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Millennials, Gen Y, Snowflakes—these terms describe the cohort born between 1980 and 1994, often the target of humor. In Japan, they are referred to as 'Yutori' and face their fair share of criticism. This generation was the first to experience a more relaxed education system, and now as adults, they find themselves challenging the strict traditions of their ultra-disciplined parents, with results that are still unfolding.
10. Valentine's Day Feels Like a Duty
In Japan, Valentine’s Day has transformed into a social landmine. In the 1950s, a chocolate company invented 'giri choco,' or 'obligatory chocolates,' as a way to increase sales on February 14th. The idea was for women to give chocolates to all the men in their lives, including male relatives, co-workers, and even bosses. This tradition quickly gained traction, and women—raised to avoid causing offense—would dutifully give chocolates to their male colleagues. To restore balance, White Day was introduced in 1978, where men reciprocate with gifts of white sweets and chocolates on March 14th.
A sense of discomfort surrounding the tradition has emerged, as it is increasingly regarded as outdated and sexist. Some companies have even implemented bans on giri choco, and without it, there is no White Day.
In February 2018, luxury chocolate brand Godiva made a bold statement by placing a full-page ad in the newspaper urging Japan to revitalize Valentine’s Day by discarding giri choco. This audacious marketing move was successful, and the holiday has since transformed into a playful, emoji-filled celebration. Restaurants are profiting by offering chocolate-themed menus, and women are buying gifts for themselves without societal pressure.
9. The New Dating Landscape
Japan has now become a 'mikon shakai'—a society where many remain unmarried. For centuries, Japanese parents arranged 'omiai,' formal introductions that typically led to marriage. While these practices are now viewed as outdated, most parents still encourage their children to marry. In a society where women over 25 are affectionately referred to as 'Christmas cake'—a term implying they are leftover—and where adults living with their parents are known as 'parasite singles,' the pressure to conform is strong. However, today’s Yutori generation is taking control of their romantic futures, entering the dating world without the strong influence of their parents.
The concept of 'konkatsu' was coined by a sociology professor in 2007. Roughly translated, it means 'searching for a potential partner with the aim of marriage.' Essentially, it’s a modern take on omiai, offering individuals the power to choose their own partner.
The dating scene can be quite complex. A 'gokon' party is a singles gathering, often organized by friends or professional matchmakers. You can also try a 'shumikon,' where you learn a skill, like cooking, alongside a potential partner, or an 'asakon,' a morning meetup for professionals who want to date before work. The largest 'gokon' event took place in 2015 at a Tokyo stadium, bringing together 10,000 singles.
8. Men for Hire
Traditional views of masculinity in Japan may be shifting, but there is still a demand for old-fashioned, fatherly advice. This is where 'ossan,' meaning 'old man,' comes into play—they’re available for hire to offer guidance and wisdom.
What was once seen as a quirky source of amusement, these kind-hearted 'uncles' are now charging about 1,000 yen ($10) per hour to offer a listening ear and comfort to stressed-out Yutori, who may feel too embarrassed to open up to their own families.
For women who aren't seeking ossan companionship, there's an alternative – a charming young man to dry their tears. A company called Ikemeso – a fusion of 'hot guy' and 'crying' – offers men of all types to cater to different preferences. These men will arrive at your office and screen a tear-jerking film, designed to encourage group bonding through collective sobbing.
Other services available range from non-sexual cuddling partners to renting fake friends or relatives for special events.
7. Exam Scandal
In 2019, for the first time ever, women outperformed men in entrance exams for Japanese medical schools. Why? The schools finally stopped manipulating test scores to unfairly favor male applicants. The scandal, exposed by a newspaper, revealed that universities had been adjusting results for over a decade. The dean of Juntendo University in Tokyo offered this explanation:
“Women tend to mature mentally faster than men…in some ways, this was implemented to assist male candidates.”
Many perceived this as yet another form of gender bias. In 2016, only 21% of doctors in Japan were women, compared to 47.2% in the UK.
6. Sneakerheads
American-brand sneakers have reached cult-like status among Yutori. In the early '90s, Michael Jordan’s influence combined with Nike’s release of the AirMax 95 sneaker sparked a fascination with the shoes, and fans became known as 'Sneakerheads.' Shibuya in Tokyo has become the gathering place for these enthusiasts, where they purchase rare brands to either collect or resell at a massive profit. The sneaker market is so profitable that some collectors have even been robbed in the street by thieves after their prized shoes.
Sneakerheads crave collaborations with celebrities and designers, leading to massive lines on the release day. To prevent scams, store staff now require ID and enforce a dress code to ensure customers are genuine fans, as some Sneakerheads have been known to pay homeless people to stand in line for them. Some enthusiasts are so devoted to authenticity that a niche market has sprung up around sneaker authentication, where experts are hired to confirm whether you've purchased the real deal. This business operates under a veil of secrecy to protect workers from bribery and threats in this high-stakes industry.
