Everyone Wears Masks in Japan This Time of Year. The Reason Dates Back to World War II

Japan presents a fascinating paradox. When spring arrives, a vibrant array of flowers and intoxicating fragrances blankets the country, showcasing nature’s beauty. However, beneath this picturesque facade lies a harsh reality for humans. As the season unfolds, millions experience uncontrollable sneezing, irritated eyes, and decreased productivity. This seasonal crisis has escalated into a social issue, largely due to a specific war.

An invisible foe. Hay fever is known in Japanese as kafunshō (meaning “pollen disease”). In 2023, then-Prime Minister Fumio Kishida declared it a national emergency that required immediate attention. With pollen levels in Tokyo hitting record highs for the past decade, Kishida identified the crisis as a governmental priority and announced a plan that showed no tolerance for the enemy: trees.

Hay fever affects 42.5% of the population and has an estimated economic impact of $2.2 billion annually. As such, the problem has escalated to the point that the government now considers it a significant public policy concern.

The origin of the issue: war (and humans). In many countries, hay fever is simply an annoying but manageable condition. In Japan, however, its impact stems from a historical political decision. During World War II, the Asian nation experienced unprecedented devastation when Allied incendiary bombing raids destroyed much of the country’s wooden cities, leading to a crisis in building materials.

After the war, the Japanese government undertook a massive reforestation project, primarily planting cedar and cypress trees to bolster the national timber industry. This decision made sense because these fast-growing native species have straight trunks that are ideal for lumber production. However, demand for timber declined due to the influx of cheap imported wood. As such, these forests were left neglected, turning into vast tracts of abandoned monoculture forests that now serve as major sources of pollen.

The impact today. More than 40% of Japan’s forests are currently dominated by these highly allergenic species. They even cause individuals with no prior history of allergies to develop symptoms after just a few years of living in the country. Hay fever affects the productivity of about one-third of the population. In fact, the situation has become so severe that some companies have started to offer subsidies for medical treatment and allergy products to their employees.

Japan’s counterattack. The Japanese government has taken radical measures to combat pollen allergies. In 2023, it launched a widespread initiative to eradicate trees that produce allergenic pollen. This unprecedented campaign involves a massive logging and forest replacement plan, where authorities are replacing existing cedar and cypress trees with species that produce less pollen.

Although the process will take several years, the goal is to reduce pollen production and alleviate the suffering of millions of Japanese citizens affected by these allergies each year.

A more intense allergy season that arrives earlier. The Japan Times recently reported that the country is experiencing one of the most severe kafunshō seasons in history. Pollen levels have doubled in some regions compared to the previous year. The early detection of cedar pollen in Tokyo on Jan. 8 marked the beginning of this particularly challenging period for millions. Symptoms include sneezing, congestion, irritated eyes, conjunctivitis, fatigue, and skin issues.

In light of this situation, the increased demand for protective measures has transformed the allergy product industry. Companies are now focusing on combining functionality with aesthetics to meet consumers’ needs.

A society adapted to seasonal warfare. While the government implements its selective deforestation plan, the population has developed its own defense mechanisms in response to the pollen plague. In Japan, hay fever has given rise to an entire economy of specialized products. These include ergonomic pollen-filtering face masks, goggles, repellent sprays, and personal air purifiers.

Leading brands are creating increasingly advanced solutions. For instance, Shiseido sells the Ihada Aller Screen EX anti-pollen spray, which forms an invisible shield on the skin to prevent allergenic particles from adhering. Meanwhile, FumaKilla’s Allergy Shut Virus product blocks pollen and protects against yellow dust from China and Mongolia’s deserts.

A whole different level. Companies are taking the fight against hay fever to the next level by incorporating cutting-edge technology to lessen the impact of allergies on daily life. This has led to the development of masks that filter pollen, enhance facial aesthetics, and protect the skin from environmental damage.

Masks were already common in Japanese society before the pandemic. They’ve evolved from simple filtering barriers into products with additional benefits. Before 2020, options were largely limited to plain white surgical models. Today, increased demand has driven market diversification, with masks aligning with beauty and skincare standards.

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The role of aesthetics. New mask designs now focus on protection as well as aesthetics. This reflects Japan’s ideals of beauty, where a well-defined jawline and slender nose are desirable features. Brands have responded to this demand by creating masks with angled cuts, reinforced nose bridges, and strategic folds that enhance the wearer’s facial features.

Consumers are embracing this new trend. One user points out that today’s masks offer better filtration while also being “prettier and having shaping effects.” Functionality and appearance have become intertwined in the fight against hay fever.

The beginning of a new era. Hay fever has long been a challenge, presenting itself as an ambush disguised as spring. However, Japan is taking a bold step against this invisible enemy with an unprecedented strategy to reduce pollen levels at the source. If the government’s efforts succeed, Japan could become the first country to effectively combat hay fever, setting a model for other nations affected by this condition.

In the meantime, hay fever has transformed from a mere seasonal nuisance into a significant issue that has spurred innovation in the beauty and wellness industry. The evolution of face masks, sprays, and skincare routines reflects the growing integration of health and aesthetics. It also enables those who suffer from pollen allergies to protect themselves while maintaining their style and confidence during one of the most intense allergy seasons on record.

Image | Tore F | Trey Ratcliff

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