The phrases ¡±¡± and ¡±¡± both appeared in ¡¯s list of the year¡¯s popular Japanese expressions, reflecting the fact that during 2010 Japan¡¯s hills were alive with hordes of young female hikers. These women, attracted by the promise of powering up on spiritual energy, while sporting fashionable threads, were dubbed yama gaaru (mountain girls) by the media and have fueled what¡¯s been called the yama boom.
Companies have been quick to cash in on the trend. Alpine-wear makers have?. Hotel Nikko in Nara is unveiled a , offering a discount for female hiking groups. Yama girls also have their very own magazine called , which features articles on mountain fashion as well as the more practical aspects of hiking.
When they hit the countryside trails mountain girls wear sensible footwear and bright leggings coupled with cute short skirts. Some like this look so much that they wear it out in Tokyo¡¯s concrete jungle.
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