Japan Re-Learns How to Smile as Demand for Smile Instructors Surge Post Covid Pandemic
In one of Keiko Kawano’s recent classes, more than a dozen Tokyo art school students held mirrors to their faces, stretching the sides of their mouths upward with their fingers: they were practising how to smile. It’s not something most people would think to pay for but Kawano’s services as a smile instructor are seeing a surge in demand in Japan, where mask-wearing was near universal during the pandemic. Kawano’s company Egaoiku – literally “Smile Education” – has seen a more than four-fold jump in demand from last year, with customers ranging from companies seeking more approachable salespeople and local governments looking to improve their residents’ well-being. Young people have, perhaps, become used to life with masks, Kawano said, noting that women might find it easier to go out without makeup and men could hide that they hadn’t shaved.

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