Even after the novelty wore off, female geisha remained in high demand. By the 1750s, the licensed quarters had already been in existence for 150 years, and yujo (the prostitutes) were not as skilled in the arts as they had once been. In fact, the entertainment of the pleasure quarters had probably gone a little stale. The new female geisha took the quarters by storm. They sang popular songs; they were fun to talk to. And although in the official hierarchy of the licensed quarters, geisha stood near the bottom, customers preferred the fresh-faced geisha with her shamisen to a high-ranked yujo.
Under these regulations, geisha completely separatedfrom the prostitutes. Geisha prospered. The simplicity of their appearance became highly popular. They spread over the country while Japan continued to shut itself out from the rest of the world.
World War II also had great influence on the image of geisha. Japan proclaimed war against the United States. The Japanese were sure they would win because the emperor’s power was divine. After the United States bombed Hiroshima and Nagasaki, Japan surrendered. The country had been devastated. The United States Army headed by Gener al McArthur came to Japan. Already a year and a half before the surrender, the war was having its effect on the geisha districts. The expensive restaurants at which they entertained were required to close at eleven, and geisha to cease entertainment at ten. Sayuri recalls the times of Depression during World War II:
Our okiya had been stripped off the things other families had lost long ago, such as stores of food, undergarments, and so forth. … The neighborhood association began confiscating many of our ceramics and scrolls to sell them on what we called the “gray market,” which was different from the black market. … It was mainly housewives selling off their precious things to raise cash.
The American troops found pleasure with the streetgirls. They called them geisha (wrongly pronounced “geesha”). The new “geisha” had neither the accomplishments nor the brains of the real ones. However, Americans used the term geisha because it was easy and convenient. Japan lost the war, and the geisha their reputation.
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