Beyond Metrosexual

When I first arrived in Japan, I will admit to being somewhat fascinated by what I considered back then to be relatively 'feminine' males. They were interested in shopping, carried "man-bags" (essentially handbags) and had pink mobile phones. It was almost like being introduced to an entirely new species. Of course, since then, the worldwide "metrosexual" trend has swept the globe and nowadays such a species comes as standard in most countries to some extent. Over the past couple of years however, Japanese men have been going through some drastic change – taking that metrosexual trend that extra step further....

Admittedly, upon first encountering Japanese society and its male counterparts such men with more feminine tastes were a new phenomenon but they weren't necessarily that widespread. There is a difference between high fashion and being comfortable with one's feminine side. Whilst the metrosexual feel about Japanese men some years ago seemed to be more of an outward, fashion motivated pursuit, the recent trends seem to be more personal, and the outward display, illustrative of a real change in mindset.

A major indicator of this change is the dramatic increase in male-targeted magazines on the shelves of bookstores in this country. This exponential increase suggests a market that continues to grow. The content is very fashion focused, but also introduces the arts, culture and tips on things like how to choose the best-shaped glasses for your face, or how to be the most stylish middle-aged man you can be in general.

What this amounts to is not only a burgeoning "premium fashion" trade where in fact department stores have been attributing their profits over the last year or two to the overwhelming sales in the men's fashion and skincare departments, but a change in the appearance of the middle aged Japanese man. While Japanese men have always been relatively well groomed, they are now experimenting with a new level of finesse and almost elegance. They wear their premium European brands with pride and easily justify the added expense.

It is not just how they look though, but a change in attitude. They are wanting to learn how to cook, even to learn traditional Japanese flower arranging... and have no qualms about being seen in a bar with a low alcohol beer (better for the waistline) or sweet cocktail, perceived a "woman's drink" in days gone by. This is indeed more than a passing fashion trend; it is a conscious change of attitude and interest.

Almost as evidence that this is not a "mid-life crisis" or an attempt to get the interest of women, the trend has now spread to the fathers of Japan. Recent articles in male read publications provide guidance for how to become a stylish and "good" Dad, highlighting the appeal of famous Hollywood parents such as Brad Pitt, Tom Cruise, Johnny Depp, etc that this generation have grown up aspiring to be. It's not just about making the most of your appearance and being stylish, it's about how to genuinely ensure you spend more time, and quality time with your kids. Being a cool Dad is the latest modern-man trend and in a country where the average Dad spends just a few hours a week with his kid(s), this can only be a positive social transition.

Of course, women are not against the amount of effort men are starting to put in to themselves. As the young Japanese women seem to get increasingly independent and picky about their choice of a life partner, men are starting to step up to the plate - simply the conscious effort in itself is an attractive quality. The repercussions of this movement are huge and it's going to be fascinating to sit back and watch them all play out...