Japan hair care trends: Viral salon transformation and budget service shifts

A viral social media video from a hairdresser in Sumida, Tokyo, has gained significant attention after showcasing a dramatic transformation of a male client. The man, who had previously only used low-cost 1,000-yen haircut services, visited a professional salon for the first time to undergo a complete style change. Entrusting the stylist with his look, he received a perm-style short haircut that received widespread praise from online viewers.

The case highlights shifting trends and experiences within the Japanese hair care industry. While some consumers are moving toward professional salons for significant style changes, others are navigating a landscape of specialized cut-only shops. These budget-friendly establishments often feature streamlined services, such as no hair washing or blow-drying, and increasingly rely on strict digital reservation systems to manage scheduling and late arrivals.