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Japan's 'Miss Contests' reflect society's high demands on women

Nation is not alone in expecting superwomen with both brains and beauty

| Japan
Contestants for the Sophian's Contest 2022 at Sophia University in Tokyo: We can win Miss Cons, be a CEO and be a perfect mother does not mean that we must. (Handout photo from Sophian's Contest 2022)

Nobuko Kobayashi co-leads the Japan consumer practice of global strategy consulting group EY-Parthenon. The views expressed in this article are her own and do not necessarily reflect the views of the global EY organization or its member firms.

Why do women still take part in beauty contests?

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