Examining what it’s like to live, work and play in Japan, our experts guide you through the nuances that define its culture.

As people are becoming more mindful about their expenses and drinking habits, bars are scrambling to keep their customers coming. In Japan, 'izakayas' (informal bars) are going through an especially tough time, with over two hundred of them closing their doors for good in 2024.

Shifting drinking habits are threatening Japan's bars

Futehodo, the shortened name of a TV show about generational differences, was crowned Japan’s most popular buzzword for 2024. The result of the annual contest highlights a widening societal gap – and the opportunity to cultivate greater connections between different age groups. 

Japan’s 2024 buzzword highlights generational divide 

Timeleft blends dating and friendship, using ambiguous marketing to encourage spontaneous connections. The app addresses rising loneliness, particularly among Japan's Gen Z, by fostering diverse encounters through casual group dinners – reflecting a behavioural shift toward non-romantic connections.

Timeleft app connects strangers over dinner

From creating futuristic skincare experiences to helping women through ageing woes, Shiseido shines in both worlds. With its significant comeback in Japan and slow decline in other regions, the J-beauty powerhouse continues gaining ground, especially with men’s brewing soft spot for beauty.

How Shiseido highlights individuality for J-beauty buffs

Japanese drinkers are increasingly choosing low-alcohol beverages, with this trend primarily being observed among younger generations. This growing preference is indicative of a broader change in the country’s drinking habits due to health concerns and more discerning palates.

Low-alcohol drinks consumption reflects a changing Japan

When choosing between AI assistants, Japanese users prioritise transparency and cost over issues like environmental sustainability. As such services become normalised, people's decisions over which to use or avoid will likely be determined by their specific concerns about ethics, values, and data.

Japanese users want transparent AI assistants

Japanese households once again cut spending in September due to inflation and a weak yen pushing up living costs. As people continue to face financial anxiety, there is a burgeoning demand for budget-friendly brands, while many workers are also seeking a better work-life balance.

Japanese households further cut spending as costs rise

An ageing population and overtime laws are placing pressure on Japan’s trucking industry, with the country projected to have 36% fewer truck drivers than needed by 2030. A new automated cargo transport corridor solution hopes to tackle labour shortages while reducing carbon emissions.

Conveyor belt road proposed to ease trucker shortage

Japanese 'healing fiction' featuring cats is gaining popularity among English readers. This iyashikei trend offers comfort amid modern anxieties and everyday challenges, with communities on social media driving interest in soothing yet fantastical narratives that facilitate escapism.

Japanese healing fiction offers cat-based comfort

Japanese election candidates are flocking to YouTube Shorts to reach voters. While short videos boost accessibility, there are misinformation concerns about influencers and memes shaping political discourse, resulting in a push for increased media literacy for citizens based in Japan and abroad.

Short-form content boosts voter engagement in Japan

While Japanese LGBTQ+ people still face challenges in their quest for equal rights, Tokyo’s predominantly queer Ni-chōme district has thrived thanks to its tight-knit social circles and atmosphere of activism. While the district mostly comprises smaller ‘box’ bars, there are still plenty of lessons that bigger brands can learn from their success.

How Ni-chōme’s safe spaces attract LGBTQ+ revellers and their allies

Discothèque’s perfumes aim to capture the smells of infamous nightclubs from around the world, speaking to Gen Zers' nostalgia for more unfiltered days in a globalised context and ensuring an array of nightly touchpoints are captured.

Discothèque's perfumes smell like infamous nightclubs

To get their hands on the PS5 Pro, Japanese gamers need 30+ gameplay hours, preventing scalpers and prioritizing genuine gamers. This approach combats reselling, engages the core audience, and strengthens brand loyalty while aligning with the growing trend of 'status skills' over 'status symbols'.

Japanese gamers prove skills to obtain Playstation 5 Pro

Kyoto is partnering with e-gift firm Giftee on a 'Donate & Go' service, making it easier for tourists to contribute to regional efforts by giving half the donation back as e-money for local use. This maintains heritage, tackles over-tourism, and supports local businesses without reducing visitors.

