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Traces of the Shōwa Era in Everyday Life
ふだんの暮らしが語る昭和の面影
While visiting the “Flowers for Lena” florist in Hokuto, Yamanashi Prefecture, I wandered around the shop’s grounds and came across these old items dating back to pre-war Japan during the early Shōwa Period (1926–1989).
The indigo item on the left is an old burlap sack once used as packaging for a type of fertilizer called S-san Fertilizer (エスサン肥料・Esusan hiryō). The vertical characters on the far left read the name of the manufacturer, Ajinomoto Co., Ltd. (味の素株式会社・Ajinomoto Kabushikigaisha), which is the same international conglomerate known today for its frozen food products, seasonings, and sports nutrition items. Ajinomoto developed S-san Fertilizer as a byproduct of its amino acid production process and began selling it to rice farmers in 1936.
In the center stands a weathered, light-blue, insulated wooden box that once held popsicles sold during summer months at beach stalls and festivals from around 1948 onward.
The red characters on the upper left read “eisei” (衞生・“hygienic”), while those on the upper right read “bimi” (美味・“delicious”). Across the center is written “aisu kyandī” (アイスキャンディー・“popsicle”). Unfortunately, I couldn’t determine the origin of the company logo printed at the top center.
For context, adding “eisei” (healthy or hygenic) and “bimi” (delicious or tasty) on the exterior of the box can be roughly translated as “Safe and Delicious Popsicles,” a promotional slogan for the popsicles--a refreshing treat that first started being sold in Japan during the early Showa period before the war.
Together, the phrases “eisei” and “bimi” roughly translate to “Safe and Delicious Popsicles”, likely serving as a promotional slogan. The inclusion of the word “hygienic” reflects the historical context of postwar Japan, when food safety and hygiene standards were still developing. This emphasis on cleanliness may have been a reaction to a tragic 1936 incident in which 25 people, including many children, died after eating salmonella-contaminated popsicles.
When it comes to vintage daily goods, I’m somewhat relieved that I don’t have the spare funds to collect them as much as I’d like. Otherwise, I’m sure I’d fall victim to a hoarder’s instinct and soon need to rent storage space for all the fascinating “junk” I’d bring home. For now, a photograph and a bit of research will have to satisfy my curiosity.
For this shot, I used Fujifilm’s Classic Negative film simulation, modeled after Fujicolor Superia 100 from the 1980s. Its subtly muted tones evoke a nostalgic, vintage feel that complements the earthy colors of the ground and the woven baskets, which is perfect for these relics from 60 to 70 years ago.
- Location: Hokuto, Yamanashi Pref., Japan
- Timestamp: 2025/08/27・15:25
- Fujifilm X100V with 5% diffusion filter
- 23 mm ISO 160 for 1/280 sec. at ƒ/2.2
- Classic Negative film simulation
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