S

Salaryman, 18, 57 second hand, 16, 23, 38 sex, 57 Shibuya, 2-3, 5-6. 8-10, 14, 17, 19, 28, 38 Shinjuku, 5, 55 shop, 9, 16, 25, 28, 31-32, 38, 43-44 sports, 19, 36, 38, 42, 58 stability, 46 status, 7, 14, 27, 43, 46-47, 52, 55-56 street identity, 22 students, 1, 3, 6, 10, 15, 24, 34 summer 13, 18, 23 Swatch watches, 53

Typical Profile Of An Uraharakun

Occupation Student from high school or college of fashion, art, beauty or hair stylists, shop assistants, creative freelancers, new media Social places Small bars, clubs, drinking at friend's house, second hand record shops Sports Snowboarding, skateboarding, BMX, basket ball Interests Music, graphic art, computer games, photography, exhibitions, cinema, fashion Music Techno, Eclectic Values Versatility, art, discover of new places and cultures, openness Street shots of Uruhara-kuns in Tokyo...

All Night

Gal-os spend most of their time out with their friends or girlfriends.Their time is normally spent either staying over at a friend's house, clubbing till the early hours or hanging out in Shibuya. If they stay out all night, they would still return home but for a shower and then off to school.To the Gal-os, their friends and those in the peer group are much more important than their own families. Even when they are not with their group, they are always on their mobile phones talking to their...

Fashionistas Not Really

Although Konsabas love brands, they are not crazy about fashion. They are not the type who follow trends nor spend most of their money on clothes. Instead they spend on travelling , sports and of course restaurants and bars. They can be out every night too. This relative lack of concern for fashion is of course exactly what it says - relative. They still spend a huge amount on fashion but do it in a more efficient way than a true lover of fashion like the Kodawalers. Konsabas usually buy a...

Fashion Obsession

Both Kodawalers and Urahara-kuns are comparatively focused in their interests and hobbies and in the things they want to buy. On top of being supported by parents, some of them also work parttime so that they can easily buy most of the things they want, especially fashion. The average Kodawaler will earn around 160,000 a month from part-time jobs, including money from their parents, and they spend over 70 of their income on fashion, a high proportion even in a fashion obsessed and conscious...

The Galo Dream

Since Gal-os want freedom in their lives, they never want to be typical Japanese salarymen. Gal-os would prefer to become, for an example, a teacher One of the reasons, as one Gal-o pointed out, is to help guide and lead other kids. More importantly, the perception that teachers have long summer holidays and short working hours is what attracts them, and most are too shallow to understand the need for responsibility. A life of freedom, no hard work and lots of fun is their primary aim - not...

Society Girl

Konsabas want to spend more time dining out, chatting with friends and meeting new people. Social life is paramount, being both the source of current entertainment but also the bedrock of their future - marriage, social status and, if she chooses, career So most Konsabas go to department stores to do their shopping in order to save time. When shopping, they are concerned neither with convenience nor comfort and price is not a major issue. Recently, more and more young people (especially fashion...

Dining Out No Men Please

Konsabas spend a lot of money on dining out - finding good restaurants is one of their hobbies. They always try restaurants that their friends recommend and it has become a bit of a competition among them to find new places. They usually go to the good restaurants with their female friends rather than with boyfriends - if they have a boyfriend, any place will do as long as he pays. This has become a trend in Japan where more and more women are spending time with their female friends and there...

Travel Bugs

Travelling is quite important to the Konsabas. Recently Asian countries are a popular destination. This is partly because Asian countries are new to Konsabas and also a bit of a trend amongst their peer group who used to travel to glamorous cities like Paris and London. But it also reflects a desire to go to places to see cultures less known to most Japanese. Konsabas they still go to Hawaii, a popular holiday spot among Japanese, to lie on the beach and go shopping. They also travel in Japan...

Comfort And Stability

The main reasons for working in large Japanese corporations are money, status - and husbands. The salary is above average and the job is not that hard. Large companies also carry status so when Konsabas meet people in their social sphere, they can say where they work without embarrassment. Such companies often provide a source of a future husband material. An astonishing 60 of OLs in large companies meet their husbands through work, often with the more than tacit approval of management (a wife...

Parties And Status

Gal-os used to be mostly groups of boys in universities. Now, even high school boys form such groups. Most are into organizing parties and events. These parties are a focus and unifier for those involved, emphasising the group. Being one of the main party organizers also carries a status that brings admiration from the girls attached to the same group.

