Start of the School Year in Japan
I spotted this nice little sign at a local school uniform shop, wishing students luck for the new academic year which commences soon. It uses something they call 駄洒落 (dajare, or word-play).
Ii fuku de ii fuku wo (the repetition of the word “fuku” is the word-play).
Which roughly translates into;
Good luck with good clothes (uniforms).
With students needing as much luck as they can get with all the competition, it’s a clever little sign. There are literally dozens of campaigns which take place around this season, especially since everyone works so hard at all the school entrance examinations to get into the best school they possibly can. There are usually a whole range of 合格 centred merchandise and things you can do which claim to help you pass exams. As long as you don’t get so hung up on passing that you forget to go to your exam, I guess it aint that bad.
Buying school bags (ランドセル) and uniforms etc, can be a big deal in Japan. In Australia the closest that it got to this for me, was probably getting some new gear at the “Back to School” specials at K-mart or something… flashback photo attached below. Far out… I miss my daggy pencil case.