If you’ve tried to buy popular Japanese goods—like limited-edition sneakers, concert tickets, or a new video game console—you might have encountered a frustrating problem: they’re all sold out, only to reappear online at exorbitant prices. The people behind this are called “Tenbaiya” (転売ヤー), or professional resellers. While reselling exists everywhere, the “tenbaiya” phenomenon is particularly controversial in Japan, and understanding why offers a glimpse into Japanese culture.
What is a “Tenbaiya”?
The word “Tenbaiya” is a slang term (or a coined word) that combines the Japanese word “tenbai” (resale) and the English word “buyer.” It’s a term often used with a negative connotation. A “tenbaiya” is a person who buys a large quantity of a highly sought-after product with the sole intent of reselling it for a significant profit, often using bots or multiple accounts to bypass purchasing limits.
Why is This Such a Problem in Japan?
The outrage over “tenbaiya” goes beyond a simple dislike of high prices. It’s rooted in deeper cultural values.
1. The Value of “Fairness” and “Equality”
Japanese society places a high value on fairness (公平, kōhei). The idea is that everyone should have an equal opportunity to buy a product, especially a popular one. When “tenbaiya” use automated tools to monopolize goods, it’s seen as a violation of this fundamental principle. This is not about capitalism; it’s about a sense of social justice. The average person who waits in line for hours or refreshes a webpage repeatedly feels cheated out of a fair chance.
2. The Concept of “Customer Service”
Japanese customer service is world-renowned for its dedication to the customer. When companies put out a new product, they do so with the expectation that genuine fans and regular consumers will be able to buy it. They set fair prices and production numbers based on customer demand, not on the speculative market. “Tenbaiya” exploit this system, and in doing so, they disrupt the trust between a company and its customers. It’s seen as an attack on a system built on good faith.
3. “Community” and “Fan Culture”
Many of the products targeted by “tenbaiya”—such as limited-edition toy—are beloved by dedicated fan communities. For these fans, the item is not just a product; it’s a symbol of their passion and connection to a hobby or artist. “Tenbaiya” are seen as outsiders who have no genuine interest in the product itself. They are viewed as profiting from the passion and loyalty of others, which is considered disrespectful and exploitative. This is why “tenbaiya” are often called “non-fans” by the community.
What’s Being Done About It?
Many companies are now implementing more rigorous anti-bot systems, raffle-based sales, and in-person lottery systems to combat “tenbaiya.”
The “tenbaiya” problem is a modern issue that reveals traditional Japanese values. It highlights the cultural importance of fairness, the high standards of customer service, and the strong sense of community that underpins so many aspects of Japanese life.
コメント