The Hottest Brand in Japan

Some people would call Japan and it’s people pretentious.

Take a walk through the streets of Tokyo’s Ginza district on any Sunday of the month, and you will have a fair idea of why they might think this way. And while there is much to be said on this statement alone, I will leave that for another post.

It is a well known fact that Japanese people love brand-names. A Japanese girl I met back in my university days owned a wallet that cost her over 150,000 yen (roughly $1,500 -$ 1750) and when I asked her how she got it, she told me that she worked an entire summer just for the sake of purchasing this single wallet…

And this love for brands doesn’t just come in the form of wallets, bags, and clothes… It reaches its way into everything from food and drinks, to schools, and even… people…

My name is X and I am a brand-name foreigner.

That’s right. Brand Name.
No, it’s not that I own many brands… in fact, I have never really been a fan of them. But rather, in this strange country known as “Japan”, I am a brand. And a seemingly fancy one at that!

I was inspired to pull this piece together after remembering a day many years ago when I was walking hand-in-hand with a Japanese girl in a countryside town near Kyushu. We walked past a group of girls who with eyes open wide, spit out a line that left me speechless:

“いいな~あたしも外人欲しい~!オシャレ!” (Aww~ I want a foreigner too! So fashionable!)

Me = Floored.

Now it is no secret that Japanese think it’s cool to speak English.
And it is no secret that Japanese think it’s cool to have foreign friends.
But it comes to a point where the line needs to be drawn.

If you read my post about finding your own in Japan, you will know how strongly I feel about re-calibrating our social filters in order to avoid unnecessary stresses. In my first few years in Japan, I met a great number of people. And while some turned out to be true friends, others seemed to have ulterior motives.

Years ago, I was (or at least thought I was) good friends with a Japanese man that we will call ‘Tak‘.
Tak was a pretty average Japanese guy aside from the fact that he spent his university days overseas in an English-speaking country. This is where we met.
When I met Tak, he went through truly great lengths to get to know me, and work his way into my social circle.
We spent several years together, studying, drinking, and generally just hanging out. Tak was even kind enough to show me around Tokyo and introduce me to a staggering number of his friends the first time I visited.
But when I moved to Tokyo, the nuance of our friendship seemed to shift.

When I arrived back in Japan, Tak insisted on getting together with me in the first week, and I happily obliged. He said that he wanted more than anything to introduce me to his new girlfriend, and as a long time friend, I looked forward to meeting her. But when he introduced me with the line, “This is X. He is one of my foreign friends!!”, to which she responded with “aww~ I wish I had foreign friends”, it set off a little light in my head and reminded me of a warning I once received from perhaps one of the most cynical Japanese friends I ever made. Her words rang in my ear,

You really shouldn’t trust Japanese people who try too hard to be your friend. To some Japanese people, foreigners are just like brands; Being seen with one is good for your image.

But after our dinner together, I felt re-assured that he was still the same great guy, and he just wanted to introduce me to his girl. That is, until the next time he invited me out…

We got together for dinner with one of his co-workers for dinner a couple weeks later. It was at this dinner, that I was introduced as one of his many ‘Gaijin’ friends. After which he proceeded to nearly ignore his co-worker and speak to me in English the entire night. The co-worker could not understand English.
When the co-worker finally commented on his own lack of English skill, without skipping a beat, Tak spit out the words, “X will teach you English! In fact, he’ll teach you for free!”

WHAT?! oh no no no…. I am not an English teacher.
… but that as well, is for another post…

Long story short, Tak and I exchanged  words. But in the end, he tried to pull the exact same routine 2 more times.
Fool me once, shame on you. Fool me three times, and you’re a dick.

Tak was a lesson learned. But in the end he only serves as an example of a single area of this issue…

One of the Japanese guys who works in my office has a girlfriend who is from Poland. He seems to genuinely care for her and always treats her with respect. But every single time he meets a new Japanese person in a social setting, like clockwork, he manages to work the line “my girlfriend is a foreigner” into the conversation.
It’s actually quite impressive.

Add to this, the number of times I have had a Japanese girlfriend use the words “Let’s go out somewhere today! I want to show you off!”, and you have somewhat of an epidemic….

Back in 2010 my best friend’s (Japanese) girlfriend pretty much summed it up:

Japanese people love something exotic. Have you seen all those strange flavors of Pepsi in the convenience stores? We live on an island. An island filled with Japanese people, ruled by Japanese culture, and share a similar Japanese way of thinking. So what could be more exotic to a Japanese person than someone/something not Japanese? Even now [in 2010], most Japanese people cannot speak English, and so even the thought of interacting with a foreigner is unfathomable to some people. Which means when a Japanese person looks at another Japanese person who is hanging out with a foreigner, they see someone doing the unimaginable. It’s like watching someone do magic!! And everyone loves magic tricks right? So, we love to be seen with foreigners. For some it is a novelty, and for some it becomes a lifestyle, but it is what it is and it’s probably not going to change anytime soon, so it’s better to just make the best of it.

