Word: cools
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Dates: during 2000-2009
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...distinctively Japanese way. Instead of marketing to a global standard, one Japanese auto designer is even relying on a mythical serpent to provide the sinuous curves of its latest sports car. The results are edgy yet steeped in Japanese tradition. "You pick up an iPod, and it emanates California cool, just as Bang & Olufsen products feel very Scandinavian," says Tatsuya Matsui, an industrial designer who has created everything from robots to airplane interiors for a Japanese budget airline. "What you see coming out of Japan now are designs that will be loved because they have a feeling of Japanese-ness...
...Cool What a change from the Toyota sedans and Sony stereos that have long defined Japan Inc. Sleek as those products may be, there is something culturally anonymous about them. It's as if these brands - along with a certain animated, mouthless cat that was introduced in 1974 - were scrubbed clean of ethnic markings and sold instead as prototypes of a postnational world. The cultural distancing is understandable. Japan's wartime defeat equated nationalism with suffering. The occupying Americans discouraged indigenous martial arts like karate and kendo from Japanese schools, just as an Emperor whose name was used to justify...
...filling his books with meditations on jazz and the Beatles. Top Japanese fashion designers decamped to Europe, while those back home emblazoned T shirts with phrases in broken English. Some chefs even abandoned traditional cuisine for the glories of beef stew or the potato croquette. "For my parents' generation, cool meant something was from the West," recalls fashion designer Ogata. "The subtext was that Japan wasn't cool...
...thought, I want to create a symbol of Japan that's hip but also draws from our society." Just three years later, Ito's tofu is a cult favorite in Japan and is being exported to America and the U.K. "The great thing is that tofu is seen as cool in places like the U.S.," he says. "We in Japan have forgotten that...
...think? For now, Phelps is keeping cool because he still has work to do. The record for most golds at one Olympics, Spitz' seven, is still in front of him, though at this point it seems inevitable that Phelps will pass that milestone. He dove in to start the 4x200 freestyle relay, and gave his teammates a lead some weekend lap swimmer could hold. Phelps swam the fastest relay split in 4x200 history, 1:43.31. All the remaining U.S. swimmers, Ryan Lochte, Ricky Berens, and Peter Vanderkaay, had to do was avoid a cramp. They did, and went...