In Japan, the Rise of ‘Geek Brands’
There are more single or childless Japanese men in their 30s and 40s than ever before. The affluent and well paid among them have the time and money to indulge their most esoteric whims, whether in hobbies or consumer goods. A host of new brands and stores have emerged to serve them. One of the latest is H Tokyo, a tiny store devoted entirely to men’s handkerchiefs. JapanConsuming investigates.
