Japan’s Middle Age Boom

After decades of lavishing clothes, cosmetics and accessories on free-spending young women, Japan’s billion-dollar vanity industry has discovered the consumer of the future: the middle-aged man, the Guardian newspaper reports.

The original image of the middle age Japanese man, or ‘oyaji’ as they are known, is one of a a man who trudges to work in a blue jacket and slacks, a cigarette tucked in his mouth. After work, he joins a packed bar or cheap restaurants for obligatory drinking sessions with colleagues and clients, and then stumbles out for the last train of the night.

But now the 40-somethings who enjoyed the free-spending 80s have held on to some of their habits. Glossy fashion magazines aimed at middle-aged men are selling well, and department stores have revamped their men’s sections to cash in on the trend. LEON is one of the most visible purveyors of the trend. Founded in 2003, its circulation has exploded in the past year, from 38,000 a month to 70,000.

The magazine typifies the image the new oyaji are striving for: a dashing Italian in pink slacks and black shirt graces the cover. "This is what’s new with Italian `Oyaji’!" the headline reads. Inside, advertisements for Armani, Bulgari and Boss follow in quick succession.

Guardian Article
Related: Newsday Article