JAPAN WATCH REPORT


The enigma of Japanese youth

ANALYSIS

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July 2019


The enigma of Japanese youth

Japanese people aged 20 to 40 are much less into luxury than their parents, who experienced the country’s 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.

T

he clock of the Wako department store, owned by Seiko, an icon of the Ginza district, has ticked away imperturbably for nearly a century. Just a stone’s throw away, the Japanese watch giant has recently opened a concept store that has a digital reproduction of the famous clock.


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