Why dirty curtains in Japan are a symbol of excellent reputation (9 photos)

Have you seen curtains at the entrance to Japanese shops or restaurants? This is one of the most distinctive features of the country, so it's time to learn their name - noren. Which literally means "warm curtains".





These curtains are almost as old as Japan itself. Records and drawings of noren appear 1000 years ago. Then it was hung in front of the entrance to any house to protect residents from the sun in the heat, the cold in the winter and the inquisitive glances of others.

Now air conditioners are responsible for the coolness, stoves for the heat, and noren has remained only as a deep part of the culture, as an opportunity to draw attention to the entrance to a store, public bath, cafe. Now its role is purely decorative, and all the better, you can write any invitations or information on these curtains.



30% of the Japaneseness of this place is given by the bright noren at the entrance

During the Kamakura period, when different paints and colors became more accessible, noren began to be hung not only for shelter, but also as advertising or decoration. Even before advertising banners appeared, the Japanese were already using noren with the names of family cafes or teahouses.

During the Edo period, more and more street stalls appeared in Tokyo's shopping districts, such as Nihonmashi. They had to compete fiercely with each other. Therefore, this era became a time of great flourishing of the noren culture. Merchants secretly sold rare dyes to make their customers' noren stand out from the rest, and herbalists offered special herbal dye recipes to make the color of the canvas unusual.





Long noren were popular at that time to hide the goods and customers

Colors meant a lot, because most of the peasants could not read. That's why I was guided only by colors. White noren - there is a pharmacy or grocery store, yellow noren - a tobacco shop, blue - a fabric and kimono store. Well, and red... you can guess yourself, you could find girls there, in particular - geishas.

As the level of education of residents grew, it was possible to present more complex and precise information on the curtains.

Dirt as a sign of reputation

Fun fact, for restaurants, the best thing to say about the reputation of the establishment was their noren.



Naruto eats ramen in a noodle shop WITH NOREN OF COURSE

The customers wiped their hands on them when they left after eating. And the dirtier and greasier the noren in the place was, the more satisfied customers it had who ate there.



Do you recognize this logo? This is a well-known shipping company, but it also ordered a noren

That's why travelers arriving in the city for the first time often chose a tavern based on the dirtiest curtains.

It's unpleasant, but very logical. Nowadays, of course, the Japanese are too well-mannered to wipe their hands on curtains like that.

Modern norens



And this is a useful noren in onsen, it shows where men go, where women go. Watch out, don't mix them up!

Of course, they have been adapted to modern times. They no longer serve the function of protecting against the cold. But street cafes still hide people behind the counter from prying eyes.

According to Japanese belief, this fabric touches your hair every time you pass under it, and it has the power to make evil spirits disappear.



A noren can be a work of art, why not?

People prefer to dine at tables with noren, it creates a feeling of a separate closed space.

Types of noren

The most popular in the country is han noren, that is, short noren. It should not be longer than 55 centimeters, so that you can look inside the shop window or establishment by simply moving one curtain or bending down.

Heke noren is a whole advertising banner in the ancient Japanese sense. It is a three-meter banner that works as a huge advertisement for the establishment.



Advertising banners are very difficult to hold in the wind, especially tall ones

Super short - mizuhiki noren, this is a purely decorative element that is used in the design "under traditional Japan", simply as an accent in the room.



No, look at this beauty