What colors do Japanese like and hate?

Love white, hate green, purple, black and red.

The Japanese think white, simple and pure, and sincere.

Most Japanese believe in Shinto and Buddhism. They don't like purple and think it is a sad color. The most taboo is green, which is considered an ominous color. Japanese folklore also defines black as the symbolic color of "human death" and calls it "black impurity". Similarly, the Japanese believe that "red" represents blood and fire, and fire is a ferocious image. In ancient Japan, female menstruation was also called "red and unclean". In modern Japan, "red" is regarded as the basic color of warning and prohibition. This is exactly the opposite of what we in China think of red as enthusiasm, auspiciousness and celebration.