Urban legends in Japan

Louis-San

The Fascination with Women’s Underwear in Japan: Historical Roots and Modern Marketing

Japan's fascination with women's underwear is a complex phenomenon shaped by historical events, cultural shifts, and modern marketing. While the mythical story of the Shilokia store fire in 1932 is often cited, the widespread adoption of lingerie in Japan was actually influenced by Western fashion, post-war modernization, and effective marketing strategies. Today, this fascination is reflected in Japanese pop culture…