For allergies, Japan gets masked

More than 25 million Japanese people — about one in five — suffer from pollen allergies, which became a national cause for concern after World War II, when the government subsidized the costs of planting scores of cedar trees in mountainous areas.

After the trees matured, the wind began spreading storms of pollen throughout the country, especially affecting densely packed cities. Now, the daily pollen count is part of the routine weather report.

Health companies have spun the hay fever problem into gold.

Sales for both long-lasting and disposable masks have sharply risen in the past three years, showing that they continue to be an ubiquitous, recession-proof commodity.

The mask market was worth 12.9 billion yen (US$129 million) in 2007, and 11 billion yen (US$110 million) the year before, according to data from the Yano Research Institute, a marketing research firm. Sales for the 2008 fiscal year — which ended March 31 — are expected to top 14 billion yen (US$140 million).

Unicharm, one of Japan's biggest makers of masks and other health care products, has reported recent strong growth in mask sales.

“We have responded to a heightened sense that one should take responsibility for 'self-care,' to protect one's own health,” the company said in its earnings report for April-December of last year.

But some wearers say that, more than a health issue, they wear the masks almost as a fashion statement. By wearing a mask, the thinking goes, you are showing that you are being socially responsible.

“It comes from kindness, thoughtfulness — Japanese characteristics,” said mask-wearing Shuichi Yamamoto, a surveyor, who was standing near one of Japan's busiest intersections on his way home recently. “Wearing a mask is socially constructive. If I get a cough, I should have to wear a mask because everyone should think of others.”

Yoko Tamura, a government worker who wears the newer “super dimensional” model that fits snugly around her cheeks and nose, said she dons it even at home so she doesn't spread any germs to her son, who is studying for Japan's highly competitive college entrance exams.

“If he were sickened by my disease,” she said, “I would feel bad.”

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