1 USD=90.53 yen
1 CAD=88.16 yen
1 AUD=82.82 yen
1 GBP=135.51 yen
1 EUR=123.55 yen
1 CHY=13.26 yen
1 KRW=0.08 yen
Mar 11, 5:09 (JST) updated
What's "in"? (2010)
Whats"in"Now Back Numbers:
Get to know 'what's in' in Japan before you go! Keep an eye out for these current and special treats while in Japan!
g.u jeans for 990 yen
In March 2009, Fast Retailing
Co., Ltd., the parent company
of popular clothing chain
UNIQLO, launched a new
line of shockingly inexpensive
jeans for only 990 yen
(approx. $10). Despite its
low-end price, the quality
is quite good (comfortable)
with nice stitching details.
This new line, under their
g.u. brand, became very
popular due to the recession
period. With less to spend,
consumers jumped at the
chance to shop for quality
items at a low price. To
provide such a low price,
the company cut costs by
handling everything from
production to sales on
their own (known as SPA -
Specialty Store Retailer of
Private Label Apparel) and reducing store operating costs. As
much as possible, they also used the same fabric for a number
of products and shared company resources, such as UNIQLO
partner factories. In addition to jeans, a variety of tops and
shorts are also selling for a low price.
Fast Retailing Co., Ltd.
New N’EX (Narita Express) E259 Series Train
Since 1991, the Narita Express or N’EX has connected Narita
International Airport with Tokyo and its major urban centers
(Shinagawa, Shibuya, Shinjuku, Ikebukuro and Yokohama).
Now this fast and convenient service has become much more
pleasurable to ride. In
October 2009, the new
N’EX Series E259 made
its debut with remarkably
upgraded service
and improved comfort,
quality and security. All
seats are equipped with
a large table, luggage
space in the foot area and a power outlet for laptops and
mobile phones. Anti-theft cameras near entrances and in the
luggage area, as well as combination locks in each car’s
luggage space offer added protection. The superior service of
the new N’EX is guaranteed to please travelers.
Additionally, more exciting upgrades are coming this year.
The Keisei Skyliner, another popular line from Narita
airport, will put its new train series on the new track in 2010.
In December 2010, the Tohoku Shinkansen, which runs
between Tokyo and Hachinohe in Aomori Prefecture, will
extend its route to Shin-Aomori, connecting with Tokyo in 3
hours and 20 minutes. Meanwhile, the Kagoshima route of
the Kyushu Shinkansen Line will open in Spring 2011,
completing the entire Kyushu Shinkansen route.
Swift Plug-in Hybrid: Eco-Mobility for Short Urban Journeys
The eco-conscious Swift Plug-in Hybrid from Suzuki is geared at consumers seeking
the daily convenience of a vehicle. This series hybrid has a propulsion motor, battery and
engine powered generator that provide enough power for short drives of up to 20 km.
A company survey showed that 60% of small car owners drove less than 20 km
per day, so they minimized the volume of the Swift’s battery to 2.66 kWh in
order to make low cost and space a priority. Charged from the household
mains socket, the battery can be fully charged in about three hours.
With an engine like those found in mini-vehicles, the Swift Plug-in
Hybrid can easily power the generator and re-charge the battery
when needed. This means users can travel at ease without having
to worry about searching for a charging stand or being stranded
without power. Thanks to the
Swift-Plug in Hybrid, anyone can
reduce their carbon footprint while
enjoying daily mobility.
Kirin Brewery Co., Ltd., one of Japan’s top breweries, introduced Free, a
new product in April 2009 that claims to be the first 100% alcohol-free beer
in the world. Labeled as ‘Alcohol 0.00%’, Free far exceeded the initial profit
target of 630,000 cases, selling 3.5 million in 2009. To make KIRIN FREE,
the company developed an original brewing process that leaves out yeast,
such as malt and hops, but still makes a crisp and refreshing alcohol-free
beverage. So many imitation beer products on the market contain trace
amounts of alcohol, leaving drivers worried if it is safe to drink - especially
since the government introduced stricter penalties for drunk driving in 2002.
