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Featured Post: Lumine Catchphrases

*Here is the “exciting” post that I promised you a few days ago! Oh look at me actually delivering my promises.

First of all, let me introduce ルミネ (Lumine), a rather ubiquitous shopping mall in Tokyo that mostly caters to young girls and are usually attached to the big train stations around the city. It’s run under the umbrella of JR (Japan Railway) East.

Now Lumine is the place you’d wanna be if you were looking for the most generic “kawaii” Japanese clothing with most shops selling the same stuff (or slightly different stuff with exactly the same color palette) at prices ranging from 1500~6000 yen per piece though it varies according to shops/brands and sale/no sale. Some Lumine malls carry bigger brands eg Marc Jacobs and Samantha Thavasa etc like the one at Shinjuku station in between the South and East exit. According to their website, they have about 15 outlets spread out within Tokyo and Saitama. That’s actually a much smaller number than I expected.

So anyway, I have no intention of making this post a Lumine advertorial (honestly, I prefer O1O1 but that’s another post for another day) but I recently came across this article on Naver about the various ad campaign banners produced by Lumine and it looks like there isn’t any translated version of them on the Internet. That’s why I thought I’d take a stab at making one.

To share my thoughts, I think they are truly beautiful and artistic in a very contemporary and relatable way. I’m very sure most girls will feel empathetic to the messages conveyed by the catchphrases and although some of them might seem lighthearted and funny, at the same time they invoke in me a kind of sadness felt from the truth of humanity they represent. They’re also just plain pretty to look at 🙂

Alright let’s get to it:

カラダごと着替えたくなる時がある。
There are times when I feel like exchanging my body for another.

恋の終わりと
恋の始めで
女の子は
キレイになる
It is during the end of a relationship or the beginning of a relationship that a girl is at her most beautiful.



嬉しいも哀しいも
表情より
着ている服で
伝わっていく
Be it happiness or sadness, it is easier to communicate your emotions through your outfit than your facial expressions.



本当の好きに近づくために
なにが嫌いか知っておく
There is a need to know which attribute you hate to be able to love every attribute about him.



ちゃんと欲しがる女だけ
欲しがられる女になれる
Only a girl who earnestly wants will be wanted.



人肌恋しい
季節だけ
女は
コートを着る
Winter is the season when a girl longs for another person’s body warmth; that’s the only reason she wears a coat.



お気に入りを着ていれば
作った笑顔は必要なくなる
When you’re wearing your favourite outfit, there’s no need to consciously remember to smile.



自分をもっと愛せるように
まずはみんなに愛して欲しい
Before I’m able to love myself more, first, I want to be loved by everyone else.



泣きたくなったら
さっさと着替えろ
When you feel like crying, quickly change into a different outfit.



一生懸命外見を磨いたら
とっておきの内面が見えてくる
If you try diligently to look your most beautiful, the most important element – your inner beauty, will become visible to others. 



たったひとつの恋が欲しくて
どれだけの涙をこぼしただろう
I wonder how much tears I will have to shed just to be able to fall in love once.



脱皮したら、春。
Come on out from your cocoon, spring awaits.



好きは片思い
似合うは両思い
To like is without reciprocation, to match is mutual love.



今日は別人みたいなんて
失礼しちゃうわ 嬉しいわ
“You look like a different person today!” 
-“Oh, how rude! … but thanks for saying that :)”



からまりながら
ほどけながら
暖め合いたい
Let’s get warm by getting entangled and disentangled from each other.



何を着ても
かわいくない日も
たまにはあるけど
But sometimes there are days when I just don’t feel cute no matter what I wear.



私がうんとおめかしすれば
世の中まだまだ明るくなるかも
Maybe if I try my best to gussy up the world would be a brighter place.



ありふれた春だけど
冬をのりこえた春だもん
It’s not just springtime, it’s springtime which overcame winter.



この日の
輝きたい気持ちに
国境はありません
There’s no boundary to this desire to stand out today.



雨が嫌いだった頃の
私はまだ
誰のことも
好きじゃなかった
I used to hate the rain but that’s because I’ve never really fallen in love with anyone back then.



前向くために
横道それたい
こともあるよ
Sometimes going astray may surprisingly bring you forward.



「お帰り」を言わせたくて
「行ってきます」を言った
I say “I’m off, see you later!” because I want to hear you say “Welcome home.”
(This is a tricky one, because there’s no equivalent translation for おかえり and いってきます, which are phrases unique to the Japanese culture.)



恋が実るたび
もう何も欲しくない
と思うけど
But whenever a new relationship starts, I feel like I have no need of anything else.

可愛くならなきゃって思うのは
ひとりぼちじゃないってこと
Wanting to look more beautiful is proof that you’re not alone in this world.



あなたといたいと
一人で平気を
いったり きたり
I go to and fro from wanting to be with you and wanting to be alone.



試着室で思い出したら
本気の恋だと思う
If you think about him in the fitting room, it means this relationship’s definitely getting serious.



あなたが
思い出す私は
どんな服を着てるのだろう。
I wonder what I’m wearing in your thoughts and memories of me.



悪い女ほど
清楚な服が
よく似合う
The eviler the woman, the more she better she looks in demure clothes.



夢の中のわたしは
いつもより
大胆になっている
In my dreams, I’m always more daring than my usual self.

以上。

Oh wow I think I spent more than 2 hours writing up this post. Its almost 4 am now. I’m not a professional translator but I tried my best! I hope you enjoy reading these as much as I have enjoyed translating them!

PS: Halfway through I realized that these ads are actually rather hipster and likely to be made fun of in 9Gag or something haha. Stupid 9Gag.

PPS: Original article here:
http://matome.naver.jp/odai/2134052980307433001

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Pop goes my egg

Breakfast: brown rice and egg. I had an exploding egg situation this morning because I didn poke the yolk properly to create a hole for releasing air during microwaving. Shocked the hell outta me. Luckily it wasn’t that messy and I didn have to spend too much time cleaning as I was doing some crazy last minute cramming for transportation studies. Speaking of which, I think I managed to make Asano-sensei very proud today:) *pats back

Dinner: satsuma age and salad!! My first time trying satsuma age. It’s actually just deep fried fish cake with bits of vege inside. Yummy.