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 PAST ISSUES

733: Echoes of the Past
During the Meiji era, Tokyo’s love affair with foreign architecture—and architects—took flight. Traces of their work remain scattered throughout the city
732: Bar Time
Part cookbook, part pub guide and part cultural exploration, Izakaya offers an entrée into “Japan’s friendliest dining experience”
731: Burning Rubber
Two lightweight sports cars go head-to-head before the first round of the Formula Nippon race series
730: True Blu
Sony is flying high after its Blu-ray format defeated Toshiba’s HD DVD. But the electronics giant now faces even greater challenges from the internet
729: Green Scene
Get to the roots of Japan’s fascination with nature
728: Local Heros
As the Boston Red Sox open their season in Tokyo, the popularity of American baseball is at an all-time high
727: Akihabara on the Run
Thanks to otaku culture, Akihabara is the symbol of “Cool Japan.” But with developers moving in, will the geeks be left behind?
726: Records of the Rising Sun
An examination of Japan’s world-beaters yields a “superlative” understanding of the country
725: A Time to Play
Tucked away in back alleys and basements, Tokyo’s underground jazz clubs welcome fans and musicians of all stripes—especially foreigners
724: Thin Is In
Ultra-small homes offer an attractive option for Japan’s space-starved urbanites
723: Say it with Giri-Choco
A short history of Valentine’s Day in Japan
722: Rush Hour
Two women. Two vehicles. Six destinations. One winner.
721: Cool Erotica
Forget cute. From music to TV to the world of Adult films, Japanese women are flaunting their sexuality
720: Top of the Town
Your choices for the best that Tokyo has to offer
718-719: Centers of Attention
The past year saw a host of dazzling shopping and dining centers make their debut in Tokyo
717: At Your Convenience
Competition and changing demographics are forcing Japan’s conbini to change with the times
716: The Wacky Wired World of Thanko
Akihabara’s most playful gadget-maker looks beyond the otaku market
715: In the Spirit
Spreading Christmas cheer is a breeze this season with our handy gift guide
714: The Air Up There
The X-Trail Jam in Tokyo dome heralds the arrival of winter with lights, cameras and high-flying action
713: The Return of the Benshi
Seventy-five years after their heyday, Japan’s silent-film narrators are breathing new life into cinema classics
712: In the Box
Karaoke hits the global stage
711: No Man's Land
The haikyo phenomenon shines a light on Japan’s ghost towns, deserted islands and abandoned spaces
710: Man With The Plan
Companies are getting a new lease on life from sharp entrepreneurs like Gen Tamatsuka and his team at Revamp Corp
709: Sword Play
Afro Samurai, the first Japanese manga to make its anime debut in English, is breaking all boundaries. Metropolis speaks with its creator ahead of the movie version’s Tokyo premiere
708: State of the Art
For foreign artists, Japan offers both an inspiration and a challenge. Six local talents talk about overcoming difficulty and creating their own niche in a land far from home
707: Signs of the Times
One of Japan’s last movie billboard artists carries the torch of a fading art form
706: Mix Masters
Tokyo’s Bartenders Hop on the Mixology Train
705: Fight For Your Rights
Local unions are helping foreign workers make their voices heard. But can non-Japanese ever really get a fair shake?
704: Fashion Forward
With a renewed focus and revamped format, Japan Fashion Week aims to put Tokyo designers on the world map. But can the country’s flagship event keep homegrown talent from defecting overseas?
703: True Believers
With the opening of a new mosque in Yokohama, Japan’s Muslim community is branching out. But can the locals learn to coexist with a misunderstood and stigmatized religion?
702: Hard Time
After Three Weeks in a Shinjuku Lock-Up, the author finds that justice in Japan is rough indeed
701: Marunouchi on the Move
An ambitious 10-year plan is turning the neighborhood into one of Tokyo’s most exciting destinations
700: A Few Of Our Favorite Things
To celebrate 700 issues as Japan's favorite English magazine, we offer our top picks for enjoying Tokyo. Now it’s your turn…
699: Fantasy Dining
Dramatic eating and drinking experiences await at Tokyo's theme restaurants
698: Come One, Come All To Yasukuni
Each August, the notorious shrine becomes a battleground in the struggle for Japan's self-identity
697: Cool Runnings
As registration for the 2008 Tokyo Marathon enters the homestretch, one runner recounts her experiences in the inaugural race
696: Two-Wheel Dreaming
Although Japan’s motorcycle industry is in decline, biking in Kanto still offers limitless pleasure. Here’s everything you need to know to get started
695: Past Perfect
Tree-lined paths, traditional crafts, historic temples—plus world-class restaurants and shopping—await in the cool hills of Yanesen
694: Hooking Up
Business networking opportunities abound in Tokyo for anyone who knows where—and how—to look
693: Future Tense
As writers and academics converge on Tokyo to explore the explosion of Japanese pop culture, the country's youth face an uncertain future
692: Battle of the Burgers
As Burger King returns to Japan after a six-year absence, fast food restaurants are pulling out all the stops to attract more customers
691: Big into Japan
From shakuhachi to sake to sushi, foreign artisans are bringing Japan to a wider audience
690: Art Attack
Tokyo's Contemporary Art Galleries Ride the Waves of Boom and Bust
689: Graffiti Nation
From walls to road signs to art galleries, Tokyo gets tagged out
688: Messengers of Life
Seven years after losing her son to a drunk driver, Kyoko Suzuki spearheads a campaign to raise public awareness of the issue
687: Boy Toys
No longer under the shadow of their sisters, Japan’s hosts have taken center stage
686: Design Triumph
With three new Tokyo restaurants, Sir Terence Conran looks to infuse the local dining scene with his distinctive sense of style
685: Festival Frenzy
Asakusa is set to go crazy for the three-day Sanja Matsuri
684: Spin Masters
Foreign independent label partners look to crack open Japan’s music industry
683: Ginza's Rumbling Road
It’s full speed ahead for Tokyo’s only private motorway
682: Time To Play
Stuck in Tokyo for Golden Week? Make the most of your holiday with these 15 can’t-miss activities
681: Dying For It
As the Lucie Blackman murder trial comes to a close, foreign hostesses in Tokyo are aware of the industry’s dangers
680: Japan Gone Wild
Tabloid Tokyo 2 uncovers the city in all its seamy glory
679: Great Heights
Roppongi undergoes another transformation with the opening of Tokyo Midtown
678: The Once and Future Ninja
A grandmaster carries on the legacy of Japan’s secretive art—and says foreign students may be its last hope for survival
677: Crime Spree
Foreigners who turn to Japan’s justice system for help find themselves ignored. Is incompetence to blame—or racism?
676: Game On
From rugby to volleyball, Tokyo has a sports team for you
675: Drawing a Crowd
Japanese youth have been rushing to put themselves under the needle. Is the centuries-old tattooing subculture finally gaining mainstream acceptance?
674: Star Shots
Leslie Kee’s mammoth photo book gathers Asia’s biggest celebrities for a good cause
