“It’s more economical and more fun to stay living with parents even after taking a job!” I’ve heard that the young generation with this kind of mind is called “hapi-para” generation (from English “happy-parasite”). There is no doubt that the consumption of the hapi-para generation is now holding a large part of sales of convenience stores, cell phone companies and online shoppings.

In fact, I first knew the word “hapi-para” from the book, “Powerful Consumption of Happy Parasites in their 20’s” by Megumi Ushikubo, published by PHP Institute.

What interests me most about this book is that 90 percent of 50 hapi-para women in their 20’s answered that they have put on makeup on a train. According to their opinion, “manicure might be not good on a train because it smells, but what is wrong with putting on lipstick or using an eyelash curler when the train is not too crowded?” They also say they often buy cosmetics at Ekinaka when they have to make up on a train. The main feature of the hapi-para generation is that they are totally indifferent to the others on a train. They care so much about their face and hand that they don’t care about what other people say, thinking “you don’t have to look at me if you hate it so much.”

Perhaps they are the generation whose manners and common sense are getting very different from the ones of older generations. Their selfishness and dependence on the society might be the causes of this phenomenon. Another feature of hapi-para generation is they are the masters of impulse purchase. As they bring cell phones with them twenty-four seven, they have a habit to buy as soon as they find something cute on the Web.

While people who use PC to shop online tend to consider carefully before buying, those who use cell phones for online shopping tend to buy as soon as the advertisement appears on your cell phone. This reaction is more like a reflex or instinct of the “thumb tribe (a cell phone using generation).” I wonder if something is wrong with the brakes for purchase in the brains of those people who purchase from cell phones. They don’t seem to judge whether they should buy it or not. They never seem to think, “OK. I’ve spent too much this month. Besides, I already have one similar to that,” or “I should research what others who bought it are saying before purchasing it.”

The other day, I was very surprised to see a cosmetic that my friend’s daughter had bought for 600 yen. It was in a small container that was only 3cm tall and contained only 2ml. How can this possibly cost 600 yen? I would recognize it as just a sample if I found it in Sony Plaza. I bet 5 out of 10 people would refuse it if that cosmetic were distributed in front of a station. When buying online, you cannot realize its size and cannot complain after it’s delivered to you.

Anyway, I had thought only teenage girls, especially junior high or high school students, were buying things like these cheap samples during boring classes. However, it is not only teenagers anymore. It is a reality of this country that also women in their 20’s are buying things one after another without any deep consideration.

I am worried if these young women in Japan can really build a happy married life and raise children.

“Powerful Consumption of Happy Parasites in their 20’s -Why They Buy so Much”

http://www.php.co.jp/bookstore/detail.php?isbn=978-4-569-69431-3