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The enigma of Japanese youth
July 2019
Japanese people
aged 20 to 40 are
much less into luxury
than their parents,
who experienced the
countryâs industrial
boom. They prefer to
save for their future,
or spend their money
on experiences. As in
Europe or the USA,
the middle class is in
the grip of uncertainty.
The luxury sector is
trying to adapt.
The enigma of Japanese youth
July 2019
Japanese people
aged 20 to 40 are
much less into luxury
than their parents,
who experienced the
countryâs industrial
boom. They prefer to
save for their future,
or spend their money
on experiences. As in