Financial Times FT.com

Entrepreneurs: Young and fashionable are drawn to virtual shopping

By Lindsay Whipp in Tokyo

Published: September 7 2010 15:51 | Last updated: September 7 2010 15:51

I arrive at Zozotown, an enormous Japanese shopping mall, on a sunny day. I enter the main drag, and look down the street, wondering where to go first.

It dawns on me, as I watch my fellow shoppers, that they are all sporting boxes in place of their heads. Some are decorated with photos of human faces, others with animals, and the rest simply have patterns.

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