FOR IMMEDIATE RELEASE

May 26, 2011

Contact: Akane Ara, Takako Nagara
info@candlewick.co.jp,
Tel: +81-3-3498-2770

55% of Japanese women see their rooms as being ‘overweight’
A new survey on rooms uncovers surprising results on how women view cleanlinessto their consumption of electricity and slimming down for summer.
Tokyo, Japan – A survey conducted between May 13 and 15 among 600 women in
their 20’s to 50’s has revealed surprising results on how Japanese women view theirrooms and things they’d like to do this summer, including losing weight and savingenergy. Candlewick PR conducted the online survey in cooperation with My VoiceCommunications, a research firm based in Tokyo.
A majority of Japanese women have a desire to loss weight this summer
followed by organizing their rooms and belongings.
Almost half of the respondents surveyed (47%) answered they wish to “lose weight”
followed by “to organize and clean up their room and belongings” (28%) in order todetoxify heading into summer. The number of respondents who answered they wish “toorganize and clear out clothes and sundries" (25%) was the third most popularresponse. The survey results show a growing interest in storage and room cleaning
skills, referred to as “danshari”, "to refuse, discard and put away", and also ways toimprove one's luck by having a cleaner and more organized room. The following
keywords will continue to be noteworthy as Japan heads into its hottest months "storage", "organizing", and "cleaning".
In response to a question expressing the level of tidiness of their room and belongings
using a degree of obesity, 40.7% of respondents answered their rooms were "slightlyoverweight" due to hoarding too many things.
Increasing awareness in the consumption of electricity following the March 11
earthquake and self-restraint by consumers.
With anticipated power outrages this summer resulting from the March 11 earthquake
and tsunami, respondents were asked what they would like to do with their rooms forsummer to make their lives more comfortable. The most common response was an“improvement of storage space" (48%). The second most popular response was to"save electricity" (34%). The results show that while the issue of storage is an eternal
theme for living comfortably, while there is a growing awareness among women in
their consumption of electricity out of concern for the assumed power shortages
expected this summer.
Additional major cleaning expected to be done this summer. Summer cleaning
has its merits.
In response to a question regarding best timing to do major household cleaning, amajority of respondents (38%) answered they do major household cleaning collectively
at the end of the year, while almost 14% answered they do major cleaning once insummer and once at the end of the year.
- moreCandlewick Co., Ltd. C-3F, 5-6-4 Jingumae, Shibuya-ku, Tokyo, 150-0001 JAPAN | Tel:+81-3-3498-2770 | Fax: +81-3-3498-2771 | www.candlewick.co.jp

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Looking at those who do major household cleaning twice in spring and autumn, it turns
out that almost a quarter (22%) do a major household clean twice a year.
When compared to major house cleaning at the end of the year, when it is cold andtough to do outside chores, summer time cleaning has its merits. The days are longer
so there is enough time to finish cleaning during daylight hours and it is easier forfamily members to make time during summer holidays to join in the cleaning. It iscommon in Europe and the United States to do major household cleaning from spring
to early summer and nowadays major cleaning during summer is becoming common in
Japan too.
Declutter a room by following a few simple tips.
Simple tips to help declutter a room can be followed by just removing the piled things
along a window, helping to make the room appear better organized and refreshed. The
room will also be more drafty and comfortable without the need to use air conditioning.
To tidy up a room one easy way is to save on electricity. Following these two simple
tips can help in preparing for the warmer weather and help detoxify and refresh thebody and rooms before the beginning of a hot summer.
###Candlewick is a public relations firm that offers Integrated Marketing andCommunication (IMC) services from research, product development, product strategy,
to promotions aimed primarily at consumer goods such as interior products, luxury andpremium products and services. Candlewick conducts on a regular basis, uniquesurveys from a female point-of-view.
For more information on Candlewick, please visit:
http://candlewick.co.jp/
Summary of Findings
Survey panel: 600 women in their 20s – 50s
Methodology: Online survey
Survey period: May 13 - 15, 2011
Research firm: My Voice Communications, Inc.
For further information about the survey, please follow the link below:
http://www.candlewick.co.jp/en/topics/pdf/20110526_CDW_DataE.pdf

Q．Using a degree of obesity to express the tidiness of your room please selectthe most appropriate answer.
A little overweight2

Q．From the list, please select the top three things you would like to do todetoxify or refresh for the coming summer.
Lose weight

Clean up one’s room

Q．What would you like to do with your room for the coming summer in order tolive comfortably?

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