Continuing to make a mockery of the supposed four-panel format is I Love the Best Boobs in the World by Wakame Konbu. Yes, that’s a pseudonym, since it means Seaweed Seaweed, and you’d probably want to hide your real name if you were writing a comic about a kind-hearted teenager, Chiaki, who is best friends with classmate Hana, whose mammary glands are apparently the top of the tit tree. In this month’s instalment, our two heroines go shopping for bras, which allows the implied male reader a delicious, erotically-charged peek at what goes on in lingerie shop changing rooms. Chiaki, in fact, is a wolf in sheep’s clothing – as a girl, she gets a free pass into such inner sanctums, although she secretly has a fetish for large breasts, and loves to be around them.
Because NEO leaves no stone unturned in its investigation of Japanese culture, it’s time to talk boobs. The Triumph company has been logging Japanese bust-sizes since 1980, allowing statisticians to plot a curve of Japanese… curves. The story it tells is a compelling one born from changes in Japanese dietary habits (particularly dairy products containing bovine growth hormones) and trends, suggesting that A, B, and C cup sales have been dropping for a generation. Whereas A-cups in 1980 were worth 58.6% of all Japanese bra sales, now they’ve fallen to 4.1%. 2016 was the tipping point – the first year in which D, E and F cup sizes represented more sales in Japan than A, B, and C.
However, before you rush off to impress your friends with this news, some things to bear in mind. Firstly, Japanese bra sizes are not the same as other countries’. A Japanese E-cup, for example, is the same size as an American D-cup or a British DD.
Even allowing for these differences in definition, there is still a palpable change in bra-buying in Japan since 1980, but this does not necessarily mean that Japanese women are suddenly bustier. Triumph cautions that it may simply mean that women with bigger chests buy more bras, either as a feature of their struggle to find one that fits properly, or possibly because they are more likely to work in a sector that requires what we shall gingerly call performative lingerie exhibition.
University undergraduates who have suddenly decided on their final essay topic while reading this page are also advised to bear in mind that many Japanese bras are also aspirational – you might be a humble A-cup, wearing a padded C-cup because you think it will get you noticed. In that regard, the changing statistics may have less to do with changes in body type, and more to do with 21st century standards of beauty.
Jonathan Clements is the author of A Brief History of Japan. This article first appeared as part of the Manga Snapshot column on Comic Cune in NEO #180, 2018.
A correspondent who wishes to remain anonymous notes: “One thing to add, which you would never know and I’m not sure if you WANT to know, is that the measurement method has changed. Usually, when you get your bra size measured, they measure under bust and top bust size. Now, when you go to a Japanese shop, there is a ritual you’ve got to go through beforehand. They gather all the conceivable flesh from your body and tuck into your bra before they measure the size. And they advise you to do the same every time you put your bra on. The technique is not new, but I cannot remember doing that in the 80s. And I’ve never seen that in shops in the UK. So, I’m C cup in the UK, which should be Japanese D in straight conversion, but in fact I got G cup in Japan! (Not sure whether I should laugh or cry!) Oh, maybe I should have left it as a secret…”
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