Trends in Japan 2010: yama boom

December 20th, 2010 by Felicity Hughes

The phrases “yama girl” and “power spot” both appeared in Jiyu Kokuminsha’s list of the year’s popular Japanese expressions, reflecting the fact that during 2010 Japan’s hills were alive with hordes of young female hikers. These women, attracted by the promise of powering up on spiritual energy, while sporting fashionable threads, were dubbed yama gaaru (mountain girls) by the media and have fueled what’s been called the yama boom.

Yama girls united

Yama girls unit

Companies have been quick to cash in on the trend. Alpine-wear makers have  rolled out new lines with the stylin’ hiker in mind. Hotel Nikko in Nara is unveiled a yama girl plan, offering a discount for female hiking groups. Yama girls also have their very own magazine called Randonnée, which features articles on mountain fashion as well as the more practical aspects of hiking.

When they hit the countryside trails mountain girls wear sensible footwear and bright leggings coupled with cute short skirts. Some like this look so much that they wear it out in Tokyo’s concrete jungle.

Some  alpinists have said, however, that the city streets is where novice hikers should stay. The veterans’ warnings about the volatile weather conditions of Japan’s rugged mountains were proven right a couple of months ago when a group of young hikers got stuck on Mount Sawaguchi  in Kawanehoncho, Shizuoka Prefecture. According to Sankei News, the group of two women and three men were on a yamakon (mountain climbing group blind date), when a sudden change in the weather made them lose their way. Having no map nor compass, they were unable to find their way back to the relatively easy hiking course. Fortuntately, they were rescued two days after they went missing.

If only they had had Mapion’s new cell-phone 3D maps, which went on the market on Oct. 27, just a couple of days before they set off on their hike. The CG-illustrated maps, made to appeal to a younger generation of climbers, are reported to be visually stunning and give the user an easy-to-navigate view of the terrain.

Beautiful scenery is not the only pull of mountain climbing. Another attraction is the power spot, places that are purported to posses large amounts of spiritual energy. Earlier this year we wrote about the increasing growth of this trend and the publishing boom in books about power spots.

According to an article published yesterday in the Yomiuri Online, the power-spot trend shows no sign of abating and large numbers of young visitors continue to visit famous sites in search of enlightenment. While it’s now getting a bit too cold to hike up Japan’s mountains to gather spiritual energy, other urban power spots, such as Meiji Shrine, are still enjoying healthy numbers of visitors.

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2 Responses

  1. “According to an article published yesterday in the Yomiuri Online, the power-spot trend shows [now] sign of abating”

  2. I do a lot of hill walking and it is frightening to see how ill equipped some people are for an emergency such as bad weather, or illness/injury.

    I’ve seen some people at the top of the mountains in the UK wearing only light clothing and carrying a carrier bag with a drink bottle and some chocolate! The weather can change in the hills in a matter of minutes and I’m sure many people get back to civilization by luck more than judgement.

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