Gm, I’m currently writing this from the toilet. (I hope you’re reading this from the toilet <3)

Have you ever noticed the frequent urge to purge while shopping? If so, read on.

The Mariko Aoki Phenomenon refers to the spontaneous urge to defecate that some individuals experience while visiting bookstores or shopping in general. The term was coined in 1985 by Japanese writer Mariko Aoki, whose personal account in a magazine essay resonated with a wide audience. Since then, the phenomenon has gained informal recognition across cultures with informal surveys indicating that as many as up to 1 in 4 people have experienced it.

Although no definitive cause has been established, several plausible explanations exist for the Mariko Aoki Phenomenon:

The quiet, calming environment of a bookstore may stimulate the parasympathetic nervous system—the part responsible for “rest and digest” functions—which can accelerate colonic motility and promote defecation.

The slightly crouched or bent-over posture people adopt while browsing lower shelves may simulate the squatting position, which is biomechanically favorable for bowel movements. (Read more)

The distinct smell of malls, department stores, and books, especially older volumes, may trigger subconscious associations with comfort or routine behaviors, such as reading on the toilet or pooping at work, resulting in a conditioned physiological response.

For individuals who commonly read while using the bathroom, bookstores may serve as a powerful behavioral cue—essentially linking the presence of books with the act of defecation.

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This phenomenon underscores the complex interaction between the central nervous system and the digestive tract—often referred to as the gut-brain axis. It highlights how environmental stimuli, behavioral conditioning, and psychological states can influence our gastrointestinal functions.

For those tracking digestive health or managing irregularity, it’s another reminder that context and setting matter just as much as diet and hydration.

Speaking of shopping and poop—we’re putting the Mariko Aoki phenomenon to the test with the PoopMates Store, featuring curated goods to improve bowel hygiene, gut health, and more such as:

PoopMates is going to change the poop game, one bidet at a time.

Redeem your poo points for exclusive discounts on eligible items.

If you don’t see the store in the app, make sure to update it in the app store.

Be sure to UPDATE or download the PoopMates mobile app

Also, be sure to follow our socials for more memes and gut-health related content.

That’s all for today, PoopMates. Go, fertilize the Earth. The planet needs you.

DISCLAIMER: The content provided in this newsletter is for informational purposes only and is not intended as a substitute for professional medical advice, diagnosis, or treatment. If you are experiencing a medical emergency, call your doctor or dial 911 immediately.