lives with somewhat of a vengeance. In general, their

trust in social and business traditions has been seriously

undermined by having seen their parents struggle during

the poor economic times.

You have no doubt heard of the young working women

of Japan who were almost single-handedly responsible

for shoring up the economy during hard times. These are

the so-called “parasite singles.” Although they work full-

time, they continue to live at home with their parents

— rent-free and with many of their meals provided —

leaving most of their salaries free for expensive luxury-

brand handbags, restaurant visits with other singles and

overseas travel. They represent 9-11 million consumers

(including some males) ——— about 60% of single

men and 80% of single women between the ages of 20

and 34.

The term fuyu-so refers to wealthy families with money

and education. In the past, some 90% of the Japanese

population defined itself as middle class, but that figure

has declined with increased segmentation. Fuyu-so

households encompass those that have 10 million yen to

10 billion yen (or more) in savings.