Kanebo recently conducted a study comparing women in Tokyo, Shanghai, Beijing, Taipei, and Seoul:
“The biggest difference we saw was the emphasis that Japanese women place on human relationships – in particular they care about being liked by others – while the women in the other cities are more concerned with personal growth through their work or studies,” said Sakae Nomura, director of Kanebo’s Beauty Research Institute.
According to the survey, which covered around 450 women between the ages of 18 and 59 in the five cities, women in Tokyo place more emphasis on personal relationships and achieving a work-life balance, while the women of the four other cities want a high income and “personal development.”
When asked what sort of person they wished to be, Tokyo women most frequently replied “someone who is considerate to others.” Their counterparts, however, tended to reply they wanted to be “cheerful” and “feminine.”
While women in the Japanese capital like to be praised for their appearance – and particularly like to be described as “stylish” and having good taste – the respondents in Beijing, Taipei and Seoul most like being praised for their work abilities.
Tokyo women use makeup more frequently and extensively than their counterparts, the report identifying that 79.5 percent of women apply makeup five days a week. That figure fell to 38.7 percent in Shanghai, 44.5 percent in Beijing, 45.1 percent in Taipei and 58.7 percent in Seoul.