139. Hokotate Logic

There is a Japanese variety show called, Hoko-tate (ほこXたて) on Fuji TV. The premise of the show is to introduce "dilemmas" in dramatic fashion and end with a resolution to the dilemma. The name "Hoko-tate" comes from the origin of the word, "mujun" (矛盾), the word meaning "dilemma". The story goes that in ancient China, a weapons dealer claims that his spears are sharp enough to penetrate all shields, but at the same time, claims that his shields are strong enough to withstand all attacks. One of the buyers then asks him what will happen if his spear were to go against his shield, resulting in his becoming embarrassed, and thus, the "dilemma".

Of course, there really is no dilemma at all. The weapon seller is only exaggerating in order to sell his goods. The only thing holding him back is his desire to sell both spear and shield. If he claimed that one or the other is better, the other item will look bad in comparison and will not be sold. That is all. He could always pick a side.

In the two recent episodes of Hoko-tate, two different dilemmas are introduced. In the July 25th episode, a breast-enhancement-jelly company's CEO claims that breasts with her jelly will be indistinguishable from natural breasts; on the other hand, a plastic surgeon claims that he can distinguish all natural breasts from enhanced breasts without touching. The two go on to speak about their experience in their respective professions and why or why not they understand breasts. The surgeon says he has seen over 10,000 women patients, and therefore has total understanding of natural bodily proportions. The CEO says that they've perfected the technology and the material fits like a glove on female breasts. After about 15 minutes of build-up, the surgeon faces 5 girls in swimsuits, of which only 1 wears the breast-jelly. He calls them out one by one, saying they are natural. When there are only 2 left, both the CEO and the surgeon get a bit anxious. The surgeon eventually picks the wrong girl, leaving a happy and relieved CEO. The breast-jelly technology wins.

"Japan's #1 tomato-hating actor" - Mr.Nishioka

In the August 1st episode, the special guest, actor Tokuma Nishioka (西岡徳馬), who has starred in many dramas such as Tokyo Love Story, claims that he hates tomatoes and has never eaten tomatoes since his youth. He is labeled as "Japan's #1 Tomato-hating Actor". The challenger is Mr. Hirayama, a tomato farmer who has created a tomato that he claims to be taste-friendly to all tomato-haters. The show goes on to explain why Hirayama's tomatoes is non-traditional and how its innards are denser and sweeter. There is also time dedicated to Mr. Nishioka's 50-year-long hate for tomato, including a clip where he identified a box with tomatoes in it from 4 other empty boxes by smell alone. When the final battle comes, Hirayama presents Nishioka with sliced special tomatoes, and Nishioka decides that he likes the taste. Hirayama's tomatoes win.

"Just try my tomatoes!" - Mr. Hirayama

According to the traditional Japanese principle of pride, having a losing side on a TV show may seem like a bad idea, but there is definitely an overriding ideology at work in Hoko-tate. That ideology is: Marketing quantifiable goods under the disguise of moral advantage.

In the July 25th episode, although the plastic surgeon's pride and experience was on the line, he really had nothing to lose: he got to be on TV, he got to show off his skills at identifying women until the last moment of truth, and he looked cool throughout all the build-up scenes. The breast-jelly makers obviously were happy because the show gave promotion for their item for women to "appear natural". After the show, women would continue to go to the surgeon because "he was famous enough to get on TV", and women would continue to buy the breast-jelly because "it fools professionals". Nobody questioned the authenticity of the final judgment. It could all be staged.

I am not saying that Hoko-tate necessarily has to promote some sell-able item, but according to the two episodes I've seen, logically, there was NOTHING to be lost from siding with the person with quantifiable goods. In the August 1st episode, all that Tokuma Nishioka needed to say was, "Nope, I still hate tomatoes", and the episode would end on a note of defeat for Hirayama farms and the tomato industry. But WHO in their right mind would want to do that? "Eat your home-grown vegetables, my fellow Japanese!" was the message; it had to be delivered, even on this most transparent of methods.

"It was all right! [Seal of approval]"

It may be obvious that almost all variety shows in Japan have endorsements that they must promote in some form or other, but I just wanted to write about one instance of practical application of capitalist logic. Even when presented in a context of "dilemma", when it comes to spending money, there is actually no dilemma at all.

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Written by micr0q. Images belong to FujiTV, no infringement intended. Copyright 2011.