The Most Disturbing Reality TV Show of All Time

[Applause] What else? Yeah, let's see. What else would you walk around naked with 17 million people watching, including your friends and family, get locked away for 15 months and have zero contact with the outside world and have to choose between starvation and eating dog food? Your answer is probably no. And the producers of the disturbing Japanese TV show knew this in 1998. A man named Nasubi, an aspiring comedian, was invited to participate in what he thought was a harmless TV program. But what he thought would be his big break soon turned into his worst nightmare. How did the authorities let what would eventually be seen as borderline torture happen? Why did the audience keep watching? This is the story of the most deranged spectacle that has ever aired on television: the real-life Truman Show.

Born in the Japanese city of Fukushima, Tamaki Hamatsu was the mild-mannered son of a policeman, a stay-at-home mom, and had an older sister. Due to the nature of his father's work, the family had to relocate frequently. In part, due to this constant moving, the young Hamatsu never managed to connect with his peers. As a kid, he was bullied quite a lot. With no solid friend group to turn to, the only way Hamatsu could connect was by embracing the jokes aimed at him. Most popular among these was Nuubi, or eggplant, a name that made fun of his long face. Instead of letting it bring him down, he chose to embrace it. By owning the name Nasubi, he developed a sort of alter ego. In many ways, the Nuubi name primarily served as a way to protect him from bullies. He realized that if he could make people laugh, they were less likely to hurl abuse his way.

With his newfound moniker of Nasubi, the young man from Fukushima began to develop a love for comedy, leading into the clumsy, clown-like style that made kids laugh. Interestingly, that slapstick sort of humor is reminiscent of Jim Carrey, who played Truman Burbank in 1998's The Truman Show. Ultimately, being a local entertainer wasn't going to cut it. If Nuubi intended to make a living, against the approval of his family, he set his sights on the big city. He decided Tokyo was going to be the beginning of his career in comedy. While his parents weren't huge fans of the decision, they gave him their blessings on one condition: Talk about foreshadowing.

In Tokyo, we start to witness the influence of Nuubi's childhood take shape. During his early years, much of his behavior was anchored by a profound need for acceptance. He’s what most would describe as a people pleaser. It's plausible that these experiences cultivated a strong sense of subservience, making him an easy target for the producers, as you’ll see later on. As a small-time comedian in the big city, Nuubi honed his craft at local comedy clubs. Most of his attempts at stardom were unsuccessful, yet he remained resilient. By chance, he managed to score a television audition that would change his life forever. It's important to highlight that this level of dedication can have its rewards. Yet, as we'll eventually come to see with Nuubi's quest for recognition and acceptance, this might be the mother of all monkey's paws.

Before we continue, I want to take a moment to thank the sponsor of today's video, BetterHelp. The scariest thing about the story of Nuubi isn't what he went through during the show, but afterwards. Imagine how traumatizing it must have been for him when he realized that everyone he knows has been watching his every waking moment of the last 15 months. You might not have gone through the same experience as Nuubi, but if you're struggling with embarrassing or traumatic moments in your life, I can't recommend therapy enough. There was a time when I really struggled with impostor syndrome, and spending time with my therapist allowed me to fully understand why I was feeling that way and how I could overcome it. I'm now in a much better place mentally and more confident in my abilities. BetterHelp's mission is to make therapy accessible and affordable to everyone. All you need to do is answer a few questions, and usually in as little as a couple of days, you'll be assigned to a professional therapist. Don't like the therapist you're assigned to? Well, you can easily switch to a new one completely for free, so you can make sure you have the best connection possible with your therapist. It's super important to feel comfortable with your therapist, and you can make sure you're extra comfortable by having your sessions through phone calls, video chat, or messaging—really whatever feels best for you. With BetterHelp, getting started with therapy is now super easy. Just click the link in the description down below and go to betterhelp.com/aperture or choose aperture to get 10% off your first month and connect with the right therapist for you.

Back to our [Music] story. In the '90s, Japan was buzzing with dozens of reality TV shows. Many of them were game shows, and in typical Japanese fashion, there were programs that had audiences in a frenzy. Among [Music] [Applause] [Music] them, Suu Dumaan stood out as something even weirder than usual. The show displayed a darker side of entertainment, and its premise involved pushing participants to their limits for the amusement of viewers. Enter Toshiro Sushia, the creator and producer of the DEA Shonen. Sushia is what most would describe as intense. He's the sort of figure who lets a project consume every part of his being, and in the Japanese entertainment industry, that means success.

