How to Read “A fad lasts sixty days”
Hayarigoto wa rokujū nichi
Meaning of “A fad lasts sixty days”
“A fad lasts sixty days” means that trends don’t last long and fade away after about two months. Things that temporarily gain popularity eventually lose people’s interest and are forgotten, no matter how exciting they seem at first.
This proverb is used to encourage calm thinking in people caught up in trends. It also warns those who have excessive expectations about temporary booms. Sometimes it even offers encouragement to those who are unpopular now, reminding them not to worry.
Using the specific number “sixty days” makes the fleeting nature of fads feel more real and concrete. Even today, we see fads constantly appearing and disappearing in fashion, music, food, and internet topics.
This proverb teaches us the importance of seeing the true essence of things in a world where trends change rapidly.
Origin and Etymology
The exact first written appearance of this proverb hasn’t been identified. However, people likely used it widely during the Edo period. The interesting part is the specific number “sixty days.”
Why sixty days? This probably wasn’t based on strict measurement of actual fad durations. Instead, it expressed the intuitive sense of “about two months.”
In Japan, “one hundred days” has long symbolized a long period. In contrast, “sixty days” carried the subtle nuance of “a decent period, but shorter than you’d think.”
The Edo period saw fads come and go just like today. Hairstyles, kimono patterns, kabuki actor popularity, and food trends all changed rapidly. People jumped on new things and quickly grew tired of them.
This acceleration happened especially after the Genroku period when townspeople culture flourished. People observed the fleeting nature of trends and discovered the rule of thumb that “things fade in about two months.”
This proverb contains the wisdom of common people who viewed trends with a cool head.
Interesting Facts
The speed of changing trends in Edo period Japan rivaled today’s social media era. During the Kansei Reforms, one of Edo’s three great reforms, the government actually issued luxury prohibition laws.
They did this because trends changed so rapidly that officials saw it as a problem. People’s desire for new things seems unchanged across time.
The sixty-day period may relate to seasonal changes. Japan has four seasons, each lasting about three months. Two months is half of that.
This timing is when people “start thinking about the next season.” It may have felt like a natural breaking point when interests naturally shifted.
Usage Examples
- That idol group was hugely popular for a while, but a fad lasts sixty days, so nobody talks about them anymore
- New product sales suddenly dropped, but a fad lasts sixty days, so this was expected
Universal Wisdom
“A fad lasts sixty days” contains wisdom about human nature’s tendency to get bored and the calm perspective needed to see this clearly. Why do people jump on new things and quickly lose interest?
Humans have an “instinct to seek novelty.” New things stimulate the brain and release dopamine, a pleasure chemical. However, when the same stimulus repeats, the brain adapts and no longer feels freshness.
This makes sense as a survival strategy. Being sensitive to new information helps us adapt to environmental changes and find better options.
But this instinct sometimes controls us. We can become obsessed with chasing trends and lose sight of what truly matters. Our ancestors understood this human trait hundreds of years ago. That’s why they left us this proverb.
Changing trends aren’t bad. They show that society is vibrant and alive. What matters is not being swept away by trends but having the perspective to view them objectively.
The ability to judge “Is this a temporary boom or something truly valuable?” That’s the universal wisdom this proverb tries to convey.
When AI Hears This
The SIR model, which mathematically describes disease spread, shows that epidemic duration depends on infection rate and population contact patterns. Interestingly, the “sixty days” that Edo period people observed matches perfectly with mathematically derived epidemic curves.
In the SIR model, as susceptible people decrease, the virus struggles to find new hosts. It naturally peaks and declines. Calculations show that for diseases with a basic reproduction number of 2 to 3, about 30 days pass from start to peak.
Then another 30 days to resolution, totaling around 60 days. This happens even without antibodies or treatment, simply because “there’s no one left to infect.”
More surprisingly, social media virality follows the same structure. When people who haven’t seen a meme (susceptible population) decrease, retweets naturally decline. TikTok dance trends and YouTube challenge videos typically cool down in one to two months.
This isn’t coincidence. Both viruses and information follow an inescapable mathematical law: when transmission targets run out, spread must stop.
Edo people recognized this universal pattern without equations.
Lessons for Today
This proverb teaches modern you “the mental strength not to be swayed by trends.” Open social media and you’ll see new trends born daily. What was hot yesterday is already old today. Are you tired of chasing trends?
The key isn’t rejecting trends themselves. Enjoying new things enriches life. But having the perspective that “this might pass in two months” creates mental space.
Is what you’re passionate about now truly aligned with your values? Or are you just jumping on it because everyone else is excited?
What remains after trends fade is what truly matters to you. Friendship, family bonds, skills you’ve developed, experiences you’ve accumulated. These don’t fade in sixty days.
Ride the waves of trends while keeping your own axis firmly grounded. That’s the message this proverb offers to you living in modern times.
Comments