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Problems outlive Tokyo governor’s catchy slogans for fixing them

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Tokyo Governor Yuriko Koike was the environment minister in the summer of 2005 when the name of a campaign she spearheaded became a household expression.

Called "Kuuru Bizu" (Cool Biz), the purpose of this drive was to get Japanese businessmen to shed their jackets and ties during the hot and humid summer months.

An earlier drive of a similar intent, advocated in the late 1970s by the Cabinet of Prime Minister Masayoshi Ohira, featured what was referred to as the "sho-ene rukku" (energy-saving look)--essentially, short-sleeve jackets for men.

The style was definitely offbeat and unflattering, and it was no surprise that the campaign effectively died even before it........

© The Asahi Shimbun

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