Soshokukei Danshi

A Japanese term – “herbivorous males” – used to describe men who choose to engage in traditionally female pursuits.

Reporting from Tokyo for The Times of London, Richard Lloyd Parrycommented on “a large and growing tribe of Japanese manhood that is attracting the fascinated and anxious attention of companies, academics and the mass media”:

Two phrases have been coined to describe them: soshokukei danshior “herbivorous males,” and Ojo-man – or “girly men.”

Definitions vary, but the new herbivores could be described as metrosexuals without the testosterone. Although most of them are not homosexual they have in common a disdain for the traditional accoutrements of Japanese manhood, and a taste for things formerly regarded as exclusively female. Girly men have no interest in fast cars, career success, designer labels and trophy women. Instead, they hold down humble jobs, cultivate women as friends rather than conquests and spend their free time shopping at small boutiques and pursuing in Japan what is regarded as a profoundly feminine pastime: eating cakes.

Seeking to tap into this market, Japanese manufacturers have launched underwear, cosmetics and clothing designed to appeal to herbivorous males – including bras for men and lacy male tops.

Parry noted that some sociologists are concerned by the emergence of “girly men.” Masahiro Yamada, a professor of sociology at Chuo University, Tokyo, believes that the new demographic is the result of economic decline: most young men in Japan simply cannot afford fast cars and designer labels, he says. Yamada also worries about the effects of soshokukei danshi on Japan’s shrinking population, noting that almost half of Japanese men aged 20–34 are unmarried and that nearly 30 percent of these have never had a girlfriend:

“I worry that herbivorous boys are the future of Japan. … As young Japanese men become more timid and more averse to taking risks, it will affect the energy and vitality of the society.”

According to a July 2009 article in The Japan Times, go-getting “nikushokukei joshi” – or “carnivorous women” – have emerged as acounterweight to soshokukei danshi.