673: Spirited Away
Despite tough new laws, Japan’s sex trafficking industry is booming. Meet one of its most tragic victims
672: Tuning Out
Japanese radio stations have forgotten about the listeners. But all signals point to big changes ahead
671: Dream Works
Director John Williams is making a name for himself in the world of Japanese film
670: Unwinding the Gyroball
Daisuke Matsuzaka is headed to the US Major Leagues with a super-secret pitch in his arsenal. Or is he?
669: Sole City
Want to look fashionable in the street-style capital of the world? Hint: Use your feet
668: Last of the Speed Tribes
Their theatrics are preserved in photos, but little else remains of Japan’s bosozoku biker boys
667: Who’s the Boss of You?
If you can break the bureaucracy, there is nothing more rewarding than starting your own business
666: Good sports
From baseball sizzle to World Cup fizzle, Japan’s athletes had a wild 2006
665: Return of the Peacemaker
Humanitarian aid worker and former hostage Nahoko Takato won’t give up on her personal mission to alleviate suffering in Iraq
664: Hard to swallow
Japan makes a lot of noise about its cultural right to hunt whale, so why isn’t anyone biting?
663: Time for giving
Avoid last-minute Xmas anxiety with Metropolis’ seasonal gift guide
662: Downhill from here
Itching to hit the slopes this winter? The Metropolis winter resort guide is the place to start
661: No Mo’ Drama
Two visits from Michael Jackson make 2006 a thriller year for music promoter Broderick Morris
660: Gone but not forgotten
An award-winning film keeps the candle burning for Megumi Yokota, who was abducted by North Korean agents 29 years ago
659: Kids’ night out
Children get a taste of what awaits them in adulthood at Kidzania
658: The Samurai in Shirokanedai
Mikio Yahara fights to keep the spirit of budo alive in the 21st century
657: Dynamite Design
This month, Tokyo becomes the world’s No.1 designer destination. Among the creative crowd, here are four faces to watch
656: How to get ahead
Corporate hunger for bilingual professionals keeps ruthless recruiters on their toes
655: Mori and Me
Five years after establishing Tokyo’s most prestigious art space, Japan’s first foreign museum director says sayonara
654: Big Kids
From comics to figurines, toys aren’t just for boys anymore. Grownups, even women, can play too
653: Here’s looking at you
So you always wanted to be a model? Now’s your chance
652: Doggy style
A decade ago, Tokyo canines were lonely sentinels chained up outside. today, a dog’s life is one of Tinkerbellesque luxury
651: The China Syndrome
As politicians wrangle, Japanese living in China are making money and building friendships
650: In The Mix
Networking websites give the bashful new opportunities for social interaction
649: Noh Way
A new season of Japan’s oldest theatrical art form starts this month
648: Wonder boy
From a troubled youth in Los Angeles to sold-out arenas in Japan, Cyril is enjoying a magical ride
647: Lights, camera, gaijin
Famous foreigners spill the beans ABOUT working in Japanese TV
646: No heels, no life
Girl tribes create fashion anarchy in the urban jungle of Shibuya
645: Local Hero
Foreign-born parliamentarian Marutei Tsurunen turns heads in nagatacho. but can he change minds too?
644: Southern Exposure
What happens when you travel from the busiest city on the planet to the remotest spot on earth? One photographer found out—and took his diary with him
643: The Meaning of LOHAS
The pioneer behind Japan’s sustainable lifestyles craze goes back to basics
642: Nights to Remember
Taste the good life at ten unique Tokyo hotels
641: SONY at 60
Will Japan’s most famous company get a new lease on life, or early retirement?
640: Turning Japanese
For better or for worse, pop stars everywhere have got something to say about Japan
639: Life’s a Beach
Here comes the sun, so get ready to strip off, oil up and catch some rays
638: You Go, GIRLS!
Japanese women demand equality in the workplace
637: 20/20 Vision
The Tokyo-born Pecha Kucha phenomenon has the global creative community hooked
636: The World is not Enough
Led by a low-key coach, Japan’s soccer team limps into the World Cup
635: A dying breed
Japan’s smokers are feeling the heat as the government slowly tackles tobacco
634: The Real Tokyo Underworld
Beneath our streets, engineers are thinking big to keep the city functioning
633: Cool Biz
Rich, confident and creative, corporate Japan is giving itself a makeover
632: Treat Yourself
Tokyo is famous for its eclectic health treatments, some wonderful, others just weird. We dispatched a skeptic to try ten of the most maverick
631: Pocket Revolutionaries
With podcasting, anyone (even Metropolis) can be a DJ
630: Flower power
Spring in Tokyo is the start of a vibrant cycle of new colors that abound even in this concrete jungle
629: Man vs Mountain
For Tokyo resident Blair Falahey, Everest is just one more obstacle to overcome
628: Little Journeys, Big Delights
From bugs to butts, tokyo's less visited museums have something for everyone
627: Harmonize This
Shinjuku’s Aikido World Headquarters is a magnet for martial arts enthusiasts from around the globe
626: The Emperor and I
Former Newsweek bureau chief Bernard Krisher recalls how he got the scoop of a lifetime
625: Fair Game
The Tokyo International Anime Fair returns, with global interest in Japanese animation at an all-time high
624: Dark Matter
Suffering ignorance and discrimination, Japan’s black community struggles to retain its pride
623: Revenge of the Nerds
The geeks come out to play in Akihabara, and they’re not ashamed anymore
622: An Ofer you can’t refuse
A Tokyo-based entrepreneur says his South Pacific dream is a win-win adventure for everyone
621: We’d be nowhere without the subway system we love to hate
620: The Boys and Girls of Winter
Rocked by scandals and looking to overcome an abysmal showing in Salt Lake City, Japan’s winter Olympians take on the world in Turin
619: The view from the Hills
Minoru Mori defends the Omotesando Hills development and reveals big plans for Tokyo
618: Think of the Children
Japan’s prejudiced legal system encourages desperate parents to abduct their own kids
617: We ♥ Tokyo
From the quirky to the cultural, explore more of Japan’s eclectic delights in 2006, because only here can you…
616: The Inner Mongolian
As Asashoryu fights to extend his record-breaking winning streak, Metropolis asks the yokozuna about babies, Bulgarians and Ulaanbaatar
614-615: Create a new you in 2006 by learning a traditional Japanese craft
613: Get the Message
As companies vie ruthlessly for our attention, Tokyo is consumed by innovations in advertising
612: Mad Dash
The Tale of Snow White and the Master Shafter: A day with the Samurai Hash House Harriers
611: Geisha Gazing
Rob Marshall and his pan-Asian stars put the casting controversy behind them to lift the lid on the world of old Kyoto
610: Life through a Lens
Whether in a war zone or on a rugby pitch, 29-year-old photographer Chihiro Koga has a unique perspective
609: THE DICTATOR VANISHES
There may be method in the madness of Alberto Fujimori, formerly Tokyo’s most notorious foreign resident
608: True Crime
Convicted drug smuggler Nick Baker’s story is not what it first appeared
607: Fight Clubs
PRIDE and K-1 are muscle-packed, testosterone-fueled phenomena. But there’s more to sport than blood and brawn
