The Japanese themselves believe that because they wear masks, they do not need to use all their facial muscles, especially those responsible for smiling. Even after the masks were removed, people say they felt embarrassed.
That’s why “smile lessons” appeared in Japan. People will relearn to use their facial muscles to smile naturally and effortlessly. One such trainer is Keiko Kawano, who runs the Egaoiku company, whose name is translated into Russian as “smile company”.
Kavanaugh previously taught the skill of smiling at the gym, then coached company employees.
Source: Ferra
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