Cat Cafés, Affective Labor, and the Healing Boom in Japan

Abstract

This article examines the Japanese cat café boom, which peaked in 2009 yet remains a significant retail phenomenon throughout Japan, and in particular Tokyo. How do humans encounter animals in contemporary Japan, not as private owners and companions, but as consumers seeking direct, sensory engagement with cats at a moment of profound social and economic anxieties? Drawing on ethnographic fieldwork conducted in Tokyo, this article examines how cats have become a newly emergent commodity within the ‘healing boom’ that first emerged in recessionary-era 1990s Japan. Such healing commodities – therapeutic music, aromatherapy, robot interaction, among others – are designed to invoke an affective engagement with the consumer in order to cope with the uncertain and stressful conditions of life in still recessionary, and now post 3/11, Japan. I situate cat cafés within the increasing immaterialization of the economy in post-bubble Japan during which social relationships have become commodified and marketed to those who can afford it. Cats are the affective object through which patrons seek a sense of healing and relaxation.