606: Home Truths
Purchasing property here isn’t easy, but there’s never been a better time to try. One happy homeowner has these house-buying hints
605: Meeting of the Minds
Design tide descends on Tokyo for an explosive week of creative mischief
604: Lights, Camera...
Be part of the action at the 18th Tokyo International Film Festival
603: Kafu's City
The haunts of Tokyo's most famous scribe may have gone, but their spirits remain
602: Big city nights
Asia's most happening city is just across the water, So what are you waiting for? Find out what all the fuss is about
601: Let’s Get Trivial!
Just what you’ve been waiting for: part two of "The Big 600" things to know about Tokyo
600: The Big 600 Part 1
Facts and figures, tales and trivia, records and rumors. We present everything you ever wanted to know (and some things you didn’t) about the biggest and greatest city in the world
599: Show me the way
If you have trouble learning Japanese, or lack the motivation to do so, why not try Japanese Sign Language instead?
598: Blueprint for Living
A postmodern development in Chiba is beautiful to look at. But would you want to live there?
597: Inside the Box
They spend their lives taking care of drunks, criminals and tourists. Who on earth would want to work in a koban?
596: The Film Files
Donald Richie, the worldwide authority on Japanese film, shares his movie memories
595: Sea Worthy
Minoru Saito’s seventh around-the-world voyage may have been his last, but the 71-year-old isn’t about to abandon the open water
594: In Search of the Rising Sun
Sixty years after the end of World War II, Tokyo still has places that evoke that tumultuous era
593: Art is All Around
Enough with overcrowded galleries! Get a different kind of art attack in the city’s free public space
592: What are you staring at?
Wild Harajuku styles are no longer Japanese only. Seven international enthusiasts explain what it’s all about
591: River Chronicles
Every July, Tokyo celebrates summer with dazzling fireworks along its most famous river. But the Sumida’s waters conceal a history of both joy and tragedy
590: A Kissa the Action
Cheap, open all night, and offering loads of entertainment, Tokyo’s manga kissa serve a restless generation
589: Halo Heroes
The Guardian Angels hit the streets of Tokyo to fight fear and complacency
588: Taste the Success
The celebrity-chef invasion gears up as British bad boy Gordon Ramsay opens two restaurants at the new Conrad Tokyo
587: Keeping your cool
Metropolis offers some hot tips for enjoying Tokyo this summer
586: A Tale of 2 trainers
Got a week? Or a couple? Two writers abandon their desks and learn to get fit…quick
585: Room Service
Back by popular demand, our design specialists turn two Tokyo shoe-box apartments into dream dwellings
584: Half a world away
Brazilian-Japanese have a love-hate relationship with the land of their forefathers
583: Coming to a theater near you
Everything you ever wanted to know about the marketing of foreign movies in Japan
582: Little Miss Popular
So much more than just a doll, birthday-girl Blythe is everything to everyone
581: A Life Less Ordinary
A new exhibition gives modern relevance to the dramatic suicide of Japan’s most controversial author
580: Resting in pieces
With no relatives around to pay for upkeep, dozens of graves in Aoyama Cemetery are in danger of being relocated. But not if The Foreign Section Trust has its way
579: Holiday of Hopes and Dreams
Volunteers Find it Hard to Balance Tourism and Charity on a Hybrid Holiday to Tsunami-Hit Sri Lanka
578: The World in a Day
Been there, Waited in line, Got the T-shirt. Decide for yourself whether to tackle Expo 2005 with our comprehensive (and honest) guide
577: The Road to Ruin
Residents of Shimokitazawa fight plans to build a highway through their town
576: Back on Course
After losing its groove in the economic downturn, Japanese golf is scrambling back
575: Idol Worship
The whiz kid behind ’90s house icons Deee-lite is back with his first solo disc in six years
574: The Eagles Take Flight
The first foreign general manager of a Japanese baseball team, Marty Kuehnert says he’s confident he can make the new team fly
573: The Writes of Spring
Haiku offer the clearest understanding of the undying appeal of the cherry blossoms
572: Seekers of Supreme Truths
Ten years after the gas attacks, Japan struggles with old memories and new religions
571: Spring Forward!
Update your wardrobe with the top trends from the Spring/Summer 2005 collections
570: Memoirs of a gaijin house
Clean up your room; you never know when photographer Yutaka Otsuka will turn your living space into art
569: Meals on Wheels
Entrepreneurial Tokyoites storm the city’s lunchbreaks with a new take on street-food tradition
568: How to be Romantic:
A Valentine’s Day Dating Guide
567: Understanding the Enemy
Japan faces an inscrutable opponent when it plays North Korea in the World Cup qualifiers
566: Reaching for the Universe
The Miss Universe Japan pageant is about more than just looks: it’s shaping women who are savvy, goal-oriented and able to express themselves
565: Inner Space
Come in from the cold with our guide to Tokyo's top winter entertainment spots
564: Voices of Kobe
Ten years on, experiences of the great hanshin earthquake can help tokyoites prepare for the worst
563: The Russians are coming!!
Japan’s ages-old sport faces a foreign invasion
561-562: Golden Year 2004
2004 was record breaking, both on and off the sports field. Metropolis recalls the year’s best, worst, and most bizarre
560: Chef du jour
With an empire that spans the globe and a talent for bringing diners to their knees, Alain Ducasse is the undisputed king of the culinary world. Now Tokyo gets a taste of his success
559: The Jingle Hop has begun...
As the countdown to the holidays continues, Metropolis offers a look at both cool and traditional options for adding a Japanese flavor to your holiday shopping
558: Final conflict
Fifty years after his celluloid birth, Godzilla takes one last stroll through Tokyo. But is this really the end of the iconic green monster?
557: Perfect getaways
From cross-country skiing to traditional culture, winter in Japan offers a wealth of reasons to venture outside the capital city
556: Rock of ages
Elvis schoolmate, former Yankees shortstop, protegé of mafia don Joe Colombo—rocker Jimmy Angel’s colorful life shows no signs letting up
555: Art explosion
Japan’s largest art event, Design Festa, marks its tenth anniversary
554: The bait and the catch
An ex-sushi chef lives in hiding, while dishing out details of the private life of his onetime boss, North Korea’s Kim Jong Il
553: Watercolors
The horror writer of Ringu fame paints the tale of a riveting performance by a Tokyo theatrical troupe
552: Well read
Japan takes center stage as Metropolis rounds up recent fiction set in the Land of the Rising Sun
551: Reality check
Hardcore punk rocker turned Zen master Brad Warner leads a journey of self-discovery
550: Life lessons
From permanent residency to private schooling, our expert panel tells you how to make the most of out of living in Tokyo
549: Journey Into Imagination
Explore the creative minds of contemporary designers with a guided tour of Tokyo’s upcoming design extravaganzas
548: State of play
