The latest issue of an-an magazine teaches the merits of being selfish.
Wagamama (selfish) has long been a negative word in Japan, where self-sacrifice is revered. When rescheduling an appointment with a friend, it is common to apologize by saying “sorry for being so wagamama” and children who don’t share are chided for being wagamama. That is all a thing of the past, according to the latest issue of fashion magazine an-an.
“I was a good little girl and it never made me happy. Wagamama women get all the good stuff!” bold proclaims the headlines. Other catchy text on the cover includes “Let’s be wagamama! Lessons on how to be wagamama inside” and “consultations for women who are forced to be ‘good little girls’ at the office.”
Cover model Anna Tsuchiya is quoted as saying “in order to live life your own way you sometimes have to be unapologetic.” Sayonara, Madame Butterfly, here come the wagamama women!