In January 1998, a 22-year-old comedian named Tomoaki Hamatsu won a random drawing, and producers promptly blindfolded him and locked him naked in a small apartment in Japan with a stack of magazines and a pile of postcards. He could leave, they told him, once he'd won one million yen in prizes (about $8,300) through mail-in sweepstakes. He wouldn't eat unless he won food, and he wouldn't wear clothes unless he won those, too. It took him 15 months, and for almost all of that time he had no idea that more than 15 million people were watching.
A box in Colorado
To see how extreme that was, start with the ADX in Florence, Colorado. It's the only federal Supermax prison in the United States, the place for inmates considered too dangerous for an ordinary maximum-security prison. El Chapo lives there. So does Atlanta bomber Eric Rudolph. The men mark their days in seven-by-twelve-foot concrete cells with windows that show only sky, so no prisoner can work out where in the complex he is. They're kept alone for up to 23 hours a day and exercise in a concrete pit about 32 steps around. Picture an in-ground swimming pool without the water.
Solitary confinement actually started out as a kindness. Eastern State Penitentiary in Philadelphia began using it in 1829, pushed by a mostly Quaker reform society that believed solitude would lead prisoners to penance, which is where the word penitentiary comes from. Those inmates had bigger cells than Florence offers today, plus their own little exercise yards and the occasional visitor. Even then, critics worried about what isolation did to the mind, and they were right. Psychologists have since found hallucinations, paranoia, panic attacks and crushing depression in prisoners held alone, and a 2013 finding put their suicide risk as much as 33 times higher than that of inmates in the general population. It's a punishment saved for the worst of the worst.
Life in prizes
Hamatsu hadn't committed any crime. The producers of Susunu Denpa Shounen (the title translates to "don't go for it, electric boy") renamed him Nasubi, which means eggplant, because they thought his long face looked like one. Then they covered his genitals on screen with a bouncing cartoon eggplant. There was no food in the room and not even a razor. At first, staffers slipped him a few crackers so he wouldn't starve. Then he won a 12-pack of juice boxes, and executive producer Toshio Tsuchiya put a stop to the crackers.
Nasubi entered roughly a thousand contests a week. He won a bicycle, movie tickets and a tent. In 15 months, the only clothing he won was a pair of women's panties that didn't fit. He won a big bag of rice but had no pot, so he ate it raw. A large supply of dog food kept him alive. Toilet paper didn't turn up for ten months. He won a small stuffed animal and started talking to it.
He thought he was shooting a pilot. "I thought it would probably last a maximum of maybe one or two months." The producers pointed out the camera and told him the footage was unlikely ever to air. That was a lie. His segment, A Life in Prizes, became the most popular part of the program: ten minutes a week, cut down from seven days of footage to the victory dances, the chats with the stuffed toy and the handfuls of dog food. Viewers assumed he was in on the joke. The producers gave him a journal, published it without telling him, and it became a bestseller. Then they added a 24-7 live stream. Out of sight of the highlight reel, Nasubi was falling apart. "Everything was harsh and every day was like hell back then," he said later. "I'd rather die than feel like this."
For 15 months, a game show kept a man naked, alone and starving in conditions harsher than America's Supermax prison, and he never knew it was on TV. Every Sunday, 15 million viewers laughed along, sure he was in on the joke.
The walls fall away
When he finally reached a million yen, producers burst in while he slept, firing party poppers and hollering "you won, you won, you did it." They gave him back his clothes and flew him to Seoul, South Korea, for what they said would be a day of celebrating. Instead, they put him in a room just like the first one and told him to start over. After three hours of pleading, he agreed to win his airfare home in economy class. He did it fast. So the producers raised the goal to business class, then first class. He won those, too.
Back in Japan, they led him to one more bare apartment. Without being asked, he took off his clothes. He was down to 88 pounds from just under 160, with long hair, dirty fingernails and sunken eyes. Then the walls fell away. He was sitting on a soundstage under glaring lights, with a live audience cheering on every side. It was April 1999. "Why is everybody laughing?" he asked, shaking. When the host told him he was a big star, he said: "Do you mean that everyone has been watching my naked body all this time? That's out of order. Is it allowed?"
So why didn't he just leave? The door had been unlocked. "It's a strange psychological state. You lose the will to escape." Tsuchiya, who admitted he'd become obsessed with seeing how far Nasubi could be pushed, never even had him sign a contract. That's unthinkable in America, where Survivor contestants sign over their stories "in perpetuity and throughout the universe."
Dog food to Everest
For about six months afterward, Nasubi could hardly stand wearing clothes, and simple conversation was a struggle, both classic effects of long solitary confinement. His parents had hoped he wouldn't become a comedian at all. When they finally gave in, his father made one request: "whatever you do, don't do it naked."
Things turned around after the 2011 earthquake and tsunami wrecked his hometown, Fukushima. Nasubi joined the rescue efforts, cameras followed him, and for the first time his strange fame did some good. To draw attention to Fukushima's recovery, he climbed Mount Everest, reaching the top on his fourth try in 2016. Part of the money for that climb came from Tsuchiya. During the COVID-19 pandemic, Japan turned to him as an expert on isolation, and he spoke out for social distancing. He never sued. He didn't know the word until Western reporters used it. He has forgiven Tsuchiya, who now says he would do anything Nasubi asked.
Tsuchiya is still just a little defensive. Asked whether any of it can be justified as entertainment, he shrugs: "it is what it is." Then he adds: "we would never do to people what they do on Love Island."
