Mask fatigue in Japan sparks demand for professional smile coaching
In Japan, where face coverings have long been a necessary part of daily life, a shift is underway as people relearn how to express warmth and confidence with their smiles. The trend of seeking guidance on smiling quietly emerged after the government stopped recommending mask use to prevent COVID-19 in March, prompting many to reassess facial expressiveness in public settings. The trend was highlighted by reports in major outlets, including the New York Post, which noted a surge in interest for so-called “smile lessons” and related training.
Experts say that smiles train a new muscle memory. When masks hid much of the face, people tended to rely on their eyes, or simply avoided smiling altogether. Keiko Kawano, founder of Smile Education, explained to reporters that many individuals have learned to smile again, often with renewed intention and practice. The goal is not just aesthetics but social ease—rebuilding the quick, genuine exchanges that people miss in daily interactions.
Despite the rising interest, smile training comes at a cost. Each lesson can run around 55 dollars, a price some learners consider a worthwhile investment for improved self-confidence and social ease in professional environments. One student described how the course helped them re-engage with colleagues and navigate their return to the workplace with a more natural, comfortable smile after months of limited facial movement during the pandemic.
Among instructors, Keiko Kawano is associated with a method she characterizes as the “Hollywood Smile Technique.” The approach emphasizes achieving a warm, approachable look by shaping the cheeks and eyes in particular ways—techniques she says have seen demand more than quadruple since the pandemic began. The method frames a smile as a coordinated, facial choreography rather than a mere expression, encouraging practitioners to coordinate mouth, cheek contours, and eye shape to convey friendliness cleanly and convincingly.
In the broader picture, the rise in smile training reflects a cultural shift toward more intentional social presentation in a post-pandemic world. People are rediscovering the importance of nonverbal cues in communication and are seeking practical ways to project openness and confidence in crowded spaces. These courses offer a structured path to rebuilding a fundamental social tool after periods of isolation and masked communication.
Beyond personal development, some observers note a ripple effect on customer service, media appearances, and public-facing careers. A well-tuned smile can ease tense interactions, support first impressions, and contribute to a sense of trust and rapport. Professionals across industries are paying attention to facial expressiveness as a key element of effective communication in in-person and hybrid work settings alike. As conversation norms continue to evolve, such training may become a common resource for individuals aiming to present their best professional self.
While the current trend appears to be rooted in mainstream interest, it is also reshaping conversations about self-presentation. Some people view smile training as a practical skill, much like posture coaching or voice training, while others see it as a confidence booster that helps them engage more fully with colleagues and clients. With ongoing interest, providers may expand offerings, experiment with different techniques, and tailor programs to individual facial structures, cultural preferences, and personal comfort levels.
Ultimately, the emergence of smile education in Japan marks a cultural moment that blends psychology, aesthetics, and career readiness. As people relearn the social cues that were temporarily obscured by masks, these courses offer a pathway to authentic expression and renewed social ease in a world where facial communication remains a central element of human interaction.