Japanese youth consumption: A cultural and a social (r)evolution crossing borders

Abstract

This paper deals with the issue of Japanese youth as the social group that is (r)evolutionising the consumption trends in their society by a cultural change in values and lifestyles. These changes are reflected in new ways of social relations, work, gender issues and mainly consumption patterns. Japanese youth is creating a pop culture of their own that is spreading around East and South-East Asia, affecting their consumption trends as well. Such influence confers a new identity to the region that will be a key issue for marketers in the 21^st century.