Emerging Trends in Japan After COVID-19
On March 13th 2020, mask-wearing became optional in Japan and the fear of covid-19 gradually began to recede. As confidence grew, industries such as hospitality and tourism which had been severely impacted by the pandemic, gradually regained their former vitality. But this post-pandemic era, often referred to in Japan as ‘After Corona’, has seen the emergence of new business trends in these sectors that are now shaping Japan's future.
1. Third Places - an Alternative to Home and Office
Working remotely, or ‘teleworking’ as it is known in Japan, was a necessity for many during the height of the covid-19 pandemic. However, the Consumer White Paper 2021 and the 2021 Teleworking Population Survey by Japan's Ministry of Land, Infrastructure, Transport, and Tourism, recorded a significant increase in respondents who prefer working remotely — 90% higher than the previous year. Furthermore, 84% expressed a desire to continue teleworking after the pandemic.
While working from home is still the most common choice for telework, there is a growing interest in co-working spaces. This reveals a challenge, but also an opportunity: most people lack a third place —a flexible, non-home, non-office environment for work or leisure. This post covid business trend highlights a changing relationship with the traditional workplace.
The difficulties in separating professional and personal life while working from home, along with a sense of isolation from the community, are creating a growing demand for third places. These spaces could include private cubicles, shared offices, or even cafes offering individual charging stations and meeting rooms. These options already exist but are expected to develop in design and expand in number over the coming years.
2. Outdoor Activities for Japan’s Urbanites
Japan’s outdoor activities boom continues to flourish. Interest accelerated during the pandemic as people tried to find alternative ways to relax. 46% of residents in the densely populated Kanto region began outdoor hobbies during the pandemic, while the nationwide figure stands at 52%. Moreover, 91% of Kanto residents who adopted these pastimes during the pandemic have continued them since the situation improved.
Several factors have contributed to this market expansion, including the influence of social media, a rise in female outdoor enthusiasts, and the emergence of stylish glamping options. The concept of entertaining on your balcony or veranda, known as ‘Veramping’ in Japan, has created new product opportunities. The integration of outdoor gear into home decor has further blurred the line between outdoor activities and everyday lifestyle. Items previously sold for camping trips were on trend at fashionable 2023 Summer barbecues and drinks parties on the veranda.
Notably, major outdoor brands like Snow Peak have ventured into promoting the urban camping lifestyle, collaborating with real estate developers to create apartment complexes with outdoor amenities. This demonstrates the growing influence of outdoor activities on housing design and the potential financial return of this market trend in Japanese lifestyles.
3. Reinventing the Night Time Economy
The night time economy is gaining recognition as an opportunity for consumer growth in Japan. The perception of Japan's limited night time entertainment options is changing. Traditionally, evenings out were primarily centred around food and drink, but it is slowly evolving. The stigma surrounding nightlife or ‘Yoasobi’ is being challenged as new opportunities for alternative activities become available for diverse audiences. From music venues to live stream events and theatre, the opportunities for cultural activities are growing and not just for Japanese youth.
As the tourism industry rebounds, there is a renewed focus on stimulating economic activity and job creation through the expansion of night time offerings. This shift in perspective is transforming the night time experience in Japan.
Shaping the Future beyond Trend 2023
In addition to the trends we’ve highlighted here, cross-border e-commerce and Instagrammable trends are expected to remain essential in the promotion of products and experiences in Japan. These trends continue to evolve and shape consumer preferences in the post-covid-19 era.
In this exciting period of transition, Japan is poised to embrace new lifestyles, workspaces and leisure activities. There are new opportunities for companies seeking to develop their businesses in these growth areas. As the nation adapts to the changing landscape, these emerging trends will play a crucial role in shaping the future of Japanese society.
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This article was created in partnership by ChatGPT and humans from Pointblank