It all began sometime in the Heian Period (794-1185) of Japanese history. A woman of unparalleled beauty was born in the northern prefecture of Akita, a region known for its harsh winters, strong sake and delicious rice.
Ono no Komachi was a poet lauded in Japanese history, but it was her appearance that gained even more significance — she became the definition of beauty. Her pale skin, big eyes, small nose and black hair were admired as definitive characteristics of women in Akita, leading to what is now known as "Akita bijin," (Akita beauty), a concept that is now strategically used to market the prefecture to other regions in Japan with a relatively high rate of success.
But the stereotype and expectations emanating from it have also placed an undue burden on today's Akita women.