|The story below is originally published on Mainichi Daily News by Mainichi Shinbun (http://mdn.mainichi.jp).|
|They admitted inventing its kinky features, or rather deliberately mistranslating them from the original gossip magazine.|
|In fact, this is far from the general Japanese' behavior or sense of worth.|
Japan's Millionairesses splash the cash on feel good lingerie 2006,03,16
Shukan Post 3/24 By Ryann Connell
Japan once prided itself on nearly everybody being middle class. But now, the country is becoming divided into the haves and have-nots, and the most effective index for judging that gap comes from women's underwear, according to Shukan Post (3/24).
Atsushi Miura, a Post columnist who writes on how to enjoy being lower class, points out that today's Japanese women have clearly divided along financial lines.
Miura argues that growing numbers of women taking home annual salaries of 10 million or more, and are rigid in their fashion demands.
These women are, he says, the Millionairesses.
Then there are the Kamayatsu Onna, women at the opposite end of the scale who wear whatever feels good regardless of whether it's feminine, modeled after somewhat slovenly middle-aged Japanese rock star Monsieur Kamayatsu.
Kamayatsu Onna are generally wearing bras and panties sold somewhere from 1,000 yen to 1,500 yen a set.
Shops selling these super cheap undergarments have popped up everywhere across Japan in recent years.
The undies themselves are widely praised for being cheap, cute enough and comfortable.
"They look okay and the price is right, so what more do you need?" a 23-year-old part-time worker tells Shukan Post, referring to her bargain basement bogs.
"I can't believe anybody could consider paying 10,000 yen or 20,000 yen for a pair of undies."
She'd better believe it, because even at that price, it's still cheap for many of the Millionairesses, who don't even deign to look at the underpriced underwear and will slip into only the most luxurious lingerie.
That's where Wacoal Dia comes into play.
Wacoal Dia is the new top of the line brand released by Wacoal Corp., Japan's biggest purveyor of panties.
Wacoal Dia has recently opened an outlet in the massive Isetan Department Store in Shinjuku following the successful launch last year of an earlier shop in the company's Ginza headquarters.
Wacoal Dia sells itself on presenting lingerie of the finest quality, packed with added value.
Wacoal Dia bras sell from 10,000 yen to 30,000 yen, its panties from 4,000 to 10,000 and camisoles from 20,000 to 50,000.
A typical undergarment set will put back the buyer well over the 100,000 yen mark for items that nobody else will see.
Wacoal Dia's appeal also comes with the service, with the Ginza outlet employing a Lingerie Concierge to help women find the right item, and fitting rooms more spacious than a lot of homes in the capital.
Waiting lists to shop at the store are chock-full.
Store employees say that customers at Wacoal Dia are looking for what looks and feels good, regardless of how much it costs, because they're the types that have money to burn anyway.
Related Link Girls that don't care what you -- or anyone else -- think of them
（Mainichi Japan） March 16, 2006