Japan’s top video-game makers try to dig themselves out of a slump with new titles debuting at this weekend’s Tokyo Game Show
547: Let the games begin—again
There’s no shortage of options for pro sports fans when it comes to taking in a contest in Japan
546: Fish stories
A Harvard academic and anthropologist casts his net around Tsukiji, “the fish market at the center of the world.”
545: Flash back
Tokyo designers look to the past for this season's fashion trends
544: Unsung heroes
In a profit-driven economy dominated by mechanization, mass production and cheap foreign labor, a handful of Kyoto artisans keep the traditional art of craftsmanship alive
543: Law and order
Tougher cops, late-night curfews and surveillance cameras. Governor Shintaro Ishihara is spearheading an unprecedented stand against crime in the city of Tokyo. Is it all too much or not enough?
542: Eyes on the prize
From the pool to the track, Japan's Olympic athletes set their sights on Athens glory
541: Knight errant
When Narita immigration officers took custody of Bobby Fischer on July 13, the chess champion felt betrayed by the country that had granted him sanctuary. Now the former grandmaster and his supporters ready his last gambit
540: War and remembrance
Tim Hornyak revisits Japan's WWII legacy through the exalted and execrated grounds of Yasukuni Shrine.
539: Out and about
Whatever you’re looking for in a summer getaway, you’ll find it in the Tokyo area and beyond. Heather Lew gets the scoop on the hottest ways to chill out.
538: Snail's pace
Once a country that defined “fast-forward,” Japan is learning how to take its time. Steve Trautlein catches up with the Slow Life movement.
537: Role models
Japanese actors are stepping into the spotlight overseas thanks to some award-winning performances and a raft of samurai-inspired flicks. Chris Betros profiles the top talent.
536: Sonic stories
Summer Sonic creator Naoki Shimizu says Japan's rock festival calendar may have reached the breaking point.
535: Feeling festive
From fireworks to dance contests, Tokyo is gearing up for another summer of matsuri mania. Metropolis previews the best of the bunch.
534: Field of dreams
Hideki Matsui made his name in the ballpark, but the Major Leaguer hopes to be remembered as much for his heart as his home runs. Sachie Kanda visits him in New York.
533: Depth charge
From the underwater realms of Okinawa to the green seas off Izu, spectacular diving is closer than you think. Carlo Niederberger jumps in.
532: Screen dreams
Undaunted by miniscule budgets and a serious lack of limelight, Tokyo’s foreign filmmakers pursue their craft. Michael J. Miller talks to the people behind the cameras.
531: Spirited away
Jumpei Yasuda was abducted at gunpoint and held captive by a band of Iraqi mujahideen. So why can’t he wait to get back to Baghdad? Tama Miyake Lung hears his story.
530: Wonder Bars
Tokyo’s theme bars serve up food, cocktails—and some totally unexpected entertainment. Metropolis goes in search of the city’s wildest drinking dens.
529: In the loop
A dedicated group of foreign and Japanese artists are filming what they hope will be Japan's first sitcom. Chris Betros visits the set.
528: Down towns
In the shadow of glittering skyscrapers and trendy mini-cities, Tokyo’s derelict neighborhoods survive unchanged. Stephen Mansfield takes a walk on the wilder side.
527: Ask Mr. Movie Man
Faced with a bewildering plethora of new movie releases this Golden Week, self-indulgent Metropolis film critic Don Morton interviews himself.
526: Director’s Cut
With a hit film inspired by her observations of Tokyo, Sofia Coppola has emerged as a gifted storyteller who fuses trendsetting style and quiet resolve. Tama Miyake Lung catches up with the Oscar winner on a recent visit.
525: Room service
Armed with ¥5,000 per room, our interior stylists make over three expatriate pads using a playful dose of discount decor.
524: Uninventing the wheel
While other inventors dream of high-tech glory and patent riches, Kenji Kawakami straps toilet paper to his head and hankies to the seat of his pants. Tim Hornyak meets the Chindogu master.
523: Fresh talent
A handful of hot young chefs are raising the bar for traditional Japanese cuisine. Ai Uchida learns their recipes for success.
522: Full Steam Ahead
The area's newest railway, the Minatomirai line, puts the varied charms of Yokohama within easy reach. Steve Trautlein goes for a ride.
521: Fields of dreams
Just in time for spring and summer, Japan's sports scene gets set to sizzle. Fred Varcoe keeps his eye on the ball.
520: Out of Eire
One-hundred years after his death, Lafcadio Hearn remains a favorite in his adopted country of Japan. Steve Trautlein goes in search of the writer's Irish connections.
519: Pop star
With its anime, manga, music and film all the rage overseas, Japan is entering an age of unprecedented hipness. Tony McNicol investigates the staying power of "Japanese cool."
518: Food fright
With mad cow and avian flu adding to the list of threats to Japan's food safety, Tama Miyake Lung looks at how the country is coping and provides tips on how to protect yourself.
517: Curtain call
Events editor Dan Grunebaum reflects on the past and future of Tokyo's performing arts scene, and provides a sneak preview of the year ahead.
516: Second coming
Despite being dumped by the team nine years ago, Bobby Valentine is back in Japan to manage the floundering Chiba Lotte Marines. Rob Smaal meets this season's most anticipated arrival.
515: Room at the top
A new wave of luxury hotels is shaking up the industry in Tokyo like never before. Can they all survive? Chris Betros checks in.
514: Building up
Tokyo's chaotic sprawl serves as the breeding ground for playful and cutting-edge building design. Stephen Mansfield tours the city's architectural highlights.
513: Pick of the litter
She's cute, she's a commercial powerhouse and she's coming up on her 30th birthday. Ken Belson and Brian Bremner let the story of Japan's favorite cat out of the bag.
512: Beating the blues
Feeling depressed or in trouble? Tokyo has plenty of support groups that are just a phone call or mouse click away. Chris Betros provides a few pointers.
511: A world apart
For many foreign parents in Tokyo, providing their children with a fulfilling education is beyond reach. Steve Trautlein reports.
509/10: Up where we belong
As the skiing and snowboarding season comes into full swing, a handful of pros provide tips on where to travel this winter. Carlo Niederberger reports.
508: Call of the wild
Jeff Hammond talks to Tokyo-based photographer Beezer about his new book, Wild Dayz, and the legendary music scene it portrays.
507: Santa's secret weapon
With all the craziness before the holidays and the rush to jump on the plane, finding the perfect gift can be more hassle than heartwarming. Hanna Kite brings the fun back with a shopping guide sure to please everyone on your list.
506: Fashion by numbers
Tama Miyake Lung sums up the top trends from the Spring/Summer 2004 Tokyo collections.
505: Sex education
After decades spent believing that HIV and AIDS are other countries' problems, Japan could be in for a disturbing lesson. Stephen Cotterill reports.
504: Man about town
Stephen Mansfield goes on a sentimental journey with eminent author and celebrated Tokyo chronicler Donald Richie.
503: Bowled over