Kyoto tackles over-tourism with e-gifts for tourists

A school for adults in Hokkaido, inspired by Danish educational institutions, is attracting people of all ages to engage in self-reflection and personal growth. As trust in traditional institutions wanes, this trend signals the need for brands to consider alternative pathways in learning.

Adult ‘School for Life’ gains popularity in Japan

In Japan, oshikatsu, or passionately supporting a fave celebrity or character, has evolved from a niche subculture into a multigenerational, mainstream phenomenon, driving significant spending and immersive fan experiences. What is fuelling this shift, and how are brands tapping into this trend to engage fans across age groups?

How Japanese superfans go all out for their heroes

Hello Kitty will be redesigned as cute algae for the 2025 Osaka Expo, where the iconic cat will showcase ways of combating climate anxiety. Aiming to engage youth in sustainable efforts, it offers hope via innovation, dissolving climate doomism with tangible answers to the world's biggest challenge.

Hello Kitty is combating climate doomism through algae

Aoni Production is partnering with AI start-up CoeFont to create multilingual speech generated from anime voice actors. The feature will be used in voice assistants, suggesting how fandom immersion is playing out beyond entertainment and in many other aspects of people’s everyday lives.

Japanese firms use AI to create anime voice assistants

Japanese start-up Irori Corp. has launched Crafty, a social media platform dedicated to crafters and artisans. Building on the domestic success of alternative social media apps, it’s offering a niche and empathetic community for the country’s side hustlers and small-business owners.

Crafty helps Japanese artisans build community

Japan’s drinking culture seems to be changing, with declining sales, bans on public drinking and disputes over advertising in public spaces. As alcohol consumption declines since the COVID-19 pandemic, there’s an opportunity for brands to craft more original drinking occasions.

Japanese drinking habits are changing after the pandemic

Japanese employees have met a push to introduce a four-day workweek with scepticism due to the high social pressure Japanese feel toward work. However, attitudes might be changing with younger generations, and there’s an opportunity for brands to tap into this shift.

Japanese employees are sceptical of four-day workweek

In collaboration with baseball star and brand ambassador Ohtani Shohei, Japan Airlines (JAL) has launched the Dream Miles Pass, which helps young Japanese gain overseas experiences. Faced with a bleak outlook, Gen Yers and Zers are looking to brands as sources of hope and support.

Japan Airlines enables youth to turn dreams into reality

Gender-neutral garments are emerging in Asia-Pacific. In Japan, specifically, intimate-wear brand Peach John has initiated collaborations with companies to foster inclusive fashion, eliminate gender envy, and transcend body types, without forgoing aesthetics and functionality.

How Peach John makes lingerie inclusive for Japanese women

Nintendo's influence spans from family-friendly entertainment and 5-bit adventures to driving lucrative career opportunities within Japan's thriving gaming industry. As analogue experiences help people cope in a crisis-stricken world, Nintendo’s toys and games now serve as social anchors.

Why Nintendo brings nostalgic fun to on-the-go gamers

MOVeLOT, a Tokyo-based robotics start-up, is giving fans of the 1988 mecha anime franchise the chance to climb into and operate a lifesize version of one of the film's robots. With a new series planned for 2024, immersive tech provides a way to engage new and old fans more deeply.

Immersive experience lets anime fans operate a robot

As trends come and go at lightning speed, Shein stays ahead by producing ultra-fast, trend-driven products that capture the essence of real-time retail. It has also started offering products in its physical store in Japan, where people look for trendy and affordable items with seamless shopping.

Why Shein blends online convenience and offline retail for Japanese shoppers

K-food is making its mark on Japan’s food market with the growth of quick-fix frozen Korean-style meals. People are increasingly looking for authentic global food experiences and convenience, and they are taking the lead from wider cultural phenomena to find inspiration.

Korea's cultural influence in Japan expands to food

Netflix Japan has collaborated with Suntory’s Horoyoi brand of ‘sours’ to release a limited-edition canned cocktail for some of its upcoming series. As alcohol consumption declines in the country, brands are offering NOLO options centred around evolving social moments and drinking occasions.




Netflix launching canned cocktails for Japanese fans

Betty Smith effectively taps into the growing demand for authentic, localised experiences by offering a range of immersive activities – from custom jeans-making workshops to factory tours and museum exhibits – catering to today’s consumers who seek deeper connections with brands.

