In pursuit of “Ideal”: A contemporary vision of Japanese body aesthetic

This thesis discusses contemporary vision of Japanese body aesthetics and its influence on Japanese society under the pressure of beauty industry; how body aesthetics have developed and their relation with perceived Japanese qualities. The research mainly focuses on women, although men’s body aesthetics are discussed shortly. Japanese manners and ways to achieve an aesthetical ideal are analyzed. The thesis is split into four parts: first is an observation of historical beauty norms throughout the Heian (794-1185) and Edo (1600-1868) periods, as well as a study of influences of traditional body aesthetics on modern beauty perception. The second part focuses on studying various methods of beauty procedures and beauty products in Japan, dieting processes and acceptation of new globalized forms of beauty. The third part examines the impact and promotion of the beauty industry that forms body aesthetics ideals as well as the relation between body aesthetics and confidence. In the fourth part, based on a conducted questionnaire and a discussion – a suggestion is made whether there is a new way of women’s empowerment through a notion of sexual appeal