Bowling has been in Japan since the Edo period, and it looks like it's here to stay-even if the lights go out. Michael J. Miller gets in the game at Tokyo's top lanes.
502: Trial and error
Josh Noblestone takes a closer look at the case of drug-smuggling suspect Nick Baker and what it reveals about Japan's criminal justice system.
501: Close encounters
The skies above Japan are alive with extraterrestrial activity, according to the nation’s foremost UFO research group and its fearless leader. Matt Wilce examines the evidence.
500: Coming of age
As Metropolis celebrates its 500th issue, we look at where we've been, and where we're going, through the eyes of Tokyo's international community.
499: Welcome happiness
The new Mori Art Museum hopes to lead Roppongi's cultural evolution. John McGee sees what's up.
498: Just passing through
There's always someone interesting to catch up with at the Tokyo International Film Festival, says veteran attendee Chris Betros.
497: Pick six
From October 9-13, Tokyo Designers Block will transform the streets of Aoyama and Omotesando into a grown-up’s playground. Steve Trautlein talks with a half dozen of the event’s top talents.
496: The name game
Arnold Schwarzenegger's not the only one hoping to trade celebrity for a taste of political power. Chris Betros looks at Japan's lawmakers and finds everyone from singers to wrestlers filling the ranks.
495: Bliss list
Metropolis hits the massage table for a rundown on the city's best spas.
494: On alert
Two years after the September 11 attacks, experts say Japan is more vulnerable than ever to the threat of terrorism. Steve Trautlein reports.
493: Playing the field
Japan's athletes are gearing up for an autumn of nonstop sports action. Fred Varcoe previews all the fun.
492: From the hip
Japan's youth are giving hip-hop music, dance and fashion a makeover. Michael J. Miller raps with the devotees of "black style."
491: Modern marvel
With a bold new design for the Dojunkai Aoyama Apartments along Omotesando, award-winning architect Tadao Ando is raising the stakes on an already remarkable career. Tama Miyake Lung meets the self-made maestro.
490: Show time
Nearly one year into a government-run licensing program, Tokyo's street performers are finally getting some respect. Mick Corliss hears more from some of the charismatic characters.
489: Time zone
Old and new exist side by side in Tokyo's Tsukishima-Harumi area. Chris Betros goes for a tour.
488: Great escapes
From pristine beaches and picturesque temples to mountain resorts and the magic of Hollywood, Matt Wilce compiles our ten favorite spots for a quick getaway.
487: Season tickets
Looking for a fun way to beat the heat? Metropolis gets the rundown on the best thrills and chills to keep you entertained all summer long.
486: Life at the top
Yuichiro Miura survived 70 years, several potentially fatal ski runs, and five days in the Death Zone before becoming the oldest person to conquer Mount Everest. Tama Miyake Lung meets the new record holder and the son who shared in his thrilling ascent.
485: Seeing green
As temperatures in Tokyo rise, city officials look skyward to beat the heat. Steve Trautlein tours the city's rooftop gardens.
484: Calling the tunes?
Piano icon Herbie Hancock looks to reinvent jazz with Tokyo Jazz 2003, but is adding a turntablist to his band going to do the trick? Music editor Dan Grunebaum reports.
483: Power struggle
After a string of safety scandals, Tokyo's major energy supplier may not have enough juice to meet demand this summer. Matt Wilce reports on the very likely possibility of the city's first blackout in 16 years.
482: Flavor of the month
Boston-based big shot Todd English is the latest celebrity chef to spice up the Tokyo dining scene. Georgia Jacobs gets the scoop.
481: The new wave
As another scorching summer approaches, more and more Japanese are discovering the joys of the beach, and a fair few are finding sporting success on the sand. Tama Miyake heads for the shore.
480: Never-ending stories
The big onslaught of summer movies begins with lots of sequels and remakes. Chris Betros looks at the lineup.
479: Revival of the fittest
Ginza is under fire from swish new developments, but Japan's sentimental shopping strip is fighting back and winning some unlikely fans. Martin Webb reports.
478: The sky's the limit
The Moris are changing the face of Tokyo like never before. Chris Betros meets the man on top, CEO and President Minoru Mori.
477: Park place
With spring in full swing, there's no better time to unwind in the city's lush sanctuaries. David Chester tells you where to park it.
476: Fun in the sun
As the mercury rises, Japan's sportsmen and women gear up for a season of thrills. Fred Varcoe previews all the action.
475: The elements of style
When the mercury drops this fall and winter fashion hits a high note, if the Fall/Winter 2003-2004 Tokyo collections are anything to go by. Georgia Jacobs reports.
474: The hills are alive
Tokyo is an ailing city about to get a new cultural and entertainment heart: Roppongi Hills. Chris Betros goes for a visit.
473: Big bang theory
After lying dormant for 300 years, Mount Fuji has recently rumbled to life, and Tokyo is bracing for the worst. Steve Trautlein reports.
472: Recipe for success
In the City of the Saturated Restaurant Industry, launching 102 new establishments is a lot to swallow. But if anyone can pull it off, it’s America’s most famous gastronome, Wolfgang Puck. Georgia Jacobs gets the dish on his Japan expansion.
471: From tigers to towers
A gleaming new city is springing up at Shiodome, one of many transforming the Tokyo landscape. Chris Betros joins the crowds.
470: Head over heels
At Shinjuku’s Yoshinkan Hombu Dojo, April is the time for foreigners and Japanese police officers to train side-by-side, as Steve Trautlein learns from the masters.
469: Tokyo story
It’s been 400 years since Shogun Ieyasu Tokugawa made Edo his capital. As Tokyo gets ready to celebrate four centuries as Japan’s premier city on March 24, Matt Wilce takes a look at the metropolis’ less familiar history.
468:Mass immigration
All foreign residents in Tokyo and nine prefectures now have to troop off to a new immigration office in Shinagawa for that vital stamp in the passport. Chris Betros joins the crowds.
467: In the raw
With his charity restaurant receiving rave reviews and his acclaimed no-holds-barred documentary launching in Japan, things are looking up for Jamie Oliver. But, the Naked Chef tells Georgia Jacobs, reality sometimes bites.
466: Reaching for the stars
The quest for space will continue despite the Columbia tragedy, and Japan will play its part, Chris Betros reports.
465: Devil may care
Governor Shintaro Ishihara relishes his role as the thorn in the side of Japanese bureaucracy. But the most powerful man in Tokyo is also one of the few people getting things done in the capital, he tells Tama Miyake.
464: Love in the fast lane
Romance is big business in Japan, as matchmaking and speed dating agencies vie to help you find your soulmate. Chris Betros reports.
463: Eastward bound
As Japan's homegrown talent struggle to launch themselves to stardom in the West, many of Hollywood's biggest names, ironically, have headed east to kick-start their careers.
462: Small talk
With a healthy sense of play, Tokyo offers youngsters all the fun they can handle. Steve Trautlein joins in.
