Cool Biz

by Taka

If you've lived in Japan from around 2010 or later, you're probably familiar with Cool Biz. Launched by the Japanese Ministry of the Environment in mid-2005, this campaign aimed to reduce electricity consumption by limiting air conditioning use. The initiative involved setting office air conditioners to 28°C and adopting a more relaxed summer dress code in government offices to help staff work comfortably in warmer temperatures. The campaign eventually extended to the private sector.

I clearly remember when Cool Biz began gaining social acceptance. The sales manager at my previous company reprimanded his team for following the campaign, insisting that salespeople must wear suits and ties in all situations. Many in his generation shared this belief. However, as Tokyo's summers grew increasingly hotter year by year, he eventually gave up enforcing the traditional business dress code.

I appreciate the concept of Cool Biz and expected Japanese companies familiar with it to apply or easily adapt it in Bangkok's hot climate. However, I realize now my assumption was naive. Most Japanese companies in Bangkok share floors with other tenants where Cool Biz is not recognized. The temperature is usually set for the entire floor, meaning they can't adjust it without affecting neighboring tenants. As reported previously, many offices in Bangkok are so cold that some workers wear winter clothing. As a result, most Japanese expats in these offices wear suits or jackets, even without a tie. 

The other day, I grabbed a free magazine because a businessman in formal attire on the cover caught my attention. It happened to be a monthly Thai business guide tailored for Japanese expats, highlighting various sectors in the Thai market. As I flipped through the pages, I couldn't help but notice that more than half of the individuals featured or introduced in the magazine were sporting ties.

The manager's creed of wearing suits and ties in all situations is very much alive in Bangkok❗