How is Don Quijote retailer attracting young workers in Japan?

Don Quijote, a major discount retailer in Japan, has relaxed its rules around hair color and nail polish, allowing nearly a quarter of its employees to have brightly colored hair, including 22-year-old Hinako Mori.

What changes are other Japanese companies making to their dress codes?

Drugstore chain Fuji Yakuhin and supermarket operator Tokyu Store have also dialed back restrictions on hair colors, hairstyles, accessories, nail polish, and piercings for their non-pharmacist and non-department store employees.

Why are Japanese companies relaxing their dress code policies?

Japan's aging population and limited immigration have led to a tight labor market, forcing companies to adapt their policies to attract and retain workers, especially younger talent like Hinako Mori.

Home / Business and Economy / Japan Retailers Relax Dress Codes to Attract Workers Amid Labor Shortage

Japan Retailers Relax Dress Codes to Attract Workers Amid Labor Shortage

17 Nov

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Summary

22-year-old Hinako Mori chooses to work at Don Quijote for its relaxed hair color policy
Major retailers like Don Quijote, Fuji Yakuhin, and Tokyu Store relax dress code rules
Japan's aging population and limited immigration drive fierce competition for staff

Japan Retailers Relax Dress Codes to Attract Workers Amid Labor Shortage

In the face of Japan's tightening labor market, major retailers are increasingly relaxing their strict dress code policies to attract young workers. As of November 2025, companies like discount chain Don Quijote, drugstore Fuji Yakuhin, and supermarket operator Tokyu Store have dialed back restrictions on hair colors, nail art, and accessories.

This shift marks a significant departure from the traditional corporate culture in Japan, where conformity and uniformity have long been the norm. 22-year-old Hinako Mori, who moved to Tokyo last year, chose to work part-time at Don Quijote specifically because the company allows her to dye her hair in various shades, including ash blonde with light and dark blue streaks.