Deponan was a huge hit, and he was involved in every single step of the creative process. Unlike other producers of reality TV, Sushia never really set out to find a star, rejecting the idea of celebrities instead, stating, "All humans are entertaining." As a producer, he saw it as his duty to invoke the inner entertainer in the people he featured on his show. This mindset is what made him focus primarily on people who were willing to do anything to succeed, at the top of his list: comedians looking for their big break. That's exactly why Nuubi was on his radar in the first place.

An interesting overlap exists in Sushia and Nuubi's background. Just like Nuubi, Sushia is also the son of a police officer, and he moved around a lot. Unlike Nuubi, though, this lack of a strong connection did not compel him to make friends. Instead, it seems like it made him more of a quiet observer, the sort of person who watches others, studies them, and learns their motivations. Perhaps it was this keen eye for behavior that made him such a successful producer. At the time, TV was the ideal break from the stress of reality. In the late '90s, Japan's economy was on a decline. This meant that most people had to live through debt, failing businesses, and housing issues. For the regular folk, reality TV felt like the ideal break from the very real dramas they were dealing with in their own lives, especially with shows like Deponan. It's that sort of thing where you're glad your life doesn't suck as much as the people on TV. Powered by Dempa Shonen, the somewhat misleading editing of the depressing parts of the program weren't really highlighted; instead, it centered on the hilarious moments of struggle and incompetence from his contestants.

It's interesting to imagine if people would have cared more if times were a little more, how should I say, blissful. As Sushia saw more and more success with his ideas, he began to conceptualize his next big project. For this endeavor, he'd be taking things a step further than anyone had ever dared to, into truly uncharted territory. He wanted to silence the critics who saw Dempa Shonen as a hyped-up travel show. At the core of his being, Sushia aimed to reveal to the world that anyone could be interesting, and that's how A Life in Prizes came to [Music] be.

The concept for this program was special right from the start. Instead of a conventional recruitment process, the audition involved gathering 19 young comedians into a room for a quick game. The rules were simple: a mysterious box is placed in the center, and each participant has to pull a piece of paper from it—a straightforward game of luck. This was presented live on Denponan, so viewers got a taste of some of the behind-the-scenes action. Each young hopeful pulled out a paper from the lottery box and unveiled the results. Nuubi was the lucky winner. Finally, it felt like Nuubi's dreams were within reach. He was blindfolded and escorted to the next stage of the process, and while this was underway, Nuubi expressed that he felt like he'd used up all his luck in life—an interesting statement considering the importance of luck in the coming months.

Nuubi was brought into a small apartment; blindfold removed, and found himself face to face with the legendary Sushia. Think of all the things you could experience in the moment you get to star on a TV show. Standing before you is the best dude in television. As far as you're concerned, you're probably expecting a smile and a warm congratulations. In this case, the first word he heard was "strip." A shocker. Nuubi was understandably hesitant to follow that instruction. However, Sushia was the sort of person who could create an unmistakable aura of intimidation. In order to avoid getting on his bad side, Nuubi obliged. Full nudity wasn't allowed on TV, so Nuubi had to be covered somehow for the broadcast. Of all the ways to censor Nuubi, they chose an eggplant graphic. No, at that time, eggplants didn’t mean what they do now. They used the figure in reference to his nickname, which is a weird coincidence.

While all of this was happening, the two of them were smiling. Nuubi's was the nervous smile, while Sushia had a more sinister expression—one that couldn't wait to see all of this play out. He assured Nuubi that most of the footage would never be aired. A lie. Nonetheless, the naive Nuubi stopped paying attention to the camera as much as possible. Of course, no contracts were signed, so Sushia's false promises would backfire on the Dempa Shonen in the future. Now, what? It's time for A Life in Prizes to begin.

