Is That a Chef in Your Bathroom? The 'Hand Soap' Trend Sweeping Japanese Social Media

"Hand soap" has recently trended on X (formerly Twitter), capturing public attention from various perspectives. One major topic is an optical illusion where a specific hand soap bottle appears to look like the popular chef Tatsuya Kawagoe.

It started with a post claiming the bottle's shape and shadows resemble Kawagoe's face from a certain angle. Users reacted with comments like, "If I stare at it, it's just soap, but if I look away, he suddenly appears," and "I saw him for a second, but then he disappeared once I focused." This discovery, full of the humor unique to social media, has many users enjoying the visual trick. Some even reported, "My child pointed at it and said the face was scary," leading to unexpected viral spread.

Beyond the illusion, there's a focus on utility and brand value. Regarding a collaboration hand soap related to the Osaka-Kansai Expo, users have praised its quality, saying it "doesn't make dry skin itchy" and "has a great scent." Furthermore, there is a trend of people seeking luxury hand soaps from brands like Hermès and Chanel for gifts or daily use, reflecting a growing demand for added value alongside established hygiene habits.

On a more mundane level, there are posts about sales on major EC sites, concerns over stock shortages, and humorous mishaps like "accidentally washing my face with hand soap." Moving beyond being a mere hygiene product, "hand soap" is in the spotlight as a conversation starter in the social media era.

The context

Tatsuya Kawagoe is a famous Japanese Italian chef who became a ubiquitous internet meme in the 2010s due to his distinctive facial expressions in media appearances. The "Osaka-Kansai Expo" refers to the upcoming World Expo 2025. This trending topic illustrates the unique blend of meme culture, visual humor, and consumer advice prevalent on Japanese social media.