Tokyo Electric Power Co. quickly learned that Twitter users find nothing lovely, endearing or irresistibly cute about a damaged reactor building at its crippled Fukushima No. 1 nuclear power plant. The utility apologized after coming under fire for posting a tweet carrying the hashtag “#kojo-moe” (love-factory) in Japanese along with a picture of the spent fuel pool on the top part of the No. 4 reactor building on Oct. 29. “Kojo” is a term for factory or industrial plant. “Moe” is a slang word used to describe something that melts one’s heart or is irresistibly pretty or cute. In recent years, the term “kojo-moe” has been used by factory enthusiasts for industrial structures considered beautiful, such as plants illuminated at night. It has also appeared in a number of photobooks of factories. Soon after TEPCO’s tweet was posted, the utility’s official account was bombarded with critical replies.
Asahi Shimbun 30th Oct 2018 read more »