In Japan, where the art of apology holds great cultural significance, a unique business has emerged: Shazai-daikou, or “The Apology Agency.” Founded in 2014 by Kurokawa, this agency specializes in delivering apologies on behalf of clients, employing trained agents who perform the act with extreme formality, including the traditional dogeza bow—where one kneels and bows deeply as a sign of respect and contrition.
How It Works
Clients can submit their apology requests via phone or through the agency’s website. The agency offers a wide variety of apology services, from professional apologies (such as resolving disputes with irate customers) to deeply personal ones (like apologizing to a spouse after infidelity). After receiving a request, Kurokawa assigns an agent based on the nature of the apology and the location of the client. These agents take on the role of the person who should be making the apology and sometimes even create fake business cards to present a professional front. The agents are trained to handle confrontational situations with grace, minimizing embarrassment for the client while delivering a sincere and culturally appropriate apology.
Interestingly, the service is often sought after by clients who wish to avoid the social stigma of a direct apology, especially in cases of highly sensitive personal issues. Shazai-daikou’s agents will handle everything from face-to-face apologies to written and even video messages, offering varying levels of service depending on the complexity of the apology. The most intricate apologies may involve not just words, but carefully considered gifts or gestures, following traditional Japanese customs of reconciliation.
The Origins and Growth of Shazai-daikou
The inspiration behind Shazai-daikou came from the 2013 Japanese comedy film Shazai Oosama (The Apology King), which humorously explored the life of a professional apology expert. This concept sparked Kurokawa’s idea to start the agency, and since its establishment, the business has seen impressive growth. Today, Shazai-daikou boasts a network of around 120 agents, spread across Japan, each equipped to handle a wide range of apology scenarios.
The agents often work part-time, using their skills in conflict resolution and communication to supplement their regular jobs. Many agents are professionals in fields like sales or customer service, where social grace and interpersonal skills are paramount, which makes them particularly adept at delivering apologies.
The Cultural Significance of Apologies in Japan
Apologies in Japan are deeply rooted in cultural values, with emphasis on saving face, showing respect, and maintaining harmony in relationships. Unlike in many Western countries, where apologies may be seen as a sign of weakness, in Japan they are often viewed as a necessary step toward restoring social balance and dignity. This cultural expectation makes Shazai-daikou’s services particularly valuable, as clients seek to uphold these social norms while avoiding personal discomfort or embarrassment.
The practice of dogeza, for instance, is rarely seen outside formal or serious contexts, and its use in these apology scenarios emphasizes the gravity of the situation. Shazai-daikou leverages this cultural understanding to craft apologies that not only fulfill the client’s need for reconciliation but also reflect the societal values of honor and respect.
Pricing and Revenue
Shazai-daikou’s pricing structure varies depending on the method of apology. For a face-to-face apology, clients can expect to pay around ¥30,000 ($240 USD), while a phone apology costs closer to ¥12,000 ($96 USD). The higher fees for in-person apologies reflect the preparation and emotional intensity involved in performing an apology with the necessary gravity. While exact revenue figures for Shazai-daikou aren’t publicly disclosed, the service has grown into a profitable niche market, with a loyal customer base primarily comprising women aged 20 to 40. This demographic often seeks to resolve personal or social conflicts discreetly, which has contributed to the agency’s success.
Starting Your Own Pop-up Apology Service
If you’re inspired by Shazai-daikou’s business model and want to explore the pop-up apology service industry, here’s a step-by-step guide to help you start:
- Research the Market: Identify your potential customer base and assess their apology needs. Common situations could include disputes in business, personal conflicts, or even humorous apologies. Understanding cultural nuances, especially if you’re operating in a different region, is essential.
- Develop a Unique Selling Proposition: Consider offering creative apology options, such as customized gifts (like flowers or cards), video apologies, or even themed apology events. A memorable approach could help distinguish your service from competitors.
- Create a Business Plan: Outline your services, pricing models, and marketing strategy. Decide whether you’ll offer face-to-face apologies, online apologies, or both. Include projected startup costs, such as website development, agent training, and marketing expenses.
- Build a Network of Agents: Recruitment is key. Look for individuals who are skilled communicators and comfortable handling emotionally charged situations. Offer specialized training on how to deliver apologies with sincerity and cultural sensitivity.
- Establish an Online Presence: Build a website where clients can easily submit requests. Include detailed information about your services, pricing, and the experience of your agents. Use testimonials to build trust with potential customers.
- Market Your Services: Use digital marketing techniques, such as social media ads, SEO, and influencer partnerships, to reach your target audience. Collaborate with local businesses or event organizers to expand your reach.
- Gather Feedback and Adapt: After launching, solicit feedback from clients to understand how you can improve your services. Consider expanding into new markets or offering additional services, such as conflict resolution or mediation, based on customer demand.
Conclusion
Shazai-daikou’s success in Japan highlights the potential of niche services that tap into cultural values and offer practical solutions for sensitive issues. By understanding local customs and developing a service that addresses a specific need, entrepreneurs can build a business that not only fills a gap in the market but also helps people navigate their personal and professional relationships with grace and humility.
For more insights about Shazai-daikou, check out Oddity Central and Tokyo Weekender.
