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Many Japanese wear face masks to protect themselves against flu germs and bugs in general. The masks are a common sight when you're walking down a street.
But now teenagers en masse are wearing them, even if they couldn't care less about flu. It's become a cult accessory you just can't be seen without.
Because they don't want to explain themselves, social commentators are busily trying to interpret this strange phenomenon.
The mask-wearers, they say, are so shy they want something to hide behind. It's a way of retreating from society even when they're in a crowd of people. They want to be anonymous, they want to look just like everyone else.
Or maybe they're simply poking fun at all the germ-obsessed individuals who insist on wearing face masks even though they offer little or no protection.
It wouldn't happen here. The British are far too self-conscious to go around wearing face masks, even if they were terrified of catching flu.
And if they want something to hide behind, their preferred option is a thick layer of make-up or a voluminous beard.
Face masks are strictly for Nurse Jackie. Or bank robbers.