To significantly reduce my plastic waste, I focused on limiting packaging, first by cutting back on lunchtime takeaway, which frequently comes in plastic containers, and refraining from shopping online. Still, excessive packaging is the norm in Tokyo. Shop clerks commonly wrap glass jars in bubble wrap or place loose vegetables in plastic bags automatically at checkout. Japan's obsession with packaging has cultural roots related to concepts of "presentation and respect, especially when giving gifts," says Azby Brown, author of Just Enough: Lessons from Japan for Sustainable Living, Architecture, and Design. The tradition of wrapping objects conveys "the regard you have for the other person." In the modern retail context, packaging indicates good customer service: "Customers expect it," Brown says. "People want to know that the food is protected, not bruised or soiled. The notion of cleanliness is very important here."