facing tropical cyclones during my stay in Japan. My concerns were not lifted by ominous typhoon warning e-mails sent out by the expat support agency that was hired to watch over all Toyota expats. The e-mails advised everyone to stay inside, keep away from the windows and have enough supplies to last 1-2 days in case you couldn’t get out of the house and the electricity failed. Part of the advice literally read:

If you don’t have water and other supplies, now might be a good time to go out to your local convenience store. There is no need to go overboard, as this situation is only likely to continue for another 1-2 days at the most, but you may wish to get enough to tide you over. In case of electricity failure, having some candles and torches / batteries would be advisable.

I have included the full warning e-mail below.

Being the good little gaijin that I am, I dutifully followed this advice, particularly the part about ‘now might be a good time to go out to your local convenience store’. So I wrestled through strong winds and pouring rain, holding on to my umbrella for dear life, to get enough supplies to last me through the upcoming natural disaster.

This video gives you an idea of the weather conditions during my shopping run:

Having arrived home with my supplies, I huddled up inside the house to wait out the terrible storm that was surely about to hit soon. But instead of gaining in strength, the storm seemed to die down! I turned out I went shopping during the height of the typhoon! It seems that I severely overestimated the strength of the typhoon.

Nevertheless, my neighbour also seemed a bit worried the typhoon, because this is what she did to protect the plant at her front door:

plant protection typhoon

This plant was carefully wrapped to protect it from the strong storm winds. This still didn’t prevent it from falling over, which it did, but the plant nevertheless made it through the storm in one piece.

Despite my own personal experience with typhoons (i.e. them being pretty mild), typhoons can be quite dangerous. Especially in the Southern parts of Japan, people die every year because of typhoons. The year I was in Japan, parts of Nagoya and Okazaki were flooded for a few hours because of the rain front preceding the typhoon. Even just two weeks ago there was a large typhoon associated flood in the Kanto region that killed several people.

Considering the big picture, I am still unsure on how to react to typhoons. Go about my business as usual and ignore the whole thing? It seems I would have been better off having done so instead of having gone shopping for emergency supplies. Salary men also seem to ignore typhoons completely. There is no question of staying inside as advised. They go to work or die trying. But on the other hand there are these disastrous stories in the media. I also heard that sometimes schools close when a typhoon approaches. So what is the best way to deal with an approaching typhoon? What is your experience with typhoons? What is the advice you would give? Please leave your thoughts in the comments section!

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Full warning e-mail from the expat support agency:

Typhoon #15, also known as Typhoon Roke, will hit Nagoya Tomorrow at approximately 15:00/3pm.  Please exercise caution. 

An evacuation warning has been issued to all areas of Nagoya City, and in certain parts of Nagoya such as Moriyama, actual evacuations have been ordered. While the rain has settled in the past few hours, there is a good chance that heavy rain fall will occur overnight and again tomorrow morning, through until when the Typhoon is scheduled to pass through this area at 15:00 tomorrow.

We recommend the following:

WITH REGARD TO THE RAIN

  • If possible, stay at home and keep advised of the situation by watching NHK. While not always in English, important notices are given in English on NHK.
  • Stay clear of rivers / streams and large drains. There is potential for any of them to overflow without warning.
  • Avoid using a vehicle, especially in the dark, as it is difficult to see flooded areas and it is often too late once you enter them. Kindly note that your insurance is, for the most part, unlikely to cover the loss of your vehicle due to flooding.
  • If your parking spot is in a low-lying area, move your car to a local supermarket or other such car parks that are on higher land. This would be advisable especially if there is already 5 – 10 cm of water that you need to wade through around your vehicle.
  • If you don’t have water and other supplies, now might be a good time to go out to your local convenience store. There is no need to go overboard, as this situation is only likely to continue for another 1-2 days at the most, but you may wish to get enough to tide you over. In case of electricity failure, having some candles and torches / batteries would be advisable.

WITH REGARD TO THE TYPHOON (scheduled arrival tomorrow at 15:00)

  • Stay inside! Keep advised of the situation by watching NHK. While not always in English, important notices are given in English on NHK (Channels 1 and 3).
  • Secure or move inside outdoor items such as toys, grills, bicycles, furniture, plants and anything moveable on the balcony. Move potted plants and other heavy objects away from windows inside as well.
  • If you have shutters on your windows and doors, pull them shut. Shutters can prevent your windows from being broken by flying items.
  • Set your freezer to the coldest temperature setting to minimize spoilage if the power is cut off
  • Watch for leaks around windows and doors. If the wind is strong enough, water may be blown into your home even if the windows are closed. Have handy towels, rags and mops
  • If the storm becomes severe, move into a hallway or area where there is the least exposure to external glass windows.
  • Draw curtains across the windows to prevent against flying glass should windows crack.
  • A window on the side of the house away from the approaching storm should be opened a few inches. This will compensate for the differences of indoor and outdoor air pressure.
  • Remember that typhoons have “eyes”, areas in their center where the weather appears calm. If the eye passes over your area, it may appear that the storm has finished, with winds then picking up again as the remainder of the storm arrives
  • After the typhoon is gone, check for broken glass, fallen trees and downed power lines which may present safety hazards near children’s school bus stops, outdoor trash areas, around your car, etc.

