July 1st saw the publication of the inaugural issue of “Veggy, Steady, Go!” Japan’s first magazine dedicated to vegetarianism. The monthly lifestyle magazine is published with cooperation of the Vegetarian Association of Japan, and is available at bookstores as well as Natural Lawson, a specialty chain of convenience stores that offer organic produce and meals that are presented as healthy alternatives to fast food.

The new magazine is the latest sign of growing interest in organic food and vegetarianism in Japan. A number of vegetarian restaurants have sprung up in Tokyo. “Pure Cafe” in the trendy Omotesando shopping district offers meals completely free of any animal products, and “Half Sweets” in the Isetan Beauty Park building in Shinjuku serves a variety of raw meals made from organic vegetables that have not lost vitamins and minerals through heating. Both restaurants share buildings with day spas that offer health and beauty treatments, underscoring a connection consumers make between eating healthily and beauty.

However, there factors other than beauty behind the trend to go veg. A recent screening of the documentary Black Gold on multinational coffee companies was promoted through pamphlets and posters at meat-free restaurants, indicating a link between vegetarianism and support of free trade. The Japan-based bilingual blog I Heart Raw highlights the spiritual connection, with posts on meditation and fasting as well as vegan recipes.

environmentalism