Downsized Indulgences

The July issue of Japan CLOSE-UP has been published.

Japan CLOSE-UP is an English-language monthly magazine bringing you the latest news on Japanese business, products, culture, society, trends, and people.

One of featured articles on the issue is "Downsized Indulgences: Consumers Savor Small Pleasures amid Economic Crisis."

Japanese consumers are used to hard times. During World War II the Japanese government propagated the slogan, "Luxury is an enemy." The selling of fancy goods was banned. Inconspicuous consumption was a trend. Now the trend seems to come back. Unlike the situation in the United States, they do not feel as if a mountain has suddenly fallen on them. They are somewhat inured to the pain of austerity and were better prepared psychologically for the shock following the stock market crash that began in October 2008. Let's look at the new Japanese consumer trend closely in the current global recession.

Read more
http://www.export-japan.com/jcu/sample/index.php


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