Mac Addicts

Recently, there has been a successful launch of less expensive Apple Mac computers in Japan, following the opening of the very first Apple store outside of the USA in Tokyo. More Uru-hara-kuns who are graphic designers can now afford to own a computer for their homes.The Mac has been a huge hit in Japan simply because of its elegance in design and the Mac is usually the preferred computer in the creative industry.They use the Mac for surfing the web but more importantly to develop their skills...

About Kodawalers

Their interpretation of new trends reflects the Ko-dawaler's personality and values. As a result, second hand and handmade clothes mixed with seasonal pieces to express their interests and passions are important parts of their lives. Their wardrobes consist mostly of sweatshirts, jeans, leggings and hi-tech sneakers - a completely sporty look. In some seasons they can go for a more feminine look that uses bolder and brighter colours, and where mules are worn in replace of sneakers. During the...

Game For Anything

Kodawalers are always looking to try something new. Constantly curious and always asking about what's going on, whether it's a drink, club, film or cafe, they're always looking to find a new experience. But Kodawalers base their judgements on their experiences of these things rather than just on other peoples' opinions. That's why in fashion too, they won't just buy something because other people have it or because it's a current trend. It has got to fit with what their interests and values...

Brand Frenzy

It may seem a small amount - 100,000 - to spend on clothes every season, but Ko-Gals actually spend more on cosmetics, nail polish and perfumes.They're always popping into Motsukiyo to browse, usually ending up buying a new eye shadow, lipstick and nail polish. Ko-Gals are the major cosmetic consumers in Japan, and cheap brands are loved by high school students.They usually use three or four different kinds of eye shadow in order to make a perfect white colour It could take up to 40 minutes to...

Second Hand Clothes

To save money, Gal-os buy their clothes at second hand shops.This in turn, creates a boom in the second hand retail market. A big difference between Urahara-kuns and Gal-os on this is that Gal-os have a more relaxed or practical approach towards fashion. They are more comfortable with wearing old clothes that they could find at home, rather than buying at trendy shops. Being on a tight budget they have made a virtue of necessity by making wearing second hand clothes a trend. Gal-os know very...

The KoGals

Ko-Gals easily stand out with their unique and sometimes extreme fashion sense. Young, brash and anti-school, they're most commonly seen hanging around Shibuya in Tokyo. Preferred haunts include convenience stores and cheap diners, even McDonald's. Avoiding university, they just want to hang out with friends, look for dates and go drinking. The name Ko-Gal is Japanese English. Depending on who you ask, it's either derived from koko-sei (i iiSzfe) meaning high school student, or ko (f) meaning...

Group Consciousness

Shibuya Gals

Ko-Gals would rather not go shopping on their own in Shibuya but they might do it in Shinjuku. Since Ko-Gals are keen on groupism, they don't like to be seen hanging around on their own on the streets of Shibuya.This kind of impression makes them feel intimidated oruncool. Sometimes Ko-Gals preferto walk freely around Shinjuku as they believe that nobody is paying attention to them in an area outside of their usual stamping grounds. Not many of their peer groups have yet to discover Shinjuku,...

Typical Profile Of A Kodawaler Age 1623

Street Shots For Fashion

Occupation Student at high school, fashion or art and beauty school, beauty or hair stylists, shop assistants, media or fashion company staff Interests Fashion and culture magazines, graphic arts, art Social Places Small bars, clubs, friend's house Music J-pop, Techno, Raggae, Film Soundtracks Values Creativity, individuality, self reliance, clear life goals, Urahara-kun comes from the name of place in Tokyo called Harajuku, where this type of group likes to hang out and shop. Ura-harajuku,...

Life In Fashion

Kireime-kuns almost always have to wear a suit to work. They like wearing well-made suits that have good cut and look very smart. For shoes, Italian brands are their favourites. To them, the Italians make great shoes. They also have expensive tastes in watches such as Tag Hauer Bvlgari and Rolex. On the other hand, they also love Swatch watches for their funky looks and design. Kireime-kuns may not see themselves as being fashionable, but their clothes are mostly bought from luxury stores such...