Why Betty Smith weaves Japan’s heritage into its jeans

Software with voice input, accessible on phones, is helping foreign workers at a nursing home in Japan. The tech aims to clear the language barrier and reduce its staff’s workload. As expectations of employers increase, support and upskilling can lead to greater satisfaction and retention of staff.

Tech supports foreign staff in Japanese nursing home

Amid a nationwide tendency for long work weeks and rigid hierarchies, Suntory stands out in Japan for all the right reasons. The worldwide beverage giant has an employee-first philosophy, treating mistakes as learning opportunities, aligning with Japanese employees’ desire for psychological safety.

How Suntory is helping Japanese people unlearn perfectionism

Longchamp is set to host a multi-city pop-up installation to celebrate the launch of its AW24 collection. Beyond a desire to establish a community and cater to new shoppers, this move highlights the importance of creating memorable shopping experiences rooted in hyperlocal identities.

Longchamp’s multi-city tour courts experiential shoppers

Nintendo is launching an immersive exhibition in Japan where fans can experience their favourite games from the company's archive. As attitudes around 'kidulting' evolve, brands can appeal to desires for play and escapism by merging modern technology with nostalgic products or experiences.

Nintendo’s Kyoto museum entices nostalgic gamers

Since the 70s, Japan has celebrated Christmas as part of its love for American culture. Despite religious differences, the Japanese adopted a unique holiday tradition that places KFC’s fried chicken at the centre of the holiday table, especially in a culture that loves festivals and convenience.

Why a KFC bucket became a Christmas tradition in Japan

Lime is entering Japan’s growing e-scooter market, competing against homegrown startup Luup. Even as uptake has slowed among other countries, Japan’s micromobility market is expanding, with companies having to adhere to strict governmental regulations that address safety concerns. 

Lime e-scooters enter the Japanese micromobility market

In an era when Japanese shoppers are losing interest in the written word, Tsutaya is reimagining ways to bring them back to bookstores. The famous chain offers a range of literature, music, film, and other artefacts, often not found anywhere else, in a space built for community and self-expression.

How Tsutaya Bookstore reinvents the literary retail space

Japan’s fast-food industry is a fascinating landscape where historical roots and modern innovations merge. From the early days of speedy dining to the fusion of flavours and the focus on healthy food, it highlights exciting opportunities for creative culinary innovation and global expansion.

What are Japanese people craving for in their fast food?

Prada Group has reported double-digit revenue growth in the first half of 2024. Thanks to an incisive and culturally relevant brand-building playbook – particularly in the APAC region – it is countering challenges faced by competitors amid a global decline in the sector.

Prada hits the right note with APAC's luxury shoppers

Amid a global loneliness epidemic, people are turning to AI for company. Loverse, a Japanese AI startup, offers digital companionship to singles, including LGBTQ+ and female users. This shift reflects new communication norms and a growing reliance on AI to combat feelings of isolation.

AI dating app helps young Japanese people with flirting skills

Netflix's unexpected reality hit, The Boyfriend, chronicles a heartfelt journey of love and friendship among a group of Japanese gay and bisexual men. Blending elements of the BL genre and showcasing a diverse cast, the show challenges Japanese cultural norms and captivates global female audiences.

'The Boyfriend' celebrates wholesome queer love in Japan

Japan’s healthcare system is undergoing a digital overhaul. Meanwhile, healthcare apps and personalised wellness tools empower citizens to take charge of their health. However, Japanese hospitals are still expensive, leaving room for brands to step in and make healthcare more accessible to all.

Health-conscious Japanese people turn to digital therapeutics

K-beauty brand TIRTIR has teamed up with the hit anime series Oshi no Ko to release a limited-edition make-up collection. As Japanese youths take superfan culture to the next level, IP-centric engagement and immersion will be the way forward when it comes to driving resonance with this audience.

TIRTIR lures Japan’s superfans with Oshi no Ko collab

Thrifting is becoming more popular in Japan, driven by the rising cost of goods, weakening yen, and shifting attitudes towards sustainability. With the fashion industry among the top polluters worldwide, brands face new challenges to meet the needs of fashionable but price- and eco-conscious youths.

