The Twitter Japan blog releases a list of top hashtags for each week. Tweet Beat investigates the buzz behind the hashtag. 

Fresh tunes from 2PM and B1A4

Aside from #ozzfest (aka #オズフェス) Japan 2013, which took place over the weekend at Makuhari Messe in Chiba featuring artists from Black Sabbath to Momoiro Clover Z, the other big music trends this week were all written in Hangul as K-pop fandom continues to flourish.

Korean boy band 2PM‘s music video for # 이노래를듣고돌 (“Come Back When You Hear This Song”), released on May 5, was followed by one for #하니뿐 (“A.D.T.O.Y.”) on the 11th. Both track are off their third album, “Grown,” which came out on the 13th.

2PM wasn’t the only Korean boy band trending last week. B1A4 (a name which distractingly resembles paper sizing lingo, but means “Be the one, all for one”) held a live streaming event on May 8 that got people talking about their just-released 4th mini album #이게무슨일이야 (“What’s Happening?”).

Sunday Morning on TV Asahi

Sunday morning TV trended as usual as fans of tokusatsu (“Kamen Rider”) #wizard and (“Juden Sentai”) #kyoruger  tweeted up a storm during #sht (“Super Hero Time”). Even though these shows are aimed at kids you can always expect a flurry of activity from adult fans when they are on. By the way, do you know the other two that bookend “Super Hero Time” to make up #nitiasa (short for “Sunday Morning Kids Time,”  the unofficial nickname of a two-hour programming block)? The current schedule includes (“Doki Doki”) #precure and #battlespirits (“Sword Eyes”).

Pro wrestler Kenta Kobashi retires

After a career spanning 26 years that included overcoming both injury and kidney cancer, pro wrestler Kenta Kobashi has retired. A commemorative fight, #finalburning, took place at the Nippon Budokan in Tokyo on May 11, but you can bet it will trend again when the six-hour “complete” version with documentary footage added airs on May 26.

Kirin is currently collaborating with Disney to celebrate the 30th anniversary of Disneyland. Not only are they giving away a grand prize of a 30-night stay for four at the DisneySea Hotel Miracosta, year-long passes to both parks and a resort giftcard worth a million yen, but each flavor of their popular Gogo no Koucha (“Afternoon Tea”) features a different character on the package:  the straight tea has Mickey Mouse; lemon has Winnie the Pooh; and milk has Donald Duck.

Recently, an observant fan noticed there are different numbers on each bottle and decided to investigate. To his delight he found  60 numbers on the the straight tea version and 18 on the lemon tea and milk tea. His interest piqued, he bought all of them and took photos of each in sequence.

Although it is hinted at on Gogo no Koucha’s site, only a clever and dedicated tea drinker would go to all this trouble. By lining up each “frame” in video form, he revealed short animations of each character.

While we’d like to praise this creative campaign, it’s a bit ironic considering Disney just laid off nine veteran hand-animators.

Here are the latest Pulsations, links to fresh stories and visuals about Japan, shout-outs to fellow bloggers, and highly clickable stuff that we think you might enjoy.

In no particular order, they are . . .

• Darth Vader: Attack on Nagoya, Japan: The big guy and his stormtroopers still seems to be lost in Japan but he also appears to be closing in on his target — Tokyo Disneyland.
• The Story Behind the Hand: Robert Parent, a self-described “Army brat,” shares his story of attending a Buddhist kindergarten in Iwakuni.
• Shibaful lush lawn iPhone case puts Yoyogi Park in your pocket: The grass is always greener on the other side your phone.
• Photos from the “Lost in Translation” hospital: Attracting a big buzz on Reddit, these candid shots from a recent-day patient give us candid peeks of Tokyo Medical University Hospital, 10 years after Sofia Coppola shot her cult classic.
• Free Wi-Fi in Tokyo for Tourists During 14 Days:  Planning to visit Japan? You’ll can get 14 days of free Wi-Fi, as along you use a hotspot operated by ISP Flet’s.

Whooo would like a cup of coffee?

For feline fanciers who aren’t allowed to keep pets at home, Japan has no end of cat cafes. But now bird lovers of a feather can also flock together at Tokyo’s new wave of cafes that host birds of prey. According to Daily Portal, this burgeoning trend started with Café Little Zoo in Chiba. A cafe that houses not only a number of owls and hawks outside its doors, but also reptiles within. Visitors to the cafe get to hold and pet the animals under the supervision of staff. The cafe is now so busy that groups of four or more are advised to make reservations.

