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?

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.