The abundance of automated defibrillators in Japan

The first time I saw an Automated External Defibrillator, AED for short, was in Japan. An AED is a machine designed to help people who are suffering from a heart attack. While waiting for an ambulance, bystanders can fetch the machine, connect the electrodes to the patient and the machine will automatically determine if it is necessary to administer an electric shock. It is important to note though, that CPR (resuscitation) remains vital. AEDs are designed to be used together with CPR.

philips heartstart AED

The Philips Heartstart AED

philips heartstart AED placement of electrodes

Electrodes are placed on the patient and the machine determines if an electric shock should be administered

While we have AEDs in Belgium as well, they seem to be few and well hidden. In Japan on the other hand, AEDs are everywhere. And there are clear signs indicating where the AEDs are. Have a look at this map, giving an overview of all AEDs in Atsuta Jingu park in Nagoya:

a map of all available AEDs in Atsuta jingu in Nagoya, Japan

A map of all available AEDs in Atsuta shrine in Nagoya, Japan. The hearts indicate the location of the AEDs. I count four AEDs in this park alone. Amazing!

AED in Japan

A clearly visible AED near the entrance of the toilets in a shopping centre in Japan. There is a flashlight on top of it. I wonder how it is activated. Are there buttons throughout the shopping centre that activate the flashlight and thus guide you to the AED?

One might argue that this abundance of AEDs is due to Japan’s ageing population. Belgium however also has an ageing population, yet AEDs are not omnipresent. Personally, I attribute the availability of AEDs in Japan to Japan’s concern with safety (安全 anzen). The lengths that Japanese people and authorities go through to ensure safety in all possible situation is impressive. Japan is covered with signs warning you about all possible dangers. ‘Anzen’ (safety) is a word that I quickly learned while living in Japan!

What do you think about AEDs in Japan? Do you also find there are so many of them? Why do you think that is?

Japanese women don’t put their purse on the ground

Have you ever noticed that Japanese women never put their purse on the ground? It seems like a pretty straightforward thing but it really drew my attention in Japan. When Japanese women are in a café or restaurant, they will sit a bit forward on their chair and place their purse behind them on the chair, rather than placing it on the ground. The give up the comfort of resting against the back of the chair, to ensure their purse keeps clean. Taking into account this preference, many establishments provide special baskets for women to place their purse in. Very considerate and an excellent example of Japanese customer service.

Japanese purse baskets

The woman on the left has placed her purse behind her on the chair. Below the chairs are suspended baskets, intended as a place to keep your purse.

japanese purse basket

Another café where they offer a convenient basket to keep your purse off the ground.

Only when I started noticing the Japanese habit of never putting their purse on the ground, did I start thinking about how Belgian women do put their purse on the ground sometimes and how dirty that actually is. Since then, I take care to never place my own purse on the ground.

This Japanese purse etiquette is a good illustration of the importance of cleanliness and purity in Japanese culture. When it comes to daily habits, I find the Japanese often have very sensible views on cleanliness. After I left Japan, it took some getting used to a few ‘dirty’ Belgian habits again, like wearing shoes inside the house and shaking hands with strangers.

 

Heating the outdoors

Customer service is extremely important in Japan. Sometimes this leads to situations that seem a bit excessive in my eyes, like the amount of packaging they use or that time we saw a heater placed outside in the open air, to accommodate waiting customers.

open air heater in Japan

A kerosene burner placed outside in the open air to help customers waiting to have lunch stay warm

In Japan, it is very popular to eat out for lunch. Since many restaurants have only very limited seating space, it is common to have to wait for a table at a good restaurant. If the restaurant is really small, it doesn’t have an indoor waiting area and customers have to wait outside. One cold January day around noon, we were waiting to have lunch at a restaurant in Hakone. There was a waiting area next to the restaurant, i.e. outdoors. To my great surprise, the staff had placed a kerosene burner in the waiting area. Although I was very thankful for this extra heat (it was so cold!), at the same time I felt a bit guilty about taking advantage of something that somehow felt a bit wasteful. The heater was pretty much attempting to heat the entire outdoors, which is of course futile. There was no tent, no enclosure, nothing that could even barely attempt to keep a bit of the heat localised.

outside heater in Japan

Such a cold day!

After having discussed the situation with some Belgian friends, they pointed out that in Belgium sometimes we also make a bonfire outdoors or restaurants place heaters on their terrace in winter to enable people to sit outdoors. While this is true, I still felt an initial shock at seeing this heater in Japan. It is not the first time that I have felt torn between my love of Japanese customer service and my desire to not be wasteful. I would love to hear about other people’s experiences and opinions on the matter! Have you ever felt the same? How do you deal with these things? Or is it a non-issue?