By Kelsey Lark

The Ministry of Economy, Trade, and Industry (METI) announced Premium Friday’s second year anniversary on Twitter last Friday, and the internet responded with an overwhelming, “Oh, that thing’s still happening?”

What even is Premium Friday?

Premium Friday is a gem of an idea concealed in the coal of lukewarm execution. According to METI who spearheads the project, the goal is for employees to leave work early on the last Friday of the month to put money into the economy and promote better work-life balance.

In a country where a quarter of employees work 80 hours overtime a month and some are even overworked to the point of death, the motivation behind Premium Friday is invaluable. Yet it has no legal backing and its promotional messaging is wishy-washy and puzzling, as can be found on Premium Friday’s homepage.

What can you do on Premium Friday?

If you’re looking for inspiration on how to spend a half-day off work next Premium Friday, just take a look at their website for some fun and bizarre ideas!

Premium Friday is perfect for what the above example calls, “A leisurely and luxurious weekday of afternoon bra shopping,” because what else would women do in their spare time? No really, please tell us, we clearly have no idea.

OK, it’s not what we think it means. 「ブラ」is short for 「ブラブラ」which means leisurely, so they are actually suggesting a leisurely afternoon of shopping which makes a whole lot more sense.

Here’s another helpful suggestion — to spend Premium Friday “getting the gang together for some relaxed night drinking,” an interesting marketing choice considering the clear midday sunlight beating down on the models in the picture.

The next advert boasts, “Every last Friday of the month, our company lets everyone go home early.” Well, these jerks should stop rubbing it in everyone’s faces, because Premium Friday has had a pretty pathetic 11% success rate in getting employees home early, according to an article by NHK posted on Feb 22.

What do Japanese people think of Premium Friday?

According to most feedback online, even the reported 11% success rate seems way too high.

Click here to read more.

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