The mosquito net used to be a common sight in the Japanese
summer but disappeared for a long time due to the introduction of air-conditioners. Now they are making a comeback. Mr. Osamu MISHIMA has contributed to the revival of mosquito nets. He owns a store called “KIKUYA” in Iwata city, Shizuoka prefecture, which is also home to Jubilo Iwata, a football team in the J-league.

Mr. MISHIMA took over a futon (bed) shop from his father who has passed away, but at that time futon shops had already lost their appeal. He began selling products just after the start of the internet boom in 1997. While he seldom sold mosquito nets from his shop, they sold like hotcakes over the internet. This caught the attention of the mass media and they were featured on TV, radio, newspapers and magazines. Thus, the “Mosquito net boom” began.

MISHIMA joked, “It is a mosquito NET. That’s why it is suitable for the interNET.” The Management Department of Shizuoka Industrial University and Iwata city jointly conducted research into “Why have mosquito nets sold so well?” The research was based on a questionnaire completed by approximately 1,700 people who
purchased mosquito nets at Kikuya in 2001 and 2002.

Results from the survey showed typical mosquito net buyers are “City-dwellers between 20 and 40. They prefer the natural environment to artificial environments with air-conditioners and purchase rather expensive items if they are worthwhile.” It was also discovered mosquito nets were not only purchased to protect against insects, but also for their ability to cool rooms using a natural breeze and a desire to create a closer family atmosphere. If you only want protection from insects, it is cheaper to buy a mosquito repelling spray.

Welcome to the inside of a mosquito net
Mosquito nets are becoming known as more than just a way to
protect against mosquitoes. They are also being noted as a tool to
create space to make families feel closer, elderly people feel nostalgic, and as a fresh and practical interior accessory for young people. The mosquito net was part of the image of a Japanese room, but recently mosquito nets for beds are selling well. Kikuya provides a wide variety of items in response to clients’ varied requests. They range from foreign mosquito nets to poles that allow mosquito nets to be used in apartments. They claim their variety is the best in Japan.

Mr. MISHIMA, who created this boom, says with a laugh, “I am thinking I have been given a present from God. In the beginning I confused Home pages with Hello pages and Yellow pages. As I had many requests from customers for mosquito nets, I met their needs. Then it worked. When I planned something, it went wrong. Now I wish I could save the world a little with mosquito nets.”

Mr. MISHIMA wrote a book titled “Welcome to inside a mosquito net” (distributed by Booking). The mosquito net is a symbol of the peaceful soul of Japan since it protects you without killing insects. In the book he describes his experiences and observations about
mosquito nets. This book, which you might say is about ‘mosquito net culture’ is very informative.

For your information, the writer’s pen name is Osamu MISHIMA. Mr. MISHIMA says it is a combination of the names of some of Japan’s most famous writers - Yukio MISHIMA and Osamu DAZAI. Mr. MISHIMA’s business may soon reach out to the foreign market. You can
purchase mosquito nets from the website below.

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