The term receives its name from Mariko Aoki, an otherwise little-known Japanese woman who contributed an essay in 1985 to the magazineHon no Zasshi (ja) (which means “Book Magazine”). In that essay, she related how she came to the realization that for some years, walking around a bookstore inevitably made her want to go to the restroom. The editors of the magazine received reports of other readers who had similar experiences, and named it the “Mariko Aoki phenomenon”. The naming of the phenomenon has brought about repercussions in Japan.
This is so odd. Internet, you surprise me again!