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Illustration: Cozymaru

Gogo-ichi

Takashi Yamamoto

I visited my old workplace for the first time in ages to find Kubo at his desk twirling his pen in his fingers. Kubo was once my subordinate. He would demonstrate his prowess, doing fancy twirls, only when he was irritated; he was always so easy to read. Now, Kubo is the creative director, so he has the right as boss to get irritated.
Apparently, the reason he is fidgety is that he is waiting on someone who promised to be at the office at gogo-ichi (derived from gogo meaning afternoon and ichi meaning one). Looking at the clock, it says 1:22 p.m. Normally, I would wait a little longer before getting antsy, but whichever way you look at it, someone is late.

“I’ll wait until 1:25 before I ring him,” says Kubo

Go on, tell him off. 1:25 is definitely not gogo-ichi.

“If he doesn’t arrive by 1:35, then I’m really going to be angry,” adds Kubo.

Go ahead. Don’t hold back. I mean, 1:35 is five minutes late for a 1:30 appointment, but in terms of a gogo-chi appointment, this is a no-show!

“Even so,” says Kubo, his expression changing as if he just had a thought.
“What time exactly is gogo-ichi?”
“What do you mean?”
“The origin of the expression. Does it mean one o’clock in the afternoon, or does it mean first thing in the afternoon.”
“You have a point. I wonder where it came from.”

But hey, is this the right time to be figuring this out?

As Kubo stops twirling the pen and starts to thinks, I quip, “Well, for starters, it can’t mean one o’clock. If it did, you would make the appointment saying, ‘See you at one,’ and there would be no need to use a different expression.”
“But,” Kubo says, ignoring me, “he might have wanted to use gogo-ichi to mean one o’clock in the afternoon. Like any industry jargon, words get shortened.”
If that’s how you want to think about it, don’t let me stop you.

“Yeah, well, making appointments using fuzzy expressions like gogo-ichi is just not right,” I say.

Being his ex-boss, I feel a responsibility to say something. “You can’t get any work done unless you make definite appointments by saying ‘at one o’clock’ or ‘be here by 1:30.’”

“What’s wrong with being a bit fuzzy and using gogo-ichi?” Kubo asks,

giving me the “I’m no longer a whiny little freshman, so spare me the lecture” look.

“OK, so, what time exactly is gogo-ichi in your book?” I ask pointedly.

Don’t you look at me like that, Kubo. I’ve known you from the time you cried in front of a client during a presentation because they wouldn’t accept your proposal. Remember that!

“Um...Some time after one o’clock, but not too much after one,” says Kubo, reluctantly.
“So, how many minutes after one?” I persist.
“A few,” he asserts.

I think back to the appointments and rendezvous of yesteryear.
I mean way back before the proliferation of mobile phones. Back then, young people (me, in other words) were sincere when arranging times to meet. Oh, to have a video to show these fools.
None of the silliness of today. Things like “I’ll text you when I get to Shibuya, so just hang around the area.” A proper rendezvous would be, “meet you behind the statue of Hachiko in front of Shibuya Station at 3 p.m.” Not “around three,” but 3 p.m. on the dot.
If a guy arrived five minutes late for a date, he would immediately apologize and ask if she waited long. If 15 minutes late, he knew she would be angry, so he would be thinking of an excuse. If 30 minutes late, he didn’t expect her to be there.
From the girl’s perspective, if she was kept waiting for five minutes, she would accept it because he is always late. If 15 minutes, she would be thinking of some expensive cafe or restaurant he could take her to make up for being late. If 30 minutes, she would be overcome with panic hoping that nothing terrible had happened.
That’s what an appointment is all about; it covers the uncertainty that you might miss each other for some reason. As both parties are unsure, they carefully commit to a precise time, avoiding any misunderstandings.
A concept like gogo-ichi wouldn’t even enter into the equation.

The words one uses do not always clearly convey the intended meaning to the other party, mainly because the same clear meaning itself is not shared.
What I consider responsibility and what you consider responsibility….
What I consider commonsense and what you consider commonsense….
What I consider gogo-ichi and what you consider gogo-ichi….
There are a lot of words flying around that we pretend to grasp in mutual understanding, but we obviously don’t.

“So, if you want to meet someone at ‘around gogo-ichi,’ how would you go about making that appointment?” Kubo asks.

Listen to that, he just added “around” to gogo-ichi.

“I would say around 1:15.”

Now, I’m doing it!

“If it was one o’clock, the other party would have to rush their lunch break. And, that’s not fair, because, unlike us, we have many clients who have a set lunch break from 12 to one.”
“That’s considerate of you.”
“Of course. It’s commonsense in business.”
“It’s even scarier when you are considerate.”

I’m ready to punch you, Kubo.

“So, even if the other party is calling on you, it would be at 1:15?”
“I want to leisurely eat my lunch, so it would be 1:30.”
“You always put food first, don’t you?”

Yeah, so?

“I would think twice about making an appointment for 1:15 if I were you. It’s unprofessional.”
“Why is that?”
“Because, it sounds like you are announcing the meeting time and place for a primary school excursion. Too punctilious!”

You are really annoying me, you idiot.

Looking now at the clock, it says 1:48. There is no way you can call this gogo-ichi, no matter how fuzzy the expression is.
No sooner did I think this, than a guy walks into the room and says with a slight drawl, “Kubo-saaan.”

What? You were waiting for the delivery guy? Give me a break!

Takashi Yamamoto
creative director and copywriter

born in 1961

He joined Dentsu Inc. after graduating Osaka University. He is currently active in copywriting and has won numerous advertising awards.

2003

His work on the Toyota Motor Corporation Corolla Fielder ad won him the 2003 TCC Grand Prix award for the second time.

2006

After serving as creative director, he left Dentsu in 2006 to establish Kotoba Corporation.

2008

Yamamoto’s book An-bon (Idea book) was published by Impress Japan

In addition to his work in advertising, he is involved in various creative activities, such as writing lyrics for the Japanese pop singer Akiko Wada.

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