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Unit 44

Cash for Compliments

What does it cost to feel good about yourself in Japan, now that this once-proud nation is in economic recession and social gloom? About 95 cents. Two young Japanese men are turning compliments into cash with a professional flattery service. And in this traditionally reserved society, it seems to be getting on very well. The two flattery officers report a steady increase in business and recognition since the company opened a year ago.

In Tokyo's trendy Shibuya neighborhood, 20-year-old Yuzo and 23-year-old Keiya take out the tools of their trade: a sign board "House of Flattery, 100 yen a minute" and bright red T-shirt which read "Professional Sweet Talkers."

"Have you ever been flattered recently?" Yuzo calls out to the stream of people rushing by. "Feel good about your hidden beauty..." Taeko, a 20-year-old student decides to try it out. Yuzo and Keiya compares her to a rock star, admires her great fashion sense and tell her she is stunning. "How many carats in those diamond eyes of yours?" one of them asks. Combining quick wit, excellent timing, and a ton of praises, the two soon attract a crowd.

Sociologists say the Japanese are far less generous about compliments than people in many other cultures, in part because the society stresses formality. Compliments can be embarrassing in a Japanese society. A boss who praises his employee in public, for instance, is setting that worker apart from his/her colleagues in a county where group identity is very important. In extreme cases, being singled out can result in bullying and becoming known as the boss's pet. Yuzo believes these traditions no longer serve Japan well. He said, "Japanese hold back their feelings too much. It's areal shame. They should express themselves more."

Many Japanese don't feel very good about themselves these days as they face job cutbacks, rising crime, weak political leadership and a loss of national confidence. With all of the problems in Japan, guys like Yuzo and Keiya can help brighten the atmosphere and lift the mood a bit.