Tori no Iru Cafe — where the birds are

Also taking reservations due to a flurry of recent media coverage is Tori no Iru cafe near Kiba station on the Tozai line. The shop is home to a Harris Hawk, a Eurasian Eagle Owl, parakeets, parrots and other birds.  Here too, customers are allowed to pet and hold the birds — while a staff member watches like a hawk, of course.

The manager, Ms. Toriyama,  opened the establishment after keeping birds as pets herself. Although she gushes in her  Daily Portal interview that owls are quiet and easy to take care of, a British charity called the Suffolk Owl sanctuary begs to differ. The sanctuary emphasizes that birds of prey are unpredictable creatures with sharp claws that do not take well to confined spaces. Indeed, according to the BBC, high numbers of owls were abandoned in the UK last year for just this reason, after the popularity of the Harry Potter films triggered a trend for keeping the birds as pets. All the more reason, perhaps, that owl-lovers might want to visit the birds instead of trying to keep them at home.

Fukuro no Mise (“owl shop”) near Tsukishima station has sweaters, cards and other goods shaped like or decorated with owls, as well as items to help you raise your very own owl at home. (However, the sanctuary recommends building an aviary to keep owls — we can’t help but wonder where a Tokyoite might find the space for one.) At Fukuro no Mise, just like at the other bird cafes, owls that have been raised in captivity to be docile can be held and petted for the price of a cup of coffee. Their talons are trimmed and their beaks are filed to reduce scratching.

At the Falconer’s Café in Mitaka, falconry enthusiasts bring their own birds to compare and contrast. The concept of this cafe is rather similar to dog cafes where dogs are not held captive within the cafe but brought along by their owners. Though Japan isn’t the most litigious of societies, bringing together small children and birds of prey doesn’t strike us as the brightest of ideas for a business. Smoothed claws aside, it might take just one nasty scratch or peck to ground this trend before it really takes flight — or at least to ruffle a few feathers.

Photo courtesy of WikiCommons.

Calling all J-vloggers! YouTube Space is coming to Tokyo. YouTube Space is a facility made by YouTube to help people make better videos for their YouTube channels. The facility offers users a chance to learn video production on high-end professional equipment. YouTube Spaces opened last year in Los Angeles and London. The Tokyo studio facility will be located in the Roppongi Hills complex, where Google has its high-altitude Tokyo digs. One of the several studios has a sweeping view of the Tokyo skyline.

Did we say “all” vloggers? Not so fast. It looks like the Space will be open to YouTube partners, and only those who make it through the selection process, which begins April 1, according to TechCrunch. But make the cut and you get access to a production stage, recording studio and control room, not to mention a green-screen room for special effects. Hand-held equipment will be available for check-out, too. Good luck!

Does it look like me? Workshop to make chocolate doppelgangers at FabCafe. Photo courtesy of FabCafe

Valentine’s Day is big business in Japan. We’ve seen a lot of confectionery one-upmanship, but nothing quite like FabCafe’s jibunsei chocolates (self-styled chocolates).

A chocolate replica of your own face might look more kimoi (creepy) than oishii (delicious), but for the 15 people who participated in a two-day workshop the week before Valentine’s Day, the draw was the experience: getting to test out the 3D scanner and printer used to make the silicon molds. The workshop cost ¥6000, or about twice as much as an overpriced box of Godiva. To see more pictures of the process click on the gallery below.

FabCafe, a café-cum-workspace (with a laser cutter you can rent by the hour—or use to burn your own Valentine’s designs into macarons), is run by Loftwork, an “innovation consultancy;” it is also downstairs from 3D printer showroom Cube. “We were brainstorming together about how the 3D-printing technology could appeal to consumers, when we hit on the idea of Valentine’s Day chocolates,” explained Loftwork PR rep Kazue Nakata.

In Japan, Valentine’s Day is for women to give chocolate to men; men return the favor on White Day, March 14. FabCafe is planning similar workshops for men in March. They haven’t officially announced it yet, but keep your calendar open if you’ve always wondered what you or your man would look like as a Gummi Bear.

Check out FabCafe’s own report of the event (in Japanese) and more great photos here.

In no particular order, they are . . .

• Ugai: Japanese People Love Gargling (from AcessJ): The Japanese aren’t the least bit bothered by gargling in public restrooms. If you like avoiding colds and want to up your oral hygiene game, maybe you shouldn’t be, either.

