Although not as flashy as the red and golden heads of the Japanese squad in the World Cup, ordinary citizens are sporting brighter hair colors these days, boosting domestic sales of hair dyes.
Riding the wave, dye manufacturers seek to cultivate the relatively untapped market of Japanese men and of billions of potential customers throughout Asia.
"About four out of five women who visit our salon have their hair dyed," said Shusaku Hoshii, who runs Tokyo-area hair salons. "Ten years ago, we had only two out of 10 at most."