Mobile Phones And Tanning Salons

Tanning Salon Shirt Mens

Gal-os prefer to spend their time hanging out with their friends. Even when they're working, friends are still their priority. In Japan, it is common for high school and college students to work part-time. But most Gal-os do not bother even bother They prefer to rely on their parents to support them financially. Their budget for clothing is small, not because they don't care about fashion, but because not working is more important. Buying fashionable clothes is not a high priority. They tend to...

Love Hotels But No Love Hotels

Some Kireime-kuns spend a fortune on five star hotels, mostly because they do not want be seen at low-status love hotels. More importantly a Konsaba girl would not accept anyway, but may be happy to visit an expensive venue. Kireime-kuns lay out for expensive hotels such as the Century Hyatt or the Hilton in Shinjuku, or the Intercontinental on Tokyo Bay. A lot of time at work is spent online surfing for hotel deals, and big hotels often target Kireime-kuns with their special packages. Even...

At Home

Since Uruhara-kuns are busy with their own interests, they do not go out as much as the Kireime-kuns and Gal-os. They value their friends but have a smaller circle of closer friends and go out less often. Inviting friends over to their homes instead of meeting in bars and restaurants is a new trend in Japan. Traditionally, Japanese are embarrassed to have people see their houses because they're often small, cramped, and not always clean. Urahara-kuns are at the forefront of a new independence...

The Kogal Dream

Charisma School Gals

Shop staff at Shibuya109 are the mentors for Ko-Gals. They are part of the so-called Charisma boom Karis-ma in Japanese . Leaders in the fields of fashion design, shop merchandising, hair styling and cosmetics design all have karisma. A lot of Ko-Gals want to become like the shop staff at 109 but it is a fantasy based on the perceived glamour of the job rather than the actual work of merchandising. In reality, they have not really thought much about their future. It is all about having fun and...

Introduction To Street Fashion

Japan is one of the richest countries in the world, but not one that is well understood elsewhere. It is actually a country full of contrasts and contradictions. Fashion plays an important part in shaping modern Japanese lifestyles especially for young people. Both high school and college students, and people of that age, are some of the most active consumers in Japan. Having fun and wearing the latest fashions is vital if you want to be cool, and in Japanese society, being part of the group is...

Money Spent On Fashion

They prefer to live in apartments that are close to all the best shopping areas. Those who live with their parents normally commute to school, often spending between 30 minutes and an hour on the train each way. As Kodawalers love independence and spend most nights out till very late, their parents are often persuaded to let them live on their own. In most cases, parents provide them with monthly rental and living expenses. Even if they are working part-time, most of...

Blind Date Parties

Kireime Style

Irrespective of whether or not they have a steady girlfriend, Kireime-kuns still go on group blind dates about twice a month. These parties usually involve about five men and five women getting together at a bar or restaurant and drinking a lot. Usually one man and one woman will be in charge of gathering people of their respective sex. Needless to say, most of the women are Konsabas. This type of behav- iour is completely different to the Ko-Gals and Gal-os with their groupism. THE KIREIME-KUN...

Fashion

1 The Fashion and The Ko-Gal Street shots of Ko-Gals in Shibuya, 11-12 Street shots of Gal-os in The About Money spent on Fashion A purposeful Game for Typical profile of a Street shots of Kodawalers in About Karisma Mac At The Urahara-kun Typical profile of an Urahara-kun Street shots of Urahara-kun in Tokyo About Konsabas Fashionistas Not Society girl Travel bugs Dining out - no men please Comfort and The Konsaba dream Typical profile of a Street shots of Konsabas in Tokyo About Life in...

The Konsaba Dream

Dream Street

Although they may be talking about dream jobs and interests because it is the right thing to do , what they really want is a secure, high status life and plenty of material comforts. In any case, there are still very few companies that won't put pressure on women to leave once they get pregnant. Equally, it is what their husbands will want. TYPICAL PROFILE OF A KONSABA Age 22-30 Occupation Office staff OLs in large companies Area Aoyama, Omotesando, Ebisu, Ginza Social Places Fashionable cafes,...

Karisma Boom

The other and much bigger reason recently is the rise of the so-called Charisma boom Karisma in Japanese . Karisma is applied to top creative designers in the fields of fashion design, shop merchandising, hair styling and other creative fields. Increasingly, many Urakara-kuns look to these designers as mentors and role models for the type of people they would like to become. Recently these creative types have become more popular than the traditional role models like pop stars and soap opera...