• Omisoka: Japanese New Year’s Eve (from Zooming Japan): 2012 wasn’t as pleasant as you had hoped? Dismiss it from the mind with a bounenkai party: a gathering to forget the year. Learn more about the customs for oshogatsu and you just may find yourself purchasing a kagami mochi or two.

• Welcome to the World of Tsugaru Shamisen (from A Modern Girl): Know what separates a Tsugaru shamisen from a regular one? This modern girl explains the difference and talks about her experience at a recent performance. She also shares clips of the music.

• A Requiem Service for Broken Needles-Hari Kuyou (from Iromegane): Even needles get a day of appreciation in Japan; aside from getting their own Shinto service, these pointy tools are stuck into tofu, konnyaku or mochi so that they may have somewhere soft as a final resting place. Ah.

• To Tattoo or Not in Japan: Free Speech vs. Hate Speech (from AF’s Japan Now & Then): This blogger airs her views on foreigners’ general response to Hashimoto’s crusade against tattoos and perceives their take to be a result of arrogance. What do you think?

 Visual Pulse

This independent documentary, though only 14 minutes long, offers enough insight on what the ruthless economy has done to its people. Do you think this nation really heading south with no room for recovery?

http://www.youtube.com/watch?v=qJL-G-L2ixs

In no particular order, they are . . .

• Tips & tricks for the game centre, or: the spoils of war (from Tiny Plastic Food): Hate walking away from UFO catchers empty-handed? This self-described blonde, Japanese-speaking game-center addict tells us which game centers (at what time) are most likely to give up the goods — and how to know when to just walk away.

• A is for Advertising, Part Two (from Vivian in Japan): Blogger Vivian collects posters and scenes around town that make us do a double take. And in Japan, there is a lot of stuff that makes us look again. And again. Also check out part one.

• Kanji, Kanji Everywhere (from J-List Side Blog): The kanji of the year is out — it is kin, Japanese for gold. Know what is currently the most popular name for a girl? Hint: at present, every other anime seems to have a character with that name.

• What Do Japanese Girls Got That I Don’t Got? (from Whoa… I’m in Japan?): A gaijin weighs in on her “haterade” for the local head-turners and has a thorough think about who is the real enemy.

Visual Pulse

This HDR time-lapse video of Tokyo is perfect for reflecting on city life with a beer in hand. It’s easy to become self-absorbed in this fast-paced society and to forget that things will always continue to keep going, with or without us.

http://www.youtube.com/watch?v=FdYTpqbwAIQ

And the winner is . . .  wairudo darō (wild, isn’t it? ワイルドだろぉ).

Every year Jiyu Kokuminsha, which publishes an annual tome of new words, selects its top buzzwords – or more often than not, catchphrases — for the year. And today the committee picked Sugi-chan’s profound words as the year’s best.

A popular comedian, Sugi-chan (real name Eiji Sugiyama) is known for his tough-guy parodies. In September he broke his back while filming a stunt for a TV Asahi variety show, so maybe he’s also getting a sympathy vote here.

Still, it’s a far cry from last year’s winner and symbol of national pride, Nadeshiko Japan, the women’s soccer team.

Here’s the rest of the top 10 (chosen from an original pool of 50):

iPS saibō (Induced Pluripotent Stem Cells, iPS 細胞): The discovery – of how to turn ordinary skin cells into stem cells – that earned a Nobel Prize in medicine for Shinya Yamanaka of Kyoto University.

How low will they go?

LCC (short for Low Cost Carrier): This year saw the birth of several budget airlines — Peach Aviation, Air Asia Japan and Jet Star Japan – which promise to upset the reign of JAL and ANA and change the nature of domestic travel in Japan.

Ishin (restoration, 維新): A nod to controversial, ambitious Osaka mayor Toru Hashimoto and his political party Ishin no Kai — later broadened to the national Nippon Ishin no Kai – both of which dominated news headlines this year.

Shūkatsu (end activities, 終活) A play on the word for “job-hunting” (also pronounced shūkatsu, but spelled with different characters) that became popular with Boomers making preparations for “the end.”

Daisan kyoku (third power, 第３極): Another political entry, referring to the potential for a third party – possibly the tenuous collaboration of Hashimoto and former Tokyo governor Shintaro Ishihara – to shake things up.

http://www.youtube.com/watch?v=b_9NASLEW9o

Bakudan teikiatsu (爆弾低気圧 literally “low pressure bomb”): A rapid drop in atmospheric pressure that precipitates a sudden and intense storm, like typhoon Guchol, which caused dramatic flooding, injuries, and rail line closures in June.

