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.
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