“The rising sun, the flames of the Olympic torch and the green grass of the stadium – what you saw in black and white in Rome, you can now see in color!” According to this ad, for about JPY200,000 you can be the proud owners of a 1964 Toshiba Color Television! The ad goes on to claim how America is buying up this TV due to its “wonderful” color technology.
By 1964, Japan’s economy had grown so robustly that 90% all households in Japan owned all of the so-called “three sacred treasures” – a television, a refrigerator and a washing machine. But of course, it was time to get an upgrade on that black and white clunker that was so 1950s, and buy a 1964 Toshiba Color Television!
The phrase, “three sacred treasures” (三種の神器 Sanshu no Jingi / Mikusa no Kandakara), is a tongue-in-cheek reference to the three items (a sword, a mirror and a jewel) that were brought from the heavens and granted to the first Emperor of Japan (a very long time ago). It is said that these items actually exist and the presentation of these treasures to a new emperor is still a significant part of the ascension ceremony.
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