Nuubi was given a few rules. For one, the game would revolve around pure luck and magazine sweepstakes. Next, he had to send in his name and an address on a postcard to the magazine publishers for a chance to win. Each offered a variety of random prizes, and the only way to complete the game was to collect 1 million yen in total winnings. At the time, that was about $8,000 United States dollars. What did Nuubi have at his disposal to start with? Well, there was a table in the room, an air conditioner, a radio, a floor cushion, a ballpoint pen, stacks of postcards, and a row of new magazines. The apartment also had a bathroom, shower, sink, and a gas top stove—no cooking utensils, unfortunately. It was almost like starting out at level one in a video game. But unlike video games, there was no randomness tuned in his favor. Instead, Nuubi relied on pure luck and, as you'll come to learn, a bit of manipulation against his luck. It was a completely lonesome experience for the young comic. Right next door to him, the Dempa Shonen production team rented a room to act as their on-site headquarters, so while Nuubi was alone, a group of staff was on standby, ready to fulfill any demands from producers.

Many boundaries were crossed during the filming, starting almost immediately. To film him waking up every morning, an assistant snuck into Nuubi's room while he slept to hit record on a camera. They also had to change the batteries and make adjustments to ensure the footage was clear. Every single week, the team got 24/7 video of Nuubi, and they were able to edit it all down to 6 minutes for the show. At one point, people began to doubt the legitimacy of what they were seeing, so Sushia decided to set up an endless live stream for anyone to watch on their website. A team worked around the clock to censor Nuubi's privates during the entire ordeal. Nuubi's diary was another element of the experience that made things more depressing. In order to provide viewers a glimpse into his state of mind, Nuubi was given a diary. Most of the entries were thoughts of food; some detailed the feelings of sadness towards his poor luck. There were also heartbreaking entries of Nuubi thinking of the outside world and his family. He even expressed guilt for disobeying the no nudity rule his parents asked him to follow.

A Life in Prizes skyrocketed in popularity, and the press eventually got wind of the filming location. He was transported to a similar apartment in a new undisclosed location. He stayed in this location for about 3 months, but it seemed like his prize-winning luck ran out after a while. His food supply was also running out, so the producers moved him again for a third time. This turned out to be the charm, as Nuubi actually won more often in apartment 3. A Life in Prizes offered a simple premise, but underneath the straightforward rules, there were many layers of mental entrapment that forced Nuubi to live in those conditions. First and most glaring of all is the lure of prizes. Sure, 1 million yen is the ultimate goal, but for Nuubi, his basic human needs were the immediate priority. He had to get started with the postcards as soon as he possibly could. In signing postcards, Nuubi felt a sense of purpose and routine.

To understand why the postcards were so important, consider college life. Even if you don't enjoy it, you know you have to wake up early, attend classes, do homework, and prepare for exams. After three straight months of enduring school routines, you get back home. What happens then? In the first week, you're probably waking up super early. You might even start to feel empty and uncomfortable with somewhat free time. A similar thing existed with Nuubi. Thanks to his routine, the bizarre nature of those living conditions weren't the primary focus. Instead of enduring the mental anguish of loneliness, he quickly learned to get with the program and follow a pattern.

In psychology, this concept is known as a habit loop and typically consists of four elements. First is a cue; this is the trigger for a behavior. In Nuubi's case, the isolation and lack of activity, except for postcards, made for a strong start. Next is the craving; this is a desire or motivation driving one behavior. With Nuubi, necessities and a sense of progress drove him to start working on the postcards. Third is a routine; a behavior or an action that is carried out repeatedly. Nuubi had to survive, prompting his need to enter sweepstakes daily. Finally, there's a reward in a habit loop. It's the satisfaction gained from the behavior. Winning items for comfort, entertainment, and survival were the ultimate rewards for Nuubi. He was eventually able to complete 200 to 300 postcards in a single day. This created a solid sense of purpose.

With each new day, remember, he was also on a comedy show and had a natural urge to perform and avoid being boring. Crazy antics, smiles, and funny expressions helped him cope a little bit better. The nature of the show was one that relied on Nuubi receiving prizes sporadically. There was nothing predictable about what type of prize would show up. With each win, Nuubi stood a chance to receive rewards that would reinforce his behavior, further maintaining his engagement despite the challenging conditions. In psychology, there's a concept known as intermittent reinforcement, and it plays a huge role in getting someone to become persistent with unpredictable rewards. It's easier to keep an individual motivated enough to continue with a behavior. Nowadays, one of the biggest forms of intermittent reinforcement exists in gambling. The randomness of wins is exciting, and winning big feels like a well-earned accomplishment.

