Japan rides hard times with tokens of 'love'

Sawayaka Welfare Center, a volunteer group that is campaigning for greater use of regional currencies, says the rise of such systems reflects a change in society.

"Sadly, ties between neighbors have become very weak so people are reluctant to just ask for favors. But these currencies are a stimulus to share services and deepen relations between people," says Yasushi Inose, a spokesman for the group.

The dan dan is a case in point. The program was launched in 1995 to promote intergenerational communication on Okamura, a remote island that has a rapidly aging population. Faced with an outflow of its younger members, the community has used the dan dan to encourage elderly women to teach young women how to wear a kimono properly in return for being driven to the shops.

Since a best-selling book on the subject in 1999 and wide-television coverage, a plethora of similar programs have been launched around Japan. Trust between members of the system is essential because the tokens and vouchers are, for the most part, very easy to forge. In one sense, the systems work like theme parks vouchers that can only be used inside a fenced-off area and for rides and popcorn.

But some local authorities have big plans for their local money systems. And none more so than that of Yamato city, where local officials hope the "love" could one day oust the yen as the main currency for transactions between local people.

"We would like to build a more self-sufficient system that would allow people to pay for everything they need to live in Yamato with love," says Tomoyuki Akiyama, of the Love Support Center.

Economists see these small steps towards a multi-currency system as a sign that consumers and municipal authorities are trying to be less dependent on central government as they lose faith in the established financial system, which has been teetering on the verge of collapse for almost a decade.

Noriko Hama, chief economist of the Mitsubishi Research Institute, says the spread of local money systems is a sign that people are starting to disbelieve in supposed homogeneity of Japanese society "They are looking more and more towards their local communities for refuge from the protracted pressure of deflation. Even if you lose your job with a company, you can still make yourself useful in your own local community."

Ms, Hama says the adoption of regional currencies is a form of capital flight and a step towards a system of city states. "If they come to be increasingly widely used as methods of payment among the local citizenry, their circulation could actually lead to a net increase in regional spending power. It all boils down to a question of acceptability, popularity, familiarity and credibility."

As these high hurdles indication, there is a long way to go before local currencies can be widely accepted. Essentially, the love, the dan dan and the peanut are facing many of the same challenges as the euro - a deficit of understanding and a surplus of suspicion.

Five months after the launch of the love in Yamoto, some local shopkeepers are already calling for a rethink of the scheme. "Its just a bother. Hardly anybody has heard of love and, those that do don't trust it as a currency," says Takashi Uchida, whose hardware shop is one of only five retail outlets that have entered the system. "It needs time to work and a new name. I feel very peculiar asking customers to give me 'love.' "

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