For his project entitled Azurer, Japanese artist Takao Sakai photographed many Japanese citizens wearing bean beards made from azuki beans.
These azuki bean beards aren’t an organic fad happening in Japan; rather, it’s a manufactured one Takao Sakai is trying to create, and so far it’s growing. There are said to be 1,720,00 "azurers" in Japan, with the numbers growing internationally as well. As a matter of fact, early next month Takao Sakai will be bring his azuki bean beards to New York for the New York City Art Fair.
Takao Sakai’s Azurer project is a brilliant statement about fads and how the media can sometimes misunderstand Japanese fads and culture. He says that "if some media outside of Japan would mistakenly think that this is really fashion and would report it as news, then I would have succeeded."
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Takao Sakai’s Azurer Project is a Statement on Fads
Trend Themes
1. Manufactured Fads - Takao Sakai's Azurer project highlights the potential for creating and propagating artificial trends.
2. Cultural Misunderstandings - Sakai's project reveals the influence of media in misinterpreting and misrepresenting Japanese fads and culture.
3. Global Adoption - The international growth of azuki bean beards demonstrates the potential for fads to transcend borders and appeal to a global audience.
Industry Implications
1. Fashion & Art - The fashion and art industries can explore the concept of manufacturing trends and artistic statements based on societal fads.
2. Media & Communication - The media and communication sector should be mindful of cultural misunderstandings and strive for accurate representation of foreign fads and cultures.
3. Event & Exhibition - The event and exhibition industry can capitalize on unique fads and trends to attract attention and create immersive experiences.