The municipality of Iwate in northern Japan recently came under fire for an online booklet that advised women to maintain “delicacy,” which means beauty and tenderness.
First published in 2019, the booklet advised women to wear shoes that “show off their ankles,” make-up that was “demure,” and clothes that were “white and elegant.”
It even featured a picture of a slender woman with long hair—the ideal “marriageable” woman.
Shortly after the booklet was published, cultural anthropologist and feminist thinker Tomomi Yamaguchi criticized it on social media. Her post was viewed by more than 6.5 million people and instantly sparked a nationwide debate.
“It’s not beauty; it’s intelligence that matters.” — Social media erupts in outrage
Many have questioned why a woman’s success or marriageability is still measured by her external beauty, tenderness, or ‘modest’ grooming. Critics believe that such advice attempts to mold women into a certain mold, where their value is determined solely by their appearance and clothing.
On the other hand, the instructions given to men were relatively light—such as “keep your shirt clean” or “keep your hair neat.”
This disparity suggests to many that women are being put under increased social pressure to succeed in marriage. As if their ‘femininity’ and external modesty are the only keys to a successful relationship.
The municipality’s backtracking and weak response
Iwate authorities removed the booklet from their website on 28 October, Tuesday, amid a storm of criticism. “We take the complaints seriously, but the booklet was intended to help people get married,” an Iwate official said.
But many believe it is simply a PR stunt, not a show of genuine responsibility. They have yet to issue a public apology or a policy commitment to prevent such incidents from happening again.
‘Womenomics’ and the reality of Japan’s feminist struggle
This incident is not an isolated incident. Japan’s administrative structure is still largely male-dominated, with women’s advancement often clashing with traditional views. Like the 2021 scandal over the underperformance of female applicants at a Tokyo medical school, the Iwate incident reflects deep-rooted gender inequality.
While the government is calling for increased female participation in the workplace under a “Womenomics” policy, a government-funded advisory paper is taking a hard line against women’s freedom.
Japan’s demographic crisis and marriage pressures
Japan has one of the world’s oldest populations. The birth rate is at a record low—under 700,000 births by 2024.
As a result, the government is taking initiatives, such as local “matchmaking” events and Tokyo’s own dating app. But critics say these efforts are increasing social pressure on women while ignoring their autonomy and freedom of choice.
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