The first article from The Japan Times refers to a new breed of so-called men in Japan:
Every society has its own terminology for a young generation regarded as odd or unfathomable, and marketers are quick to give them catchy labels. It's no exception in Japan, which is now abuzz with talk of men with a soft spot who are becoming known as soshokukei, meaning "herbivorous" or "herbivores."
The word soshokukei, coined by a writer named Maki Fukasawa in 2007, has been widely picked up in the media in the last six months or so, owing in part to Megumi Ushikubo, president of the Tokyo market-research firm Infinity, and author of "Soshokukei Danshi Ojo-man Ga Nippon wo Kaeru (The Herbivorous Ladylike Men Are Changing Japan)," which was published in November 2008. Through interviews with around 100 men in their mid 20s and early 30s in Tokyo and other major cities, Ushikubo concluded that the soshokukei boys have a combination of the following characteristics:
• They are not as competitively minded about their jobs as men in older generations.
• They are fashion conscious and eat sparingly so they can stay thin and fit into skintight clothes.
• They are chummy with their moms and often go shopping together.
• They are not interested in dating girls, having relationships, or even having sex (choosing from a plethora of "self-help" toys instead).
• They are very tight with their money and often carry several retailers' "point cards" around, declaring that those who don't pinch pennies are stupid.
Ushikubo has even gone so far as giving these types a new label: ojo-man (ladylike men).
Underwear-maker Masayuki Tsuchiya says he had toyed with the idea of making bras for men for about seven years, but there was always one sticking point: What function could they possibly perform?
"Women's bras make breasts look larger or stop them from sagging," the entrepreneur explained. For men's bras to succeed, he reasoned, surely they too would need some clear purpose.
Double whammy: A model shows off one of lingerie-maker WishRoom's best-selling men's bras. WISHROOM Early last year the answer occurred to him. The few male customers who had called his Tokyo-based company, WishRoom, inquiring about bras did not seem interested in making their pectoral muscles look bigger, or improving their posture. "They said wearing a bra just made them feel more calm, relaxed and revived," Tsuchiya said. From a man's perspective, it turned out, the sole and sufficient purpose of a bra was psychological.
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