The Social Functions of Fortune-Telling in Contemporary Japan: Unveiling the Complexities of Re-Enchantment in Modern Society

   Fortune-telling has become increasingly popular in contemporary Japan. According to a fixed-point survey, the proportion of people who “believe in fortune-telling” has continued to rise from the 1970s to the present. As of 2020, the percentage was 21.5% for men, 43.7% for women, further rising to 66.3% among women in their twenties, indicating significant affinity amongst these demographics.

   The growing presence of fortune-telling in Japan can be understood as an instance of “re-enchantment,” as forwarded by studies on modernization theory. This paper presents empirical findings with implications for the modernization theory, examining how the trend of “re-enchantment” coexists with the fundamental principles of modern society, namely Max Weber’s notion of “disenchantment.”

   Previous research has focused particularly on young women’s consumption of fortune-telling magazines, revealing how anxiety drives consumption behaviors. However, existing research has not clearly elucidated why people, in addressing their anxieties, choose to rely on fortune-telling instead of seeking scientifically based counseling.

   To bridge this gap, this paper delves into the nature of “fortune-telling assessments,” a specific form of interpersonal service where a client visits a fortune-teller to have their fortune read, through a qualitative examination of fortune-tellers and their professional networks.

   This paper concludes that “fortune-telling assessments” offer a unique form of support, distinct from both scientifically based counseling and traditional shamanism. Drawing on Anthony Giddens’ theory of “life politics,” it argues that characteristics of “fortune-telling assessment” meet the needs of individuals in contemporary times.