5. Halloween
Halloween made its way to Japan in 2000, courtesy of Walt Disney, when Tokyo Disneyland held its first Halloween celebration. Japan has embraced the holiday, adopting its customs, but has steered clear of trick-or-treating, which is considered too forward for its polite society. Instead, the focus is on costumes. For a generation already obsessed with cosplay—dressing up as characters from film, TV, or manga—Halloween is the perfect occasion. Since 2011, throngs of costumed revelers have gathered at Tokyo’s iconic Shibuya ‘Scramble’ Crossing to party and drink in the midst of traffic. In 2018, the crowd surged, leading to numerous arrests and an overturned truck. As a result, public drinking has since been banned in Tokyo.
4. Declining Birth Rate
In 2019, Japan's birth rate hit its lowest point since 1899. A survey by the Japan Family Planning Association revealed that 45% of women were either uninterested in or outright 'despised' sexual contact. Meanwhile, a growing group of young men, dubbed 'herbivore men' for their lack of desire for 'flesh,' also known as 'soushoku danshi' or 'grass eaters,' are increasingly shying away from the demands of the intense work culture that the older generation embraced, opting for a more passive lifestyle.
Shinzo Abe, the Prime Minister, has called the declining birth rate a national crisis, but the root cause may be simple economics. Gone are the days of the 'salaryman,' who dedicated their life to one corporation; today, many Yutoris are employed on short-term contracts, offering little job security. Some traditional parents still oppose marriage if the groom isn't a high-earning professional, while more women are rejecting the role of homemaker, choosing careers instead. The media has coined the term 'carnivore girls' for these ambitious women.
By 2065, Japan's population is expected to decline from 127 million to 88 million, a trend fueled by the pervasive attitude of 'mendokusai,' meaning 'can't be bothered.'
3. The Lonely Princesses
The Imperial Throne of Japan stands as the oldest monarchy in existence. Emperor Naruhito assumed the Chrysanthemum Throne in 2019 and has a daughter, Princess Aiko. Known as 'Toshi', she is unable to ascend the throne due to ancient traditions—her male cousin, Prince Hisahito, is next in line. At 18, Toshi deals with more teenage angst than most, as age-old customs dictate she must marry a nobleman. However, noblemen are nearly extinct in modern Japan. If she marries a commoner, she will forfeit her title, her status, and her wealth, becoming a private citizen with a single severance payment.
Princess Sayako, Toshi’s aunt, faced this very dilemma when she married a government official, which led her to learn to drive and shop for groceries in preparation for her new life. Toshi’s cousin, Princess Mako, at age 28, got engaged to fellow student Komuro Kei in 2017, but their engagement was followed by months of royal silence. The Imperial Family officially announced a delay in 2018, and Mako explained, 'It is because of our immaturity, and we just regret it.'
Six unmarried Princesses now exist in the Imperial Family, each one faced with the choice of independence or adhering to royal duties. Unless succession laws are amended, the future of the monarchy depends on a 14-year-old boy.
2. #KuToo
While many women choose to wear high heels to work, in Japan, it is a requirement.
After enduring hours in painful 3-inch heels, Yumi Ishikawa voiced her frustration on Twitter, sparking a movement. Women began posting pictures of their aching, swollen feet with the hashtag #KuToo, a blend of the Japanese words for shoes ('kutsu') and pain ('kutsuu'), alongside a reference to the #MeToo movement.
In June 2019, Yumi launched a petition advocating for a law to stop businesses from enforcing gender-specific dress codes and forcing women to wear painful high heels. #KuToo sparked a conversation about gender inequality and empowered women in a culture that often suppresses public displays of emotion. As a result, some companies have eased their footwear policies. Yumi later published a book about #KuToo, declaring, 'It’s super-fun to be angry.'
1. Hidden Hãfu
Japan, as an island nation, is often viewed as a somewhat insular society. People of mixed Japanese and other racial backgrounds are referred to as 'hãfu,' a term derived from the English word 'half,' and they have faced challenges in finding acceptance. These individuals are not officially acknowledged as a distinct group and are prohibited from holding dual citizenship. The government does not collect statistics on people with a single Japanese parent, nor is there any recognition of the discrimination they may experience.
Over time, a number of young Japanese people of mixed heritage have begun to gain recognition. Ariana Miyamoto, born in 1994 to a Japanese mother and an African-American father, won the Miss Japan title in 2015. Her decision to compete in the pageant was sparked by the tragic suicide of a mixed-race school friend, although she faced criticism for not being considered 'pure' Japanese.
The Ministry of Health has projected that 1 in 30 babies born in Japan today have dual heritage, with many of them having parents from neighboring Asian countries such as China and Korea. A new term, 'mikkusu,' inspired by the English term 'mixed race,' is becoming more widely used, while 'hãfu' is increasingly seen as part of Japan's past.