Chikai uchi ni (In the near future, 近いうちに): In August Prime Minister Noda promised to declare parliamentary elections “in the near future.” Elections will finally take place later this month.

Tebura de karaseru wake ni ha ikenai (We can’t let him go home empty-handed, 手ぶらで帰らせるわけにはいかない): Said by Olympic swimmer Takeshi Matsuda after Japan took silver in the medley relay about his teammate Kosuke Kitajima, who failed to win any medals in the individual events. Even though Kitajima has four golds from previous Olympics.

Tokyo Solamachi beats out the big Skytree

Tokyo Solamachi (東京ソラマチ Tokyo Skytown): We’re not sure why this – the shopping center under Tokyo Skytree – beat out the tower itself.

To be honest, the results were a bit disappointing – and not just because a few of the trends we’ve covered over the past year failed to make the final cut (like shio kōji, Tanita Shokudō and Sagawa danshi).

Seeing as this was a year of ongoing protests and politicians making bold statements in favor, or against, taking all nuclear plants offline, surely genpatsu zero (no nukes) should have made the top 10.

None of the web-related words – sōkatsu (social media job-hunting), netōyo (internet nationalists), or ii ne! (the Japanese version of Facebook’s “like”) –  made the final list either.

We were also rooting for bimajo, “beautiful witches” who seem to defy aging.

This year was, oddly, not without scandal. The word namapo was struck from the list at the last minute, for fear that it promoted discrimination against the poor.

Namapo is a contraction of seikatsu hogo – Japanese for “welfare” (the first character can also be read as “nama”). The word spread on Internet forums, becoming part of the web’s colloquial language. Welfare recipients have been increasing in Japan, to the tune of 5,499 a month, and a successful (read: wealthy) comedian, Junichi Komoto, was  slammed by the media earlier this year when it was revealed that his mother was living off of welfare (rather than her son).

In no particular order, they are . . .

• They put it in their legs (from Amanda in Japan): This blogger discusses the misery some foreign women may face when shopping in this “thin is in” nation and the pervasive obsession with weight loss and beauty here. Safe to read with a snack in hand, for she ensures that you will go away with an extra dollop of self-worth.

• What Happens After You Die in Japan? (from Tofugu): Everybody’s got to think about meeting with their maker some time. Find out how you’ll be dealt with upon death here and how the cellphone will be involved in the future of Japanese graves. What?

• Why don’t Japanese Buddhist monks do alms rounds? (from Japan Explained): Why is Japanese toast so thick? Why do tengu have long noses? This site provides answers to questions you never even thought to ask — what are the random similarities between Japan and Turkey, anyway? We hope you’re not reading at work; once you start it’s hard to stop.

• Driving in Japan: Does Cuteness Save Lives? (from Marshmallow Sensei): Do cartoon figures dispensing reminders about driving safety really do the job? Matt explains the main difference between Japanese safe-driving instruction and what he learned at home.

Visual Pulse

Highlights of Japanese TV commercials for weeks 46 and 47 of 2012, including this year’s Coca-Cola Santa. Check out other uploads on this YouTube channel if you’re in the mood for a Japanese TV commercial binge.

http://www.youtube.com/watch?v=XUTIIfFis0k

Traditionally in Japan, oshogatsu is when families gather and celebrate the passage of the old year into the new one. Various customs are honored without fail, but when all is said and done and eaten, one of the biggest recent-day traditions involves the clan coming together in front of the TV.

A large chunk of this tube-watching is focused on the cult of celebrity, from the spangled jamboree of  ”Kōhaku Uta Gassen (Red and White Song Battle)” on New Year’s Eve to the dozens of shows featuring comedians and starlets answering quizes, running marathons, visiting exotic places and so on. For this reason alone, “Kinchan & Katori Shingo no Zen-nihon Kasō Taishō” stands out from the crowd as a tribute to the common man. Broadcast on Nippon Television since 1979 (at its peak, three times a year; now only around New Year’s and in spring), the contest salutes the passion of amateurs.

This week NTV launched a  new Kasou channel on YouTube. Currently, 30 videos of past contestants are on offer, organized into various playlist categories (humor, performance, technique). Whether it’s precision choreography, athletic feats, adorable kids or just damn clever visualizations, most are worth a click. The videos are missing the post-performance deconstruction of how they did it, but at least you are spared the manic vaudeville emceeing.

Ultimately, as NTV probably figured out since it also launched an English/Chinese channel this week, this concept can travel far and easily, maybe even into the hallowed valley of Internet memes.

