Japanese society is redefining interpersonal relationships. In the past, people used to consume in order to maintain their connections and interpersonal relationships. Nowadays, more and more people are no longer struggling to maintain their relationships and prioritize "spiritual freedom", which has given rise to a new direction of consumption.
1、 The changes in Japanese people's understanding of interpersonal relationships
1.1 Increased sense of rejection towards obligation based social interactions
Workplace socializing, interpersonal relationships, and passive social gatherings have long brought psychological burden to many Japanese people. People prefer to reduce unnecessary mental exhaustion rather than maintaining superficial relationships.
1.2 Relationship preference shifts from "quantity" to "quality"
No longer pursuing extensive networks,ラブグッズ, but cherishing a few relaxed and harmonious relationships, and even enjoying moderate solitude. Socializing is no longer a necessary option in life, but a matter that can be chosen independently.
2、 Consumption characteristics under the guidance of spiritual freedom
2.1 Avoid personal consumption and focus on self experience
The budget for gift giving and dining has decreased, with more going towards personal hobbies, healing products, and home leisure items. The purpose of consumption is no longer to take care of others' feelings, but to protect one's own emotional state.
2.2 Preference for low stress, non social services
Online interest courses, self-service experiences, and single person leisure formats are popular. There is no need to deliberately engage in conversation or polite greetings, and one can relax in an undisturbed environment.
3、 Market thinking for adapting to new demands
3.1 Marketing no longer binds personal relationships and social obligations
Merchants weaken the use of phrases such as "suitable for entertaining others" and "great gifts", and focus on a comfortable, burden free, and exclusive experience, respecting customers' desire to preserve personal boundaries.
3.2 Provide flexible and selectable experience modes
The same product is available in both single player ディルド and small circle versions, allowing consumers to freely decide whether to share it with others without being forced to socialize, and returning the choice to consumers.
Conclusion
In this era, what people desire most in interpersonal relationships is no longer the connection itself, but the unrestricted spiritual freedom. Products and services that adapt to these changes will become a new track for the sustained growth of the Japanese consumer market.