Big in Japan: Why 30 is the new 20
Love it or hate it, the HBO series Sex and the City was a global phenomenon that redefined cultural stereotypes of single women in their 30s.From 1998 to 2003, millions of viewers the world over tuned it for the latest exploits of Carrie, Samantha, Charlotte and Miranda, who challenged the notion that single life for older women was anything other than fabulous and fun.
While American audiences needed a bit of persuasion to admit that 30 was perhaps the new 20, Japanese women were quick to embrace the notion of aging gracefully outside the restrictive confines of marriage.
Indeed, there's even a new word to describe a fashionable and sophisticated single woman in her thirties, namely arasa (アラサー), which is short for aranundo sati, the Japanese pronunciation for 'around thirty.'
While Japanese government bureaucrats - the vast majority of whom are male - are scrambling to solve the problem of Japan's declining birth rate and aging population, Japanese women are increasingly embracing the freedom of unmarried life.
In fact, they're currently being targeted by some of Japan's most prominent brand name stores and boutiques, which are slowly realizing that older women have much more purchasing power than fickle teeny-boppers.
If you happen to be 'aranudo sati,' keep on reading for more info...
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