Single-serve rice cookers are flying off the shelves in Japan as people living alone embrace solitary activities. Solo living is commonplace in Japan, and while loneliness is a cause for concern, people are becoming increasingly solo-centric as COVID-19 impacts cultural norms.

As winter approaches, fewer people are planning to travel as COVID-19 concerns persist. In Japan, where many live alone, brands have the chance to change the narrative around the holidays to make those celebrating by themselves feel appreciated and acknowledged.

The pandemic has made people the world over re-evaluate their priorities. In Japan, singletons are increasingly seeking the stability of marriage. With an inability to meet people IRL due to COVID-19, matchmaking company Sunmarie is offering creative solutions to forge relationships online.

With a flourishing singles market and a raft of helpful booking and meet-up apps at their fingertips, women are ticking off their bucket lists without a travel buddy. No longer viewed as ‘brave’ for going it alone, women are embracing solo holidays and prompting a seismic shift in the industry.