Come evening, girls are donning their best bikinis and heading poolside. The venue of choice is high-end and luxury hotels, but the trend has spawned a pattern of extended pool hours throughout Japan. Proprietors of ordinarily daytime and family-oriented pool facilities hope to profit from the unexpected popularity of nighttime swims. The evening attracts a very different crowd from the daytime, and many venues expect a dramatic increase in customers this year.
The reason for the night pools’ popularity isn’t to cool off on summer evenings, but for the sole purpose of uploading the photographic proof to social media sites like Instagram. In fact, some of the girls won’t even get in the pool in case they mess up their hair and makeup, thus ruining the evening’s photo ops. According to Kyodo News, a survey by travel magazine Jalan discovered that nearly half of all respondents had gone out for the sole purpose of posting photos on social media.
Young women are leading the way when it comes to social media trends. While money spent on leisure activities in Japan had declined slightly overall in 2016, the money that girls were spending on their leisure is now on the rise. Thanks in no small part to the allure of social media.