Meet Japan's Gen Z—the first generation to grow up with rising prices and wages. Unlike their parents who lived through deflation, these young consumers are reshaping Japan's economy with "merikhari consumption," spending strategically on what truly matters while cutting back elsewhere. But there's a paradox: 74% buy ultra-fast fashion despite their environmental awareness, experiencing what researchers call "sorry consumption." Discover how this inflation generation is redefining value, balancing ideals with reality, and potentially transforming Japan's economic future—one purchase at a time.
◆Introduction:
Japan's young consumers are caught between environmental ideals and economic reality—and their choices may reshape the nation's future.
Why do three-quarters of environmentally conscious young Japanese still buy ultra-fast fashion? In this episode, Sakura and Professor Haru explore the fascinating contradictions of Japan's Gen Z—a generation that experienced 2% annual inflation while older generations saw only 1%. They're willing to spend 30% more on overseas travel than pre-pandemic levels, invest heavily in their passions, yet feel guilty about their fashion choices. Through personal stories and surprising data, we uncover how this "inflation generation" is moving Japan beyond its deflation mindset, one thoughtful—and sometimes conflicted—purchase at a time.
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