Ojousan power

In Japan the concept of yamato nadeshiko describes the classic ideal of Japanese women: a beautiful but modest female, dedicated to the wellbeing of her family and husband. She is assertive and smart, yet obedient, dependent, and bound to the domestic sphere. But times are changing. In recent years, campaigns such as #MeToo and #KuToo, which saw women petition against wearing high heels to work, have put Japan’s gender inequality in the spotlight. Akiko Toya explores the change that is being created in Japan by women forging new partnerships in femtech, politics, sport and media.