‘Leg hair harassment’: Tokyo’s ‘Cool Biz’ campaign runs into hairy problem

Tokyo's "Cool Biz" campaign, designed to help office workers endure Japan's brutal summer heat, has encountered an unexpected and somewhat hairy problem. While the initiative encourages shedding formal suits for more casual attire like T-shirts and shorts, it has sparked complaints of "leg hair harassment," or "sunehara," an online term describing discomfort with seeing male colleagues' exposed shin hair.

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We want to give people more options in the severe heat, not tell them what to wear. There should be no issue as long as the work attire is not offensive to anyone.

Launched in April, the Tokyo metropolitan government's expanded "Cool Biz" campaign aimed to offer flexibility in dress codes, not dictate specific outfits. "We want to give people more options in the severe heat, not tell them what to wear," explained Tokyo environmental official Noboru Watanabe. However, defining what constitutes "offensive" attire has proven complex, particularly concerning visible body hair.

A survey by cosmetic treatment chain Gorilla Clinic revealed a divided opinion, with 53.5% opposing shorts in the workplace and 46.5% supporting them. Concerns about body shape and hair were cited as primary reasons for opposition, with women significantly outnumbering men among respondents. This suggests a potential gendered reaction to the campaign's more relaxed dress code.

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We want to give people more options in the severe heat, not tell them what to wear. There should be no issue as long as the work attire is not offensive to anyone.

The discussion has also made some men self-conscious, leading to an increase in requests for laser hair removal, not just for cosmetic reasons but as a matter of "social etiquette." Akifumi Funatsu, a director at Gorilla Clinic, noted that some men now believe visible leg hair could make colleagues uncomfortable. Japan's move towards cooler office clothing began in 2005, with subsequent "Super Cool Biz" campaigns further relaxing rules after the 2011 earthquake and tsunami strained power supplies. The current push for shorts, however, is pushing boundaries further amidst record-breaking temperatures and high humidity, which have already led to numerous heatstroke-related hospitalizations.

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social etiquette when wearing shorts