1. A Major Shift in Japanese Consumer Trends

Long-term economic stagnation and a cooling of material desires have led to a noticeable shift in the consumption mindset of Japanese adults. Rather than hoarding goods, an increasing number of people are prioritizing the emotional experiences gained from an activity, as "possession" no longer equates to happiness.

1.1 The appeal of material consumption continues to decline

In the past, tangible goods such as designer bags and new cars were sources of status and pleasure. Today, many consumers believe that owning items brings the burden of storage, maintenance, and disposal, offering fleeting joy but numerous follow-up troubles.

1.2 Experiential Consumption Continues to Be in Favor

Experiential activities such as hot spring trips, handicraft workshops, theater performances, and food exploration have gained popularity. These types of consumption do not leave physical remnants, but the memories and emotions they evoke are considered more enduring.

2. The Reconstruction of Value Logic in Adult Products

The value proposition of businesses has gradually shifted from "providing goods" to "delivering experiences." For adult consumers, the product itself serves merely as a vehicle.

2.1 The Role of Products: Tools for Creating Experiences

Take premium coffee equipment, scented candles,大人のおもちゃ and camping gear as examples. What moves consumers is not just the craftsmanship of the products, but the experience of relaxation, solitude, and shared moments with loved ones when using them. Buying goods is about purchasing a piece of time.

2.2 Lightweight and Circular Options Are More Popular

Leasing, sharing, and second-hand circulation are widely popular in Japan. There's no need to purchase or hold onto items long-term—just use them when needed, reducing the burden of ownership and aligning with a consumption mindset that values experiences.

3. Insights from the Experience Economy Era

3.1 Not Denying Matter, Just Changing Expectations

This trend does not reject material possessions but no longer relies on them to bring lasting satisfaction. Material things serve as embellishments, while experiences and feelings are the true essence.

3.2 Respecting Adults' Diverse Ways of Enjoyment

Some prefer the comfort of owning something tangible, while others are captivated by fleeting yet precious experiences. There is no one-size-fits-all answer to consumption. The key to future adult-oriented commerce lies in understanding what kind of unique experience everyone seeks.

From the satisfaction of ownership to the fulfillment of experience!

How is the value of adult-oriented products evolving?