10. What a Difference a Vowel Makes　【Column: Leap Before You Look】

Have you noticed when posing for photos, Japanese people often strike the “peace” sign, also known as a V-sign?  There are various theories to why they do this: “it conforms with Japanese culture that focuses on “かわいい (cute) aesthetic;” “it’s a convenient なんでもありの (all-encompassing) pose since people really don’t know what else to do” to “young women believe it gives やせて見える (slimming effect) when V-shaped fingers are placed next to their faces.”

Another thing you may notice during シャッターチャンス (Kodak moments) in Japan is that person taking pictures may say “チーズ (cheese)” but no 被写体 (one in pictures) actually says “cheese.”  Notice them always just call out “Cheese” not “Say cheese.”  In other words, people don’t know that the subjects of photos are supposed to actually say the word “cheese.”  They just know the word as a 笑顔をつくる合図 (cue to smile).  That is a good thing – because if they do say “cheese” in the way it’s pronounced in Japan the word ends with a “u” – making their lips stick out instead of stretching sideways in a smile.

When pronouncing 英語から借用した単語 (words borrowed from English), we Japanese tend to add a 母音 (vowel) at the end.  McDonald’s becomes McDonaldó (apostrophe s will be dropped) and Starbucks Starbucksu.  However, more commonly, McDonald’s is shortened to “マック(MaC)” or “マクド (McDó),” and Starbucks becomes “スタバ (Stabà).”  Shortening syllables is another 常套手段 (typical trick) in Japanese.

A friend of mine (Canadian) recently told me a story about when she wanted to make sure that she got a packet of マヨネーズ (mayonnaise) with her order at a “McDó” in Japan.  She kept pointing to the bag saying “mayonnaise” but only when she added a “u” at the end did they recognize the word and understood what she wanted.

Speaking of mayonnaise, I noticed the other day that キューピーマヨネーズ (Kewpie Mayonnaise) from Japan is now available at Whole Foods.  They say it has a great taste and there are many 熱狂的なファン (die-hard fans).  But if you ask me, I’d say their logo featuring a cute kewpie doll is the real reason why it’s so popular in Japan.  And, 気を付けて (beware), “cute” is “cutó,” ワカリマスカ (understandó)?