It may seem improbable, but the columns in a housewives’ magazine were the unexpected source of innovation in Japan’s appliance industry.

After World War II, Japanese housewives sent letters to the popular magazine Kurashi-no-Techo, pointing out problems with their washing machines. The magazine published these complaints, highlighting issues like lids flying open during high-speed spins and hard-to-read dials. In response, manufacturers made significant changes: they added braking systems to stop the machine when the lid was open and redesigned dials to be easier to read. What seemed like minor complaints led to significant innovations, demonstrating the power of everyday user feedback.

Our research in Business History Review challenges the prevailing belief that Japan’s manufacturing success is solely attributed to male engineers in big companies. We present a different perspective-Japanese housewives were not just consumers; they actively contributed by providing critical feedback, which led to improved household appliances. Their collaboration with engineers was pivotal to Japan’s post-war economic growth. This has also contributed to the Japanese electrical appliance industry’s focus on incremental innovation.

To uncover this new narrative, we carried out extensive research using various historical sources. With the cooperation of the Kurashi-no-Techo Co., Ltd., we collected historical surveys conducted with housewives and interviewed former editors. Additionally, we found evidence showing that engineers used these housewives’ magazines to improve household appliances. This historical approach brought to light the significant role of Japanese housewives in post-war economic growth.

Our research, one of the first to introduce a gender perspective to Japanese business history, challenges the conventional narrative. While the post-war economic miracle is often attributed to male engineers, the contributions of female housewives have been largely overlooked. Our study underscores the decisive role of housewives in this success, offering fresh insights into the business history of innovation. To learn more about our research, read our full article in Business History Review.

Image: Redesign in response to housewives’ voices

Note: These illustrations were depicted by the authors based on photographs published in Kurashi-no-Techo (Volume of “the first Century” (including issues 1–100), no. 76; no.84).