In Japan, a quiet but significant shift is underway in how workers identify themselves on the job. Across industries—from retail to public service and transportation—more individuals are adopting business names, or pseudonyms, instead of using their real names at work. This trend, once largely seen among celebrities or freelancers, is becoming a practical and protective tool for ordinary workers across Japan, especially as harassment cases and privacy concerns grow.
Protecting Privacy in a Connected World
In Osaka’s leather craft supply store Leathercraft Phoenix, nearly 90% of the employees now go by business names when dealing with customers. Names like “Nagashima Shouhei” or “Matsuda Mariko” aren’t their legal identities but carefully chosen aliases. Whether inspired by a favorite baseball player or idol, these names help them draw a clear line between work and personal life. Employees say using an alias helps them switch into “work mode” mentally and emotionally, while also offering a fresh and creative way to present themselves to customers.
The change wasn’t random. According to the company’s management, several employees with social media profiles tied to their real names were subjected to unwanted attention—messages that bordered on stalking. To shield employees from such intrusions, the business adopted an official policy allowing pseudonyms, which has since received positive feedback for reducing stress during customer interactions and complaint handling.
A Government-Supported Movement
The idea of separating professional identity from private life has caught on in local government offices too. In April 2025, the city of Neyagawa in Osaka Prefecture began allowing civil servants at public service counters to use alias name tags, usually written in hiragana. These pseudonyms are selected under the guideline of being “suitable for citizen interaction” and serve to protect workers from being identified and harassed.
The transport sector is also adapting. Keio Dentetsu Bus, which operates routes in Tokyo’s Tama region, gave drivers the option to display business names inside vehicles starting last year. This change followed legal revisions in 2023, which removed the requirement for taxi and bus drivers to post their full names. Despite this, the company still encourages name displays to maintain customer rapport—an important balance between protecting privacy and preserving a human connection.
A Psychological Safety Net
Experts in social psychology note the emotional benefits of using business names. Professor Hiromi Ikeuchi of Kansai University explains that having a separate identity for work creates a layer of psychological distance, which can help employees respond to difficult situations more calmly and objectively. This sense of detachment is especially valuable in high-stress service industries, where unreasonable customer demands—or kasuhara (customer harassment)—are unfortunately becoming more common.
Ritsuko Satō, a labor and social security attorney in Kanagawa, says businesses now inquire about implementing business names not just for harassment prevention, but to help staff better separate work and private life. She highlights that motivations vary: while some aim to protect their team’s wellbeing, others see it as a strategy to boost morale and engagement.
However, Satō also warns of potential drawbacks. If a name is too unusual or doesn’t fit the company’s branding, it might lead to confusion or even damage the company’s credibility. In some cases, aliases that go viral on social media might also backfire. Businesses need to strike a balance—offering employees freedom of identity while maintaining professional consistency.
Rewriting the Role of Name Tags
The shift away from real-name identification also affects something as iconic as the humble name tag. Historically, Japan adopted name tags after World War II, when soldiers wore patches showing their name and unit. Post-war, this custom trickled into schools and companies as a means of building trust and accountability. In modern workplaces, however, name tags are evolving.
Retail giants like Lawson now allow staff to replace their full names with job titles and initials—for instance, “Crew TK.” Since June 2024, Seven-Eleven Japan has permitted employees to use name tags that only show the store and role, omitting names entirely. These changes reflect a broader societal shift toward protecting personal information and adapting workplace norms to better fit today’s privacy-conscious environment.
The Future of Identity at Work
Japan’s growing embrace of business names signals a rethinking of identity in professional spaces. While this trend may seem novel, it touches on deep-rooted cultural values around respect, privacy, and harmony. In an era of social media exposure, customer entitlement, and work-life imbalance, giving workers the autonomy to choose how they’re presented might be a step toward healthier workplaces.
At the same time, not all industries can or should adopt pseudonyms. In roles where trust and accountability hinge on transparency—such as healthcare, education, or legal services—real names may still hold irreplaceable value. As the culture evolves, Japan appears to be moving toward a more flexible, case-by-case approach.
For foreign residents working in Japan, or those planning to visit or understand Japanese work culture, this trend offers insight into how deeply Japan values social harmony and personal boundaries. Would adopting a business name make you feel more protected and focused in your own workplace?
Let us know what you think. Should more countries follow Japan’s lead in giving workers the choice of a professional pseudonym?
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