Proverb / Kotowaza
煽りを食う
To suffer the secondary damage or negative aftermath of an event or someone else's actions.
to eat the blast of wind
Quick Answer
To suffer the secondary damage or negative aftermath of an event or someone else's actions.
- Literal Image
- to eat the blast of wind
- How to Use It
- It is used to explain how external changes—such as economic shifts, political decisions, or the movements of others—cause unintended setbacks or loss for a person or organization.
Meaning
This expression describes being negatively affected by the momentum or side effects of a situation that one was not directly involved in. It originally referred to the way a strong draft or gust of wind can cause damage to nearby structures, and now serves as a metaphor for being caught in the wake of unexpected trouble.
Literal Image
to eat the blast of wind
How to Use It
It is used to explain how external changes—such as economic shifts, political decisions, or the movements of others—cause unintended setbacks or loss for a person or organization.
Tone
Neutral to slightly negative; can be used in formal or objective reporting of consequences.
Examples
為替急変動の煽りを食って、輸出業の取引先が大打撃を受けた。
Our export clients took a heavy hit, suffering from the side effects of the sudden currency fluctuations.
上司の異動の煽りを食い、私のプロジェクトも見直しになった。
My project was put under review as a result of the fallout from my boss being transferred.
不景気の煽りを食って、街の小さな書店が次々と閉店している。
Caught in the wake of the recession, small bookstores in the city are closing one after another.
Learning Notes
Key Vocabulary
The idiom uses the kanji '煽' which is advanced, and the verb 'kuu' (to eat) is used in a figurative sense to mean 'to receive' or 'to suffer'.
煽り
あおり / aori
gust, blast of wind, or momentum/aftermath
食う
くう / kuu
to eat; to suffer or receive a negative effect
Usage Profile
Usage note: This can be used for negative consequences, so it should not be used when someone receives an unexpected benefit.
Misread Risk
Do not confuse this with literal eating; it describes being 'struck' or 'affected' by the force of an event.
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Origin
The term 'aori' (煽り) originally refers to the force of wind that moves objects or the wind generated by fanning. Historically, the phrase described houses being damaged by the powerful drafts created by nearby fires or by strong gusts of wind. Over time, this evolved into a metaphor for suffering loss or being caught in the aftermath and secondary effects of a larger event. In modern usage, it is applied to contexts such as economics, politics, and social relationships.
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