Abstract
Young Japanese males are often misrepresented, both in their home country and abroad. Very little serious work has been done in the English language to try to understand the effect of recent major changes in the Japanese economy and in Japanese society on young male consumption habits. Instead, reports of ‘male bras’, sexless couples and weak, hapless ‘herbivore’ males make headlines in English-language newspapers and magazines as well as Japanese media, giving a distorted picture of this group.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
References
Baker, R. (1996), Sperm Wars, New York: Thunder’s Mouth Press.
Bulik, B. S. (2008), ‘How the Male of the Species Shops’,Advertising Age,79(8): 12.
Fields, G. (1989), ‘The Shinjinrui: A Species with No Hang-Ups’, in The Japanese Market Culture, Tokyo: The Japan Times Ltd.
Fukasawa, M. (2007), Heisei Danshi Zukan [A Guide to the Heise Boys], Tokyo: Nikkei Business Press.
Hofstede, G. (2001), Consequences: Comparing Values, Behaviors, Organizations and Institutions Across Nations, Teller Oaks, CA: Sage.
Japan Times (2009), ‘Office Workers Out in Front in Demand for Men’s Bras’ (10May).
Jyou, S. (2006), Naze Wakamono ha 3nende Yameru noka? Nenkoujyoretsu ga UbauNihon no Mirai [Why do Young People Quit in 3 Years? The Lifetime EmploymentSystem Stealing Japan’s Future], Tokyo: Kobunsya.
Matsuda, H. (2009), Iyashohi Sedai no Kenkyu: Keizai wo Yurugasu ‘Hoshigaranai’Wakamonotachi [Cool Consumption Generational Research: The Young Peoplewhose Lack of Consumption Desire is Shaking the Economy], Tokyo: Touyou KeizaiShinpousya.
Nikkei MJ (2009), ‘Meginzu’ Gaichu Kappo’[Meggings – Male Leggings – StridingDown the Street], (16 September), p. 16.
Nikkei MJ (2009), ‘Murasaki Iro no Happoushu’ [Purple Near-Beer] (2 November), p. 7.
Smith, G., ‘Innovation Backfires for Japanese Beer Giants’, Media, Sector Insight(4 June), p. 21.
The New York Times (2007),‘In Japan It’s the Men Who Want to be Skinny and Cute’ (19 November).
Turngate, M. (2008), Branded Male: Marketing to Men, London and Philadelphia: Kogan Page.
Ushikubo, M. (2006), Dokushin Ouji ni Kike! [Listen to the SinglePrinces!], Tokyo: Nikkei Shimbun PublishingCompany.
Ushikubo, M. (2008), Shoushokukei Danshi ‘Ojyouman’ ga Nippon wo Kaeru[Herbivorous Men, The Princesses Who Will Change Japan], Tokyo, Japan: Kodansha Plus Alpha.
‘35sai’ wo Sukue: Naze 10nennmae no 35sai yori no Nenshu ga 200manen mo Hikuino ka? [Save the ‘35-year-olds’: Why are Salaries 2,000,000 yen Lower than 35-yearolds10 Years ago?] (2009), Tokyo: NHK and Mitsubishi Research Institute.
Aditi, N., ‘North Korea’s First Beer Commercial’, Foreign Policy.com, available at http://blog.foreignpolicy.com/posts/2009/07/06/north_koreas_latest_launch_beer_ads(accessed 6 July 2009)
Asahi Brewery Press Release, ‘Aiming for a Whisky Revival’ (17 August 2009), available at http://www.asahibeer.co.jp/news/2009/0817_2.html
At Home Group (2007),‘Kongetsu kitsui na to Omottara, Dono Shouhi ga Hazuru’[In a Tight Month, What Expenses Do You Cut?],‘Ki ni Naru Hitorigurashi noSeikatsu Jyouhou’[Interesting Information Pertaining to Those Living Alone], available at http://www.athome.co.jp/oyakudachi/research/
Delta I.D. Research (2008),‘2008 Aesthetic Salon Industry CompositionResearch’, available at http://www.deltas.jp/view/20080204/
Diamond Online (2010), ‘Uisuki 20 Nennburi Uriagezou, Insyokuten ga Sasaetai Haibouru Kouka’ [First Increase in Whisky Sales in 20 Years, the Result of Bars and Restaurants Supporting Highballs] (22 January 2010), available at http://zasshi.news.yahoo.co.jp/article?a=20100122-00000000-diamond-bus_all
Fukasawa, M. (2006), ‘Daigokai, Soushoku Danshi’ [Number 5, HerbivorousMen], Nikkei Business Online, U35 Danshi Marketing (13 October) (accessed 16 November 2008).