461: All washed up
With the mercury dropping there's no better time to get up to your neck in hot water, and have a little fun in the process. Matt Wilce brings you a roundup of nearby onsen with more.
460: Going BAPE
With BAPE hotel wishes, BAPE Café New York dreams, and a new London boutique finally a reality, A Bathing Ape creator Nigo is the next self-appointed fashion ambassador for trendy Tokyoites. But is the rest of the planet ready for this simian-inspired lifestyle? Roland Kelts gets the answer from the man himself.
459: China Town
Thirty years after the former adversaries joined hands, China and Japan aren't exactly the model of diplomatic relations. But, as Tama Miyake discovers, that hasn't stopped Tokyo trendsetters from making the Middle Kingdom all the rage.
457/8: Happy holidays
Most of Tokyo shuts down for New Year's–but not all of it
456: Voluntary Movement
Despite a legacy of government indifference and a lack of social recognition, Japan's volunteers are determined to carry out their good works
455: The busy person's guide to holiday shopping
Wrapping things up at the office before the end of the year doesn't leave much time for wrapping up presents, let alone shopping for them
454: Ahead of the curve
In a world where design is the new capital, the currency through which brands and products are bought and sold, Marc Newson is a captain of the industry
453: Click draw
Following Toy Story, Monsters, Inc., and now Waking Life, are Japanese animators jumping on the computer graphics bandwagon?
452: Warm front
Tama Miyake tracks the hottest trends from the Spring/Summer 2003 Tokyo Collection
451: Great taste
Former sumo champ Akebono brings his fighting spirit and an appetite for life to the restaurant business at the newly opened ZUNA
450: Seniority rules
With wads of cash in the bank, the nation's elderly are quickly becoming the darlings of savvy manufacturers
449: A different tune
Music is universal, but can expat musicians carve a niche out of the world's second largest market?
448: To die for
Cardboard coffins, online mourning, space burials and wearable remains
447: A business of her own
With continuing education, self-invention and sheer will, the country's female population is joining the ranks of Japan Inc
446:Great Idée
Teruo Kurosaki wants to change the world through design
445: Open house
A traditional Japanese farmhouse complete with thatched roof and hearth, Chiiori in the Iya Valley offers adventurers the opportunity to relive the best of old Japan
444: In a T.I.F.F.
The 15th Tokyo International Film Festival celebrates Asian cinema with a little bit of help from Hollywood heavyweights.
443: All grown up
Western readers will be seeing a new face to manga soon, and it's got nothing to do with Pokemon or Yu-Gi-Oh.
442: Saved by the bell
With the suicide toll topping 30,000 since 1998, can hotline pioneer Inochi no Denwa, answer Japan's cry for help?
441: Ready to rumble
Japan's X League American football players on the road to the Rice Bowl
440: Feel the rhythm
Asakusa's Samba Carnival is proof positive of Japan's status as the Asian hotbed of Brazilian culture
439: Interior angle
The stars du jour of the foodie crowd are no longer celeb chefs but the country's avant-garde designers
438: Alternate view
Tokyo's independent cinemas offer a ticket out of the mainstream
437: Bean counting
The last thing caffeine-addicted Tokyoites need is another fancy cup of joe
436: Wild things
August is the time when friends flee for Bali, Blighty and Buenos Aires, and the city empties for O-bon, but that's no reason to be bored
435: Ties that bind
Thanks to increased government involvement and greater public exposure, child abuse is gradually emerging from the shadows
434: Stars in your eyes
You know when summer has arrived in Japan. Baseball bats and yukata come out of storage, tea and noodles are served cold, cicadas' songs pierce the air and fireworks fill the night sky
433: Picture this
Don Morton, the guy who goes to all the movies so you don't have to, offers guidance for the time you'll spend this summer in dark rooms watching moving images on walls
432: The shore thing
Three hours south lies a village by the sea where the sands of time slow to a trickle, breeze blows off the Pacific, and turquoise waters lap at its pristine beaches and hidden coves
431: Fast food
On July 4, the world's fastest eaters descend on Coney Island, New York, to conquer a mountain of hot dogs in the 87th annual Nathan's contest
430: Making music
Drawing 50,000 fans and over 70 world-class acts, The Fuji Rock Festival is Japan's premier sound extravaganza
429: Capital Assets
Tokyo is a treasure trove of art, culture and a fair share of kitsch
428: The house of Hanae
As the investor-owned pret-a-porter line that bears her name goes bust, Japan's couture pioneer pushes ahead
427: The grand stand
Overshadowed by its mega-neighbor, the new Saitama City is set to prove it's more than a sleepy industrial backwater
426: Sugamo stories
With little more than pencils and paper, five prolific inmates documented life behind bars with such infamous war criminals as WWII premier Hideki Tojo
425: Made in Japan
A charmed existence by many standards, expatriate life in Tokyo, despite wars, earthquakes and occupation, has paved the road to success for many a foreigner
424: The game of life
Hidetoshi Nakata has been cheered and jeered as the face of Japanese soccer
423: In the flesh
Summer sumo tournament at Ryogoku in May
422: Fashion Frenzy
The joshikosei, or teen fashionistas, are some of the most voracious consumers on the planet
421: This way up
On the doorstep of fashion enclave Daikanyama, Nakameguro has been steadily making its way from downtown district to divine destination
420: The big kick
The first World Cup of the 21st century promises to be a ball of fire
419: Win win situation
With the winter season safely behind it, Japan is bracing itself for potentially the biggest sporting year in history
418: Laughing matters
Tokyo's comedians want to make Japan a funnier place
417: Robotops
Spearheading the robot evolution, Japan continues to wow the world with its clever cast of droids
416: Crime scene
Mark Schreiber dishes the dirt on Japanese felons
415: Culture class
Tokyo's international schools dole out lessons on life in Japan
414: Club scene
Our guide to where to go to get tight and toned in Tokyo
413: Matter of PRIDE
Ultimate fighters pull out all the punches for Pride
412: Spy games
Unfaithful spouses and philandering beaus beware of the beautiful barfly
411: A winter's tale
Japan's all star cast of Olympians are set to storm Salt Lake City
410: Close quarters
Venturing into Tokyo's private spaces
409: In the DARC
Turning the spotlight on Japan's cutting-cutting edge rehab program
408: Take the plunge
You don't have to go far outside the city limits before you hit prime onsen territory.
407: Bringing up the baby
The future looks bright for the newest member of the royal family
406: You gotta have Seoul
Korea Reconsidered
405: Deep impact
Meet Japan's most influential people in 2001
404: 12 fun ways to spend your post christmas break
403: Martha Stewart exclusive
America's domestic diva descends on Japan
402: All they want for Christmas
399: To beef or not to beef
One mad cow and Japan's beef industry is bust.
398: In touch with tradition

