From Eccentric to Trend: The Global Embrace of Japanese Culture
Conversations during car rides are always a treasure trove. Almost every Saturday, I wake up at 5:30 a.m., get ready for surfing, and pick up my friends. The drive to the beach has become a ritual where we share our week’s events, exchange news, and get lost in various topics. With some music playing as background, we enjoy the 90-minute drive together.
That day’s soundtrack was Miki Matsubara’s “Mayonaka no Door — Stay With Me.” Its beat resonates comfortably, and the nostalgic music brings a certain warmth. This song is a favorite of one of my friends, a French guy who frequently joins us. He’s been living in Japan for nearly ten years and runs a design studio here, working with international team and foreign founders based in Japan.
Our conversation that day eventually shifted to the question, “Why is Japanese culture now being embraced as a trend overseas?” He reminisced about his college days in France, chuckling as he said, “Back then, if you said you liked Japan, people thought you were weird. But now, people ask me if I know any good Japanese restaurants. It’s like knowing cool Japanese things makes you cool.”
His words resonated with a feeling of change, and I recalled a similar memory of my own. When I studied abroad in the U.S., whenever I mentioned Japanese pop culture to friends at the university, I might have come across as a bit “otaku.” Back then, liking Japan used to be like being the unpopular kid in class. But now, from fashion to lifestyle to cuisine, Japanese elements have become widely accepted and are seamlessly integrated across many fields.
In September last year, I traveled to Spain for a friend’s wedding that took place there, although they are based in New York. On the way, I stopped in Paris and stayed with a friend who took me to a natural wine bar called “Bambino.” The place was packed with young people, each holding a glass of wine, nibbling on potions, and swaying to the records playing from the speakers.
I was amazed to find that the bar’s sound system was “Japanese-style.” The owner had been inspired by Japan’s jazz café culture, making countless trips to Japan to collect records. He even brought in a Japanese chef, incorporating Japanese essence into the cuisine. It was refreshing to see “Japanese culture” reinterpreted in a Parisian style, carrying new value in this foreign place.
The surprise continued when, at the wedding, a New York friend urged me, “If you’re going to Paris, you must go to Bambino! The music’s fantastic, and the food by the Japanese chef is amazing.” I replied, “I’ve already been!” realizing that this spot wasn’t just a local joint but a symbolic place where Japanese culture had taken root and was being integrated into the local fabric.
There’s so much that can’t be summed up in one word, “Japan,” but several overseas brands I admire are deeply influenced by Japanese culture. For example, the simplicity of the perfume brand Le Labo embodies the “aesthetic of subtraction” (the Zen spirit). A.P.C.’s understated, clean designs reflect a respect for Japanese denim craftsmanship and functional design. And the Ace Hotel, which collaborates with local artists and artisans, respects the Japanese concept of “place.”
Steve Jobs of Apple was also influenced by Japanese culture. In interviews, he emphasized Sony’s product philosophy and the importance of customers experiencing quality firsthand rather than through marketing. This, too, reflects respect for Japanese craftsmanship.
Once seen as “eccentric,” Japanese culture is now celebrated as “cool” worldwide, merging into the cultural mainstream. Social media and streaming services have greatly propelled this change. Anime, once accessible only through rental videos, can now be enjoyed on a smartphone by people worldwide, making anime and music more accessible than ever. Influencers promoting Japanese culture have also led fans to seek deeper understanding, driven by a desire not just to know but to explore more because they see those they admire enjoying it.
Today, Japanese culture is loved globally as something “cool,” harmonizing with trends like sustainability and artisanal craftsmanship. Its unique aesthetics and spirit remain alive, and Japan’s culture and intellectual property are being embraced alongside other nations’ styles and values, creating a completely new form. This “Japan” reconstructed from a global perspective is not just a preservation of tradition but a rich cultural flow that will continue into the future.
This shift has gone beyond simply “liking Japanese things,” evolving into a movement where people worldwide are learning from Japan and creating something new together. I hope to keep reflecting on how Japanese culture will continue to fuse globally and inspire new trends, and maybe even host events or learning opportunities that help build a community around it. This is something that I want to do it.
