The idea that a group is more important than an individual is drummed into many Japanese from childhood. However, this mentality could be about to change.
After spending months in relative isolation due to COVID-19, an increasing number of people are developing a newfound self-awareness in their own personal needs.
Companies are now starting to get in on the act, offering goods and services that target individuals in the “solo” market that has already been thriving in recent years.
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