an interview with 3 artisans who bring the best of the past to present-day Tokyo
397: Captain cooks

Out of the kitchen - Tokyo's rising executive chefs
396: Ghost town

Tokyo's horrible history
395: Generation Next

The world-first launch of NTT DoCoMo’s third generation mobile phone network represents a quantum leap into mobile cyberspace. Stuart Braun goes online.
394: Sister act
Celeb sisters Kyoko and Mika Kano have taken Japan by storm, but can they win over the West? Chris Betros and Maki Nibayashi spend an evening with the divine duo.
393: Reel time
Matt Wilce gets a close-up of the Tokyo International Film Festival's hottest tickets.
392: Lap it up
Michael Schumacher is champion again, but the unpredictable Suzuka circuit is still set to offer up a surprise-packed Japan Grand Prix on October 14. Stuart Braun goes trackside.
391: Everything old is new
You might think Azabu Juban is all swanky dining and dancing 'till dawn.....
390: Cooking the books
Celebrity chef Nobu Matsuhisa’s in town with his new book in hand.....
389: Up from the underground
Japan's literary superstar Haruki Murakami is home for the duration
388: First wave
John McGee dives into Japan's art extravaganza
387: Water world
Matt Wilce explores Tokyo DisneySea
386: Open house
Many people are sleeping on the streets of Tokyo
385: A moveable feast
Some of the city's best yatai fare
384: Hair
A look at Tokyo's salon industry
383: Summer in the city
20 ways to make August a little more bearable
382: Tokyo Tomorrow
Stuart Braun tracks the future of the metropolis
381: From zero to hero
81-year-old Zero fighter Sadamu Komachi looks back
380: Island escapade
Journey to Odaiba
379: Open-air fare
Tokyo's alfresco dining spots
378: Reel story
Reel in the summer's hottest movies
377: Sonic relief
Gear up for the summer's hottest music festivals
376: All at sea
No shortage of fun in the sun on the beach
375: Your cup of tea
Tea time in Tokyo
374: No time to waste
Tokyo's mounting problems with garbage
373: Freetown
Tokyo's stylish suburb, Jiyugaoka
372: Broken record
Tokyo's ecclectic array of record stores
371: Bottoms up
Tokyo's finest martini bars
370: Admit one
Regulations for foreigners wanting to live and work on Japan
369: After a fashion
Spring trends from the catwalks to the streets
368: Bandwidth wagon
Japan's move towards DSL
367: Just for sports
How to play ball this summer
366: Life's a hitch
Helpful hints for hitch hiking in Japan
365: Altered state
Try Tokyo's tailors on for size
364: The Fringe Club
Shinjuku's infamous Golden Gai bar district
363: Take two Tomatos
Design gurus Michael Horsham and Steve Baker
362: Stage left
Innovative and intimate shogekijo (little theaters)
361: The lowdown on TC
Everything you ever wanted to know about TC, but were afraid to ask
360: A reversal of fortune
Tokyo's home of racing, Fuchu Racecourse
359: Funny Valentine
How to do Valentine's Day in Japan
358: Two-faced
Heartthrob Katsunori Takahashi
357: Read all about it
Amazon.com comes to Japan
356: Daikanyama
Central Tokyo's hippest hood
355: Wash out
Heaven Sento
354: Means to an end
Some good ideas to inspire you
352/3: Last Laugh
TC's rosey re-cap of the year
Signs of the times
Horoscopes for 2001
351: It's a wrap
TC's holiday gift tips
350: Cable ready
Cable and satellite broadcasting renaissance

ISSUES 349-
ISSUES 299-
ISSUES 249-

Also check MINI FEATURES


Pick of the litter

She's cute, she's a commercial powerhouse and she's coming up on her 30th birthday. Ken Belson and Brian Bremner let the story of Japan's favorite cat out of the bag.

This might be the year of the monkey according to the Chinese calendar, but 2004 also promises to be the year of the cat. Hello Kitty, that is.

Born in 1974, the furry feline turns the big 3-0 in November. That's an eternity in show business and puts Kitty alongside other global cartoon stalwarts like Snoopy, Mickey Mouse and Winnie the Pooh. Year in and year out, she nets her owners at Sanrio about $500 million in revenue and helps generate billions more for those who license her image.

But while Kitty and her forever-innocent face still sell well, she's starting to show her age. The shrinking teenage population in Japan, a flurry of rip-offs and just plain old brand fatigue are all chewing away at Sanrio's sales. Some also worry about the company's leadership as Sanrio's founder and president, Shintaro Tsuji, is now 76.

While all legitimate concerns, don't bet on Kitty heading over the hill into cartoon heaven any time soon. Tsuji has built a formidable marketing machine that is bent on ensuring that Kitty remains a favorite of young girls for years to come. Sanrio is also rapidly expanding in faster-growing markets in the US, Europe, China and Russia to offset weaker sales at home. And it's adapting to the times by plastering Kitty on an ever-wider range of products-22,000 in all.

 

Trend watching
Sanrio, which introduces and removes about 600 items a month to keep Kitty's lineup fresh, still does this with almost no advertising, movies, television shows or comics-an amazing feat in this media-saturated world. By designing a wide enough array of products, Sanrio can also reach different age groups simultaneously. Many products are collectible and priced cheap enough so fans need to spend only a modest sum to buy all the items in a series.

Of course, at least in Asia, the Kitty craze seems to have worn thin. She is not causing stampedes the way she did in 1999 and 2000, when McDonald's gave away Kitty dolls with its Happy Meals. As is their wont, teens in Harajuku have moved on from adorning everything in pink to newer looks. Winnie the Pooh recently became Japan's most popular character for girls, unseating Kitty for the first time, according to a Character Databank survey.

Still, Sanrio is not unhappy the Kitty craze has died down. Fads come and go and leave companies with warehouses full of unwanted inventory. While surges in popularity certainly help, Kitty is now pretty much a fixture in Taiwan, Hong Kong, Singapore and other Asian markets where she was all the rage just a few years ago. That's OK with Sanrio, which seems focused on steady, predictable growth.

"It's like a balloon," says founder Tsuji, said, referring to Kitty's stardom. "If you keep blowing it up, eventually it will pop."

Tsuji should know. Kitty has gone through several boom-and-bust periods before-most notably in the late '70s and in the '90s-and each time, Sanrio has managed to bring her back for encores. That's a testament to Sanrio's knack for churning out a line of creative products and remarkable given how fickle Japanese consumers are.

It is also a sign of Tsuji's ability to sustain Sanrio during the rough patches. By bucking the trends over the years, he has moved into areas others were slow to reach. At the same time, Sanrio's more than 400 different characters allow the company to develop and market an almost infinite line of goods.

This has taken pluck, something Tsuji, born in Yamanashi in 1927, has in spades, at least by Japanese standards. His first real job was selling black-market booze and other items in the chaos following World War II. Seeing his wayward tendencies, his family helped him land a job in the prefectural government, a much coveted job back then.