Many might ask, “But how does it taste?” Some say it tastes like a beerflavoured
soda. Despite some critics, KIRIN FREE is in huge demand and
appeals to designated drivers, pregnant women and others who want to
enjoy the taste of a beer without the consequences.
Kirin Brewery Co., Ltd.
Prefectural Antenna shops (Pilot shops)
In the past few years antenna
shops, or pilot shops, for
promoting and attracting
tourists to different prefectures
have opened in Ginza and
Tokyo Station. More antenna
shops opened this year, including
shops for Nara and
Yamagata Prefecture. Distributing
travel brochures has
proven ineffective as most
tourists now get information
online, so these shops sell local food products and serve local dishes in their
restaurants in an effort to raise interest. One example is Oishii Yamagata
Plaza, the pilot shop for Yamagata Prefecture, which has an Italian restaurant
serving dishes made with local rice,
seasonal vegetables and fresh seafood from
the Japan Sea. The restaurant has been a big
hit, receiving many reservations
each day. Due to their
success, the number of prefectural
antenna shops is likely to
increase from now on.
Yamagata Prefecture
Novel “1Q84”
In 2009, Haruki Murakami’s 1Q84 was published in two
volumes throughout Japan. This highly anticipated work flew
off the shelves, becoming an instant best seller. This is his
first novel in seven years, since Umibe no Kafuka(Kafka on
the Shore), from the critically acclaimed modern novelist.
Virtually nothing has been leaked about 1Q84. Some critics
speculate the title is a reference to George Orwell’s futuristic
thriller, “1984”, as ‘Q’ is a homonym for ‘kyu’ - the Japanese
word for ‘9’. Where Orwell’s classic looks ahead to the near
future, Murakami
depicts 1984 from the
near past, to a world
that might have been.
The third volume of
1Q84 is set to hit
bookstores in summer
2010 and is guaranteed
to be a hit with
readers.
Published by SHINCHOSHA Publishing Co., Ltd.
Author: Haruki Murakami
Changes for Upscale Ginza
Featuring chic department stores and
designer boutiques, Ginza has long been
regarded as Tokyo’s most famous high end
shopping district. However, things appear to
be changing in recent years. In 2008, Ginza’s
center and busiest area became home to
large-scale fashion retail stores Zara and
H&M, which continually offer trendy
products for reasonable prices. Moreover,
Abercrombie & Fitch opened an 11 story
shop in December 2009, it’s first in Japan and
their flagship store in Asia. Famous Japanese
casual wear designer, manufacturer and
retailer, UNIQLO, expanded their Ginza
store’s floor space this fall and American
casual wear company, GAP, will open in the
same area in February 2011. When visiting
Ginza, take some time to visit these shops.
You’ll be surprised to find designs quite
different from those branches in your
country. Check P.44 to see Ginza area map.
Social Phenomenon (Highway Toll Discount System)
In 2001, the Ministry of Land, Infrastructure, Transport
and Tourism (MLIT) introduced the Electronic Toll
Collection (ETC) system in an effort to ease congestion
at highway toll booths. However, the ETC system did
not become as popular as the MLIT had expected. In an
effort to encourage the use of these systems, the
government provided subsidies for those who
purchased and installed the ETC device. Furthermore,
as part of their economic stimulus plan, the Japanese
Government created a highway toll discount system in
March 2009 for all passenger cars and motorcycles
equipped with ETC systems. The toll has a 1,000 yen
limit regardless of the mileage driven. With a discount
of 50% on highway tolls in regional areas, ETC systems
are now selling well and there has been a marked
weekly increase in their usage - the weekly average
was 82.8% as of October 2009. However, the discount
system is not without its problems. There have been
complaints of congested highways and delayed buses.
Trains and ferries have been hardest hit by the change,
losing many passengers, particularly over holiday
periods. For now, the new discount system is a limited
offer and will only last two years, but the government
estimates overall profits will be 730 billion yen.