The "Chindon-ya" who Became a TV Drama Model

HAYASHI Kojiro, Director of Chindon News Agency

Do you know chindon-ya? In short, it is a group of advertising agents that wear fancy costumes, play musical instruments and parade in the streets distributing handouts to guide potential customers to their clients' stores. It is an unusual business, developed in Japan, where the people involved also serve as street performers, However, they are rarely seen now. Among these characters, Mr. HAYASHI Kojiro, director of Chindon News Agency, truly stands out.

Mr. Hayashi is a unique individual who became a model for an NHK TV drama and has also been a university lecturer. At the "All Japan Chindon Contest," his team received the Grand Prize seven times. Leading the largest chindon-ya group, they receive roughly 1,000 orders a year from clients and their work extends to overseas countries, including the USA, Asia and Europe.

"Chindon-ya has existed from the end of the Edo period (middle of the 19th century) and it reached its peak in the middle of the Meiji era (start of the 20th century). It was the latest advertising media at that time when people had no idea about advertising, and sponsors such as cosmetic and beer companies were the most modern industries," Mr. Hayashi explains. In its early days, they were called "Tozai-ya" as they started with words "Tozai, Tozai" (Ladies and Gentleman).

It is most important for chinng-dong-ya to stand out on the streets. "The costumes are made from patchwork using waste pieces of cutting cloth. In the old times, they were made by chindon-ya wives. In my case, I get waste cloth from a woman who makes costumes for "new halfs" (beautiful men and transsexuals dressed in women's clothes) now. Also, I sometimes ask students of dress making schools to make my costumes. They are happy that what they made is worn by somebody," says Mr. Hayashi.

Chindon-ya use a wide range of musical instruments from Japanese instruments such as gongs, drums and shamisen (Japanese guitar), to western musical instruments such as accordions and trumpets. Anything is permitted. Careers of chindon-ya are also filled with variety. They range from former circus entertainers, members of orchestras or theater companies, to geisha, carpenters and the unemployed. In the beginning they start as a part time worker, but for many of them, it became gradually their career.

"At one time, many of chindon-ya were optimistic and so only few saved money. They spent all the money they received. So they continued the work as they spent. When they noticed it became their business," laughs Mr. Hayashi, who says their income is lower than the average company employee's. However, he says the easygoing life is attractive. Mr. Hayashi has a 25-year career in this business.

Easygoing life attractive
Mr. Hayashi belonged to the easy listening music club at his university. One day while in his apartment, he heard the vivid sounds of chindon-ya and experienced a wondrous feeling of excitement. This is what started his career. "My parents were hardware wholesalers. I often accompanied them on their invitation tours when I was a child and had opportunities to sing at the banquets. I loved processions such as the Jidai Festival as well as the atmosphere of shopping streets." It seems he already had a talent for it in his childhood.

Mr. Hayashi has received various orders including for performing at a sales campaign of a leading food company, wedding ceremonies, hospital openings and even tombstone sales. He has also received many funny requests including collecting students at a university movie festival, recruiting participants for a cup noodle eating competition at a women's college, a job preaching to junior high school students not to be late to school, and a request to perform a short comic play at a high school festival.

"I have been also invited to adult day ceremonies as a lecturer. I heard that young people don't listen to the speeches of lecturers, who naturally get upset and stop their speech. The person in charge asked me to speak, saying that it was okay if the students hear even 30 seconds of my presentation. Fortunately everyone listened intently to my speech. Isn't it funny that a chindon-ya lectured to young people who support the future of Japan?" Mr. Hayashi laughs.

Nowadays in elementary and junior high school graduation excursion, practical courses such as "takoyaki experience” (baked octopus ball) and "rakugo experience" (Japanese sitdown comedy) are provided. Among these courses, "chindon-ya experience" is the most popular. Participants make themselves up and go out into the streets as a group and advertise their school. In the beginning they are shy, but soon become very pleased as they are soon praised by adults and hear "You are cool!" from kindergarten kids on the streets.

"Children of today do not want to communicate with adults and rarely experience an opportunity to be praised," says Mr. Hayashi. "That's why they are happy. Even after it ends, many of them go as they are to Universal Studios Japan and to Kyoto for sightseeing. In New York, all those gathered around us spoke no English. They may have felt something in common with us." Mr. Hayashi can feel the 'air' of the society through chindon-ya.

"There are fewer than 100 professional chindon-ya at present. Whether the chindon-ya business continues depends on how young people think. I was surprised in France to see a young blond woman who wanted to be a chindon-ya," says Mr. Hayasi. "Since chindon-ya are looked down on, it is very easy to live," smiled Mr. Hayashi. His life does not seem so bad at all.

Chindon News Agency ~ Tozaiya
www.tozaiya.co.jp/English/index.html

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