Behind the sustained rise of thrifting in Japan

Asahi has created a Japanese-style claw machine game that can be controlled remotely via smartphone, offering Australian drinkers a fun and unique 'phygital' experience. As drinking preferences and habits shift away from beer, the immersion factor is more important than ever for brands in the space.

Asahi entices Aussie beer drinkers with retro gaming

The local government of Minami-Echizen in Fukui, Japan, has launched a manga-themed campaign that illuminates social issues while promoting tourism. As fandom becomes a way of life for Japan's Gen Z, speaking the language of pop culture will be the default mode of engagement for this audience.




Japan town boosts tourism with socially conscious manga

Japan’s favourite flea market app, Mercari, is hitting multiple birds with one stone. Its website offers second-hand items to the masses and is an outlet for the Japanese people’s stockpiling behaviour – all while innovating with crypto and becoming the government’s aid to recycling waste.

How Mercari helps Japanese people declutter their lives and homes

Beer has been a part of Japanese culture since the 1800s, becoming the country’s most popular bar drink. But alcohol consumption habits are changing. Young Japanese people do not feel inclined to drink as much as their predecessors did, signalling a need for brands to adapt to new preferences.

What’s behind Japan’s long love affair with beer?

Young Japanese workers are paying ‘resignation agents’ to help them with the complications of quitting their jobs. In the context of intense work culture, the move speaks to how Gen Z are hacking their way through difficult circumstances and finding novel ways to avoid uncomfortable situations. 

Young Japanese workers turn to resignation agents

Booze culture is shapeshifting in the home country of ‘kanpai!’ With drink experimentations, financial concerns, and changing work-life perceptions buzzing in the mix, does alcohol still have a special place in Japanese society, and where can opportunities be cultivated for brands?

The Japanese are rethinking their relationship with booze

Despite being seen as high-tech, Japan has been slow to adopt fintech solutions. The country ranks among the top in APAC that are slow to embrace cashless payments. However, this situation may soon change as Olive tailors its app and all-in-one card to promote cashless living in Japan.

How Olive manages Japanese people’s cashless confidence

Amid economic and societal pressures in Japan, more and more people are choosing not to get married. Many also work as ‘nonregular workers’ and like being alone. What does the future of dating and relationships look like in Japan, and what can brands learn from these shifting preferences?

Why Japanese people are choosing to stay single

Despite a data breach and disputes over its ownership, most of Japan’s population and millions around Asia continue to use LINE, the messaging platform-turned-super app that has become a must-have for everyday needs. How has it embedded itself in people’s lives and provided a safe space online?

How LINE connects Japan’s netizens to easy self-expression

Japanese youth are using social media to explore their hobbies and, by proxy, their deepening community engagement to meet new friends. However, they still prefer in-person socialisation over online conversations, causing them to turn to disruptive platforms that are community-centric. 

Japanese youth turn to social media for hobbies

Thanks in part to TikTok virality, Fujifilm is struggling to keep up with demand for their X100VI camera. The speed of digital innovation has influenced a renewed appreciation for tactile tech, and people are looking to add friction back into otherwise seamless processes.

Fujifilm sees surge in demand for physical cameras

After declining in popularity for years, J-pop is catching up to K-pop on the world stage. By keeping their identities hidden, J-pop stars have allowed listeners to focus on their music rather than their personal lives. What does this say about how Gen Z feels about influencers and social media?

Anonymous J-pop stars connect with Gen Z’s desire to stay incognito

Japanese footwear brand Asics and Danish design brand Hay have collaborated in a lifestyle manifestation of the interest in ‘Japandi’ design cues. As consumer pressure to slow the pace of fashion consumption grows, the permanence of interior design could prove fertile grounds for more collaboration.

Asics x Hay brings 'Japandi' design cues to fashionistas

Geopolitical tensions, economic and election anxiety, and overarching stress make it difficult to see the bright side. In response, Loewe partnered with a Japanese ceramic studio to create designs that capture beauty and happiness in small, everyday moments, offering escapism through the mundane.

