일본 사토리세대의 패션과 소비문화

Abstract

This study aims to provide basic data regarding the consumption culture and fashion of the Satori generation by analyzing its characteristics alongside relevant data from various fields with the aim of expanding scholarly understanding. The Satori generation refers to young people in Japan born between 1983 and 1994 who are not greedy and are satisfied with their situations. This generation grew up during a period of social, economic, and cultural transformation in Japan, and its members are currently in their mid-20s to mid-30s. In addition, the Satori generation came of low birthrate and aging, Yutori education, a long-term recession, growing societal disparities, increased internet penetration, and the expanding influence of social media. The Satori generation’s consumption culture is characterized by passive and efficient consumption, small social consumption, and same sex-centered consumption. When it comes to fashion, the Satori generation has four characteristics. The first characteristic is homogenization and petit individuality. Members of the Satori generation exhibit homogeneity in fashion by adopting similar appearances. However, they also pursue some differentiation by embracing petit individuality. Second, fashion has become a means of companionship and experience. The Satori generation regards fashion not as a thing but as an “act” of sharing with friends. Third, members of the Satori generation pursue fashion styles using an established manual; they need this new “how to dress” manual because contemporary society is overflowing with inexpensive and trendy clothes. Fourth, their fashion diverges from conventional sexual tastes and the fashion market, a trend that is apparent in the many buzzwords targeting the Satori generation.