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Photo: Lum3n
So it's not unheard of for Japanese men to paint their nails like this.”
Typically, when you purchase a home, you do own whatever lies in and around the property. However, in some parts of the country, homeowners are...
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In a country where concepts like uniformity and social cohesion are praised from kindergarten to retirement, and where those who seek out their own paths are considered quirky at best and troublesome renegades at worst, it is difficult for young professionals in Japan to stand out and make a name for themselves. For men especially, who more often than not must don the same black suit, white shirt and neutral-coloured necktie combo as their millions of peers, it’s easy to become just another face in the commuter crowd. But a new generation of young businessmen has recently started bucking social trends in order to do precisely what they were always discouraged from: stand out and get noticed. Known as bijinesu neiru (“business nail”), thousands of men working in industries from pharmaceuticals to video game design are now paying hundreds of dollars a week to have their fingernails prettied up with gemstones, pastel-pinks, hearts and even company logos, with many claiming that, since getting their nails done, they have been rewarded with pay rises and promotions, and now have more friends and lovers than they could ever have dreamed. It should come as no surprise to learn that, this being the land of miniature trees, origami and even one-grain micro sushi, the Japanese are incredibly dexterous people. Factor in the country’s fondness for cleanliness and fastidious attention to detail, and it stands to reason that fingernail care and beautification is big business here, and some of the nail art designs you’ll see young women wearing in Japan’s urban centres are nothing short of spectacular in their intricacy. But now a new movement known as business nail could be about to change everything we thought we knew about not just fashion and personal grooming but also business etiquette, as young men in cities like Tokyo and Osaka are spending vast sums of money on elaborate nail art and treatments in order to make their mark on the world and stand out from the crowd in business.
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Read More »Jin (an alias he uses to protect his identity), a 26-year-old employee at a major media enterprise based in Tokyo, spoke with us candidly about his experience of the new trend, telling us that it was specifically thanks to his fancy nail art that he has the comfortable and successful life he leads today. “About eight months ago, I was pretty much just a data entry drone. No one at the company knew me, I was working 16-hour days making barely 120,000 yen (US$1,160) a month before taxes–life was pretty miserable. Once, when I made the mistake of spending too much money on my hobbies of video games and manga, I even had to eat cup noodles with cold water because I couldn’t pay my gas bill–I nearly choked to death on a freeze-dried prawn. “But one day, my girlfriend – who’s really into nail art – asked if she could practice on me at home. I let her try painting my nails and glueing some stuff on, then just as a joke I asked her to do the logo of the company I work for. I actually kind of liked it, so I kept it on. The next day, in the company cafeteria when I was reaching for a bottle of Pocari Sweat, my boss, who was standing in line behind me, caught sight of my nails and struck up a conversation. He was really impressed with what he perceived as my dedication to the company. Two months later, I became his personal assistant and now make roughly 450,000 yen ($4,350), plus expenses.”
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For the average businessman, though, business nail is less about status and more about being noticed and getting ahead. Especially amongst men who work with overseas companies, there is a desire to make business interactions as memorable as possible and to stand out from the crowd. “I know I made a big impression – they were all smiling right the way through my presentation” “There’s that old joke about how, to foreigners, we Asians all look alike,” says a 35-year-old web designer, “I know that’s kind of taboo to say, but some of our clients from the US and Europe genuinely do sometimes have trouble telling my colleagues and me apart, and sometimes I get my American colleagues mixed up too! So when I visit the US on business, I make it my mission to stand out and be remembered. Last month, for example, I had a big meeting with the board of directors at [name omitted] in New York. Before flying over, I got my nails done — lime-green on one hand, glitter-gold on the other. I know I made a big impression on everyone at the company because they were all smiling at me right the way through my presentation.” ▼ An Osaka-based systems analyst has fake diamonds added to nails decorated in his company colours of black and silver What does the future hold for the business nail trend? It remains to be seen, but its supporters, such as Emi Warai who owns a salon that caters for many men’s nail needs, think that it has the power to change lives for the better and is only set to become even more popular. “We currently have around 35 men who come in regularly to get nail art treatments,” Ms. Warai commented when asked about the growth of business nail, “many of whom credit their recent success at work to having spectacular fingernails–I’ve honestly lost track of the number of men who have received pay rises and promotions or won the respect of their peers simply by prettying up their pinkies.” “Some day soon we’ll see Bill Gates and Mark Zuckerberg sporting a fine set of business nails” Knowing Japanese fashion trends, business nail definitely has a chance to become mainstream, at least for a while. Whether it disappears as suddenly as it arrived or it will catch on in the Western world, however, is another matter altogether. Mr. Tsuitachi, though, seems convinced that it will only go from strength to strength: “Just like in years gone by when Japan blazed a trail in the fields of technology and fashion, I genuinely believe that some day soon we’ll see CEOs and company presidents, even big names like America’s Bill Gates and Mark Zuckerberg, sporting a fine set of business nails.” A big thank you to everyone who assisted in the writing of this article.
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