guarantees / contract agencies / freelance agencies
In Japan, the first freelance agencies that delt with the promotion of foreign models and talent began in the late 1950's. Casted originally for use in domestic films where they needed foreigners, and also in advertisements to promote more "American" products, their overall marketability proved much stronger than anticipated. Shortly thereafter, contract agencies emerged on the scene. With a limited supply of foreign talent living in the country, these agencies began scouting the world for western models and signing them to short-term contracts. Not surprising, the first waves of these models nearly all had blonde hair and blue eyes. (What else could be more foreign, right?) 
The hey-day for foreign models occured from the mid 80's to very early 90's. During this time the Japan's economy was experiencing what is now commonly referred to as the "bubble economy." The yen gained tremendous strength, land prices and inflation soared to record levels, and everyone seemed to have money to spend. It was a time where the Japanese facination with the west was at it's peak. Clearly, a national inferiority complex based on appearances, freedom of expression and wealth had overcome the country. A mentality that one can safely say still holds true to this day forward. Almost every product, every service and every company, had western models involved with it's promotion. With demand so high, enormous fees were charged and received by the agencies representing them. The models in turn, took home incredible earnings during these short-term work stints. Then by about 1990, the bubble burst spiraling the country into a deep recession. 
With the ensuing economic slowdown, the market did suffer a sizable blow. Since then, however, the industry as a whole has recovered extremely well. Although it isn't exactly what it used to be, Tokyo still remains the most lucrative commercial market for western models today. With the right look and a solid game-plan, the city can not only be financially rewarding, but also a truly wonderful place to experience. |