While others may need to put in hours of hard work for the same financial gain, the idea that you can simply hit a jackpot or get all of the right cards at the blackjack table seems appealing. With the intermittent reinforcement established, it can be hard to break the habit. Unpredictability is inherently stressful, so it can lead to frustration and anxiety. Also, once those behaviors are established, it can be difficult to extinguish them. After surviving on crackers, rice, and even dog food was pretty grueling. After 335 days of pure isolation, Nuubi won a set of car tires and finally reached the target, one million yen in total prize winnings.

In a mode of celebration—as you might expect by now—something cruel happened. In the middle of the night, Sushia and the camera crew came into Nuubi's room, shining a flashlight directly on his face while popping confetti. The loud noise was terrifying, and Nuubi woke up groggy. Remember, the prize routine had been his life for so long. The idea of winning wasn't even close to the front of his mind. It took a few minutes before Nuubi was able to figure out that this was his celebratory moment. At that point, an interesting change in Nuubi was clear. With little to no human interaction for the past year, there was an unnatural detachment in his interactions compared to his old self. This Nuubi felt like his smiles were forced, and his expressions were lost. Nevertheless, Sushia pushed on with the proceedings. The team planned to celebrate with Nuubi, so it was back to the blindfold once more.

This time around, they drove him all the way to a dock, then proceeded to secretly transport him to South Korea with a ferry. Upon arriving in South Korea, Nuubi had a little vacation. He was taken to a barbecue spot because he fantasized about it in his diary, and he also enjoyed some time in an amusement park. All things considered, it was a wholesome experience from what was portrayed. Once the celebrations were over, Nasubi was handed a jar of kimchi, given a blindfold, and driven to the next location. When his blindfold was removed, everything looked familiar. The drama was happening all over again. Just like before, how was this possible, and how could anyone ever expect Nuubi to agree to this? For Sushia, it was a bold move, one that he had planned for a long time. The entire vacation was created to bring their spirits up, only to crush them in the name of entertainment. Still, it's strange that he felt confident in convincing Nuubi to stay.

It takes a dangerous level of psychological manipulation to execute this sort of plan. As far as Sushia was concerned, at that point, Nuubi would be willing to do anything. Sushia's methods echoed those used by some of the world's most notorious cult leaders and controversial figures. Just like them, he exploited Nuubi's psychological vulnerabilities. Right from childhood, Nuubi had been the type of person who sought approval from his peers, even willing to accept a cruel name. This isn't inherently a bad thing, but in the hands of a person like Sushia, a young man like Nuubi was easy pickings. It's not impossible to imagine that Nuubi never fully acknowledged the gravity of his circumstances. As you'll come to learn, there are ways to prevent someone from leaving, even if the door is wide open.

The best way to keep a prisoner from escaping is to make sure he never knows he’s in prison. One trait that Nuubi possessed was that Sushia took notice of—his subservience. Subservience is an interesting concept to think about, especially when applied to Nuubi's situation. For psychologists, this involves understanding how and why individuals become willing to submit to an authority or dominant figure. Considering that Nuubi was aspiring towards a goal of becoming a successful comic, it's not hard to draw the lines between him and Sushia. Sushia was at the peak of the business of comedy, running one of the biggest shows on the planet. This figure seemed like the one guy in Tokyo who had the secret recipes for Nuubi. If Nuubi wanted to find success, he had to learn from him and stick to his plans.

Besides, Sushia was also someone that people respected. As far as someone in Nuubi's position was concerned, he was a vessel for a bigger dream. For the most part, Sushia was Nuubi's only source of human interaction, and because of this, he could fully influence Nuubi enough to ensure he continued believing he was exactly where he belonged. Gaslighting is when one person seeks to make another person doubt their own perceptions, memories, or sanity. Every word that came out of Sushia’s mouth came across as absolute fact. Even when Nuubi attempted to protest, he was made to feel dumb for not understanding. Any attempt to deviate from what was expected on the show was made to look like Nuubi was disappointing the audience. On top of that, the occasional change in locations was literally a form of reality distortion that kicked Nuubi out of a strong sense of continuity. Fully deprived of social contact outside of the reality created for A Life in Prizes, Nuubi's world essentially shrank into the confines of his room.

