The rise of Japan's girlie man generation

Date: 2009 November 06 11:48

Posted by Joe

The Times has a fascinating article about the rise of Japan's 'girlie man' generation. Known as the herbivore generation these fashionable men turn away from the traditional life of the corporate salaryman. Not keen on drinking or expensive cars.

The article highlights that rather than grinding away at the work place they'd rather have a much more fulfilling life.

"They are thrifty and abhor consumerism."

"In every Japanese convenience store are special sections devoted to men's cosmetics, eyebrow shapers, packets of disposable wipes for dealing with sweat and body odor, skin whitener. The herbivores may not buy beer and cars but they spend on keeping themselves odourless, hairless and pale. Their clothes come from cheap, fashionable chains such as Uniqlo. This week, Shinya Yamaguchi, 23, a fashion designer, launches his latest collection of skirts and lacy tops - all aimed at men. Many of Japan's younger male celebrities, bands such as Arashi and actors like Eita, Teppei Koike and Tsuyoshi Kusanagi, project an effeminate, herbivorous look."

So is the herbivore the next stage of evolution for the bishie?