Loewe celebrates beauty of the mundane with Suna Fujita

As luxury giants like LVMH and Kering report stalled or negative sales elsewhere in the world, they’re experiencing up to double-digit growth in Japan. With this continuing boost in tourism, the Japanese government is seeking different ways to spread spending from inbound travellers.

Luxury tourists cause a flood in the Japanese bargain market

Japan faces one of its most pressing concerns yet – a sinking birth rate. To address this nationwide problem, the country’s government wants to play a more significant role in people’s dating lives and marriage, with children (hopefully) being the ultimate outcome of its efforts.

Japan’s grappling with a sinking fertility rate – who’s winning?

Yuriko Koike, governor of Tokyo, has enlisted the help of an AI version of herself to communicate policy decisions and news updates more effectively to constituents. The innovation is undoubtedly practical, but it may seed Japanese people's mistrust of AI and the government’s handling of it.

Tokyo governor speaks to constituents with AI avatar

For nearly a century, Yakult probiotic milk has captured ‘childhood in a bottle’. Health-conscious shoppers are rediscovering it, driving the market boom for functional foods in Asia. As global wellness goals shift, the Japanese brand finds its way into more refrigerators and formative years.

Why Yakult became a symbol of Asian care and childhood

For travellers who want to skip tourist traps, historic snack bars in Japan offer moments of novelty steeped in culture unique to the area, feeding visitors hungry for authenticity. These spaces allow people to immerse themselves in local culture through hidden gems.

Japanese snack bars offer tourists hyper-local novelties

An ageing population and declining birth rates are poised to significantly impact shopping trends in Japan’s booming luxury market. Luxury brands seem to be expanding their reach to include older generations with disposable income and wealth and younger generations who prioritise mindful spending.

How Japan's different generations are changing luxury consumption

Motorbike rentals are surging in popularity across the globe thanks to favourable cost-efficiency and convenience in the context of both regular commuting and leisurely road trip transport. Changing spending habits are resulting in changing relationships with transport and automotive ownership.

Cost-savvy commuters are turning to motorbike rentals

Le Creuset and Pokémon have collaborated on a limited-edition crockery set that appeals to growing nostalgia and kidulting behaviours. The raft of nostalgia-tinted collaborations seeks to intensify niche fandoms and build deeper relationships with brands beyond the products.

Le Creuset x Pokémon crockery appeals to kidulting ideals

Despite being known for their strong work ethic, Japanese employees are becoming frustrated with outdated workplace values and expectations, leading to more quiet quitting than anywhere else in the world. As younger generations shake up norms, the meaning of work is changing in Japan. 

Japanese employees rank highest on quiet-quitting scale

Japanese nationals living abroad are feeling more lonely than their counterparts at home due to language barriers and culture shock as they adjust to new countries. Amid an epidemic of loneliness, people are looking for support in finding community and forming connections with others. 

Japanese nationals abroad feel particularly lonely

By prioritising affordability, convenience, and entertainment, the Japanese discount chain Don Quijote has netted record profits for the 14th year in a row. Popular among tourists, thanks to late hours and rows of souvenirs, it creates a uniquely Japanese experience that puts fun back into shopping.

Why Don Quijote turns Japanese stores into adventures

Meagre wages and demanding work are causing interest in teaching to plummet worldwide, causing acute staff shortages at schools. In Japan, the government has decided to waive graduate scholarship loan repayments for teachers across the country in an attempt to recruit more teachers.

Japan waives graduate loans to tackle teacher shortages

Sony is planning to launch an academy aimed at developing talent involved in the creation of anime. As the art form continues to grow in popularity among young people worldwide, brands have the opportunity to immerse themselves in fandoms by funding and collaborating with local creators.

Sony expands offerings with anime academy

The popular manga Haikyu! has been transformed into an anime and now a feature film. But this series doesn't exist in isolation among otakus and weebs – it's fostering new volleyball fans and players who are inspired by the show's emphasis on friendship and overcoming obstacles.

Manga inspires young fans to become involved in sports

Yayoi Kusama is one of the world’s most successful living artists – partly because of her philosophies and partly because of her Instagram-friendly aesthetics. Her collaborations with luxury brands show how the powers of art and the opulent can work together to elevate each other.

