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Rain boots are the rage not just on rainy days but even when the sun is shining. They are now a hot fashion item and are selling well among young women in Japan. The trend trickled down from celebrities who wore their rain boots in front of the cameras, and more and more manufacturers even in Japan are developing their own designer rain shoes, bringing much variety to a market previously unheard of.
Leading a healthy lifestyle has always been important in Japan, but recently it has reached a new level and become fashionable. Though old news to some, health and beauty products with collagen are advertised and pop up everywhere, targeting women who are yearning for perfect skin. Fad diets have always been around, but now there are more and more fad exercises. The most recent highly publicized and popular import fad exercise is Billy’s Boot Camp. As for sports, the rage right now is running, and although not everyone is catching on, many running related products are gaining interest among those who never before thought of it as a sport. Women are the main target for these new exercises and sports as they are the main consumers. Interestingly enough, in a country where vegetarianism and veganism never really caught on and is still struggling for exposure, the macrobiotic lifestyle has recently received a lot of press. Mineral water has as well, even among a population whom once saw no reason to pay for water when it was always available for “free.”
B.A. in International Affairs from the University of Puget Sound in Washington.