Fukasawa, M. (2006), ‘Soushoku Danshi to Konnkatsu, Makeinu to Nikushoku Jyoushi’[Herbivorous Men and Marriage, The Women Who Lose and the ‘Carnivores’], Nikkei Business Online, U35 Danshi Marketing (9 July), http://www.nikkei.co.jp(accessed 11 June 2009).
Intage (2007), ‘Men’s Beauty Market Trends’ (13 August), available at http://www.intage.co.jp/news/2007/6/
Japan Center for Labor Policy and Training (2006), ‘Labor Situation in Japan and Analysis: General Overview 2006/2007’, available at http://www.jil.go.jp/english/index.html
Kakaku.com Research (2009), ‘Biiru, Happoshu, Dai-san Biiru, Kono Natsu Nomitai no ha?’ [Beer, Low-malt Beer, Third-category Beer, What Do You Want to Drink This Summer?], Kekka Report no. 032 (16 July), available at http://kakaku.com/research/backnumber032.html
Kirin Company News (2007), ‘Kirin Sparkling Hop wo Shinhatsubai’ [Sales to start of Kirin Sparkling Hop] (21 August), available at http://www.kirin.co.jp/company/news/2007/0821_01.html
Lim, Louisa (2009), ‘In Japan, “Herbivore” Boys Subvert Ideas of Manhood’, NPR (25 November), available at http://www.npr.org/templates/story/story.php?storyId=120696816
LMedia Shakers (2009), ‘Wakamono no “Biiru Hanare” no Kenshou’ [Young People Moving Away from Beer Investigation], M1F1 Topic Vol. 22 (July), available at http://www.m1f1.jp/m1f1/files/topic_090728.pdf
Ministry of Health, Labor and Welfare (2005), ‘Nenreibetsu Mikonritsu no Suii’ [Transition of Single Population Ratio, by Sex], available at http://wwwhakusyo.mhlw.go.jp/wpdocs/hpax200601/b0003.html
National Institute of Population and Social Security Research (Kokuritsu Shakai Hoshou.Jinkou Mondai Kenkyusho) (2006), ‘Bankonka no Shinkou: Heikin Shokon Nenrei no Suii’ [To a Later-Marrying Society: Age of First Marriage in Transition], available at http://www.ipss.go.jp
National Tax Agency (2008), ‘Citizens’ Income Status, 2008, Survey Results’, reprinted at http://nensyu-labo.com/heikin_suii.htm
Nikkei Resturant Online (2009), ‘Wakamono no “Sakebanare” ga Kencyo! Gaishoku yori mo Iede Osake Nomu Hito ga Zouka!’ [Young People Moving Away from Alcohol! More People Drinking at Home!], (21 August), available at http://nr.nikkeibp.co.jp/topics/20090821/
Ushikubo, M. and Fukasawa, Maki (2009), ‘Kuruma wo Kawanai Soushoku Danshiha, “Mikou Shouhi” Shinai’ [Herbivores Who Don’t Buy Cars Shun Conspicuous Consumption], Nikkei Business Online (12 March),www.nikkei.co.jp
World Bank (2010), ‘World Development Indicators’, available at http://data.worldbank.org/data-catalog/world-development-indicators?cid=GPD_WDI.
Fall, N. (2010), personal interview, 19 May.
Editor information
Editors and Affiliations
Copyright information
© 2011 Aaron Toussaint
About this chapter
Cite this chapter
Toussaint, A. (2011). Male Order: Resonating with Today’s Young Male Japanese Consumers. In: Haghirian, P. (eds) Japanese Consumer Dynamics. Palgrave Macmillan, London. https://doi.org/10.1057/9780230302228_7
Download citation
DOI: https://doi.org/10.1057/9780230302228_7
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-31800-1
Online ISBN: 978-0-230-30222-8
eBook Packages: Palgrave Business & Management CollectionBusiness and Management (R0)