Tsuji was soon bored with his job, started playing pachinko and reading newspapers upside down for fun and was fired after less than a year. Before he was sacked, though, he passed an exam to join the commercial department as an instructor. Eventually, he parlayed this into a project promoting Yamanashi-grown produce.

He tired of this, too, and resigned in 1960 to start the Yamanashi Silk Center Co, Sanrio's original name. Ever the entrepreneur, Tsuji convinced several politicians to invest in the new company. Tsuji later bought back all their shares, which would be worth ¥2.5 billion now, by his estimates.

The first few years were tough. The company almost went belly up when a client defaulted on a ¥5 million payment. But Tsuji hit it big selling rubber beach sandals that he embellished with small flowers. The "oriental sandals" even attracted attention from overseas. Tsuji did not miss the message: By tweaking the design, he turned an everyday item into a branded one and boosted sales.

"If you attach added value or design to the product, they sell in a completely different way," he wrote in his autobiography, The Secrets of Sanrio.

Soon, he repeated the process with wallets, slippers and other goods, this time adding strawberries and other fruit. By the end of the '60s, Tsuji set up an in-house design team to pump out new creations that would yield royalties when they were licensed out.

Tsuji also hit it off with Charles Schulz, the creator of the Peanuts comic strip, and won one of the three licenses to sell Snoopy goods in Japan. With far less success, Tsuji also sold Hallmark greeting cards and Mattel's Barbie doll. Both flopped because the faces on the cards and Barbie dolls were Western. Sanrio ended up losing ¥700 million on the dolls.

 

Queen of cute
Tsuji learned one key lesson from J.C. Hall, Hallmark's founder, though: Japan's gift market was wide open, especially for items cheap enough for kids to buy. So Tsuji pumped out notebooks, pens and coin purses that students could afford.

This was in the early '70s, when unicorns, giraffes and anything animal-like was all the rage. Tsuji, according to his telling, told his design department to come up with a range of animal designs. One designer, Yuko Shimizu, began working on cats, inspired by Lewis Carroll's Through the Looking Glass. She played with her designs a bit, turning the cat sideways to show its profile, then turning it again to show it looking straight ahead.

She later added a dash of Western appeal by naming her Kitty White, later shortened to Kitty. Her official birthday was November 1, 1974, and the first Sanrio product was a small vinyl see-through change purse. The small keepsake cost ¥240 (less than $1 at the time, but about $2.25 today).
Sales quickly took off and other products were added, including futons, stationery and dolls. Sales doubled in 1975 and again in 1976, when Sanrio started licensing Hello Kitty's image. Profits more than quadrupled between 1974 and 1976, hitting $44.9 million, a level not reached again for eight years.

There is no single reason why Kitty became so popular, but rather a series of events working together. Kitty hit the market in the '70s when Japan's economy was booming and the country's growing middle class had more disposable income to spend on frivolities. Tsuji also played with Japan's obsession with all things Western, framing Kitty as English (she was "born" in suburban London).

Kitty also came of age just as a generation of young girls went gaga over anything cute, or kawaii. By most reckoning, teenagers acting childish was a form of rebellion, a way to snub your nose at your parents who pressure you to study hard and get married. To others, it is a devious plot by companies like Sanrio to enfeeble girls and keep them forever young and submissive.

Whatever your view, one thing is clear: Japan's kawaii bunka (culture)has stuck and inspired waves of other companies to jump on the bandwagon. Selling to the cute set, the Shibuya crowd or whatever you want to call it, is a multibillion-dollar enterprise that shows little signs of slowing. It has also brought a rush of advertisers, marketers and product designers to Tokyo for a look-see at what makes the Japanese teenager tick.

Many of these pros inevitably look to Kitty, the queen of cute, for answers. There are many explanations for her success. The first and perhaps most obvious is her visual appeal. White, red and pink are naturals with girls, being safe and warm. Kitty's features-eyes wide apart and a flat, expressionless face-are easy and non-threatening to tots.

Hello Kitty's story line is also decidedly open-ended. Unlike Snoopy, for instance, Kitty does not evolve or mature with her audience or, in fact, do much of anything. Her deepest thought might be about whether to eat ice cream or cookies as a snack.

"We work very hard to avoid things that would define the character," says Bruce Giuliano, vice president of the licensing division at Sanrio Inc. in Los Angeles. "All of Sanrio's characters are very minimalist, at least from its back story, and they are also minimalist in a graphic sense."

This minimalist approach, Giuliano says, allows viewers to reflect onto Kitty whatever they want. Since she basically lacks a personality, she can be anything to anyone. In this sense, she is a pure character, an image without much of a story. This, not unintentionally from Sanrio's point of view, is what makes her a character suitable not only for children, but for adults who may see Kitty as an escape back to childhood or a fashion statement.

 

The new generation
While this formula will likely work well for generations of young girls, Sanrio faces several daunting challenges keeping Kitty's flame glowing. The number of youngsters in Japan is falling fast, and in the cool logic of the toy industry, that means fewer kids to buy Kitty cell phones, Kitty dolls and Kitty boomboxes.

Kitty is also under attack from legions of rip-off artists, particularly in China, the world capital of fake goods. Sanrio has a team of ten lawyers working around the clock to ferret out fakes. As any brand goods maker knows, the battle is never won. The sad fact is that the company loses an estimated ¥100 billion ($910 million) because of fake Kitty goods, according to Sanrio's legal beagles.

Her designers and product planners must wrestle with another undeniable fact: She's plastered on so many products already that there are limits to where else you can plant her face. Kitty is already on surfboards, minicars and toasters. What else can a fan possibly buy?

The answer, it seems, is everywhere else. Sanrio is stepping up its efforts overseas, particularly in the United States, where a new generation of pop singers have latched on to Kitty for her kitsch value. Sanrio has also started opening stores in China and Russia, and is targeting Britain, Germany and Italy, countries that are also getting bombarded with Japanese television cartoons.

Tsuji, who turned 76 in December, shows few signs of slowing down. That's good and bad news for those trying to handicap Kitty's health. On the one hand, Tsuji was the driving force behind the company's good fortune. He not only steered Sanrio towards animals and toys in the '60s, but he is one of the first Japanese businessmen to realize the value in selling "cute" to adults. Having run Sanrio since its inception in 1960, his loss would leave a void.

On the other hand, every company needs new energy and new ideas. Sanrio has only a limited presence on the Internet and its two theme parks are small and dated. The need for the company to pump up sales overseas also requires a president who has their pulse on trends outside Japan and can speak to investors in a language they understand.

For now, kids seem to have no trouble understanding Kitty, which should for a decent 30th birthday for the furry one. After that, we'll have to see if Kitty has nine lives.

Ken Belson and Brian Bremner are co-authors of Hello Kitty: The Remarkable Story of Sanrio and the Billion Dollar Feline Phenomenon (John Wiley & Sons Inc, ¥2,252 from www.amazon.co.jp). Visit www.hellokittythebook.com for more information.


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