Marie Kondo gained particular attention when on her show she advocated not having more than 30 books - a claim which caused an explosion of angry headlines, such as “ keep your spark-joy hands off my books ,” and comments calling her method “ woo-woo nonsense. In Marie Kondo’s case, this has ranged from sardonic comments on random things “sparking joy,” which might be waved away as innocuous satire, to people angrily arguing that the method doesn’t apply to people who have children. With success often comes nastiness as well. This attraction has led it to take the internet world by storm. At its core, it encourages people to embrace the magic of a simpler, tidier life. With exceptionally good branding, and as a balance to habits such as widespread compulsive consumer shopping, the #KonMari method arrived on the scene at the perfect time. After all, the idea of zen, feng shui, ying and yang, a sort of ethereal “Asian wisdom” or just people with an artistic sense advising others on how to declutter their lives, isn’t necessarily new, points out Professor Tara Fickle of the University of Oregon’s Department of Ethnic Studies. One might wonder what is special about this woman who claims that there is an art to tidying up in Japan. “I’ve KonMari-ed my apartment,” a friend told me recently. She has even become a verb, in the same way “Google” has. Suddenly, my Facebook and Instagram feeds were filled with stories, memes, and articles on Marie Kondo. Readers of her book, and people at the end of each Netflix episode, claim to feel a sense of renewal and say it has changed their lives. Using the simple idea of going into the homes of particularly messy people and helping them tidy up, Kondo’s method centers around making people reflect on what objects “spark joy” in them, and encourages them to get rid of what doesn’t.
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