How Yayoi Kusama connects the dots of high art and virality

In an era when young adults are keen on reclaiming their childhood, Ocean Teabags captivates its patrons with playful animal-themed products, riding the booming ‘kidult’ phenomenon and redefining the traditional tea experience. What can brands do to help people reconnect with their inner child?

How Ocean Teabag steeps childhood warmth into Japan’s kidults

Families of children with special medical needs are often excluded from the labour market, which is not geared to accommodating their circumstances. Responding to this, a cafe in Sendai is staffed exclusively by such people to give them a sense of purpose and belonging beyond their homes.



Sendai cafe makes employment a reality to caregivers

While Japan has introduced a growing number of measures to increase the rate of paternity leave, survey results show that uptake has been slow. Workplaces can provide greater support to young parents by helping to ease the societal and economic pressures young parents face.


Survey reveals barriers to paternity leave in Japan

Japanese fast-food chain MOS Burger is launching its first-ever record label, MOS Records, to uncover, support, and globally distribute its employees' music. Programs like these highlight how brands can actively celebrate and champion non-traditional paths to career success.

MOS Burger boosts music aspirations of employees

With growing stress and a fresh focus on best practices for healthy living, Japanese people are moving away from supplements and towards functional foods instead. With the shift comes new possibilities for brands to cater to health-seeking snackers – so what opportunities are on the horizon?

Stressed Japanese workers are hungry for healthy, functional food

The release of Netflix's animated series Blue Eye Samurai has sparked a global interest in the intersection of Japan's history and culture with a story of blood, revenge, and violence. Its strategic marketing efforts pulled non-viewers of animation and Asian women looking for cathartic media.

How Blue Eye Samurai reanimates a rage for Japan’s history

The Tokyo-based start-up Orange has secured $19 million in investments to develop AI software that can translate manga titles into English. While the tech may broaden global readers’ access to Japanese media, it could also threaten the role of the fan translator in the proliferation of such content.

Orange uses AI to speed up manga translations in English

Japan is facing a population crisis, primarily stemming from challenges within its dating scene. With marriages and romance growing out of fashion locally, Pairs jumps in to reignite love’s flames by creating a safe space for serious relationships to develop and empowering women.

Why Pairs lets women reignite Japan's dating scene

A renewed interest in theatres post-pandemic, Japanese box office dominance, cultural sentimentalities, and innovative storytelling marked Godzilla’s 70th anniversary. How did Godzilla Minus One comfort audiences globally during a time of permacrisis, and what does this say about moviegoers today?

Why Godzilla Minus One helps people cope with permacrisis

How is Japan’s shrinking, ageing population impacting locals’ decisions? Are government efforts to regulate work hours actually leading to shifts in Japan’s notoriously overworked society? This Cultural Snapshot uses local stats to explore the behavioural norms shared by people in Japan in 2024.

A Cultural Snapshot of Japan: 2024

Ladies and gentlemen, it’s Sho-Time! The Los Angeles Dodgers’ prodigious Japanese two-way player is stealing hearts faster than he can steal bases with his unmatched capabilities. Despite being mired in controversy, Shohei Ohtani maintains a rapidly growing popularity that brands can learn from.

How Shohei Ohtani scores a home run with sports fandoms

A 200-year-old Japanese ceramics company has seen its stock prices double as a result of its products having newfound use as heat dissipators in AI server farms. The convergence of traditional craftsmanship and new technologies raises questions about how we best tackle AI energy consumption.

Japanese ceramics help to reduce heat caused by AI

Japan has long been a haven for music lovers and a bastion of nostalgia, particularly for fans of vinyl records. Recently, the country got a breath of fresh air from the unexpected but welcome crowd of Gen Z listeners. What’s fuelling the younger generation’s desire to connect with analogue music?

Why are Japanese Gen Zers obsessed with vinyl records again?

J-pop singer Crystal Kay’s comeback rides a wave of 2000s nostalgia, ignited by the viral TikTok remix of her 2003 hit ‘Boyfriend (Part II).’ Kay’s enduring charm now bridges generations and showcases J-pop’s international allure as a testament to how timeless hits can find a new fan base.

