Urbanities,
Vol. 3
·
No 1
·
May 2013
© 2013
Urbanities
69
also marked the era when Japanese capitalism entered the stage of mass consumption and the
production-oriented economy gradually transformed into full-blown consumer capitalism
(Vogel 1963). Consumption gradually became a salient feature of urban life. Francks’s study
on the history of consumption in Japan shows that among the factors that made this quick
transformation possible was that consumption had played an important role in Japan’s
economy during the previous two centuries (Francks 2009).
The rapid and intense changes also affected celebration patterns, especially in urban
areas. Changes in housing conditions, in the family structure and economic situation of the
population as a whole all influenced the way important events in an individual’s life were
perceived and celebrated. The value system of the Japanese, particularly regarding the family,
underwent a significant transformation. The size of the average Japanese family shrank and
the lifestyle changed completely with respect to the traditional extended family model typical
to pre-war rural settings. The 1960s-1970s witnessed the rise of the commercial service sector
which, according to Marilyn Ivy, was closely linked to the trend that saw culture as
something to be received passively, i.e. in the form of services (Ivy 1993:252). It was in this
period that new services were introduced also to the Shichigosan celebration. The
professional photographic service, the rental of the festive dress, professional assistance with
dressing and beauty service have become standard parts of the Shichigosan packs offered by
several commercial agents.
15
Image 1:Showing the kimono for three years old girls; available for rent at a rental studio
in a department store
15
The traditional Japanese outfit, the kimono was by this time relegated to the ceremonial use. Today
most mothers do not feel familiar with this garment and they usually need a help when putting it on.
