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Male Order: Resonating with Today’s Young Male Japanese Consumers

In: Japanese Consumer Dynamics

Author

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  • Aaron Toussaint

Abstract

Young Japanese males are often misrepresented, both in their home country and abroad. Very little serious work has been done in the English language to try to understand the effect of recent major changes in the Japanese economy and in Japanese society on young male consumption habits. Instead, reports of ‘male bras’, sexless couples and weak, hapless ‘herbivore’ males make headlines in English-language newspapers and magazines as well as Japanese media, giving a distorted picture of this group.

Suggested Citation

  • Aaron Toussaint, 2011. "Male Order: Resonating with Today’s Young Male Japanese Consumers," Palgrave Macmillan Books, in: Parissa Haghirian (ed.), Japanese Consumer Dynamics, chapter 7, pages 121-145, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-30222-8_7
    DOI: 10.1057/9780230302228_7
    as

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