How Crystal Kay brings back the charm of Y2K J-pop

Tokyo's unique Toilet Shuttle tour, inspired by the film 'Perfect Days,' showcases artistically designed public restrooms. Shibuya's local government recognised that tourists are seeking offbeat experiences beyond typical attractions, catering to film buffs and hidden gem hunters.

Tourists flock to Tokyo toilets following 'Perfect Days'

The Senior Papa Project is an initiative to support older fathers in Japan who are struggling to balance responsibilities with demanding work schedules and continued social stigma. As milestones modernise, social structures will need to adjust to accommodate changing behaviours with empathy.

The Senior Papa Project supports older fathers in Japan

Yuidan shrinks full-sized butsudan Buddhist altars to fit small Japanese homes, and they're becoming increasingly popular among younger generations. Merging heritage preservation with modern minimalist living, Yuidan aligns with the degrowth movement challenging social and environmental issues. 

Yuidan's mini Buddhist altars adapt to modern lifestyles

Economic challenges, marketing saturation, changing relationship patterns, and the move towards digital interaction have diminished the vibrancy and engagement usually associated with Valentine’s Day and White Day – one example of Korean and Japanese people’s fatigue surrounding ‘Day’ marketing.

Does the decline of White Day prove people are getting tired of ‘Day’ marketing?

Once aspirational and teeming with tenants, Japanese complexes on the outskirts of cities are now being abandoned – except by the elderly and the recluse. To usher in new life and youth in these areas, Muji started a renovation project that upgrades yet preserves these heritage neighbourhoods.

How Muji helps battle loneliness among Japanese tenants

Maataso stands out from her fellow J-beauty influencers by downplaying her looks with refreshing hilarity, maintaining relatability even after undergoing trendy plastic surgery. Her fans' positive response says a lot about Japanese beauty ideals and her talents as an entertaining Mom YouTuber.

Why Maataso glamourises the ‘ugly’ parts of J-beauty

Japanese fitness group Sogo Fitness has exploded in popularity, attracting a young clientele by blurring the lines between group workouts and social clubs. People are looking to make connections where they build healthy habits, and group fitness is becoming a go-to social activity for many.

Sogo Fitness offers socialisation for healthy Japanese

Japanese transit companies like JAL are leading in sustainable upcycling, while Ace Luggage transforms retired train lines into chic travel goods. The collaborations with designers and transit enthusiasts elevate waste into aspirational accessories, aligning with travellers' sustainability goals.

Transit firms turn old vehicles into eco-collectibles

Japan Arigato Lager by Utage Brewing is a sustainable beer made from leftover rice at Narita Airport's lounge. As part of Japan Airlines' sustainability efforts, it educates travellers on food waste and environmental issues through small daily choices, such as grabbing a cold IPA eco-alternative.

Arigato Lager turns leftover rice into craft beer

TBS Radio has collaborated with Japanese apparel brand Fruit of the Loom to create a pop-up that allows people to steal. As young Japanese look for opportunities to indulge in bad behaviour and assert authenticity, brands can tap into playful transgression to appeal to novelty-seeking crowds.

Japanese streetwear pop-up beckons customers to shoplift

Concerns about loneliness are rising worldwide, with older adults and young people being the most vulnerable. To address this, Muji is teaming up with a local developer in Japan, UR, to reinvigorate seniors' housing complexes and make them more attractive to younger crowds.

Muji helps seniors combat loneliness in Japan

Arc'teryx's Tokyo museum showcases the heritage and evolution of its outdoor apparel, reflecting its growth and the blending of fashion with art and community. This move symbolises a broader trend of integrating cultural expression into fashion, as well as integrating experiences into retail.

Arc’teryx take gorpcore to the art world with museum

Work booths are taking off in Japan, with companies like Fujifilm implementing private workspaces in subway stations across Tokyo. These reflect a post-pandemic shift in workplace preferences, where individuals prioritise personalised, controlled, and private spaces over socialisation in the office.

Private work booths gain popularity with Japanese staff

Re:COIN transforms beach plastic into currency – promoting waste collection and community ties with local businesses. While sustainability is a priority for many, there is often an inaction gap – focusing efforts on local areas, and offering rewards, are approaches that could help to close it.

Japan