Beyond simple beauty, he is investing considerable time and money by living a “young routine” amid fear of aging and social evaluation pressure.
Hong Kong’s South China Morning Post (SCMP) reported the case of Japanese men who invest heavily in skin care and diet. A 33-year-old office worker in Tokyo started to take care of his skin while he was pointed out by his boss about 10 years ago that he looked old due to his reduced hair. At that time, he felt a desperate need for a change in appearance after breaking up with his lover, and created his own thorough routine.
He is applying sunscreen every day, going to bed early, eating frozen vegetables for one meal a day, exercising steadily and taking care of his skin, and regular endoscopy. “If you look young, you can increase good opportunities, gain trust at work, and receive more attention,” he said. After 10 years of thorough management, he said, “After the change in appearance, the people around me have become much kinder, and I am proud to be able to control my life,” and emphasized, “Looking young helps both work and love.”
Another man is even more extreme. He has been on a diet of frozen vegetables and spices for five years as a meal a day, and has invested $140,000 in anti-aging care that began at the age of 19. All-round investments are being made in beauty treatments, fitness, fashion, procedures, and health supplements.
This “young-looking obsession” is causing heated debate in Japan. “In a society that values youth, young looks are competitive,” one netizen said. “The more a society is obsessed with youth, the more the elderly are marginalized and the value of age and wisdom is depreciated,” another netizen said. On the nutritional side, there are also voices of concern that frozen vegetables lack nutrients compared to fresh vegetables, which can harm extreme diets.
JULIE KIM
US ASIA JOURNAL
