Some only do it once every four days. Some are going a full month without it.
We are, unfortunately, talking about bathing.
An Internet trend that started last year in Japan has encouraged people to self-identify themselves as part of the “bathing cancel clique.” One idol has even made a name for herself by hopping on the bandwagon. Experts say that depression may be driving the trend – fueled, perhaps, by overuse of smartphones.
“It’s a hassle”
The term 風呂キャンセル界隈 (furo kyanseru kaiwai) – “bathing cancel clique” – is part of the growing trend of the use of the word kaiwai to identify one’s circle or clique online. “Bathing cancel clique” reportedly got its start from an April 28th, 2024 post lamenting that bathing sucks and promoting the use of dry shampoo to keep your hair clean. (The poster appears to have deleted the tweet and it won’t render in the Internet Archive.)
The trend hasn’t shown any sign of slowing down since then. In fact, more people seem to be jumping on the bandwagon.
According to a survey by bath and fixtures maker LIXIL, over 70% of people surveyed said they often (27.1%) or sometimes (44.8%) found bathing “a hassle.” The major reason is that they’re tired (51.7%) or sleepy (27.2%). (Most people in Japan shower at night, not in the morning.) Online, some women are even going so far as to state that not bathing frequently is better for their bodies and makes them prettier.
Celebs and idols join the party
In a segment on ABEMA Prime, idol Suzuki Mob., a member of the idol group Nippon Wachacha, appeared as the self-appointed representative of the bathing cancel clique. In the segment, Suzuki argued for the numerous merits of not bathing, including that it saves time and it’s better for the environment. Suzuki says she only bathes or showers once every four days.
Suzuki says she’s bathed this way since elementary school. She makes sure, according to Sankei Shimbun, to bathe before meeting fans at concerts and meet and greets so that no one’s put off by her smell.
Even some celebs have joined the trend. According to Shukan Josei Prime, both fashion model Kogawa Yuna (“Yuchami”) and YouTuber Fuwa-chan have made headlines for proclaiming they keep bathing to a minimum.
Are smartphones to blame?
The trend has sparked a spirited debate over what’s fueling it – and whether anything can reverse it.
One expert, Edagawa Yoshikuni, a professor of neuroscience at Ritusmeikan University in Kyoto, has one explanation. He argues young people are exhausting their brains through smartphone addiction. That leaves them with little mental energy left for basic self-care.
Edagawa further alleges this can grow into a full-blown depression. At some point, people stop bathing even if they know they should because their brains won’t move their bodies.
Not everyone’s on board with bathing cancel culture. Many are responding to the trend on social media by labeling it “unsanitary.” Dermatologists in Japan are warning that it can lead to long-term skin damage and disease.
Additionally, some have begun complaining recently of “smell harassment” – co-workers who refuse to bathe and offend everyone with their odor. Card shops in Akihabara have also cracked down on card game players who refuse to de-stench themselves.
Personally, I think we could all use less screen time. I’ll be saying a little prayer to the gods that the young people of Japan put down their phones – and pick up some soap.
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