Nestlé have recently launched a cute new site called “Bento Danshi Park” (Lunch Box Boys’ Park) that allows visitors to take a peek inside the carefully prepared lunch boxes of the nation's salarymen. Feeding off the bento danshi trend that exploded last year, the site allows male users to upload photos of their packed lunches, which are then rated by other users.
The trend began with a string of media reports that stated modern men were more likely to bring a packed lunch to work for economic and health reasons. Proving that this wasn’t all hot air, BP Net reported that Tokyu Hands saw a significant rise sales of bento boxes specifically designed for men and that publishing companies also done well with recipe books for simple bento lunches. For example, last spring the publication of "Bokuben" (My Lunch Box) by Matsuki Kamizawa (Goma Books), a how-to book aimed at male readers, proved to be a big hit.
A homemade bento, prepared with the right ingredients, can cost as little as ¥200, and some male workers have managed to slash their daily budgets even further by joining the new tribe of "suitou danshi” – men who take drinks to work in a thermos.