And that is exactly what some people do…
I once lived with a guy from NZ who made his living off of capitalizing on this very point!

And honestly speaking, if this is the biggest of your problems while in Japan, I think it’s safe to say that you’re doing pretty good for yourself…

8 Responses to The Hottest Brand in Japan

  1. You are right, of course. Put it this way, the piece of work who is my colleague managed to state three times in one breath that she had a grad degree in Education. (If she had done that about astrophysics she’d still be a twat, but as a teacher I cannot imagine any brighter red-light for Golgafrincham than a grad degree in education). When people take something that should be unextraordinary and make it all about them in order to one-up, you have a dick – and a small one at that.

  2. Gawd, I enjoy your posts so much!
    I think everybody who has lived in Japan for a certain time does!

    First of all, yes Japanese love their brands, totally agree on that!
    To me it seems like they want to stick out somehow, but only a little, not too much cuz the nail that sticks out gets hammered, right?
    A good example is the yukata matsuri I visited yesterday.
    All the girls were wearing the latest yukata fashion. I could clearly see the each of them tried their best to look especially cute and beautiful, using the latest and most expensive accessoires.
    But in the end it was just a bunch of Japanese girls – all looking cute.
    Nobody could stick out.

    So, I saw some to try putting color in their faces, wearing masks, ripping apart their yukata and trying a “punk style” – just to stick out somehow.

    On the other hand, I was on my way alone. No yukata, no cute fashin, nothing.
    I’m just a random foreign girl. And yet I got all the stares – as usual.

    So yes, being foreign is definitely a brand.

    I heard from many people that they experienced the same as you.
    Some Japanese just want to be your friend so they can get free English lessons.
    I never had that problem to be honest …. but maybe that’s because I’m German?!

    And for foreign women the other thing you said doesn’t really apply.
    Yes, Japanese women want to have a foreign man for many reasons. One of them is probably because it’s exotic and it makes a good “accessory”….
    I’ve seen the most beautiful Japanese women with the most ugly foreigners EVER!!! I will never get it!
    However, I rarely see any Japanese guys with foreign girls.
    I know that this is another story and definitely worth its own blog post.
    I just wanted to mention it.

    Thanks for another great post!

  3. Hi
    You got good points; let me add another two, just for info.
    1. Children. I have 2 kids, but they’re quite annoying me sentences like “half is cute… I want him/her too”, and similar. It is horrible such sentences, told by mothers in front of their own children, cute, healthy. It sounds “your son is better than mine”. I got much angrier, when I heard it in the hospital. My son was long time staying, with serious problems.
    2. What about half boys ( toys or decorations) in TV? Because foreigner is cool, but still “outside” of the Jp culture. But half is …”half”, closer to Japanese word.

    Anyway my country is “top brand country”: Italy. What damnation!!
    :-) have good day

  4. dang, sounds like that dude needed a backhand to the face. I hate when people try to use me for free stuff. It happens at my job all the time, mostly by people who visibly treat me like crap or give me attitude.

  5. I loved this post. It’s so true. My girlfriend always insists that I come out to her social events and work events but she never gets me to come out to family stuff.
    She always says how much her friends ask her about what it is like to date a foreigner and she says that our relationship is all her coworkers talk about.

    But that Tak guy sounds like an ass. I met some guys once while drinking in Osaka and they texted and called a bunch of their friends saying they were hanging out with a foreigner. by the end of the night, there were like 10 or 11 Japanese guys all asking me the exact same question. And everytime a girl walked by, the acted like I was their best friend for years and would start using me as a conversation point with the girls.

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  7. shinigan no sora

    Heh.

    Its very true that foriegners are commonly used as a fashion accessory in japan.

    Hell when my wife and I took a trip to JP to meet her folks she insisted we go to this specific bar.

    When we got there but before we went in she asked me to pick her up(both in the dating way and in the literal way) so I obliged especially since she used “the face” on me(you know the one I mean) and so she went in first and about 20 minutes later I walked in, scanned the crowed for a minute or two then walked right up to her and listed her out of her seat at which point the barkeeper got a little upset but he settled down when he saw she wasn’t bothered and that I sat down and had her in my lap

    The place quieted down then there was a small crowd around me mostly women but a few men too

    The girls split between me and my wife and asked me and her a ton of questions and the guys just wanted to know how I scored such a hot girl so quickly(my wife resembles erika toda. A model and actress in japan). It was a pretty cool experience

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