Japan is a country of contrasts in many ways. For instance, while the nation grapples with a birth rate and aging crisis, some aim to break reproduction records that date back to the Edo Period. Tourism is another area with a mixed picture. Statistics indicate an unprecedented surge in visitors and the revitalization of the economy, but this growth isn’t beneficial for everyone. The coexistence of locals with large crowds has led to a growing appreciation for a commodity that’s in short supply: silence.
No-conversation services. A unique trend is emerging in Japan: services that offer “nothing.” More specifically, they offer absolute silence, allowing customers to avoid unwanted social interactions. These “no-conversation services” are available in hair salons, taxis, stores, and restaurants, catering to those who wish to escape small talk without being rude.
Silence at the hair salon. One pioneer of this trend is Hair Works Credo, a salon located in Tokyo’s Setagaya district. Clients can choose from three levels of conversation: normal talking, less talking, and no talking. After an initial consultation, the silent experience begins, allowing customers to relax without the pressure to engage in conversation.
Business owner Takahiro Noguchi told The Japan Times that he launched the kaiwa nashi (no-conversation) service ten years ago, inspired by the popularity of “quiet chairs” in the United Kingdom. According to Noguchi, around 60% of his customers prefer a no-talk or limited-talk experience. He added that this preference isn’t necessarily due to shyness but rather a simple desire for an “introverted day.”
Avoiding small talk. A survey conducted in April by Recruit Group’s Hot Pepper Beauty Academy found that 52.9% of participants preferred to avoid small talk during their salon appointments. They considered work and school the worst conversation topics, followed by personal matters such as your love life, marriage, and vacation plans.
However, some men expressed that they enjoyed conversations about their hobbies, such as manga and sports, while many women indicated they were open to discussing hair care issues.
Silence in stores. Over time, the “no-conversation service” concept has gained popularity in several other industries in Japan. Urban Research, a clothing store chain in Osaka, offers customers the option to choose transparent or blue bags that signify whether they’d like assistance or prefer to shop without help. This approach also helps avoid unwanted conversations with strangers in the store.
Sales manager Kazuhisa Abe also told The Japan Times that one in ten customers chooses these “no help needed” bags, and the feedback has been positive. He said that the key to good customer service is adapting to the diverse needs of consumers. For many, a quieter shopping experience can be more relaxed and personalized.
The blue bag at Urban Research stores indicates customers don't need any assistance.
Silence in restaurants. In the restaurant industry, Kura Sushi, a well-known conveyor-belt sushi chain, has implemented a system that allows customers to order and pay exclusively through their phones. Initially designed for social distancing, this approach has been particularly embraced by introverted individuals who prefer to limit interactions with staff.
Additionally, the app enables customers to manage their orders, track the number of dishes, and complete payments without any verbal communication. A Kura Sushi spokesperson told The Japan Times that this system also eliminates language barriers by providing instructions in several different languages.
A conclusion and some caveats. Not all silent services in Japan have been successful. For instance, in 2018, the Sanwa Koutsu cab company in Yokohama launched “Kuroko’s taxi,” a service in which drivers dressed in black transport passengers in complete silence. If communication is necessary, the driver relies on written messages or Google Translate. Despite getting media attention, the service hasn’t garnered many bookings, likely due to the additional cost of about $38 on top of the regular fare.
In the end, it’s clear that these non-conversation services, along with their notable success, reflect a growing trend in Japan: an increasing preference for environments devoid of interaction, socializing, and casual conversation. The option to choose silence in a culture that values both respect and formal interaction is quite reasonable. As a result, these services have been well-received by both introverteds and those seeking a respite from constant social interaction (and so many tourists).
Image | Jose Figueroa | Urban Research
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