Envisioning the Bubble: Creating and Consuming Lifestyles through Magazines in the Culture of the Japanese Bubble Economy (1986-1991) Appendices Hui-Ying Kerr History of Design Doctorate in Philosophy (PhD) The Royal College of Art and Design In collaboration with The Victoria and Albert Museum 28th March 2017 Table of Contents Appendix I ........................................................................................................................................... 1 Interview Transcripts ...................................................................................................................... 1 Matsuo Mika ............................................................................................................................... 2 Uematsu Toyoyuki .................................................................................................................... 23 Komatsu Hiroaki; Tamura Tadashi; Sakaitani Masato .............................................................. 40 Sakakiyama Ken ........................................................................................................................ 60 Sakaitani Masato ....................................................................................................................... 77 Inoue Toshimaru ....................................................................................................................... 89 Onai Katsuhiko, Takasuna Masahito ......................................................................................... 97 Fujita Rei ................................................................................................................................. 119 Ootake Michiko ....................................................................................................................... 126 Sakai Naoki .............................................................................................................................. 134 Appendix II ...................................................................................................................................... 156 Magazine Data ............................................................................................................................ 156 Mono Magazine Data .............................................................................................................. 157 1985 – 1987 (Start of the Bubble, and changeover in format) ............................................... 158 Main themes (April – Dec 1988) ............................................................................................. 159 Main Themes (April – Dec 1988) ............................................................................................. 160 AXIS Magazine Data .................................................................................................................... 189 AXIS 1988-1991 ....................................................................................................................... 190 Regular Articles ....................................................................................................................... 191 One-Off Articles ...................................................................................................................... 197 Axis Stats 1988 - 1991 ............................................................................................................. 199 1988-1991 ............................................................................................................................... 199 Winter-Autumn 1988 .............................................................................................................. 200 Winter-Autumn 1988 .............................................................................................................. 200 Winter-Autumn 1988 .............................................................................................................. 201 AXIS 1988-1991 ....................................................................................................................... 201 Winter-Autumn 1988 Total Articles (average per issue) ........................................................ 202 Winter-Autumn 1988 Regular Articles .................................................................................... 202 1988-1991 (Average Per Issue) ............................................................................................... 203 Winter-Autumn 1988 (Average Pages per issue) .................................................................... 204 Special Features Articles 1988 – 1991 .................................................................................... 205 Hanako Magazine Data ............................................................................................................... 206 Women and activities ............................................................................................................. 207 Regular articles ........................................................................................................................ 214 i Travel Feature Data - Total ..................................................................................................... 221 Travel Feature Data – Foreign Destinations ........................................................................... 223 Travel Feature Data – Japan .................................................................................................... 224 Activities as Percentage of Total Images ................................................................................ 227 Activities as Percentage of Average Issue ............................................................................... 228 Hanako Articles and Advertisements on Sport ....................................................................... 229 Brutus Magazine Data ................................................................................................................. 230 Types of consumption ............................................................................................................. 231 Regular articles ........................................................................................................................ 265 Brutus Drinks Ads (Full-page / One-page)............................................................................... 269 Drink ads translation: .............................................................................................................. 276 Health Drinks ........................................................................................................................... 278 Iichiko Light (いいちこ Light) ................................................................................................. 280 Other spirits ............................................................................................................................ 281 Beer ......................................................................................................................................... 286 Images of Japanese men ......................................................................................................... 289 Magazine Comparison ................................................................................................................ 300 Hanako Brutus Data Comparison ............................................................................................ 301 Appendix III ..................................................................................................................................... 303 Asahi Shimbun Data .................................................................................................................... 303 Appendix IV ..................................................................................................................................... 318 Statistical Data ............................................................................................................................ 318 Japanese Domestic Consumption ........................................................................................... 319 Japanese Women’s Statistics .................................................................................................. 320 Corporate Expenses – Historical Data ..................................................................................... 322 ii Appendix I Interview Transcripts 1 Matsuo Mika Former OL, Panasonic Interview: 12th May 2012 Ying: Today is the 12th of May 2012, and I’m with Matsuo san, who used to work for the president of Panasonic between… Matsuo: 1988 to 1991, 4 years for Panasonic Ying: So I’ve already asked when you joined Panasonic but roughly what age were you when you joined?Matsuo: 23 – just after university graduating, to 26 or 7. Ying: And what did you study before joining Panasonic? Matsuo: In university? I specialised in English Literature and Linguistics in Kansai University Ying: Did you only work in the Kansai headquarters for Panasonic? Matsuo: Yes, and the headquarters are in Osaka, Kyobashi, near Osaka castle, yes and only in the headquarters, er, headoffice I worked. Ying: And did you work for the same department the whole time? Matsuo: Yes for 4 years. Ying: And for the same person? Matsuo: Not only for the same person. We are in a division, overseas person division, especially one years later I joined international market