Think about the early days of the COVID pandemic. People were suddenly cut off from their routines, social interactions, and support networks. People were forced into profound isolation at home for extended periods. This isolation led to feelings of loneliness and anxiety, the likes of which many had never experienced before. Long-term isolation can have lasting effects, and some people feel like they'll never be able to return to their old selves after that experience. Compared to the pandemic, Nuubi's isolation was much more extreme. It lasted for over a year and existed solely for the purpose of entertaining the masses. That layer of having no real point to the resulting pain made things much worse.

Once A Life in Prizes began, Sushia understood the importance of denying Nuubi any basic necessities and comfort by creating a notion that Nuubi's only path forward was in his compliance. It was easier to convince him to keep the show going. There were also intermittent moments of comfort. The barbecue and amusement park visits felt like kind gestures to Nuubi. Ultimately, this likely made Nuubi feel a deeper sense of gratitude towards Sushia, as if he owed him something to acknowledge his kindness. The techniques used by Sushia over the course of the show are reminiscent of society's most despicable individuals. While Sushia didn't set off to physically harm anyone, his choice of approach was still despicable. One figure who comes to mind is Jim Jones. Jones was an authoritative American cult leader. He used psychological manipulation to control his followers and lead them to extreme actions, ending with mass suicide in 1978.

Although obviously not as extreme, Sushia was able to use his position to manipulate Nuubi’s environment and mental state, successfully pushing him to his limits. Another person who possesses similarities to Sushia when it comes to mastering psychological manipulation is Charles Manson. During the 1960s, Manson presented himself as Jesus or the devil to his followers. He would also isolate them from mainstream society, making them fully dependent on him for survival and using this control to convince them to commit murder. This technique was also something that Sushia used. Not even Nuubi's parents were able to reach him while he was on the show.

"I could have escaped if I really wanted to." Psychologically, you feel that rather than escaping or doing something radical, staying put and not causing trouble is the safest option. In a stroke of coincidence, The Truman Show, starring Jim Carrey, was released in 1998—the same year Nuubi faced his ordeal on A Life in Prizes. The Truman Show centers on Truman Burbank's entire life, which is televised to an audience and orchestrated by the show's creator, Kristoff. In every aspect of his environment—from the weather to his interactions with others—it's all carefully planned, designed to maintain the illusion of reality. Similarly, Nuubi's life was in the hands of Sushia. His entire sense of reality was curated for the most entertainment value possible. Food and necessities were gamified, and audiences were excited to see his reactions to winning access to these necessities. The role of both program creators is what made this connection even more surreal.

With The Truman Show, there's an understanding that this movie is supposed to be a cautionary tale at the dawn of the digital age. Meanwhile, there was a real person in Japan who already saw years ahead into the future of entertainment. Kristoff and Sushia played godlike roles in each of their victims' lives, and they all had the power to orchestrate events designed to draw out specific reactions. In Sushia's words, "I wanted to film an aspect of humanity that only I can capture." Considering the gravity of both subjects' situations, it's peculiar that Truman and Nuubi never actually got angry. Sure, there was some resentment, but it's also likely that the psychological conditioning that took place made them more docile. It's almost like being stripped of regular emotions. Instead of being a person, you're like a machine.

In Truman's case, he wasn't isolated, but everyone around him was an actor. He understandably got frustrated when he eventually discovered this, but his anger wasn't something he was familiar with. On the other hand, Nuubi was more focused on the end goal, so much so that his real life wasn't as much of a priority to chase. It's no surprise, since manipulation is a dangerous act that can scramble a victim's emotional state horribly. So the burning question in the mind of every reasonable person is: why did they let this happen? From the moment Nuubi was dumped into that tiny apartment, he became a character for the audience, with the host making regular commentary on the situation. They'd make funny jokes and include gags and other antics that kept things interesting. Still, the trivialization of Nuubi's situation had to have appeared concerning after a while.

Sushia's goal was to showcase something that had never been seen on television. It was a success. There was no precedent for anything like this before. Even if there were people concerned, it was hard to find the right sources to contact and shut down production. Media outlets outside of Japan voiced some concern, as did Nuubi's family, but contacting Sushia was near impossible. As outside spectators, viewers became passive participants in the show. With so many people watching, everyone assumed that somebody else would intervene if things got further out of control. Ultimately, this lack of responsibility contributed to normalizing Nuubi's suffering, providing a disturbing example of the bystander effect.

