I think it's part of the Japanese psyche to want to protect yourself at all cost from outside diseases. That feeling is stronger than the feeling of social embarrassment at wearing a mask.
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Naoya Fujita, head of the Japan Hygiene Products Industry Association, explaining the popularity of gauze face masks in Japan. (AFP-Jiji)
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neverknow2
Protect yourself from all things foreign because you have been taught for generations that foreign equals no good.
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Speed
Yes, but this doesn't explain why the Japanese, when traveling overseas, during GW are not wearing masks. Many have said they felt awkward sticking out since no one else is wearing them abroad. They wear them in Japan because everyone else here is - not just because of their stronger fear of "foreign diseases". (Note: I think masks are a good idea though.)
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Statistician
A UK professor working on protection against airborne infection commented this week that a properly fitted medical grade surgical mask was effective against infection for 20-30 minutes.
He replaced his mask after every close contact with infection.
So if you are wearing the same mask around Tokyo all day you are simply looking silly.
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TokyoXtreme
Speed is totally right. Wearing masks is something everyone's doing, so everyone must wear masks.
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