How are Gen Zers ushering in the end for gender binaries? Why might city life change for good? And what might solo living look like in the post-pandemic era? This Cultural Snapshot uses local stats and case studies to explore the behavioural norms shared by Japanese people in 2021.

Japanese men have the highest amount of paid parental leave at their disposal, yet only a small proportion take it each year due to an intense working culture and entrenched gender norms. So, what are brands and the government doing to encourage fathers to get more involved in their kids’ lives?

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.

Becoming a parent can be difficult in the best of times, and especially so in 2020. Cases of postpartum depression are on the rise in Japan as women face a lack of social and emotional contact. Amid increasing mental health concerns, there’s room for brands to step in with targeted support.