export-japan.com's newsletter 11th January 2005 edition

Contents

Hitting The Makeinu Jackpot

Currently in Japan, more than one in four women in their thirties is single, and the amount of media attention for the rising purchasing power of these childless singletons is skyrocketing. These self proclaimed makeinu, or losers, proudly use this term to transform the old stigma towards these single thirty-somethings who were frequently seen as losers without husband or child. The once overlooked disposable income of these women is stimulating the Japanese economy in full force such as with the publishing industry where books on self and career development targeting these women are best sellers, the real estate industry where condominiums sales are on the rise along with the growing popularity for personal finance seminars exclusively for women, and the food industry with the increase in popularity for after five weekday fine dining. The travel, health industry, and many others are also benefiting from these trends.

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The Silver Market: More Than Time and Money

There have been obvious adjustments in marketing trends in recent years because of the aging Japanese population. The sixty-five and over “silver market” has become a common target for businesses such as in the travel industry where services have adjusted to respond to these customers mostly due to their abundance of time and money. What is new is the increase in unique services that have never existed before the arrival of this present senior generation, such as will development services. There has been an increase in demand for businesses including major Japanese banks providing seminars and assistance for elders wanting to construct their wills while still healthy to avoid future quarrels over rights for left fortunes.

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