With all your friends and co-workers talking about A Life in Prizes so casually, the spectacle of it all quickly overshadowed the cold hard truth of the situation. While factors like the bystander effect definitely contributed to the lack of action to end the cruelty directed at Nuubi, some other elements might have fueled viewers' apathy and even drawn them to the show. Schadenfreude—this is a German term that refers to the pleasure people gain from witnessing someone else's misfortune. For many viewers, they probably lived vicariously through Nuubi's misfortune, experiencing the extremes of human endurance from the comfort of their homes. Escapism! It's not farfetched to imagine that some of the audience saw this as a chance to forget their own problems. It was like a stark contrast to their everyday lives. The dramatic nature of Nuubi's challenges offered some solace along the lines of "At least I'm not that guy."

A Life in Prizes provides a compelling case study of how control is exercised in the real world. Although it now seems easy to categorize the show as a one-off fluke, there's a strong connection between it and our own societal structures. A Life in Prizes draws many parallels to George Orwell's 1984, a dystopian novel that centers on a world where the government exerts full control over its citizens through constant surveillance and manipulation. In Orwell's fictional world, individuals are constantly watched, and their behaviors are dictated by an omnipresent authority. For Nuubi, his autonomy was fully stripped, and the narrative of his life was transformed—all for the amusement of others.

In the real world, political mechanisms exist in subtle but pervasive ways. Censorship, propaganda, and surveillance are key components for some governments' manipulation of information and shaping of people's perceptions. The way Sushia shaped Nuubi's reality mirrors the tactics that citizens are exposed to on a daily basis. The use of economic systems is also prevalent for control over individuals. In A Life in Prizes, the idea of winning something, anything, was presented to keep Nuubi pacified and ensure he took pride in material success. Even at the cost of his own freedom, he remained in those terrible conditions.

Today, we're bombarded with the existence of a consumer culture, excessive pursuit of material wealth, and a strong push from advertisers to get things we don't need. The consequence of this is more societal pressure focused on material possessions, creating a cycle of consumption that dominates our lives. This begs the question: are humans just puppets in somebody else's game? And is it possible to break away from what is controlling us? Well, we can take a look at Sushia's life today for some answers.

After 15 total months of existence with no autonomy and being isolated from humanity, Nuubi eventually ended his run on DEA Shonen with a live show in front of an audience. Naturally, most of this was a blur to him. Following Denponan, Nuubi reunited with his family, made guest appearances on other shows, and became a sort of unlikely celebrity. Yet that glimmer in him didn't seem to show up anymore. His comedic sense dulled, and he struggled to keep up with the level of fame that came with Denponan. He was eventually featured on some television shows and support roles, but that was the extent of his success. However, all of that would change on March 11th, 2011. A tsunami caused by a magnitude 9.1 earthquake struck Japan. It was a devastating event that resulted in the deaths of 20,000 people. The effects were particularly strong in the Subi's home of Fukushima.

Without a strong support network in place for the city, Nuubi decided to step up and help the people. Thanks to his popularity, his presence during the recovery efforts and numerous fundraisers helped put a smile on people's faces. Nuubi then decided to do something big to inspire the people of Fukushima. He took on the challenge of climbing Mount Everest. As no stranger to adversity, Nuubi made three unsuccessful attempts between 2013 and 2015. Finally, in 2016, the man who survived extreme living conditions that would crush most other people reached the peak of Earth's highest mountain—a true testament of the indomitable human spirit in the face of adversity.

Today, Nuubi stays active in his community, giving talks and working with charity organizations. After surviving a harrowing scenario, Nuubi's legacy inspires us to look toward resilience and humanity's capacity to find hope and meaning in challenging circumstances. While history has shown that humans can be manipulated quite easily, it has also demonstrated examples of people breaking away from labels and exceeding expectations. It's a struggle, but climbing those mountains provides a level of resilience that allows us to understand ourselves even more. Nuubi's story is one of pain for some, but it also highlights the potential for humans to overcome horrendous situations and turn negatives into positives.

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