Body Positivity in Japan: Media Representation and Gender Fluidity…
The beauty standards in Japan have stayed roughly the same throughout the years. In fact, a majority of women do not feel confident in their bodies today, aim to be underweight, and still feel the pressure to have a thin frame in a one-size-fits-all society. So it’s safe to say when it comes to body positivity, Japan is still behind. Though this is true, female comedians, fashion designers and plus-size celebrities are championing the concept and the idea of body acceptance, so there is progress. Japan is also seeing more gender fluidity in fashion and acceptance for alternative appearances, all aiding in the shift towards a more body positive society. Advertisers struggled to navigate the shifting beauty standards in countries like China and Korea, so in this article we will discuss how you can avoid making the same mistakes in Japan by diving into the ‘body’ landscape.
BEAUTY STANDARDS IN JAPAN
Japan has become more accepting of women that are not considered the “average” weight in the country. Examples include comedians Naomi Watanabe and Barbie, as well as ‘chubby’ idol groups that are seen on TV and magazines. These women with diverse bodies are taking on public personas, which has helped open the conversation up about beauty in Japan. Unfortunately, these female comedians are also being called “fat” or “manly” which spotlights the harsh beauty standards Japan still has.
The Japanese are generally stereotyped to be small, thin and pale. While genetics does play a part, being super thin in Japan is actually not something that’s “natural” or effortless. Diet culture and media that constantly focuses on body weight plays a large part. Advertising on public trains, magazines and TV for weight loss has messaging that implies that being thinner equates to being happier. The media promotion of unrealistically thin bodies is contributing to the alarming rate of eating disorders and body dissatisfaction in the country. Alongside the media, traditional Japanese beauty ideals, such as “hattou-shin” that emphasizes slenderness, prevails in the country.
BODY DISSATISFACTION AMONGST JAPANESE WOMEN
While wanting to lose weight and having a healthier body is a universal desire, in many countries you will still come across women who are happy or satisfied with their body. In Japan though, being thin or even underweight is considered more desirable by women across the nation. In fact, the Japan Association for Eating Disorders and Japan’s Health Ministry have both found that women in their 30-50s are also going through extreme measures to be thin.
In a survey conducted by Dove in 2016, 92% of Japanese girls (10-17 years old) stated that they were not confident in their own appearance. Out of 13 countries surveyed, Japan showed the most hate for their looks. In a survey conducted in 2018 by the Japanese news site Sirabee, it was found that only 20% thought that their weight was “ideal.”
In 2020, achieving your “Cinderella weight”, emerged as a popular trend. The goal is to be about 10 kilograms less than your recommended BMI. Social media played a large part in bringing visibility to the trend. And while it’s easy to point the finger at media, many of these insecurities also come from the fact that Japan’s society is group-oriented. Meaning people need to belong to a group, fit in with others, and not stand out too much. Because of this, there is a lack of discourse on individuality and the ‘self’ which includes self-confidence and acceptance. Rather than embracing and accepting your body, there are very few empowering messages about the ‘self’ and a much larger emphasis on ‘others’.
As for foreigners living in Japan, a survey showed that 49% reported that they felt confident in their appearances, body shape or size prior to living in Japan. After moving to and living in Japan for a year or more, only 22% reported that they felt confident about their appearances.
Fair skin, a slim figure and double-eyelids are typically the three standards the Japanese media expects for their public figures. It’s clear the body image concerns that are prevalent in the country are in part from unrealistic media imagery. So, having more diverse bodies represented is important to change the narrative and encourage more body positivity.
BODY POSITIVITY
Body Positivity is a movement that advocates for body equality. This acknowledges that our bodies are not all the same, and that is okay. It aims to empower accepting all the different shapes and sizes we come in. At its core, the movement aims to make beauty standards more inclusive.
Japan’s attempt at inclusion comes with the recent “Marshmallow Girls” phenomenon. It brings both a sense of “kawaii” to diverse bodies, but can also be problematic by creating yet another category. In terms of representation, there are now modeling agencies for plus size models and more options in clothing today, than ten years ago. Thanks to international brands like H&M and Zara, fashion options are available in a wider range of sizes. This has not only given women who wear larger sizes the opportunity to shop more comfortably, but it has normalized diverse bodies as well.
In February of 2021, comedian Barbie became a body positivity champion overnight. The Instagram post was a photo of Barbie’s bruised torso. “These marks were made by my ill-fitting bra,” Barbie wrote in her caption. “I tried so many bras but none of them fit well, so I’m going to make my own. May all boobs stand tall and confident every day!”
Many wrote to her privately about feeling “too old,” “too fat” or “too saggy” to wear lingerie brands such as Peach John. This again highlights the issue that people do not have the confidence to talk about these things. “When I pitched the idea of my more inclusive bra range to Peach John,” Barbie said in an interview with Metropolis Magazine, “they told me that they didn’t even realize there were so many women struggling to find a good-fitting bra as no one openly raised their voice about it before.” Six months after the Instagram post, Barbie is seen modeling her bras for Peach John, helping spread awareness for the diverse bodies in Japan.
As for Japanese men, it seems as though they do not have the same pressure to maintain a particular body weight or type. Though this is true, there’s been a rise in soushoku danshi or “herbivore men,” who are leaning away from the stereotypical male image, adopting a more gentle and androgynous look. The term was coined by author Maki Fukasawa, who used it to describe a new form of masculinity. One that is not centered around assertiveness, which is typically associated with masculinity in Japan.
ACCEPTANCE OF ANOTHER KIND
GENDER FLUIDITY IN FASHION
Genderless and gender neutral fashion popularized in Japan around the mid-2010s. GU, one of Japan’s top fast-fashion brands, developed “genderless” items in a wide range of sizes and colors. Designed to fit anyone despite gender, age and size, this move encouraged other brands to create un-categorized products too. The ジェンダーレス (Jendāresu) subculture broke societal gender norms in fashion, and set the tone for androgynous looks.
In the trendy district of Harajuku, you can spot men in makeup and women in more oversized, boxy attire. The market for men’s cosmetics in Japan grew in the 1990s and reached $2 billion in the early 2000s. Cosmetics for men mainly includes skin products but one of the most popular items is eyebrow kits. Celebrity model Ryuchell insists that not all genderless fashion-goers are cross-dressing nor necessarily gay or transgender, but rather, have a preference for unisex clothing. These unshapely silhouettes allow for a more blurry line on what is the masculine or feminine form.
FINAL WORDS
In terms of how this may impact businesses, if you are looking to run marketing campaigns for food or clothing brands, or are even considering the models in your advertising, it’s important to consider body representation in Japan and how the landscape is shifting.
While Japan may be deemed as more conservative, in regards to body positivity it’s better than it was a decade ago. Global fashion brands have played a large part in the movement, and your company can too!
Understanding the current beauty standards in Japan can help avoid any advertising struggles, but can also inform your messaging and imagery as you try to connect with the Japanese audience.