A bit cheesy, but point taken. But there is also money to be made on the seamier side of the street. In fact, some older ladies are acting like, well, their husbands. Pachinko parlors, where generations of salarymen have mindlessly played pinball, are transforming gaudy interiors to look more like cafEs, so as to attract young women. Foreigners can play, too.
Women are behind Japan's wine boom, and French promoters are working to encourage the trend.
Local beer makers are fighting back. In Kirin Brewery's latest ad, popular young actress Miho Nakayama is obviously enjoying herself because she's sporting a thick foam mustache on her upper lip. Brand names still work wonders. Hermes and Gucci sell boatloads of luxury goods despite Japan's doldrums. But value is hot as well.