Amid the gloom and darkness following the Great East Japan Earthquake, the humble candle surged in popularity to provide emergency lighting during rolling blackouts and to save electricity.
Staff Writer
Staff Writer
Amid the gloom and darkness following the Great East Japan Earthquake, the humble candle surged in popularity to provide emergency lighting during rolling blackouts and to save electricity.
The "setsuden" power-saving period may be winding down, but strong sales of candles have shown no signs of dimming.
"The rolling blackouts (in March) and the power-saving campaigns probably gave an opportunity for first-time users of candles to recognize their charms," said Mari Miura, a spokeswoman for Kameyama Co., operator of the Candle House chain.
She said that immediately after the March 11 disaster, candle sales shot up about 50 percent above normal levels as consumers prepared for emergencies. Now, consumers are buying candles not only for illumination or to save on power, but also to repel bugs, provide a pleasing scent to a room or create a romantic atmosphere.
Tetsuji Hashimoto, from Yokohama, was buying orange-colored candles with bug-repellent features at the Candle House Aoyama shop in Tokyo's Minato Ward. About 3,000 candles of varying colors and shapes line the store’s shelves.
He said he shut off his air conditioner to save electricity and left his windows and doors open to let in the cool night air. But his measures also let in mosquitoes and other pesky insects.
He said through experience, he knows the extra advantages of bug-repellent candles.
"It gives both beautiful lighting and a great atmosphere," the 60-year-old said.
Yumi Masuda, a 46-year-old resident of Tokyo, was looking at rose-shaped candles at the shop.
"I am looking for ones that would go along with my living room. It would be great if I could both decorate my room and save on power," she said.
Kirifuda Inc., a planner of modest-size wedding ceremonies that involve only a family dinner and a photo session, started offering a "candle bridal" program in late April. The package is intended to save electricity and create a romantic atmosphere.
At a wedding dinner held in July at the Prince Park Tower Tokyo hotel in Minato Ward, which has a tie-up arrangement with Kirifuda, about 20 candles in round glass cups lined the rectangular tables. The brightness was only about half the usual level.
Ten people, including the newlyweds, ate and talked over the orange flames of the candles.
"We decided on this program because we were told about the lovely ambiance," said Hiroyuki Kobayashi, the 42-year-old bridegroom. "It also helps us contribute to power saving."
Satomi, the 25-year-old bride, chimed in, "I thought that weddings were supposed to be gorgeous affairs, but a laid-back ceremony like this is not bad at all."
This was the first time the hotel hosted a wedding ceremony that featured candles as the main illumination.
"This program is a spinoff of the March 11 disaster," said Atsushi Mori, a marketing strategist at the hotel. "It allowed us to provide a more romantic ambiance."