The Bigger the Fire, the Bigger the Fight, the More Exciting It Is
2026-09-08
The Bigger the Fire, the Bigger the Fight, the More Exciting It Is
There is an old Japanese saying:
「火事と喧嘩は大きいほど面白い」
The bigger the fire and the bigger the fight, the more exciting they are.
The bigger the fire and the bigger the fight, the more exciting they are.
It sounds terrible if taken literally. Of course, nobody should enjoy a real fire or people getting hurt. The expression describes something much more basic about human nature: the bigger the commotion, the more people want to watch.
And perhaps that is why the Japanese Internet has such a perfect word for online controversy:
炎上 (enjō) — literally, “going up in flames.”
When someone makes a controversial post, people begin criticizing it. Others join in. The criticism attracts more attention, which brings even more people. Soon, a small spark has become a huge online fire.
That is 炎上.
Social media may be new, but the psychology behind it is not. Calm discussions rarely attract a crowd. Conflict, outrage, scandal, and confrontation do.
In the old days, people gathered around a commotion in the street. Today, they gather around one on social media.
The location has changed from the street to the screen.
But people still like watching a big fire.
Disclaimer: I use AI as a tool to help create images and proofread my writing. However, the ideas, opinions, experiences, and messages in my posts are my own. AI does not generate my posts for me. It simply helps me present my own words and ideas more clearly.
Kenichi Uchikura
Founder & CEO
Pacific Software Publishing, Inc. (PSPINC)
Uchikura & Co., LLC.
..-･**･-....-･･-..__..-･･-....-･**･-..
ABOUT THIS BLOG
I was born and raised in Japan and have spent most of my adult life in the United States. Through this blog, I share Japanese culture, language, expressions, and wisdom. My goal is not to say one culture is better, but to explore different perspectives and what we can learn from them.
Your comments are always welcome.
..-･**･-....-･･-..__..-･･-....-･**･-..
Kenichi Uchikura
Founder & CEO
Pacific Software Publishing, Inc. (PSPINC)
Uchikura & Co., LLC.
..-･**･-....-･･-..__..-･･-....-･**･-..
ABOUT THIS BLOG
I was born and raised in Japan and have spent most of my adult life in the United States. Through this blog, I share Japanese culture, language, expressions, and wisdom. My goal is not to say one culture is better, but to explore different perspectives and what we can learn from them.
Your comments are always welcome.
..-･**･-....-･･-..__..-･･-....-･**･-..