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  • Why do department store food halls appeal to Japanese women?
    Jim Epler, Creative Commons (2007) ©
CASE STUDY

Depachikas: busy Japanese women reach for the ready meals

With more women than ever working in Japan, the need for quick, nutritious meals has become of utmost importance for busy wives and mothers. How have depachikas – food halls in department stores across the country – helped overturn cultural stigmas surrounding ready meals?

Location Japan

Scope
With more women than ever working in Japan, the need for quick, nutritious meals has become of utmost importance for busy wives and mothers. It used to be embarrassing for Japanese mums to admit that they didn’t cook for their families, but with an aging population placing greater demand on the national workforce, businesswomen are no longer a rare sight, and they feel less shame reaching for a ready meal.

Depachikas – food halls in department stores across Japanese cities – have become the perfect destination for grabbing quality food on the go. [1] They ...

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