Summary of Key Points
Through his research in Japan, the author observes that during the period of economic stagnation known as the "Lost Thirty Years," Japanese businesses shifted from a focus on efficiency to an emphasis on "inner happiness," giving rise to an experience economy centered around concepts such as a slow lifestyle, emotional value, and authenticity (as seen in areas like the Kiyosuhashi district, therapeutic consumption, and the strategy of making tourism a national priority). Considering the anxiety associated with the AI era, the author believes that China will also move towards an experience economy that emphasizes authenticity. Businesses need to capitalize on the changing consumer mindset from seeking speed and quantity to seeking stability and emotional fulfillment.
I. Kiyosuhashi: The Anti-Commercial Wisdom of a Slow-Lifestyle District
Kiyosuhashi is a community-oriented shopping street in Tokyo, just a 10-minute drive from the luxury-filled Ginza district, yet it feels like two different worlds. It lacks the hustle and bustle of tourist crowds and the commercialism associated with internet-famous spots; instead, it blends seamlessly into ordinary residential areas and old industrial buildings.
- The Counterintuitive Choice of Blue Bottle: The first Asian store of the high-end coffee brand Blue Bottle was located here, not for its popularity but because of its tranquil and peaceful atmosphere. The shops are scattered throughout the area, with one cafe only appearing every few hundred meters, and some close at exactly 5 p.m., as the owners do not want to sacrifice their lifestyle for extra profits.
- A Fundamental Difference from Internet-Famous Streets: While Shanghai's Anfu Road became popular due to its photogenic spots, its popularity comes and goes quickly. Kiyosuhashi, on the other hand, attracts visitors through immersive experiences—such as the industry-leading "Omakase" service (one-on-one coffee preparation by reservation), which allows customers to truly enjoy their time without the pressure of taking photos for social media.
II. From “Buying Functionality” to “Buying Emotions”: The Shift in Japanese Consumption
Japanese sociologist Mifune Shigeru suggests that the core of consumption in Japan over the past 30 years has been about seeking emotional fulfillment rather than bigger, more expensive, or newer products.
- The Secret of Hello Kitty: Sanrio's IP, such as Hello Kitty, has become a timeless brand by conveying a sense of cuteness and warmth.
- The “Sentimental Premium” on Used Cars: Used car sales in Japan exceed those of new cars. Some classic models from the 1960s and 1970s sell for millions of yen; elderly buyers purchase them as a way to relive their youth.
- The Boom in Second-Hand Markets: The second-hand market is worth 3 trillion yen, larger than the department store industry. People buy used items not for cost savings but for their uniqueness and emotional connection.
III. Making Tourism a National Priority: Japan Attracts Visitors with Authenticity
In 2006, Japan launched the “Making Tourism a National Priority” policy, focusing on attracting visitors with its unpretentious authenticity.
- The Appeal of Kyoto: Kyoto does not have overly developed tourist attractions but offers a glimpse of Eastern culture that resonates with global travelers—peaceful, reserved, and full of everyday life.
- A Surge in Visitors: The number of international tourists increased from 7 million in 2012 to 30 million in 2019, and is expected to exceed 40 million by 2026 (the highest in Asia), surpassing China’s 35 million.
- The Core Competitiveness: Experts point out that the key to Japan’s tourism success lies in its authenticity. Areas like Kiyosuhashi are genuine parts of daily life, not artificially created attractions.
IV. The Antidote to Anxiety in the AI Era: The Future Trend of China’s Experience Economy
The author argues that while AI improves efficiency, it does not necessarily bring happiness (happiness comes from human connections, not technology). With slower economic growth, Chinese consumers are likely to follow the Japanese example and turn inward.
- Problems in Chinese Business: Many current commercial spaces focus on generating traffic and profits, such as noisy food streets and crowded internet-famous stores, but this model is unsustainable.
- The Future Direction: An experience economy that emphasizes authenticity will become the trend—fewer marketing gimmicks, more authentic community atmospheres; less emphasis on quick profits, more long-term customer experiences. Although places like Anaya have a slow-lifestyle vibe, they still have a strong commercial presence and need to evolve towards a more subtle approach.
V. A Comparison of Chinese and Japanese Business Thinking: The Choice Between Speed and Slowness
China has pursued extreme efficiency over the past 40 years (with GDP growing by several times), while Japan has learned to slow down during its period of stagnation.
- **China’s “Speed”: Internet-famous stores gain popularity quickly but then become tiresome; businesses prioritize short-term profits over long-term customer experiences.
- **Japan’s “Slowness”: Kiyosuhashi preserves its community character and does not rush to make every penny. Second-hand markets and therapeutic consumption rely on emotional connections for sustainable success.
- The Lesson: China needs to balance efficiency and experience, shifting from a focus on speed to stability, and from material satisfaction to emotional fulfillment.
In conclusion, the author asks: What are the experiential districts in your city that have left a deep impression on you? This question also serves as an invitation for everyone to pay attention to the less obvious but more meaningful places around us.