It might sound strange, but in a lot of Japanese households, the use of first names tends to become increasingly rare after the arrival of children and grandchildren. Although plenty of parents in the western world will also refer to each other as “Mommy” or “Daddy” in an effort to help their newborn or toddler pick up the words, or sometimes just to be cute, a man calling his wife “Mama” or “Okaasan” even after their kids have long flown the nest is perfectly common in Japan.
But what happens when a husband suddenly starts calling his wife by her first name, just like when they first started dating or had not long been married? Japanese cosmetics company Pola recently conducted an experiment to find out how simply being called by their first name can affect the health and physical appearance of young women who have over the years come to be known simply as “Mama”.
Promo or not, the effect was surprisingly powerful.