The Housewife's Friend 主婦の友(Shufu no tomo), founded in 1917, and Woman 女性(Josei), founded in 1922, both ran articles, fashion tips, and advice on the modern girl lifestyle. Josei was "the bible of the modern girl." Jun'ichirō Tanizaki's 1924 novel Naomi created the term 'modern girl'. The novel was such a hit that it caused considerable outrage among elders in Japan. However, younger women embraced the story.
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