Neon nails, coloured contact lenses and plaited locks. This might describe a girl from Harajuku, but while Genderless Kei is a Tokyo style tribe, it's not just for girls. In fact, it's rocked predominantly by straight, teen boys that are rebelling against Japan’s notoriously conformist gender norms.
Japanese Gen Yers are often called the ‘enlightened generation’. Yet while they’re more self-aware and less materialistic than their parents, they’re also more risk-averse. Can the Tobitate! Young Ambassador Programme convince them to leave the comfort of home and study abroad?
‘No sex please, we’re Japanese!’ Sensational headlines suggest that Japan’s sexual appetite is waning; half the population aren’t having sex. But as a country that boasts more sex establishments than there are McDonald’s outlets in America – with 1.4 million couples visiting them daily – is this lack of libido a myth?
When the daughter of a Japanese mother and African American father entered the 2015 Miss Universe contest, she knew the controversy she would face if she won. Now, representing Japan in her freshly-won crown, Ariana Miyamoto is challenging Japan's racial stereotypes.
Asia's growing economies are creating new opportunities, but how equal are they? How are labels used to categorise professional Asian women, and how can brands communicate with this powerful consumer demographic in a meaningful and relevant way?