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What's up with the small backpacks?

Remember in the mid to late 90s when small backpacks were all the rage for women? Well, now they are all the rage for men in Japan apparently.

Honestly I don’t know how popular they are but shopping around Tokyo in 2012 every men’s store seemed to have tons of them. The crazy thing to me is they seemed too small to be all that useful. I suppose you could put a Nexus 7, Kindle or iPad Mini inside but you can’t carry much else. What do they put in them? Point and Shoot camera? A single novel? I’m sure some Japanese men’s magazine would spell this all out for me but I didn’t have time to check.
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