NTV calls its overseas channel “Masquerade,” but that doesn’t really do justice to the parade of handcrafted sight gags on stage. Imagine Terry Gilliam collaborating with bunraku puppeteers. Or Michel Gondry staging “The Gong Show.” OK, maybe not that good, but it’s close. And while someone with mad performing skills occasionally shows up, the applause meter usually rewards simple creativity . . . and cajones.

Teams vary in numbers from lone individuals to large school classes. The judges — celebrities in wacky costumes — register their votes as each skit ends, and the total appears in a 20-story tower of ascending lights and blips. Winners qualify for big cash prizes by going above the 14-vote line; losers get a decrescendo on the tower and a pat on the back. Despite the high level of quality in the YouTube selection, the actual show itself can be a mixed bag of the unexpected and predictable. The large number of prizes, though, guarantees that virtually everyone is a winner.

So, you think you have what it takes to bag the top prize of ¥1 million. Apply inside.

In no particular order, they are . . .

• Pepsi Energy Cola — How does it taste? (from Grinning Studios): Pepsi Energy Cola is back, and Darth Vader is endorsing it. Blogger Grin gives a brief review of the drink and tells you where you may find it before it vanishes off the shelves again.
• JapanaEight: Eight things that scare us (from Japanator): Think “kigurumi” cosplayers are creepy because you don’t know who’s underneath all that extra padding, and if they are wearing anything? Terrified of introducing women to your large anime figurine collection? You just may have something in common with one of these eight contributors.
• Renewing my driver’s license (from Dru’s Misadventures): Need to renew your driver’s license here soon but don’t know what to expect? Blogger Dru shares his own experience with the process.
• A giant pop-up jungle gym emerges in Tokyo Midtown (from Spoon & Tamago):  For young and old Tokyoites alike, Design Tide Tokyo 2012 is offering a giant wooden playground. You should hurry if you wish to check it out, though; it will be taken down on Nov 4.
• Halloween in Japan 2012 (from The Japan Times): We know you read The Japan Times Online daily, but just in case you missed it on the first scroll …

Visual Pulse

The Japanese performance group World Order has released a music video for their song “Permanent Revolution.” The video, a commentary on the recent disputes among the Japanese, Chinese and Koreans, delivers the message that “We are all one” in a lighthearted manner. The members act as robot-like sightseeing, feet-soaking salarymen who, at the end, sign peace treaties with their other Asian counterparts. Nothing quite eases tension a little the way humor and goodwill do, no?

http://www.youtube.com/watch?v=xwg2Hpf4ta8

Who you gonna call?

Want to get rid of that strange woman who’s been watching you sleep at night, the one whose feet aren’t touching the ground? Hiroko Yoda and Matt Alt may have just the help you need in their recently published little encyclopedia, “Yurei Attack! The Japanese Ghost Survival Guide.”

The authors offer deep insight into yurei, figures in Japanese folklore who died under savage circumstances and who are now doomed to seek revenge until someone gives them proper funeral rites. The book also tells you why there is (probably) no need to be afraid. In addition to a biographical fact sheet and background story for each yurei, the book details how every one executes its attack and, more importantly, how to survive an encounter should you have the misfortune — or fortune, depending on your tastes in adventure — of meeting with an impassioned Japanese spirit. Already being haunted? This book may just be your saving grace.

Embellished with dozens of colorful illustrations, the guide not only embodies information on 39 unfriendly and vicious Japanese specters but discusses haunted places in Japan and the occult games one may play if trying to invoke a demon. For what, we don’t know, and we’re not going to ask — though if you do attempt these games we won’t be expecting to hear from you anytime soon.

Oiwa, of the famed kabuki play Yotsuya Kaidan, is one of the featured ghosts, and it is recommended that one visits the Tamiya Shrine at Yotsuya if bedeviled by her. We’ve been there, and the shrine, albeit small and set right in the middle of a residential area, does have something creepy about it. But hey, desperate times call for desperate measures, right? Not that we were being haunted. Unless nightmares count . . .

Whether out of plain interest or out of the desperate need to combat your own yurei attack, you can purchase the guide through Amazon Japan. Also check out its predecessors “Ninja Attack!” and “Yokai Attack!” That should cover your bases against just about any made-in-Japan misfortune that may befall you.

Bunpei Yorifuji’s Wonderful Life with the Elements

That’s the feeling we get flipping through Bunpei Yorifuji‘s “Wonderful Life With the Elements.” Yorifuji is well known for his series of Tokyo Metro manners posters that urged riders to, among other things, “do it at home.”

