Essay

Part Nine — Arafo?

By Garry Bassin

At some point in Japanese history, the majority of media and advertising started focusing its attention on the young generation. By young, I mean people from their teens to their mid-30s, the age group with the most aggressive consumer needs, but with the least cash in hand. The limited attention span of youth provided a never-ending market for new and easily-replaceable consumer goods. A young, newly-married couple has to furnish a new place to live, prepare their living space, and more often than not, welcome a new baby into the world. For years the Japanese media was obsessed with this age group, until recently when everyone started to realize that the young people of 20 or so years ago are now much older, have very different needs and desires than before and a lot more money to spend.

I'm sure anyone over 40 years old living in Japan has at one time or another been in the same kind of conundrum. Faced with a limited amount of restaurants, clubs and stores that appeal to their lifestyles, they instead choose to stay home. This obviously is not good for the economy, and when the numbers show that one out of every three women in Japan is over the age of 60, it's just plain economic suicide.

Recently, we have all seen a new wave of marketing, focused on older people. My favorite is "arafo" or "around 40." Only 20 years ago, people over 40 were considered old and out of touch. Now it's OK to be around 40. By looking at some of the marketing campaigns, it almost seems like it's cooler to be "arafo" than in your 20s, because you now have the time to do things other than work. You are now able to really "enjoy yourself."

Fortunately, this has always been the case in the West. It is common knowledge that a woman reaches her best at 40 and a man at 50. If you go to restaurants or resorts outside of Japan, you will see many older people enjoying themselves as couples or in groups, and the overall feeling is one of "now is the best time of my life." Couples that are in their 80s still hold hands and stroll through town at night, take in a show, eat ice cream, or have a late night aperitif.

As the human dynamics of Japan change, so will its attitude toward its citizens. It is good to be young. Working hard and playing hard are all good to a point, and then it comes time to look back at your accomplishments and enjoy the second half of your wonderful life.

Shukan ST: November 13, 2009

(C) All rights reserved