The Bland Generation: Japanese youth spurn motorbikes and spice

We already knew Japanese youth don't like beer, cars and foreign travel, but now they don't like wasabi and motorcycles either

By W. David Marx 8 February, 2010

If there is something the Bland Generation does like, it's walking: it's healthy, non-polluting and free. Yuck. (Photo by Flickr user mecredis)

Generation Y in Japan is non-consuming and bland

The main responsibility of Japanese youth in the post-war period outside of studying was to buy lots of music, clothing, toys, gadgets, media and trinkets. From the 1970s onwards, they were Japan's most important and dynamic domestic consumer base.

How times have changed. Japan's Generation Y have become famous for hating to buy anything. They were first reluctant to buy cars. And now we find out that Japanese youth are also disinterested in motorbikes. Sales for 2009 were a mere 10% of the market's peak some 23 years ago.

Maybe this avoidance of zoom zoom in the streets is linked to their avoidance of zoom zoom in their foods, as well. Japanese youth have become well-known for asking sushi chefs to avoid the spicy wasabi horseradish in their orders. Grow up, say the chefs.

Japanese society is of course worried about this non-consuming, non-adventurous generation. And if youth aren't going to properly rebel and 'bring the noise,' will there be anyone to battle the encroachment of Japan's elderly on the national pop culture?

In other news

Beat Takeshi candid about current affairs: Comedian Takeshi Kitano took a somewhat political stance by quipping something to the effect of "Asashoryu quitting sumo, the case against Ichiro Ozawa dropped... Those should be the other way around."

A nation of recluses?: The government thinks there may be around 3.6 million hikikomori shut-ins across Japan. This seems high.

Seiko-chan to be American TV star: In either a move of true cross-cultural exchange or cynical marketing move towards the Japanese TV public, American TV drama "Bones" has added former Japanese pop star Seiko Matsuda to its cast list for Season 5.

W. David Marx was CNNGo's initial Tokyo City Editor. His writing has also appeared in magazines such as GQ, Brutus, Weekly Diamond, and Nylon, as well as his web joural Néojaponisme.