Though the pull-out periodic table poster looks at first like a random collection of whimsical yellow guys, every part of each endearing little dude is carefully designed. From their ages, hair styles, and clothing (or lack thereof) to their weight and facial hair, every, well, element of each element matters and tells you something about each substance. (It might remind kanji nerds of the way kanji radicals add up.)

Most of the elements get their own pages. Illustrations show key properties (toxic thallium is soft like butter) as well as where they turn up in daily life (“Sodium compounds are great for housework!”) and beyond (boron is key in both fake movie snow and roach poison). There’s a section on eating the elements that compares the elements contained in a Japanese vs. a Western breakfast.

We learn which elements like to stick together for good, like the “digital semiconductor trio.” Troublemakers are grouped together, too, like the elements that were used to attack subways in Tokyo as sarin gas and to poison a pot of curry in Wakayama. They appear as benign-looking acrobatic combinations, perhaps suggesting that the elements themselves aren’t evil.

We wonder if future editions might address elements that have gained new prominence. Things have changed since the original Japanese version (元素生活, genso seikatsu) came out in 2009. Japanese scientists created Ununtrium for the first time just last month. Cesium, the subject of thousands of post-Fukushima articles, gets no more than a nod as a natural timekeeper, and there’s no mention of the problems that iodine can cause when its radioactive version is ingested.

The English version, published by geeky U.S. imprint No Starch Press, is available in Japan through Amazon.com or Amazon.jp. The original is at bookstores all over Japan and online. There is a bit of Japanese scattered throughout the book, including each element’s Japanese name and Chinese character, but not their readings. The book may be too late to help many of us pass our chemistry tests, but it’s a great second chance to get to know the elements as the individuals they are.

Young, fresh faced and ripped. The new ideal guy?

The word refers to beefy guys who do a physically demanding job and is a reversal of sōshokukei danshi (grass-eating men), a term popularized in 2008 that describes the new breed of gentle, passive men emerging in Japanese society. While sōshokukei reflected an emerging social reality, nikushokukei reveals an a female fantasy that is in part a reaction against the grass-eating males.

It all got started in August when “Sagawa Danshi,” a photo book featuring 51 cute young Sagawa Express delivery guys was published. The book was a surprise hit, going into its second print run in a matter of only two weeks. Excite News reported that a meet-and-greet session last month was attended by more than 100 fans, both male and female, who came to take snaps of their favorite pin-ups.

In September, nikushokukei danshi were featured on Fuji TV’s “Tokudane” show. The show highlighted the success of the Sagawara book and also mentioned the Okinawa Firemen’s Calendar 2012, which sold its first print run of 1,000 copies in just two weeks and a further limited-edition run of 3,000 on the web after a flood of media interest. Profits went to an NPO that raises money for Okinawa’s first-aid helicopter, and they are already taking orders for 2013. Though such news wouldn’t have much impact in the West, where calendars of ripped hunks are nothing new, in Japan it was somewhat of a new phenomenon.

So what, exactly defines a nikushokukei danshi apart from a nice bod? There’s a big clue in the word itself. Shoku can mean either profession or type of diet, depending on the Chinese characters used in the word. It sounds like an antonym of the “grass-eaters” that these guys tower over. But it’s a pun — in this case, the reading of the characters is “physical laborer.” Fuji TV’s show highlighted the fact that nikushokukei danshi get their muscles not from the gym but from doing a job that requires manual labor, hence the popularity of the Sagawa Men and Okinawan fire fighters.

The second important feature of these new pin-ups is that they are wholesome, fresh faced and bright eyed. Journalist Kiriya Takahashi, in an article for Happyism, expanded on this point by stating that their character should come through in their sparkling eyes, and that any hint of lechery or violence is a definite no-no. Takahashi goes further and suggests that what Japan needs in these turbulent times is not weedy sōshokukei danshi but more nikushokukei danshi who can make decisions and emerge as tomorrow’s leaders.

Another word that sums up the nikushokukei danshi physical aesthetic is hoso macho, or slender macho, a term that was popularized back in 2009 with Suntory’s Protein Water ad. Hoso macho refers to guys that are ripped but not obscenely so and is used to describe hunky celebrities, like Hidetoshi Nakata, who work out but still stay svelte. If the term nikushokukei danshi takes off, it will be used to refer to guys who exemplify not just the hoso macho aesthetic but who take it to another level with their fresh-faced charm. Whether the grass-eating types will give up their desk jobs and try to transform themselves into rippling upstanding citizens remains to be seen.