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An Understated yet Evocative Japanese Folk Gem

An Understated yet Evocative Japanese Folk Gem

Ai Aso Itsumo (2020)

The Japanese word “itsumo” (いつも) means "always," "usually" or "all the time." It is often used to describe habitual actions or states and can convey an appreciation for the everyday, the mundane and the unremarkable.

Japanese musician Ai Aso’s song of the same name perfectly embodies this concept. Stripped down to its essence, this folk gem is spectacularly unspectacular—utterly understated yet profoundly evocative.

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