More Mari Kondo

Decluttering guru Marie Kondo has become the most recognisable Japanese woman in the world.

A series showing how she helps Americans to tidy their homes has turned out to be a big hit on Netflix.

One client told her: “You may be cute on the outside, but inside you really mean business.”

In this week’s Japan Story blog, I take a look at the concept of mindful consumption and ask, what does Marie Kondo’s approach tell us about the international image of the Japanese?

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Japan Story’s blog is written by former BBC Tokyo Correspondent Duncan Bartlett. Each week he analyses how Japan’s story is being told to the world through the international media.