We often imagine that Japan is living in the future, where everything is super-technological, and that we're light-years ahead of their current status. I went to see it for myself, more calmly, to analyze the current situation.
I spent three months, mostly between Tokyo and Osaka. I experienced moments like a digital nomad who needs a minimum of routine to work: going to the supermarket, buying everyday items like rice, meat, soap, etc., using the washing machine, using public transportation… In short, the typical routines of ordinary life, of someone who actually lives there. Of course, tourist mode quickly kicks in on the weekends, with that endless thirst for life as if there were no tomorrow.
Pois bem, com isso tive a oportunidade de observar detalhes que, numa viagem turística comum, não haveria tempo nem faria sentido notar. E então descobri que há mais de dez tipos de cortador de unha (!); que os shampoos viralizados no TikTok nem são populares entre os japoneses; que há uma borracha com vários cantos e espessuras diferentes em cada ponta; que há vários tipos de natôs (a polêmica soja fermentada babenta que só tem umas 2 marcas em São Paulo) … e por aí vai.
Analyzing the market in general, the answer to the question in the title is: noWhat best defines the Japanese market is:
There's a lot of everything!
There's a huge variety of products, but they don't always differ much from what we're used to. There are global brands like Kellogg's cereal, Coca-Cola, Nivea moisturizer… and many other local brands as well. Many products are different, but only different, not necessarily more innovative.
O que talvez traga a imagem mais futurista sejam os trens-bala. Mas há trens igualmente rápidos e confortáveis em outras partes do mundo. Exceto a privada master blaster, que limpa seu furico com diferentes níveis de jato, ângulo, temperatura e ainda toca musiquinha… o restante são produtos habituais, porém bem feitos, de melhor qualidade, com alguns detalhes mais bem pensados. E muitas variações sobre o mesmo tema, como os dez tipos de cortador de unha. Afinal, estamos falando de um país que, mesmo sendo relativamente pequeno, abriga a cidade mais populosa do mundo.
In contrast, tradition is very strong. Skyscrapers share space with temples in large cities. There are many products with centuries-old aesthetics. Because one style doesn't need to overshadow another, there's room for everyone.
Another point: what works well stays the same for decades. I had the opportunity to visit Japan 10 and 20 years ago, and many things they didn't change ANYTHINGThere are several old trains, but they work perfectly well: fast, air-conditioned, and with heated seats. TV shows seem to have been left behind in the 1990s. The showers are the SAME as they were 20 years ago.
Therefore, Japan does have quite technological aspects, which coexist with ancient and traditional elements. Overall, this does not define it as a futuristic country, but rather as a country that has a lot of everything.