Japan is a land of contrasts in many ways. Without going too far, while the country debates how to combat the birth and aging crisis, there are also those who want to break fertility records dating back to the Edo Period. Tourism is another leg where opinions are mixed. Figures show an unprecedented boom in visits as the economy rebounds, but that’s not always good for everyone. This breeding ground, where locals coexist with the crowds on the streets, has led them to appreciate (and pay for) a scarce commodity: silence.

Services without conversation. Japan is pioneering a unique trend that offers customers the option to avoid unwanted social interactions, offering “nothing” services, or rather absolute silence. As we will see, these “non-chat services” are available in hairdressers, taxis, shops and restaurants and are aimed at appealing to those who want to avoid small talk without appearing rude or impolite.

Beauty salons and silence option. One of the pioneers of this service is Hair Works Credo, a salon in Tokyo’s Setagaya district, where customers can choose between three conversation levels: regular chat, less chat, or no chat at all. After the initial meeting, the silent experience begins, allowing clients to relax without the pressure of speaking.

According to owner Takahiro Noguchi, he launched his “kaiwa nashi” (no talking) service a decade ago, inspired by the popularity of “quiet chairs” in the United Kingdom. According to Noguchi, approximately 60% of its customers prefer a voiceless or limited chat experience; This highlights that the motivation does not necessarily stem from shyness, but rather the simple choice to have an “introvert day.”

No to small talk. An April survey by Recruit Group’s Hot Pepper Beauty Academy found that 52.9% of respondents prefer to avoid typical small talk during salon appointments. The “most undesirable” topics included work and school, followed by personal topics such as love, marriage and holiday plans.

However, while some men stated that they enjoyed chatting about their hobbies such as manga and sports, many women said that they were not against discussing topics related to hair care.

Silence in the stores. Over time, the “silent service” idea spread to other industries in Japan. Urban Research, a chain of clothing stores in Osaka, allows customers to choose clear blue bags that indicate whether they want help or prefer to shop without help, while also avoiding any attempt to “chat” with strangers inside the stores.

According to sales manager Kazuhisa Abe, one in ten customers choose these “no help needed” bags and the feedback is positive. Abe emphasizes that the key to good customer service is adapting to consumers’ different needs, and that silence can be a choice that provides a more comfortable and personalized shopping experience.

And in restaurants. Kura Sushi, a famous conveyor belt sushi chain in the restaurant space, allows customers to order and pay simply through their phones. Originally designed to maintain social distancing, it has been adopted by introverts who prefer to avoid interaction with staff.

Not only this. The app allows customers to manage their orders, count plates and pay without any verbal interaction. Akihiro Tsuji, spokesman for Kura Sushi, points out that this system also eliminates the language barrier and offers instructions in multiple languages.

Conclusion and some “but”. Of course, not all silent services in the country were successful. In 2018, Sanwa Koutsu taxi company in Yokohama launched the service called “Kuroko Taxi”, in which the driver dressed in black takes passengers in complete silence. If communication is necessary, the driver uses text messages and Google Translate. Despite the media curiosity it generated, the truth is that the service wasn’t booked very often, probably due to the additional cost of ¥5,500 (about $38) on top of the regular fee.

Even so, it seems clear that all of these services (and the success of the majority) respond to and reflect a growing trend in Japan: the preference for environments where there is no interaction, socializing, or simply talking to another person. Ultimately, in a culture that values ​​both respect and formal interaction, the option to choose silence is not a forced one, so it has been welcomed not only by introverts but also by those looking for a break in silence. We assume constant social interaction and the freedom of tourists in the meantime.

Image | PXHere, Urban Research

in Xataka | The day I almost went crazy because Japan, with its unique characteristics, does not allow the cell phone camera to be silenced

in Xataka | Japanese “johatsu”: Life is so unbearable that you erase your trace from the Earth